Maya Beauty
Be fierce. Live beautifully. Overview
Maya Beauty is a skincare company with the mission to help people painlessly achieve long-lasting hair removal from the comfort of their homes. Their pandemic baby was founded when hair salons closed, leaving the creator stuck with age-old, painful, disposable hair removal devices. The Maya is loved by beauty gadget lovers, and first-time users appreciate saving their time, limiting pain, and achieving long-lasting results.
The Maya IPL Handset uses Intense Pulsed Light to painlessly zap the hair follicle. Within a few short weeks, the user experiences skin rejuvenation, which is proven to support all sorts of skin issues, such as hyperpigmentation, blemishes, blotches, fine lines, scars, and wrinkles. This is in addition to less hair growth.
My Role:
Go-to-Market Strategy and E-commerce Leadership
As a seasoned Product Marketing Manager and E-commerce Coordinator, I have extensive experience crafting and executing go-to-market strategies that resonate with target audiences and drive significant business growth. At Maya Beauty, I played a pivotal role in market research, design, e-commerce management, and social media strategy, ensuring that every product launch was grounded in a deep understanding of customer needs, preferences, and emerging trends.
Market Research and Competitive Analysis: At Maya Beauty, I conducted thorough market research and competitor analysis to identify our unique value proposition. While our competitor, Kenzi, focused heavily on sales, I identified our competitive advantage in offering advanced cool technology, positioning Maya Beauty as the superior choice for tech-savvy consumers seeking cutting-edge skincare solutions.
Product Launch Strategy and Cross-functional Collaboration: I developed and executed comprehensive go-to-market strategies, working closely with product development, sales, and customer support teams. This collaborative approach ensured cohesive messaging across all channels, leading to successful product launches that increased customer acquisition by 35%.
E-commerce Management and Shopify Integration: Recognizing the need for a seamless customer experience, I built a pop-up integration in Shopify that effectively highlighted our advanced technology. This initiative differentiated us from competitors and enhanced the user experience, contributing to a 40% increase in online sales.
Social Media Management and Content Creation: I led social media management efforts, providing relevant content, informational guides, and creative assets that educated and engaged our audience. By leveraging these content-driven strategies, I amplified our brand’s voice and fostered a loyal customer community.
Brand Magic and Visual Strategy: To build brand magic for Maya Beauty, I implemented warm color tones that resonated with our target audience, creating an inviting and aesthetically pleasing experience across all touchpoints. This visual strategy was crucial in establishing a strong brand identity and deepening emotional connections with our customers.
Performance Tracking and Analytics: My data-driven approach to performance tracking allowed me to monitor key metrics and make informed adjustments in real time. This agility was crucial in optimizing campaigns and meeting evolving market demands.
Content Creation and Brand Positioning: Leveraging the insights gained from market research, I crafted engaging content that emphasized the benefits of our advanced skincare technology. This strategic positioning reinforced Maya Beauty’s brand as an industry leader in innovation, driving customer loyalty and retention.
Customer Engagement and Support: I prioritized personalized communication and customer support, fostering long-term relationships that enhanced brand loyalty. This customer-centric approach resulted in improved retention rates and repeat purchases.
Budget Management: I managed the marketing budget with a focus on maximizing ROI. By strategically allocating resources, I ensured that every dollar contributed to the success of our product launches and campaigns.
Understanding the Problem
Creating a Shopify store is a great start to your eCommerce journey but it doesn’t include a go-to-market strategy. She was selling without an audience.
The business owner’s goal was simple, sell beauty products online to increase revenue and profit.
Her business held no online presence and was reluctant to share her endeavors.
The third problem came from the client’s fear of high competition.
TIP: Look at it this way, a highly competitive market also indicates a high demand and therefore, confirms that buyers need what you’re selling. I recommend viewing this as an opportunity for creative branding and messaging. Everyone knows you have to keep a positive attitude in business, but as a business owner, you’re bound to be clouded. The key can be to either consistently practice it, or hire a professional like myself to chime in.
Audience Personas
Audience segmentation facilitates creating content that speaks directly to the audience’s needs.
We researched our ideal customer personalities and what problems they could experience with conventional hair removal methods like the classic razor, laser, and wax.
Our new hair removal device is a game-changer. It not only eliminates the pain and after-effects of conventional methods but also removes the stress of making appointments and the high upfront costs. Get ready for a whole new hair removal experience.
We created a campaign with three ad sets, teaching how our device solves these problems to target users most interested in our beauty product.
Your customers will teach you along the way. You can adjust content accordingly for relevance, which impacts SEO.
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She’s brave, consistent and willing to try anything. Looking for a painless option and results. Must be quick and easy. Tired of cleaning up another sticky mess.
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Man or woman. Struggles from razor burn, bumps and a $15 bill every month. Tired of buying endless razors. She absolutely despises painful beauty tools.
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Highly values long term results.
Willing to spend.
Time to go to appointments.
Frequents LazerAway, Whole Foods and uses eco-laundry detergent.
Go-to-market strategy
Owned Branding to Content Development:
Managed the entire branding process from ideation to execution, ensuring consistent and compelling brand messaging.
Planning Stage:
Conducted a detailed client questionnaire and extensive market research within the hair removal industry.
Performed competitive analysis of similar brands, such as Kenzzi.
Developed audience segmentations to target every customer demographic effectively, highlighting our niche features.
Web Management:
Led a significant overhaul of the Shopify store, which included writing informative product copy, taking professional product images, and integrating social media and email capture tools.
Content Creation:
Organized and directed photoshoots, setting the scene at locations like Lake Tahoe Beach Sands and using props for product photography.
Graphic design posts
Detailed calendar
Brand theme pillars
Product Pages:
Managed creating and optimizing product pages, photos, descriptions, and categorization to improve user experience and conversion rates.
SEO:
Enhanced frontlinks/backlinks and product knowledge for better search engine optimization.
Awareness:
Established and amplified the brand's online social presence, ensuring it communicated the core values and mission of the business.
Soft Launch:
Executed a soft launch within a close-knit community to gather valuable product feedback regarding likeability and user experience.
Creative Strategy:
Crafted messages to speak directly to each target audience, enhancing the brand experience with high-quality product photos.
Emphasized the brand's competitive advantage, such as the cooling technology in the IPL handset.
Lead Generation:
Implemented strategies to grow the email subscriber base using effective lead-generation techniques.
Influencers:
Collaborated with influencers to create a high perceived value for the products, differentiating them from competitors.
Email Automation:
Developed lead capture strategies, including email subscription incentives like a 15% discount on the first purchase to increase the subscriber base.
Social Media Management
Content Pillars:
About the brand - Lions
Educate - How to use products
Inspire - Self-care, Wellness, Beach days
Awareness campaign. Utilized hashtags, giveaways, tagging, stickers, polls, and comments to encourage engagement.
Plus, our product had a competitive edge—the cooling technology, which Kenzzi only recently released (Feb ‘22).
Advertising
The classic tale of FOMO.
Research brand-related influencers.
Check engagement rates 10% +
Draft outreach emails
Picture for Product
Influencer
Results:
Through targeted advertising and social media management focusing on Silicon Valley moms, we gained an online presence, gained thousands of leads within the first week, increased ROI, had a second-edition IPL product launch, and sold out within 3 months.
