Mustaev
MORE THAN MAKEUP
Client Background
- MustaeV USA, a Korean cosmetics brand founded in Seoul in 2010 by professional makeup artists, offers high-quality makeup and tools designed for flawless application.
- Market: International
- Industry: Cosmetic/Beauty
Services
- Creative Agency AOR
- Media Agency AOR
- Strategic Consulting (GTM Strategy)
- Experiential
Challenges
- Aligning global brand with North American market needs.
- Unifying legacy and new products under refreshed positioning.
- Coordinating concurrent timelines across digital, packaging, and retail.
- Balancing innovation with compliance in loyalty and subscription programs.
- Creating cohesive CX across e-commerce, packaging, and pop-ups.
- Adapting to platform shifts in social, influencer, and media channels.
- Integrating tech systems while staying agile and scalable.
- Managing budget across brand, performance, and experiential channels.
Solutions Implemented
- Conducted in-depth market research to guide North American brand repositioning.
- Developed integrated GTM strategy blending legacy and new product narratives.
- Designed cohesive packaging system and premium unboxing experience.
- Created loyalty and subscription programs tailored to customer behaviors.
- Building UX-forward e-commerce platform optimized for scalability.
- Building out data-driven social and influencer strategy with measurable KPIs.
- Managing full-funnel media plan across digital, print, and experiential.
- Turnkey creative and logistics for trade shows and pop-up activations.
RESULTS
- Polling showing 30% increase in brand recognition across North American markets.
- Online conversions by 40% with re-tooling current site while building new e-commerce site.
- Loyalty program pilot saw 25% customer opt-in within first 90 days.
- Subscription Service exceeded forecasted sign-ups by 35% in pilot launch.
- Generated over 15K direct interactions through pop-ups and trade events.
- Media test campaigns delivered 3x ROAS across digital and print channels.
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