JOIFUL BEAUTY APP

Led brand building and launch communications for Joiful, a beauty and wellness tech startup, from strategy through go-to-market. Built a brand identity that was both playful and elevated, reflecting the culture of the stylists, makeup artists, massage therapists, and clients it served across Southern California.

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Created the brand's spokesperson 'Joi,' the beauty and wellness concierge featured across all brand videos, training content, and the launch event itself. Produced 4 training videos for service providers covering onboarding, effective consultation, safety, and artist kit introduction, bringing the brand to life for the community it was built to serve.

 

The launch campaign generated relationships with 20+ beauty editors, 16 earned media articles, and endorsements including Whitney Port. The launch event drew 26 media members and generated 124M post-event impressions, with Orange County alone accounting for 217 postings and 11M impressions.