Merit Beauty

I was asked to curate Merit’s social and influencer strategy to engage with their female demographic of millennial women. The brand voice would be described as friendly, to-the-point, and never fluffy, avoiding the use of heavy descriptor words that are usually present in saturated beauty-speak. The vibe of the brand would be very minimal and clean, with Scandinavian lines, gold jewelry, crisp collars, and old Céline references. The brand’s overall mentality is that less is more. In a world full of excess, Merit cuts through the noise and provides only the well-edited essentials for a daily routine.