Social Media
Six and a half years of graphic design for City Beauty's digital channels — and for the past three months, full creative control over organic content on Instagram and Facebook. Building a social world that reflects the aspirational life of City Beauty's customer: confident, polished, and intentional.
Creative Direction
Content Design
Campaign Content
Organic Social
Social media at City Beauty isn't a secondary channel — it's a credibility layer. As the brand expands into Macy's and Walgreens, a first-time customer encountering City Beauty in a retail environment will go straight to Instagram to validate the brand before they buy. The social presence needs to hold up to that scrutiny. My backgrounds in creative direction, graphic design, and brand management converge here: campaign-centric content that matches our email and site-wide promotions, built to reflect the world our target customer aspires to inhabit.
5M
Views in 3 Months
1,000+
New Followers Gained
30+
Posts Created
$6k
Net Revenue Attributed
Tracking Revenue
How We Measure It
Revenue attribution is tracked via UTMs and campaign links — separating organic social revenue from paid media buying efforts. This gives a clean picture of what the content itself is generating, independent of ad spend. The $6K net figure represents revenue directly traceable to organic posts over a three-month window, in a channel that previously had no formal measurement system in place.
CONTENT STRATEGY
Campaign-centric content, built to match the full brand ecosystem
Every post is developed in the context of the broader marketing calendar — aligned with email campaigns, site-wide promotions, and seasonal moments. Social isn't treated as a separate creative track; it's an extension of the same visual system running across packaging, retail, and web. That cohesion is what makes the feed feel intentional rather than reactive.
BRAND WORLD
Aspirational, not generic — a social presence built for a specific customer
City Beauty's target customer is a confident, busy, middle-aged woman who uses multi-tasking cosmetic and skincare products as part of a full life — not just a beauty routine. The social world we've built mirrors the life she aspires to: beautiful, polished, and effortless. As City Beauty enters new retail environments, that social presence serves as the brand's first impression for customers who discover it in-store and reach for their phone to learn more.
