Brand’s Overview
Amora Skins is a Nigerian fashion and beauty brand known for its bold, trend-driven products. For their new perfume line, the brand wanted to create a high-impact launch that would capture attention, engage their audience, and drive immediate sales while establishing a strong, confident identity in the competitive beauty market.
Marketing Challenges and Objectives:
Challenges / Problem Statement
- Lack of a distinctive launch presence — prior campaigns were subtle and risked blending into the crowded market
- High competition from brands like Fenty, MAC, Dior, and Chanel
- Limited experience in fast, social-first digital campaigns
- Urgency for measurable ROI — budget required immediate sales, not just impressions
Objectives
Create massive pre-launch hype
Position the lipstick as a bold, confident, fashion-forward product
Drive high-intent traffic and immediate sales
Leverage TikTok, Instagram, and Meta Ads for maximum impact
Increase repeat buyer potential and brand loyalty.
SWOT Analysis of Amora Skins
| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| Loyal fashion-conscious audience | No prior bold product launch | High demand for bold, statement-driven makeup | Saturated market with established brands |
| Strong brand identity | Limited internal marketing resources | TikTok & Instagram engagement potential | Competitor reactions during launch |
| High-quality product line | Reliance on social media channels | Influencer collaborations for organic growth | Copycat products & aggressive campaigns |
Competitor Analysis for Perfume Launch in Beauty Industry
Amora Competitors:
- Fenty Beauty, MAC, Huda Beauty (cosmetics)
- Chanel, Dior, YSL, Jo Malone (perfume & lifestyle)
Observation: Competitors dominate visibility through fashion-lifestyle storytelling but often feel mass-market.
Significant Insight: Alluring Honey could position as a bold, playful, identity-driven alternative, targeting Gen Z and Millennials seeking self-expression rather than following traditional luxury norms.
Analysis:
- Strength: Niche, bold positioning allows differentiation
- Weakness: Lower brand recognition than global competitors
- Opportunity: Social-first campaigns & influencer partnerships
- Threat: Competitors could quickly replicate campaigns
Proposed Solution Matrix by Marketing Metaphor
| Proposed Solution | Brand Visibility | Customer Engagement | Sales Conversion |
|---|---|---|---|
| Social-First Launch Campaign | TikTok & Instagram content maximized reach | Influencer collaborations & UGC campaigns | Retargeting ads + early-bird offers drove immediate sales |
| Pre-Launch Teaser Strategy | Countdown posts & sneak peeks created anticipation | Email waitlists & exclusive early access | Converted hype into first-day inventory demand |
| Data-Driven Paid Media | High-intent audience targeting | Creative optimization via A/B testing | High ROAS & CPA efficiency |
| Lifestyle & Fashion-Crossover Content | Differentiated as a fashion statement | Encouraged social sharing & brand affinity | Strengthened identity → repeat purchases & higher AOV |
Our Action Plan and Strategy & Execution
Pre-Launch Hype Campaign
- Created teaser posts and countdowns on Instagram & TikTok
- Built an early-access waitlist via email & WhatsApp
- Influencers posted sneak-peek content
Fruity Perfumes – Launch Campaign
- Released hero video ad positioning lipstick as a bold statement
- Leveraged influencer collaborations for viral reach
- Used TikTok hooks & Instagram Reels to maximise visibility
Engagement & Retargeting
- Retargeted users who visited product pages but didn’t purchase
- Ran urgency campaigns: “Early bird price ends tonight”
- Bundled offers for multiple lipstick shades to increase AOV
Optimisation & Scaling The Matrix
- Monitored ad performance & adjusted creatives
- Boosted high-performing posts for maximum engagement
- Encouraged user-generated content to maintain social momentum
Results with Marketing Metaphor
Brand Visibility & Reach
- 250,000+ organic TikTok views within 24 hours
- 1.2M+ impressions across platforms
- Influencer content reached 500,000+ targeted users
Customer Engagement Ratio
- Pre-launch waitlist signups increased by 312%
- 2,700+ user-generated posts under campaign hashtag
- Average engagement rate 7.8% (above industry benchmarks)
Sales & ROI of Amora Skins
- 60% inventory sold out in first 48 hours
- 4.3X ROAS on Meta Ads
- Bundled offers increased AOV by 38%
Brand Positioning in Nigeria
- Positioned as a bold, fashion-forward perfume brand
- Received media mentions & influencer shoutouts
- Scalable launch framework established for future products
