MIA DEL MAR BEAUTY BRAND MARKETING MANAGEMENT | PACKAGING DESIGN | ART DIRECTION
#LATINAAF
Mia del Mar was a Latina-centric beauty brand that seamlessly blends cultural elements familiar to Latina-Americanas with the vibrant energy of US-millennial pop culture, creating a brand that is uniquely Latina AF.
Positioning itself as a Spanglish-speaking trailblazer, Mia del Mar touched on skincare and cosmetics trends while proudly embracing its rich heritage.
Designed with the Latina-Americana in mind, every aspect of this brand is meticulously crafted from the ground up, reflecting a perfect fusion of tradition and modernity.
THE MIA DEL MAR SKINCARE
Skincare for Latinas? Pero, why? Studies reveal that Latinas frequently experience excess oil, mild acne, and hyperpigmentation. To address these specific needs, a skincare regimen infused with cultural understanding was developed. Here’s the what the introductory skincare drop looked like:
STEP ONE:
INSTANT BLISS 3% GLYCOLIC FACE WASH
Buenisimo for all skin types, Glycolic Acid is Holy Grail of gentle exfoliators dives deep into pores to magically transform problem areas into smooth, bright and refreshed skin. Dive into bliss with Caribbean-inspired ingredients like Coconut and Pineapple while Alpha-Hydroxy Acids derived from sugarcane work overtime to control oil, eliminate dark spots and reveal smooth, refreshed skin.
STEP TWO: MAGNIFICENTLY (YOU)NIQUE SPF 30 MOISTURIZER
Broad-spectrum SPF 30 casts a spell of protection against harmful UVA/UVB rays while Coconut, Aloe, Sea Salts, and Vitamin C serve up a burst of hydration. Quench thirsty skin and reduce the appearance of manchas for worship-worthy skin that requires #NoFilter.
STEP THREE:
MARVELOUS
SILICONE-FREE PRIMER
Pero first - primer! Prevent unnecessary meltdowns with a dose of hydrating silicone-free primer that doubles as a light-weight moisturizer. Coconut, Pomegranate and Vitamin E make for a luscious skin-balancing cocktail, while the velvety powers of not-your-abuelita’s-yuca starch work their magic to create the perfect finish for makeup application, delivering long lasting, natural results that won’t clog pores or suffocate your skin.
¡Que Rico!
STEP FOUR:
OVERNIGHT MIRACLE GLOW NIGHT CREAM
You’re already hermosa, now dream your way to radiant skin with an indulgent nightcap that works mientras sueñas. Moisturizing Jojoba, healing Squalane and regenerative Cotton Thistle team up with soothing Rose, Lavender and Jasmine for a bouquet of stress-free gratification that round up this indulgent nightcap that delivers the ULTIMATE morning glow.
later SKINCARE RELEASES
Brightening Rosé Bubble Face Mask
Dull skin? No way, Rosé! Take the edge off with the effervescent powers of this absolutely Exquisite Rosé Bubble Mask to conjure up giggles and squeaky clean skin.
Fizzy bubbles tickle pores to pull out dirt, oil and makeup while bursts of oxygen give your skin a deep breath of fresh air. Pop, fizz and clink the way to sparkling skin with this much-needed champagne campaign!
JELLYCIOSO HYALURONIC + SEAWEED eye masks
Drop off puffiness, dark circles and tired eyes at baggage claim and say “hola” to first class refreshment in as little as ten minutes with these water-infused jellies. Each patch is rich in Hyaluronic Acid to deliver a burst of moisture while an elixir of Seaweed, Algae Extracts and jellied nutrients are applied to the delicate under-eye area for a for a smoother, firmer, more wide-awake appearance that lasts. For best results, treat yourself to an insta-vacay at least once a week.
THE MIA DEL MAR COLOR COSMETICS LAUNCH
The Mia del Mar palette collection offers a diverse range of colors thoughtfully developed to complement a wide variety of skin tones. Designed to flatter Latinas of all shades, these palettes celebrate their vibrant culture and beauty.
NOVELERA EYESHADOW PALETTE + DUAL ENDED BRUSH
LIFE IS A FIESTA EYESHADOW PALETTE + DUAL ENDED BRUSH
CAFECITO EYESHADOW PALETTE + DUAL ENDED BRUSH
chiseled cheek-a highlight and contour kit
FLAMINGOALS BLUSH PALETTE
online PRESENCE
Having products that look good is only half the battle! Ensuring that Mia del Mar’s online presence was up to standards was no small challenge. Here’s a look at how Rebeca Tellez put together a beautiful, easy-to-navigate website and a look at how a comprehensive social made presence was established.
THE WEBSITE
Put together with Shopify
SOCIAL MEDIA
Social Media was a key element to the development of Mia del Mar’s identity. Creating a community before product launch with relatable verbiage and relevant content was a key strategy to Mia del Mar’s success.
As the brand’s organic social media presence grew in popularity, influencer management was a breeze! Successfully fostering a passionate social media presence that connected with the audience in an authentic manner paid off.
