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The Beauty Effect: web and social strategy
Website redesign and social media strategy for The Beauty Effect, a Mexican beauty brand founded by Mexican influencer Eugenia Debayle, with a large audience in Mexico and in the Hispanic community in the U.S.
Challenge
Turn a founder-led beauty brand into a media brand, and turn a large social audience into regular readers of the website and the magazine.
Situation
The Beauty Effect started as Mexico's first specialized beauty magazine and grew to 200K followers on Instagram, plus YouTube, a website and a print magazine. Its audience reached well beyond Mexico, into Spanish-speaking women in the U.S. Content was growing fast, but each channel worked on its own and the website wasn't keeping up.
Analysis
The audience followed Eugenia, not a product feed. What brought people back was useful content (tips, tutorials, honest opinions) and an inclusive promise: beauty for every woman. The opportunity was to connect the channels so they fed each other instead of competing.
Result
As Digital Strategist for a year, I led the website redesign and built the social strategy. The website reached +1M in traffic and 180K monthly readers and video views, with a 30% engagement rate during my year. When Eugenia stepped away in 2022 for health reasons, the account stopped posting. Years later, its 200K Instagram followers are still there.
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Hi Contra 👋
I'm Alia, founder of Slick Prjct , my small brand strategy and design studio based in Brussels. I've been doing this for 10+ years, both in-house and freelancers side.
I've spent the last few years mostly on Upwork, so starting a profile here from zero feels a bit... strange? In a good way :)
So how is it here?
What do you wish someone had told you in your first month?
Go ahead. I think you will get your desire clients.
The test for a tagline is simple. Can someone who's never heard of your company read it and tell you what you sell?
If they can't, it's not doing work. It might be doing something else. Setting a mood. Sounding confident. Filling space on a hero section.
But it's not helping a buyer understand what you do.
The best taglines I've seen in B2B are almost boring. They describe the category, name the buyer, or state the outcome. No metaphor. No wordplay. Just clarity.
"Accounting software for small businesses." You know exactly what it is and who it's for.
If your tagline needs an explanation, the tagline is the explanation.
Spot on. A tagline should explain the product not act as a puzzle buyers have to solve.
