Launch strategy · Beauty and bodycare · Strategy delivered ✦By close friends.
Fifteen days until launch. The first product was still on its way to the warehouse, and the new beauty line had no audience of its own.
But Fragola already had customers buying its swimwear. We developed a launch strategy for Shimmer Vanilla Glaze, its first beauty product, a shimmer body oil made for the beach and for dinner, connecting the new line to customers the brand had already earned.
At a glance
Key highlights
Project context
Strategic deliverables
Fragola had an established swimwear business, but its customers had no experience of the new bodycare line. The first product needed to earn their interest without reviews or previous customer results.
At the same time, the brand wanted to introduce its first beauty product while building anticipation for future products that weren't yet ready to launch.
Swimwear
0 reviewsBodycare
We positioned Shimmer Vanilla Glaze as the sole hero product, with one clear message: skin that catches the light. The plan would show the effect before introducing the product, so the creative work would land even without sound.
Skin that catches the light.
Fragola Skin had no audience of its own, but Fragola already had women buying its swimwear.
We developed a sampling strategy that would introduce Shimmer Vanilla Glaze through existing swimwear orders, giving customers a chance to experience the product and the brand a way to measure their response.
tap the box
Announcing five products as "coming soon" turns excitement into waiting. We proposed a quieter way to build anticipation for the later launches, one that never commits to a date the brand can't keep.
a hint, never a date
We gave Fragola three creative routes, from safe to bold, all built on the same product and offer.
Strategy delivered ✦
A launch plan, a visual system that connects Fragola Skin to the swimwear without copying it, a sampling approach built on existing orders and three creative concepts, each suited to a different goal, from first-week sales to reach and press.
A launch plan
A visual system
A sampling approach
Three creative conceptsThe launch strategy and creative concepts were delivered. The proposed campaign was not executed, so there are no campaign performance results to report.
Fragola already had customers. We built a plan to make them the first to discover what came next.
the short answers.
Start with the audience the business already reaches. For Fragola Skin, close friends. developed a sampling strategy using existing swimwear orders to introduce Shimmer Vanilla Glaze to customers familiar with the brand. The plan also included a way to measure how those customers responded.
Usually not. One hero product with one visible benefit is easier to understand, easier to prove and easier to buy. For Fragola Skin, we positioned the shimmer body oil as the sole hero product in the proposed launch, while keeping future products as subtle hints rather than announcing dates that hadn't been confirmed.
By connecting the new category to what customers already associate with the brand while giving it a distinct identity. For Fragola Skin, we developed a visual direction that retained Fragola's sunny, colourful character while focusing the new line on skin, light and the product's visible effect.
Whether it's your first beauty product or a new category for an existing brand, we'll help you plan a launch that starts with the customers you already have.
