Araceli Beauty Brand Aesthetic Redesign

Brand Aesthetic Redesign & UGC Performance Content

Araceli Beauty, a Target USA cosmetics brand inspired by Mexican heritage, needed an updated social media aesthetic to strengthen cultural authenticity while appealing to a broader audience.

The objective was to create a cohesive visual direction and performance-ready content system that could elevate brand perception and increase engagement across social and paid channels.

The creative approach focused on building emotional connection and relatability through:

UGC-first storytelling featuring Latinx women using the products

A soft, feminine and polished visual identity aligned with platform trends

Messaging rooted in self-care, confidence and cultural pride

A balance between editorial hero visuals and everyday beauty rituals

This allowed the brand to maintain authenticity while expanding mass-market appeal.

Creative direction and content production included:

Social media aesthetic redesign

UGC-style video and image concepts

Hero product visuals for campaigns and ads

Tutorial-style content for engagement and education

Messaging frameworks adaptable to paid media

Visual system highlights:

Minimal backgrounds to emphasize product and emotion

Warm, luminous tones reinforcing femininity and glow

Lifestyle compositions enhancing relatability and social proof

Platform-optimized formats for Instagram and TikTok

“Your roots, your beauty, your shine.”

“Elevate your routine with a touch of heritage and luxury.”

“360º Drama, Zero Clumps. Meet The Monarcha Mascara.”

“Golden Hour, Anytime. Meet The Agave-Infused Tequila Highlighter.”

Strengthened perception of the brand as both culturally authentic and mass-appeal

Increased engagement through relatable UGC content

Established a scalable visual direction for ongoing social and paid campaigns

Creative Direction Social & Paid Media Visual Strategy UGC Content Concept Development Conceptual Copywriting