PLANET. PEOPLE. PERFORMANCE.
FUELED BY GOODNESS FOR ALL HUMANITY.
Of all the brands I have worked on in my career, Neuma has my heart. When I joined Cosway Beauty Brands, I became an integral part of the Neuma restage team. As a 10-year-old clean beauty brand, Neuma boasted incredible, high-performance, clean formulas coupled with a devoted stylist following; however, the brand found itself at a crossroads, with growth stagnating and its packaging in dire need of a makeover.
Charged with revitalizing Neuma’s presence in the clean beauty sphere, my creative team was tasked with redefining Neuma with an elevated and modern package design and compelling brand story that honored Neuma’s rich heritage while sharpening its unique selling positioning. Embracing a less is more approach, we reimagined Neuma as the future of clean beauty and brought it to life, amplifying it as a brand that cares – fueled by goodness, inspired by nature.
The result was a sweeping brand relaunch encompassing a complete overhaul of packaging for over 100 SKUs, leveraging eco-friendly materials and globally compliant formulas that embodied goodness from the inside out. Our earth-inspired, apothecary, neutral packaging stripped back the non-essential to reveal the raw beauty of clean design for a stunning on-shelf experience. In addition, our team forged an ongoing, meaningful partnership with Trees for Future, underscoring Neuma's commitment to sustainability by pledging to plant one tree for every retail product sold.
No detail was overlooked in our reintroduction of Neuma to the world. My team executed a 360-degree omnichannel approach to seed Neuma in the market, encompassing everything from model and product shoots to salon introductory promotions and merchandising to e-commerce overhauls, including our Shopify and Amazon brand stores. Brand awareness initiatives included a digital magazine, brand book and consumer-facing collateral materials, online video, social media teaser and launch campaigns, NYC editor launch event and pop-up shop, along with multiple domestic and international distributor launch presentations. From extensive copywriting, branding and creative direction to project management and content strategy, I drew upon my diverse skill set and expertise to bring this beautiful brand to life. Every facet of the relaunch bore the imprint of our team's collective passion and expertise, culminating in a resounding success that continues reverberating throughout the industry.
SOCIAL MEDIA STRATEGY
As the Marketing Communications Director, I spearheaded our social media team, orchestrating the strategy behind our dynamic content calendar that was crafted seamlessly to integrate our brand initiatives and seasonal promotions while amplifying our brand narrative. Our goal was to increase brand awareness and community engagement across all our social media platforms, emphasizing Instagram and TikTok, the latter being introduced during my tenure.
Our approach included a strategic mix of user-generated content (UGC), lifestyle product photography, engaging reels, product knowledge, monthly giveaways, noteworthy press mentions, and how-to videos featuring influencers and Neuma stylists. Complementing our original content, we leveraged the power of social advertising to augment our reach. Under my direction, our Instagram following surged by an impressive 50%, from 14K to 21K. Moreover, the successful launch of our TikTok presence continues to thrive, emerging as a potent revenue driver for the Neuma brand.
YOUR STYLE. YOUR WAY.
2024 NEUMA CAMPAIGN COLLECTION
Each year Neuma comes out with a fresh campaign collection to inspire our artist community and the Neuma customer. 2024 was all about Your Style. Your Way - a concept and narrative I developed to accompany the visuals shot on location in Cyprus to capture what natural beauty looks like in our industrial world. Sleek architecture juxtaposed with elements of nature set the backdrop for Neuma’s expressive style while defining what clean beauty looks like in today’s modern age.
Come as you are. Let your personal style be a true reflection of your unique being. With Neuma, every curl, bend, contour and shape represents a narrative of self-discovery and authenticity. Clean and sustainable, our haircare solutions are devoted to letting your inner beauty shine so you can express your style – your way. Allow your style to speak volumes, boldly, unapologetically. You are enough.
Discover our whole neu world.
PROMOTIONAL PACKAGING
Neuma compiles thoughtful and gift-worthy kits for salons and their clientele each holiday season. For our 2023 Holiday Collection we sourced recyclable craft boxes embellished by a modern sleeve featuring four of Neuma’s best-selling collections with a full-size product as a gift with purchase. In addition, with purchase of each kit, Neuma plants three trees as part of our ongoing partnership with Trees for the Future.
