When every other beauty brand was trying to be famous for being radically inclusive and wellness, we turned to science to become performance beauty.
Real challenge
Vida Glow suffered what most scale ups suffer. Enthusiasm. Saying yes to every opportunity is in part what helped create one of Australia’s fastest growing beauty brands, but it also led to confusion and distraction, and wastage.
Vida Glow wanted to become a genuine beauty obsession, but when every brand was claiming the next miracle breakthrough, our message was just another “me-too” beauty brand promise.
Strategy
When every other ingestible beauty brand looked to be a wellness brand, we created a ‘performance beauty’ brand, built for the modern woman unwilling to compromise between beauty and success.
Real Life Made To Shine
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