This is the working structure we use for beauty launches, adaptable to hero products, range extensions and market entries.
Weeks 1–2: Discovery and positioning
Product truth, category context, competitor messaging and the commercial target. Output: a positioning statement everyone signs off.
Weeks 3–4: Concept development
Two to three campaign territories, each with a name, visual direction and line. One is selected and developed into a production brief.
Weeks 5–7: Casting and production
Creator casting per market runs in parallel with hero production. All assets are cut for organic, creator and paid simultaneously.
Weeks 8–12: Phased launch
Tease, reveal, proof and sustain. Weekly review of hook performance, with the winning variants promoted across channels.
Related services