Creating India's First Fruit-Powered Upcycled Beauty Brand: Uppeel
- Noopur Sane
- Mar 28
- 3 min read
Updated: Aug 6
Brand & Communications Strategy | Go-To-Market Strategy | Digital Growth Strategy | Creative Direction & Content Strategy | Marketing Team Structure & Hiring |
Uppeel Beauty, a sustainable upcycled skincare brand, aimed to carve a niche in the eco-conscious beauty market. We collaborated to craft a distinct brand identity, streamline go-to-market strategies, and drive digital growth for Uppeel
Brand & Communications Strategy
Challenge: As a skincare brand, Uppeel Beauty needed to carve a distinct identity in the crowded beauty market while effectively communicating its innovative approach to skincare.
Builder Moves:
a. Crafted a Brand Strategy
Defined brand positioning and core values to highlight the unique upcycled, sustainable ethos.
Established a clear brand voice that resonated with conscious consumers.
b. Developed Digital Communications Strategy
Created tailored content plans for digital channels to educate and engage audiences about upcycling and sustainability in skincare.
c. Set Communication Guidelines
Streamlined messaging across platforms to ensure consistency in tone, visuals, and key messages.
Go-To-Market Strategy
Challenge: Uppeel Beauty needed a robust go-to-market strategy to establish its presence in the competitive skincare market, ensuring optimal resource allocation and a clear positioning that resonated with eco-conscious consumers.
Builder Moves:
1. Developed a comprehensive business plan
Identified key sales and marketing channels to prioritize for maximum impact.
Allocated budgets strategically to balance brand-building efforts and performance marketing.
2. Crafted a distinct positioning route to market
Positioned Uppeel Beauty as the go-to sustainable skincare brand, emphasizing the innovation of upcycled ingredients.
Highlighted the brand's unique value proposition to stand out in a crowded market."
Digital Growth Strategy
Challenge: Uppeel Beauty needed to accelerate its growth while optimizing its presence on marketplaces like Amazon. With limited brand awareness and a niche focus on sustainable skincare, the challenge was to drive conversions and maximize return on ad spend.
Builder Moves:
1. D2C Growth & Performance Marketing Strategy
Developed a targeted performance marketing strategy focused on customer acquisition, retention, and optimizing lifetime value.
Used data-driven insights to improve conversion rates and increase repeat purchases.
2. Marketplace Strategy - Amazon
Optimized Uppeel’s presence on Amazon, including A+ content, product listings, and enhanced brand storytelling to drive visibility and conversions.
3. Creative Testing for Ads
Conducted ad creative testing to identify the most effective formats and messaging that resonated with the target audience, improving ROAS and engagement across digital ads.
Creative Direction & Content Strategy
Challenge:
Uppeel Beauty faced the challenge of building a cohesive and engaging brand presence across digital channels, while ensuring its sustainability narrative translated seamlessly into packaging and product innovation.
Builder Moves:
1. Social media & influencer marketing strategy
Crafted a social media strategy emphasizing the brand's sustainability ethos and upcycled ingredients. Designed an influencer marketing strategy to amplify brand awareness through authentic partnerships with skincare, beauty and sustainability creators.
2. Content creation across platforms
Developed high-quality online content, including A+ and B+ listings for marketplaces, website copy, and visual assets, tailored to engage and convert audiences.
3. Packaging & product innovation direction
Provided creative input to align packaging with the brand's sustainability values, ensuring it stood out on shelves.
Guided product innovation to reinforce the brand's positioning and enhance customer appeal.
Marketing Team Structure & Hiring
Challenge:
Uppeel Beauty needed to build an in-house marketing team to streamline operations, scale campaigns, and maintain brand consistency across all channels.
Builder Moves:
1. Defined key roles and responsibilities for the internal marketing team, focusing on content, performance marketing, and brand strategy.
2. Facilitated hiring by outlining job descriptions and conducting interviews to onboard top talent aligned with the brand’s vision.
3. Established workflows, processes, and KPIs to ensure efficient collaboration within the team and alignment with broader business objectives.
