Mally Beauty is Gen-X demographic cosmetics brand founded by celebrity makeup artist, Mally Ronal (Beyonce, Jennifer Lopez etc.) To put it into perspective, prior to the rise of Mario Dedivanovic, Mally Roncal was the definitive makeup artist and commercial trendsetter in cosmetics.
Due to declining brand sales, the company was purchased by TPR Holdings with an aggressive market re-frame positioned to QVC and ULTA Beauty.
- Playful, flirty, extremely girlie
- Digital copywriting and art direction positioned to engage and drive sales
- Heavily leveraging the Mally Roncal tone of voice and brand identity of “Mally” the individual merged with Mally Beauty, the brand
- Mild experiential marketing and influencer marketing events and tactics
- Launch of new product kits on QVC
- Gen Beauty 2016
- Journalism and blogger events
Organization: Tractenberg PR / Firebrand Group
PR Manager: Victoria Moran, TPR Holdings
Digital: Sasha Muradali
Copywriting: Sasha Muradali
On-site production support: Sasha Muradali
