Building a Beauty Brand For the Unseen

Brand strategy rooted in stories of community, hardships and culture.

Ask
Develop the brand strategy foundation for a new beauty brand focused on solving long-ignored scalp and skin hardships — particularly within underserved communities of color.

Challenge
Build a brand that doesn’t just sell products, but earns trust.

Despite the crowded beauty market, multicultural consumers — especially Black and immigrant women — faced persistent neglect.

Voice for Those Long Ignored

Insight
1. Scalp and skin issues aren’t just cosmetic; they carry emotional weight — shame, frustration, and isolation.

2. Consumers weren’t asking for “nice to have” beauty products — they were searching for professional-grade solutions from brands that truly understand their lived experience.

3. Deep-rooted distrust of brands, salons, influencers, and even medical professionals made credibility and transparency non-negotiable.

Strategy
1. Anchor the brand in the spirit of the immigrant journey — boldness, grit, creativity, ambition — and reclaim “high maintenance” as a point of pride.

2. Position Amichi as a challenger brand offering clinically backed, culturally authentic, emotionally resonant solutions.

3. Focus on science-first transparency, targeted problem-solving, and a fresh, audacious brand personality.

Rooted in Resilience and Truth

  • Designed and conducted in-depth 1:1 consumer interviews across North America.

  • Executed competitive SWOT analysis across 18 beauty brands.

  • Extracted key emotional and behavioral insights that fueled brand development.

  • Synthesized findings into actionable positioning, messaging, and product philosophy frameworks.

  • Presented strategic recommendations directly to project stakeholders.

My Role

The Exploration

The Takeover is crafted to drive the most impact in economical and unconventional ways.

  • Consumer Insight Maps and Emotional Territories

  • Brand Purpose and Strategic Narrative

  • Target Audience Profiles and Key Behavioral Drivers

  • Product Philosophy and Reasons-to-Believe (RTBs) Framework

  • Strategic Foundations for Visual Identity and Messaging

  • Innovation Opportunity Roadmap for future product development

Outputs

Target Audience

Primary:

Multicultural women (particularly African and Afro-Caribbean diaspora), aged 25–40, dealing with persistent scalp and body skin hardships.

Secondary:

Broader audiences underserved by mainstream beauty categories.