FAE Beauty X
BeReal
BRAND COMMUNICATION
STRATEGY
OVERVIEWThis project was a part of the summative assessment during my 6th semester of college and it focused on enhancing the communication strategies of impressionable Indian brands thriving in the "Me-conomy." I selected FAE Beauty, a prominent Indian cosmetics brand committed to "Free and Equal Beauty." While their core values were strong, my analysis identified a gap: FAE was not vocally representing these values beyond their social media presence, or directly in their products, limiting their overall impact. My process involved developing a strategy to bridge this communication gap, conceptualizing how FAE could better champion genuine beauty for all Indian skin tones and gender expressions. This encompassed crafting communication around authentic visuals, innovative packaging designs, community empowerment, and a gender-neutral aesthetic, all designed to foster confidence and celebrate diversity in the beauty landscape.
Tools used :
FAE X BEREAL: A SOCIAL MEDIA COLLAB CAMPAIGNGEN-Z have started valuing the idea of being authentic a lot in today’s time, considering staged unrealistic lifestyles being mass shared on social media platforms. BeReal is an app which is growing to become the most liked by them, as it eliminates the idea of over thinking before posting, filtered images, or the uncertainty of what’s real and what’s not. On Be real it’s all real.
FAE beaty stands in the same place regarding it’s values where BeReal does. FAE’s number one marketing medium is social media, so why not collab with one which exactly stands for what it promotes?
This campaign was though with the idea to reestablish and increase awareness about FAE’S ideas of being authentic, real and happy in one’s own skin, while also promoting real people rather than just famous celebritys or influencers using their products.
According to my discoveries in the story brand analysis, the idea of being real is pushed to a whole new level with this collab which has helped highlight agreement plans, strengthen a the story being communicated, as well as making the idea of beauty easier, more comfortable, inclusive and lot more fun for all it’s users.
SOCIAL MEDIA POSTS
BILLBOARD AD
PROMOTIONAL SOUVENIR
REVAMPED PACKAGING- FAE SK*N PRODUCTS
PROCESS & IDEATION
BRAND ANALYSIS
Poster design: FAE’s core values.
My analysis was driven by the understanding that the "Me-conomy" signifies a fundamental shift where brands must now meet consumers, rather than expecting consumers to seek them out. This demands authenticity, meaningful connections, and deeply personalized experiences, going beyond mere product satisfaction to truly impact an individual's life and values. For FAE Beauty, a brand I deeply admire for its bold, authentic messaging and commitment to "Free and Equal Beauty," this meant delving into how their communication could be even more impactful.
Despite FAE's strong core values, my assessment revealed a subtle disconnect: while well-versed consumers understood their ethos, the powerful messaging wasn't immediately apparent to a newcomer, representing a missed opportunity in initial communication clarity. To address this, I leveraged the StoryBrand 7 Framework. This powerful storytelling tool allowed me to meticulously break down FAE's narrative, identifying how to clearly position the customer as the hero, articulate their problem, present FAE as the guiding solution, and craft a compelling user journey. By pinpointing where their communication had "loopholes" for new audiences, this framework was instrumental in strategizing how to make FAE's impactful values loud and clear from the very first interaction, ensuring their profound mission resonated with everyone.
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