TheBeauLife Media Publication Rebrand
Head of Content & Rebranding Lead for TheBeauLife.co
The Client: In-house (Clozette Group)
The Brief: To lead the rebranding of Clozette.co, Clozette Group's flagship content platform, establishing a distinctive new image as a beauty and lifestyle destination for an audience seeking uncomplicated living. This project aimed to reflect Clozette's evolution from a content platform to a digital marketing company with multiple brands, while differentiating the content platform from the corporate identity.
My Role: Developed and executed a comprehensive brand strategy framework. My responsibilities included extensive consumer and competitor research (surveys, historical data, stakeholder meetings, persona building, focus groups) to inform a data-backed strategy. I then spearheaded the creation of a refreshed holistic brand approach, redefining the visual and communicative components of the platform through a streamlined content strategy, branding, and visual identity.
“Watching the sunset. Putting your skin first. Eating cake for breakfast. The laughter of a friend. Beautifully crafted spaces.
What does living beautifully mean to you?”
Read TheBeauLife’s rebranding press release here, my interview with Telum Media here, and check out TheBeauLife’s website, Instagram, and TikTok.
The Impact: Successfully launched TheBeauLife.co, exceeding organic pageview KPI by 23.6% despite challenging Google Core Algorithm updates. Achieved an average time on page of 04:36 for organic traffic, demonstrating strong reader engagement and the successful establishment of the platform's new identity.
Key Responsibilities:
Research: Consumer & competitor research (including surveys and historical data analysis, internal stakeholder meetings, persona-building exercises, and focus groups) was conducted to build a data-backed ground for a solid rebranding project.
Strategy & Design: A streamlined content strategy, approach, branding and visual identity were crafted based on the gathered data and insights.
Branding and visual identity guidelines at a glance.
Brand Launch: The 6-week phase 1 launch focused on social-first, visual identity-building content to tease, communicate and connect the audience to our new brand narrative.
@thebeaulife.co Instagram feed at launch
Brand Sustenance: The next 42 weeks saw the team up-levelling our editorial content with a balance of SEO-driven planning and trend-jacking as part of our tactics, exploring more or new content formats (such as Instagram reels and TikTok), as well as community building in a bid to grow and engage #TheBeauLife community.
TheBeaulletin daily trending news section on thebeaulife.co
@thebeaulife.co TikTok was created to move with the times. In 2022, @thebeaulife.co garnered almost 2 million views across all videos.
Content longevity plan with SEO: I work closely with our Deputy Editor and a team of writers to strike a healthy balance between SEO writing and creative writing. The goal is that our team doesn’t lose our sense of creativity within the team while keeping our articles ranking high on search engines.
Some high-performing articles on SERP include:
Go Ham At These 10 Michelin Restaurants Without Breaking The Bank
Review: Is This Water Purifier Worth Your Home Tech Investment?
Here’s How You Can Get A Free Book From Aesop Singapore
Get Smooth & Intimate At These 13 Brazilian Wax Salons In Singapore
