tiffany kuo
portfolio
A BETTER WAY TO LINE YOUR LIPS
new product omni-channel launch | gtm development + social-first strategy
THE CHALLENGE
Launching a new lip liner in an increasingly saturated lip category, facing both cult-favorite products and new launches from larger competitors.
MY ROLE
Conducted competitive analyses to help shape campaign messaging and product positioning.
Owned social strategy end-to-end: creative briefing, content planning, and channel strategy.
THE APPROACH
messaging + positioning: Discovered an open ground competitors weren't actively occupying: ease of use, affordability, and wear time. This surfaced a clear opportunity: a blurring formula that didn't demand precision application, infused with skincare benefits, delivering high pigment and luxury performance at an accessible price point. That combination— effortless, skin-first, affordable luxury— became the product's core positioning.
channel + content: Identified TikTok as the main platform to bring campaign to life. The platform's #lipcombo trend was surging, we leaned into a mix of UGC and influencer content to not only launch the new liner, but to re-invigorate awareness around our existing best-selling lip SKUs.
THE RESULTS
Top performing SKU launch-to-date
+507% TikTok views
+289% TikTok engagement
GLOWY SKIN IS OUR THING
branded cafe experience | experiential marketing | community building
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THE CHALLENGE
Reinvigorate an existing SPF hero product for summer by creating renewed excitement and awareness beyond traditional digital channels. Extend the “Glowy Skin Is Our Thing” summer campaign beyond digital channels by creating an immersive, in-person brand experience that brought the sunscreen’s signature glow payoff to life and strengthened connection with our LA community.
MY ROLE
Led end-to-end execution of the activation, from concept development and venue partnership to production, logistics, and day-of execution. Owned the full activation lifecycle, managing creative direction, vendor coordination, event logistics, and cross-functional collaboration.
THE APPROACH
Bring a digital campaign to life through a community-driven LA activation. Partner with a buzzy Melrose cafe to meet our target consumer where they naturally spend time, creating a new touchpoint for product discovery and community connection.
THE RESULTS
Gifted 1,200+ sunscreen products over a two-day activation, selling out before the scheduled end time and exceeding expected foot traffic projections.
Activated LA-based micro-influencers to amplify the digital campaign and drive organic awareness within the brand’s target community.
Established experiential activation as a new opportunity for community engagement and product seeding, informing future brand marketing initiatives.