Beauty Brands
After moving to Kuala Lumpur, Malaysia, I shifted my focus from sports marketing to handling beauty brands. I led the L’Oreal Paris Malaysia fleet (hair care, skincare, makeup), and was seconded to Jakarta, Indonesia to lead Matrix Professional and NYX Cosmetics. I returned to Malaysia to pitch for another beauty brand which we eventually won, and I became the account lead.
Beauty highlights
Rimmel London
Account lead for Coty pitch team that was awarded with Rimmel, Bourjois, Adidas Body Care, and Playboy Body Care as digital agency
Bronze for A+M Agency of the Year Awards 2019 for Most Effective Relaunch
Digital strategy, account & project management acting as a liaison among clients, partner agencies, and internal agency consisting of media, social & ePR, and creatives.
Rimmel London’s objective was to successfully relaunch in Malaysia with ‘Live the London Look’ as an overall communication and what it means to be a Rimmel Girl.
Inspiring beauty quotes were sent to KOLs to paint the town red on Instagram stories with a posting rate of 75% out of the KOLs invited.
Play Party was the first launch event exclusively to make-up artists and KOLs that garnered 6.7k reach, and 730k reach, 5k engagement from total KOL postings from quotes and play party.
Launch party followed with a total reach of 1.2m, 3.6m impressions, 278k video views and 301k total engagements from owned assets and 133k engagements from KOLs achieving 3.5x EMV against fee, with 34% increase in fans and daily engaged users.
Other activities include creating different looks to introduce how Rimmel can make you slay from day to night, Rimmel jingle and music video, lead generation with decreased CPL of $2 from KPI, testing Youtube prime packs, and running contests for engagement.
NYX Cosmetics
Digital Strategy & Content Creation Operations
Held the first ever NYX Face Awards in Indonesia that reached KOLs in Tier 1-3
Content hub in the L’Oreal office: Opened the NYX studio at L'Oreal Jakarta office in partnership with marketing team to be the studio for grassroots, aspiring, and up & coming makeup influencers to help them create their content. Key people are Peary Pie & IBV members.
Operationalised an effective way to curate UGC, and partnered with the local beauty community (IBV Indonesia Beauty Vloggers)
Supported Indonesia Beauty Vloggers 2nd Anniversary in Bandung with KOLs from up & coming and veteran beauty vloggers.
Planned NYX Boutique Opening in Senayan City with social media support on Instagram & Snapchat posts, and inviting KOLs.
📍Jakarta, Indonesia
🗓 seconded in Jakarta for 7 months to lead NYX's digital initiatives including strategy, local initiatives such as partnership for e-commerce and local beauty communities, project management within the agency, coaching an account executive to lead day-to-day activities of the brand
Successes:
Won International Brand of the Year for IDN Media
Face Awards drove the highest growth on NYX Professional Makeup YouTube subscribers 756.35%
Live streaming featuring the beauty community drive 1.3% of followers that placed as one of the top live streaming section
Grew subscribers on YouTube since it was first created in 2016 and had an average 47% of retention rate of all NYX Professional Makeup YouTube content, average 47% of retention rate of all NYX Professional Makeup and average video watch time of duration 2:57 minutes
Grew 67.83% followers on Instagram within 9 months to 180K
