Because the brands that connect
are the brands that belong.
The beauty industry is a bustling metropolis, and in late 2017, RE:ERTH was the new kid on the block. With a minimalist approach to beauty and all things beautiful, we built the brand from scratch. RE:ERTH’s philosophy to life resonated with many women, and quickly became a bestseller amongst the populace.
In a marketplace teeming with discounts and 1-for-1s, focusing on brand building and content creation seemed counter-intuitive. But RE:ERTH’s mantra of minimalism was an invitation to modern-day women to see the world a little differently. It was a refreshing message, and one that was surprisingly relevant.
We started by creating the tagline, philosophy, look and feel, as well as a series of key messages that would bring the brand ethos to life. These elements lay the foundation for our marketing efforts, and piqued the interest of a small but key group of beauty evangelists.
TURNING SOCIAL MEDIA INTO A
Using thoughtfully-curated content, we turned our Instagram page into a communal space for all beauty lovers. Every organic and sponsored post had a specific purpose, whether it was to share a beauty tip, inspire our fans, draw attention to one of our events, or simply reach out to the uninitiated.
Coupled with our PR and Google marketing efforts, RE:ERTH’s reach and appeal grew exponentially. Riding on the momentum, we rewarded fans with more delightful surprises. Every mini activation was an exercise in matching the brand’s vision, with customers’ needs and wants.
In less than 2 years, we’ve become a media darling, and the brand that many beauty influencers and pundits swear by. RE:ERTH now boasts retail presence at the heart of the city – and is often invited to major lifestyle and beauty fairs throughout the year.
ONE INSPIRING MESSAGE IN 4 FRAMES
One key campaign that paved the way for RE:ERTH is #BeautyIn4Frames. It was a tribute to Singaporean women, and the many forms of beauty that they embody.
Using 4 frames, we showed different facets of a woman’s life: As a mother, wife, CEO, nature enthusiast, design purist, and so forth. The message always comes back full circle to RE:ERTH, as the minimalist solution for multifaceted lifestyles.
#BeautyIn4Frames started with a few personalities, and as a month-long campaign. It soon won the attention of beauty lovers islandwide, and is now a permanent fixture on RE:ERTH’s social media.
Branding agency: Piquant Ideas | Content marketing agency: Pencil Sword | PR agency: Smitten PR