HYPEBAE

Get a First Look at the Nike Dunk Low “Purple Pulse”

The “it” sneaker for Spring 2021.

It’s officially spring time and the pastels are here to stay. 

A shoe originally created for NCAA athletes, the Dunk quickly found its own audience after coming in second best to the Jordan I. In 2020 after major collabs with Off White and Travis Scott, the sneaker has found itself back at the top of every hypebeast’s wishlist. 

Nike continues to add new Dunk Low’s to their collection and the sneaker community is all the more thankful. With the anticipation of the newest addition “Purple Pulse” teased to be released sometime in Spring 2021 amongst an array of other colorways as well. These sneakers are kept simple with a white leather base with lilac overlays, accompanied by traditional branding, and subtle Dunk details such as the rubber outsole. 

Historically, Nike has released sneakers primarily in men’s sizes but as of lately women’s exclusive drops have become more prevalent – forcing men to buy women’s sizes. In recent years, sneaker retailers have become a lot more inclusive to women opening up the conversation about what streetwear will look like moving forward.

Although Nike has not confirmed a specific release date, the “Purple Pulse” will be set at $100 USD.


Footwear

April 15, 2021

By Hira Hassan

SKY SOCIETY CO.


SOCIAL MEDIA

Focused on identifying & implementing curated content for our targeted social media channels.

In efforts to rebrand, our main goals on the social media team at Sky Society Co. were to:

  1. Create engaging content for our target audience
  2. Stay consistent/relevant on specific social media channels

With a loyal following already, I worked closely with the founder to shift our brand voice across all of our various social media channels. This meant studying our current analytics in order to make data driven decisions for what our rebrand would look like – who was our new target audience & what content did we want to push out accordingly.

All content that I created directly for our channels was designed through Adobe Photoshop and Illustrator.

We created weekly content calendars as well as specific Excel spread sheets for Instagram, TikTok, and Youtube in order to organize all of our ideas/campaigns and maintain a cohesive voice.

Vision Boards

“Manifesting in 2021: put out into the world what you want to receive back.”

A creative way for me to express myself while also staying on brand with Sky Society’s brand identity.

Youtube

Was responsible for editing clips from our podcast recording into short form video content, focusing on one specific topic discussed.

This provides viewers a glimpse into the episode without giving away too much – pushing them to listen to the whole episode on Spotify or Apple Podcasts.


AFFIRMATION POSTCARD

Developed relationships with our guests and retained that connection by sending monthly postcards.

At Sky Society Co. our brand focuses on following your dreams and achieving your goals. We believe that repeating affirmations and making them a part of your daily routine can directly correlate to positive changes made in your life.

I was in charge of designing the graphic and creating the copy for April’s postcard, all done through Photoshop. Also accompanying the affirmation I chose for this month, I created a custom playlist that could be enjoyed throughout the day to either feel at ease or spark inspiration – specifically when one would be journaling. This stemmed from my love of my music and wanting to share that with our guests as well.

The idea of sending monthly postcards to our guests revolved around instilling our ideals in others while also continuing to build on our everlasting relationship. Who doesn’t love a small token of appreciation once a month?


INFLUENCER MARKETING

In the process of reaching out to influencers to increase brand awareness.

Worked on developing a career affirmation journal – a notebook where you would jot down goals and affirmations that you would repeat everyday for 90 days.

Creating goals and affirmations surrounding your career are the first step in securing that dream job. By physically writing and repeating out loud, we are creating healthy habits for ourself one day at a time.

Without a large budget we focused on finding micro-influencers who’s interests aligned similarly with our goals. Someone who has a drive for helping those in need of career advice, is passionate about manifestation, and/or an advocate for mental health.

For a free journal we are asking them for a post/story on Instagram. All proceeds from the journal are going to the SeekHer Foundation which advocates for women’s mental health.

Dash Coffee & Bakery

Organized events & led all social media channels yielding an increase in profits.

At Dash Coffee & Bakery the ultimate goal was to increase awareness which would lead to an increase in revenue. As the social media manager I was able to play up the fact that this was a local family owned small business that took pride in providing the best quality coffee & snacks.

My main goal was to increase their social media following and create marketing campaigns that would entice our target audience. To increase the shop’s social media presence I paid close attention to analytics such as figuring out when the best time to post was, what type of content we should be posting, what are the most successful hashtags, what are our competitors doing, etc. After coming to an understanding I was able to implement a more effective strategy in publishing content.

The main marketing campaign I implemented was our bi-weekly chai bar. Targeting a younger crowd this event would be held in the evening, serving primarily chai, and marketed as a game night. Word spread quickly and the shop would be packed every other Friday night. This in turn created a lot of buzz for the cafe and increased their sales tremendously.

In an effort to rebrand all their social sites I designed a new logo, scheduled a photoshoot to be able to post more consistently, directed a promotional video, and increased engagement by creating more thought provoking captions.

