Case Study

Rebranding with Purpose

How we helped Nova Beauty create a viral brand moment that defined a category.

Overview

When Nova Beauty prepared to launch its new skincare line, they faced a crowded market full of promises and influencers. The goal was clear: make an authentic splash that felt fresh, diverse, and real. Our mission: to position Nova Beauty as the new voice of inclusivity in skincare — with a campaign that sparked conversation, connection, and conversion.

The Challenge

Breaking through the noise of the beauty industry isn’t easy. Nova needed a launch that stood out without relying on paid hype. The brand wanted organic excitement and genuine engagement, not just clicks and impressions.

Our Approach

We built a full-scale PR and communication strategy focused on authenticity, storytelling, and visibility.

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Research & Positioning

We identified key audience insights and beauty influencers whose voices aligned with Nova’s message of “real skin, real beauty.”

Campaign Storyline

We created the central campaign message: “Unfiltered Confidence.” Every piece of communication — from press releases to video content — reinforced honesty and self-expression.

Media & Influencer Activation

We collaborated with editors, content creators, and skincare experts for exclusive previews, giving the brand credibility and buzz before launch.

Digital Amplification

Our digital team optimized the campaign for social virality — from teaser videos to user-generated content challenges that encouraged community participation.

Results

The campaign generated extraordinary momentum from day one. Within the first week, Nova Beauty reached over 2 million organic impressions across social and digital platforms, with the hashtag #UnfilteredConfidence trending for three consecutive days.

Major beauty publications — including Vogue, Elle, and Refinery29 — featured exclusive coverage, amplifying the brand’s voice beyond expectations. Engagement rates tripled industry averages, and community participation turned the campaign into a cultural conversation about real, inclusive beauty. Most importantly, Nova’s new skincare line sold out within 72 hours, marking the launch as both a commercial and reputational success that firmly established the brand as a new leader in the industry.

Services Used

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