Instagram Launch for All Natural Eyelash Serum

The Purpose of This Adventure

Who did we work with?

Nature’s Mercantile, our sponsor, is a growing apothecary business based out of Auburn, Indiana. The company specializes in natural products, serving mainly women looking for natural solutions.

What is the product?

Eclipta is an all-natural eyelash serum made from herbal-infused oil. This serum promises better results than prescription-based eyelash serums without the chemicals, making it a safer and more natural alternative.

What was our goal?

This project’s objective was to drive significant attention to the product on social media as it hard launched online. We were tasked with branding redesign, content creation (both photo and video), and social media posting and scheduling.

My Contribution

Role & Responsibilities: Spearheaded designs for new logo, colors, and typography. Led team through a content creation workshop to ideate on campaign ideas. Designed a significant amount of Canva social media posts that went live.

Team: Grace Combs, Aashika Parekh, Kaylee Young, Kimberly Hung, Pallavi Tulpule, Ryan Ahn, Hannah Ahn

Duration: August 2024 - December 2024 (15 weeks)

Chapter 1

Overview & Results

Why did Nature’s Mercantile need our help?

Before welcoming us on board, Nature’s Mercantile had soft-launched Eclipta at in-person events and on their Instagram page, however, they had only reached 6 accounts and had 24 total views. They needed our design experience to create Instagram posts with two main qualities: 1.) backed by beauty industry trends research, and 2.) using consistent branding.

Our Impact

Through industry research and subsequent brand redesign, followed by clear social media campaigns that aligned with Eclipta’s brand image, we successfully managed to reach 1,138 accounts and increase views to 2,214. We achieved this without any use of paid promotion, which we recommended Nature’s Mercantile look into after our involvement in the project ended.

Below are the social media posts I designed in Canva either independently or alongside my teammates that helped lead to our increase in reach and views.

This research resulted in our recommendation to re-evaluate the production cost for Eclipta and adjust the price for better competition within the lash OIL category.

Eclipta’s founders took our recommendation and adjusted the price from $130/5ml to $49.99/5ml.

They also introduced a subscription for 15% off, and a 1ml travel size for people to test out the product as well.

Eclipta 1.0

According to Eclipta’s founders, their branding intended to use colors and imagery representative of the eclipse and that were special to the creators. Their choices for fonts and designs were based on a vision to be feminine and timeless.

Upon analyzing their branding, our team recognized that the gray colors used in their brochure, and the bright neon turquoise and purple did not align with their vision. Their typography was also not easy to read and appeared dated compared to other products in the industry.

Eclipta 2.0

We worked with Eclipta’s founders to tweak the color palette so that it better matched their vision for cool, night/eclipse inspired purples, while including a harmonious pink and blue as they were special to the each of the founders.

We tweaked the “femininity” aspect of Eclipta’s vision to allow for a future men’s line, going with a more gender neutral typography used in the new logos.

Lastly, we incorporated the new colors, typography, and logos into a brand new brochure that better represents Eclipta’s brand image.

To organize our content creation and schedule its posting, we conducted a workshop to ideate on campaign ideas.
We came up with 4 themes that fulfilled certain goals:
1. Introduction to Eclipta - Introduced Eclipta’s purpose, use, and top qualities as a new product.
2. Nighttime - Connected Eclipta’s nighttime use & eclipse branding inspiration.
3. Ingredients & Daily use - Highlighted the natural ingredient benefits and easy use.
4. Eclipta for the Holidays - Marketed Eclipta’s Black Friday sale and Eclipta as a perfect holiday gift.

Chapter 2

Key Decisions

Pricing Change

When beginning our beauty industry and lash product research, we immediately noticed a difference in products. We identified OILS and SERUMS, each with very different price points and ingredients.

Oils ranged from simple castor oil, to organic blends, advertising themselves as safe for sensitive skin.

Serums were more name-brand, such as Babe Lash and Grande Lash, priced higher, and included prostaglandins and peptides for lash growth.

As an all-natural oil blend, we recognized that Eclipta fit into the OIL category much more than the SERUM category, however, this was not reflected in its price point.

Eclipta was comparing its price point to lash SERUMS instead of its true competitors, lash OILS, which made Eclipta look much too expensive.

Additionally, Eclipta did not offer a subscription service for reduced price, nor did it have clinical testing to support the higher price point.

Brand Redesign

Social Media Campaigns