Araceli Beauty Brand Aesthetic Redesign
Aida Bravo
ARACELI BEAUTY — Social & Paid Creative Direction
Brand Aesthetic Redesign & UGC Performance Content
For Araceli Beauty, a Target USA cosmetics brand rooted in Mexican heritage, I led the creative direction and redesign of the brand’s social media aesthetic, developing a cohesive visual and content system designed to strengthen cultural authenticity while expanding mass-market appeal.
The goal was to elevate brand perception while creating performance-ready content capable of driving engagement across both organic social and paid media environments. I defined a creative strategy centered on emotional connection, relatability, and modern beauty storytelling — positioning the products within everyday rituals while preserving a refined, aspirational tone.
The content direction prioritized UGC-first storytelling, featuring Latinx women authentically using the products, combined with polished editorial visuals to balance social proof with premium brand perception. Visually, the system introduced warm, luminous tones, minimal backgrounds, and lifestyle compositions that highlighted both product performance and personal confidence.
In parallel, I developed scalable messaging frameworks and conceptual copy aligned with themes of self-care, empowerment, and cultural pride — allowing the brand to maintain its identity while resonating with a broader audience across Instagram and TikTok formats.
Through this work, Araceli Beauty gained a more cohesive and recognizable visual presence, stronger emotional engagement, and a flexible creative direction adaptable to ongoing campaigns and performance marketing initiatives.
Services provided: Creative Direction · Social & Paid Media Visual Strategy · UGC Content Concept Development · Conceptual Copywriting
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Posted Mar 22, 2026
Updated Araceli Beauty's social aesthetic to enhance cultural authenticity and audience appeal.
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