OMAR’S DREAM FOUNDATION

Securing partnerships & organizing a Charity Run from the ground up.

Omar’s Dream Foundation is a Non-Profit Organization whose mission is to enable hospitalized and medically-supervised children to remotely attend school, allowing them to stay connected to their teachers and classmates. 

My role as the marketing lead was to figure out a way to raise money in order to sustain the organization for the next year to come. I quickly realized the most effective way to gather funds and get people involved is hosting a run.

In our first year, my main role was to reach out to sponsors and secure partnerships so that no money would come directly from our pockets. In our first year we had 5 sponsors and 150 runners. Today we have 30+ sponsors, partnering with 5 hospitals who we deliver IPad’s to across the US, and 600+ runners at our annual run. This was all accomplished through marketing campaigns I spearheaded. Now the organization can sustain itself and continues to grow every year.

CONTENT & COCKTAILS


SOCIAL MEDIA

Studied current Instagram analytics in order to revamp our account and increase overall engagement.

Working on the Social Media team at Content & Cocktails our main goals were to:

  1. Double our followers within 2 months
  2. Increase engagement through likes, comments, shares, and saves

We performed an audit in order to determine what was working for our Instagram page and what wasn’t. First identifying our target audience, we could better comprehend who we wanted to engage with our content and what that specific content would look like. We then went in and made suggestions on what were the best times to post stories, regular posts, and included the most beneficial hashtags to use for our brand.

By creating a content calendar we were able to identify 4 key pillars our page would follow which would then make it look more cohesive and allow us to post more consistently.

Within 2 weeks our follower count has increased by 25% and engagement has increased by 493.9%, due to our marketing campaigns as well as engaging content and captions.


PAID ADS

Launched a paid ad campaign that had a $0.66 CPC rate.

At Content & Cocktails we are always looking to increase brand awareness and grow our platforms in order to educate as many women as possible. 

We set out to launch an ad that informs our target audience what our podcast consists of and ultimately get as many clicks on our website as possible in the span of 5 days with a limited budget. 

My role was to do research on all of the analytics that went behind the ad campaign. Who is our target audience, what are the interests of our usual audience and who could we possible reach. Also come up with the concept behind the ad – what will entice our followers. 

Over the course of 5 days we were able to reach 3,832 people living in 8 major cities and get 76 website clicks.


INFLUENCER MARKETING

Reached out to influencers to grow our social media platforms organically.

Working as an intern at Content & Cocktails we were getting ready to launch our original podpad – a notebook to jot down your notes while listening to your favorite podcasts. We wanted to increase brand awareness but did not have a huge budget to push this on social media.

We looked to influencers to help grow our presence on social media by sending them each a podpad in exchange for a post on social media. A key point – all proceeds are going to The Love Land Foundation to increase access to therapy for black women and girls. 

My role was to draft an email copy making sure they were specific to each influencer, reach out to all influencers and structure our ask of them. 

We were able to get influencers to post pictures with our podpad and get content for our personal website as well.


Designed fan merch to entice listeners and increase brand awareness.

As our following grew, we launched a Shopify page for all of our listeners to get their hands on exclusive merchandise.

With a passion for graphic design I was in charge of creating all of the images that would be displayed on some of our items. I drew all of the images for the crewneck, coaster, and face mask on the app Procreate.

SHOPIFY

GLOBAL BEAUTY PRIVATE LABEL SKINCARE

Utilizing both SEO and Copywriting to create content for the team at Global Beauty.

BLOG POST

In this blog post for Global Beauty the main focus was to take the audio from an interview with an expert that had been posted to their site and highlight the key talking points.

We wanted to keep it concise but also informational, making it easy for the reader to skim and still get the main takeaways.

As someone who has a passion for all things beauty and skincare this was the perfect opportunity to learn more about what private label skincare actually entails!


BUILDING CLIENT CONNECTIONS THAT WILL LAST

by Hira Hassan

Learn more about what it takes to build a brand that keeps clients coming back! Leigh Ann Olufs, President of Aesthetic Practice Consulting, provides her insight on the do’s and don’ts of private label skincare, in this in-depth interview with our brand educator Nicole Simpson. 

Listen to the full interview here:

Private Label Talk | Global Beauty Site

There has been a lot of recent competition in the medical aesthetic industry which adversely has allowed for an immense amount of growth as well. The term itself now ecompasses dermatology, plastic surgery, skincare, etc., but the key to growing your business is having a successful brand that continues to grow with the curve. Branding is about the impact you have on the client’s experience when shopping in-person and/or online at your store. 

  • Consistency is key – all platforms used to sell your product should be cohesive and have a streamlined story.
  • You want to make sure your brand stays in their mind, this is your business identity to the world. 
  • There are 8 touchpoints that a client goes through to end up actually buying something from your line – your brand identity will ensure they make a purchase.

