Cult Beauty
Bringing personality to the beauty category
The challenge
As a start up, Cult Beauty stood out thanks to its founders’ trailblazing spirit. But in a noisy and commoditised beauty category, Cult needed to define their unique Brand POV as they scaled and prepared for sale.
The spot
Beauty shopping is thrilling and uplifting, but the overwhelm & let-downs can dull the joy. We wanted to use Cult’s wisdom, warmth and wit to reduce the overwhelm, curate holy grail products and dial up beauty pleasure.
The approach
As Cult’s sole creative agency, we planned, concepted, and produced the creation of a ew brand that would deepen the existing Cult community’s love and loyalty; attract a new generation of beauty buyers to the brand; and critically turn Cult Beauty into a highly compelling proposition for acquisition.
The work
We defined Cult Beauty’s brand Philosophy & distinctive brand world. A key part of our strategy was to move Cult into the growing and highly lucrative wellbeing space with product edits and purposeful campaigning that drew from emerging conversations to drive fame and cultural change. Those cultural themes included sexual health, the menopause, and real skin beauty.
The services
- Identifying growth opportunities and audiences
- Designing a holistic brand identity
- Creating truly integrated Campaigns
The impact
Securing a £275m sale to the Hut Group in summer 2021, for which brand vision was a key selling point.
The impact
Cult Beauty is now trading across 22 countries worldwide.
