Turning a Functional Launch into a Viral Moment
Launching ColourPop's new Brow Boss product presented a unique challenge. Brow products weren't traditionally where consumers looked to the brand for innovation, and with limited budget, a conventional influencer campaign wasn't likely to shift perception.
Instead of leading with the ColourPop name, I developed a strategy to build credibility and pre-launch buzz by letting the product speak for itself. I created an anonymous seeding concept centered around the product's strongest claims, long wear, flake-proof performance, and formula credibility.
A carefully curated group of 39 high-profile beauty influencers, known for their brows and trusted recommendations, received completely unbranded packages, with the product itself covered by a removable label and no indication it came from ColourPop.
As creators organically tested the formula, many shared it with their audiences before peeling back the label to reveal the brand behind it.
Results
12 of the 39 creators posting organically and producing 34 pieces of content
Drove more than $500k in EMV just through anonymous seeding
The momentum created a halo effect that amplified the broader influencer rollout
Increased traffic and interest across the brow category before the product officially launched
Fueled demand so strong that Brow Boss was difficult to keep in stock.
Product became a hero SKU across ColourPop.com and key retail partners, demonstrating how strategic positioning and creative storytelling can outperform larger budgets and redefine consumer expectations for an everyday category.
Building Bigger Moments Through Smarter Partnerships
For National Lipstick Day 2025, ColourPop wanted to own one of beauty's biggest cultural moments with a destination creator experience, but under a leaner budget than previous years.
Rather than scaling the event down, I identified an opportunity to amplify the moment through partnership. I secured Fruit Riot as a strategic co-marketing partner, offsetting production costs while introducing ColourPop to new audiences, increasing cultural relevance beyond the beauty category, and creating a more compelling experience for creators.
Together, we hosted a multi-day creator activation in Miami celebrating the launch of ColourPop's newest lip product, followed by a pool party that expanded beyond invited guests to include local Miami creators. This extended the campaign's reach, increased visibility within an important creator market, and strengthened relationships with both creators and brand partners that later supported ambassador programs and future collaborations.
Results
Reduced overall event spend by 50% through a strategic brand partnership
Increased earned media value from $5.9M to $7.7M year over year
Expanded reach beyond the beauty category by leveraging Fruit Riot's audience and cultural relevance.
Increased visibility through an extended Miami creator activation into Miami market
Built long-term creator and brand relationships that fueled future ambassador programs and partnership opportunities.
Modernizing Biolage Through PR
I was engaged to lead Biolage's U.S. public relations strategy, overseeing everything from annual communications planning and launch strategy to messaging, press materials, mailers and execution. Rather than treating launches as standalone moments, I developed an integrated PR calendar that connected product innovation, talent partnerships, trend forecasting and editorial relationships to keep Biolage consistently part of the beauty conversation throughout the year.
To expand Biolage's editorial relevance, I introduced texture specialist Cynthia Alvarez as a new brand ambassador alongside longtime celebrity hairstylist Sunnie Brook, unlocking new storytelling opportunities while strengthening the brand's expert authority. I also deepened editor relationships through immersive New York desksides and built culture-first PR moments around emerging hair trends—including the Butterfly Cut and Peek-a-Boo Highlight—positioning Biolage as an expert voice before each trend reached peak popularity.
Results
Doubled Biolage's monthly media reach.
Secured top-tier editorial coverage across Vanity Fair, The Zoe Report, POPSUGAR, American Salon and other leading beauty and lifestyle publications.
Earned industry award recognition for key product launches through strategic media positioning and PR execution.
Expanded Biolage's expert authority through a new texture ambassador partnership.
Strengthened relationships with editors through experiential New York desksides.
Positioned Biolage at the forefront of two of the year's biggest hair trend conversations, helping shift coverage from product launches to culture-led editorial storytelling.
Building A Scalable Creator Ecosystem
Rather than treating influencer marketing as a series of one-off campaigns, I rebuilt ColourPop's creator ecosystem into a scalable engine designed to drive long-term advocacy, measurable business impact and sustained earned media performance.
I reworked the influencer and ambassador strategy, restructured the team, refined platform partnerships by offboarding underperforming vendors and onboarding partners better aligned to business goals, and introduced new reporting frameworks to improve efficiency and measurement.
To expand the program beyond traditional influencer marketing, I launched ColourPop on ShopMy, scaling the affiliate program beyond first-quarter goals while maintaining a 35%+ promotion rate, and introduced the brand to Home From College to establish its collegiate ambassador program.
Together, these initiatives created a stronger community strategy, improved creator retention, and connected influencer marketing more directly to business outcomes.
Results
Rebuilt ColourPop's influencer, ambassador and affiliate ecosystem into a scalable, performance-driven program.
Launched ColourPop on ShopMy, exceeding first-quarter growth goals while maintaining a 35%+ promotion rate.
Established ColourPop's first collegiate ambassador program through Home From College.
Improved ambassador program efficiency while significantly reducing cost per earned media value.
Positioned ColourPop as the #1 beauty brand by EMV for five consecutive months under my leadership.
Recognized as one of the Top 10 Beauty Brands of 2025 by CreatorIQ.
Recognized among the Top 25 Beauty Brands of 2025 by Traackr.
Earned repeated industry recognition across WWD, CreatorIQ, Traackr, and Tribe Dynamics for creator and earned media performance.
