(Brand Redesign + Social / Paid Media + Creative Direction)
Araceli Beauty, a Target USA brand rooted in Mexican heritage, needed an updated aesthetic for social media that highlighted its cultural roots while appealing to a wider audience. We focused on crafting a cohesive, feminine visual identity and leveraging UGC to create authenticity and engagement.
Strategy & Execution:
UGC-First Content: Featuring Latinx women using products, boosting relatability and social proof.
Cohesive Aesthetic: Soft, feminine tones and minimal backgrounds, polished for Instagram/TikTok.
Emotional Messaging: Celebrating self-care, confidence, and cultural pride.
Hero Visuals & Tutorials: Polished stills and short videos reflecting heritage and everyday beauty rituals.
Ads/UGC Content:
Ads/UGC Content:
Copy Highlights:
“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."
Impact:
Strengthened brand perception as both culturally authentic and mass-appeal.
Increased engagement with UGC content, building community and social proof.
