Keys Soulcare
Igniting beauty practices from soul to skin.
How might we engage fans of Alicia Keys (and beyond) to get excited about the launch of her brand, Keys Soulcare, on Amazon?
The Challenge
We created a platform for the launch called “Get Ready With Soul”, honoring Alicia Keys' core philosophy that cultivating inner beauty and expressing your personality is a key part of individual beauty.
The Insight
We built our strategy around a key insight: the popularity of "get ready with me" content, and the fact that 86% of beauty users shop both online and in-store.
The Solution
Using the voice of Alicia herself…
And some soulful influencers…
We shared different “Get Ready with Soul” routines across a variety of personalities and lifestyles.
We even built a tool to help people reclaim time for Soulcare: The Soulcare Calculator.
By answering a series of carefully researched questions, fans were invited to rediscover and reclaim the Soulcare minutes missing in their days and weeks… and get some product recommendations.
We helped people learn even more about what getting ready with soul was about with compelling owned content.
Alicia curated a selection of products for a special giveaway, which she was able to gift to Jimmy Fallon on the Tonight Show!
"The 'Get Ready with Soul' launch was recognized by industry leaders, including e.l.f. Beauty's Senior Director of Amazon, as a “bold, disruptive, and best-in-class launch' for a premium beauty brand on the Amazon platform, setting a new benchmark for strategic market entry."
A consumer perception test for the Deeply Replenishing Squalane Facial Oil, a key launch product available only during the livestream, revealed impressive results:
The Results
94%
of users agreed their skin was replenished
97%
noted softer skin after just four weeks, underscoring the brand's commitment to both soul-nurturing and skin-nourishing benefit