When a client can make a connection with the product, meaning they have had the time to touch, feel, and try it, they have now developed a relationship with it and are more likely to purchase that item. This is crucial when you have a patient in the chair. The Esthetician should actually put the creams on them and explain how the products work. This way you are teaching them and building up their trust not only with you but the product as well – therefore they are more likely to buy that product. 

“You can’t sell it if you don’t use it.” 

To ensure that you are securing a relationship with your client you need to invest in your staff. 

  • Give your employees products to use so they are educated about what you are selling and how to use it correctly.
  • Your staff is a walking advertisement, if they are using your products they will be able to tell other people about it. 
  • You want your staff to create that connection with their customers so they can ensure the products they are giving them will actually work on their skin type. 

Private label skincare has allowed both the consumer and seller to have a more intimate buying experience. You want someone who is an expert in all aspects of the products that are going on your skin – this is exactly what private label industries strive to achieve. We are not only selling the product but we are also selling ourselves.


In order to promote this blog post we were asked to draft an email to the regular consumers of Global Beauty as well as potential buyers.

This allowed me to tap into the world of the consumer and figure out the most effective way to send out an email that would get clicks/opens.

I soon realized myself – subject title matters and less is more. Hitting key talking points while still keeping the customer guessing is exactly what makes an email effective.

EMAIL MARKETING


DRUNK ELEPHANT

Dissecting Drunk Elephant’s brand identity while using SEO & Copywriting skills.

In this case study I evaluated Drunk Elephant’s extremely successful brand strategy. Diving deep into what has been the most effective tactic in attracting the public while standing at a higher price point compared to equal competitors.

As someone who exclusively buys Drunk Elephant skincare I turned to the psychology behind why myself and other consumers gravitate towards their products versus others. 


IS DRUNK ELEPHANT REALLY WORTH THE MONEY?

by Hira Hassan

2020 has been a tough year for EVERYONE but has also allowed some to hit a reset button on themselves both mentally and physically. Which is exactly what Tiffany Masterson, founder of Drunk Elephant, has accomplished in the skincare industry with her promise of a total “skin reset”. 

In 2015, Masterson secured a partnership with Sephora and became the fastest growing skincare brand in Sephora history, all with no influencer endorsements at the time. Let’s dive deeper into how Drunk Elephant secured a loyal fanbase, from their mission statement all the way down to their packaging. 

THE SUSPICIOUS 6

After countless efforts to clear her skin she soon realized that essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, and SLS – now coined “The Suspicious 6” were the bane of her existence and at the time there wasn’t a brand that existed that didn’t include these 6 ingredients. Masterson gets to the drawing board and creates what we know today as Drunk Elephant. 

This realization revolutionized skincare as we know it. Women of all skin types were able to free their skin of all harmful ingredients and return it back to its healthy and balanced state allowing a full “skin reset”. 

“A routine is only as good as its worst product, and a product only as good as its worst ingredient.”

No two people have the exact same skin, therefore making it ten times more difficult to find what’s right for you. Masterson completely wiped out all of our worries and brought us a brand that made us feel and look so good that we don’t even need makeup!

BRANDING & SOCIAL MEDIA

In the age of Marie Kondo, millennials are all about minimalism and that’s exactly what Drunk Elephant gave them. Sleek and colorful packaging paired with a minimalistic logo that catches the eye of the average consumer. 

There is no doubt that Drunk Elephant has stolen my heart with a product so simple while also being amazing for your skin – case and point the Protini Polypeptide Cream! By just gently pushing down, the perfect amount of moisturizer is dispensed and ready to be applied onto your skin. 

Simply a piece of cake!

Not only is the packaging user friendly it is also sanitary by only allowing a certain amount of product to be scooped up, ensuring a mess-free zone. At the current price of $68.00 for 50 mL, Drunk Elephant has ensured that paying a premium price for their moisturizer guarantees you top-notch quality. 

Consistency is key. Glancing over Drunk Elephant’s website and Instagram page, it’s bursting at the seams with vibrant colors and bold text. Having such bright packing almost translates into how your skin will be looking after using this brand just for a short time.

 It’s hard to stop yourself from scrolling through all of the captivating pictures and testimonials that educate us on what a product is and how it has been beneficial. 

A website so aesthetically pleasing, while focusing on ensuring their clients get the best product, is exactly why Drunk Elephant has been so successful.

Do you know anything about your skin’s pH? Drunk Elephant will ensure you leave their site knowing the ins and outs of why your skin reacts the way it does to certain ingredients – and boy let me tell you that’s just the beginning. 

REPRESENTATION MATTERS 

Representation of all types of people matters more now than ever before. The idea behind an everyday person standing on the forefront of a brand allows the consumer, who also is an everyday person, to fully resonate with the products being advertised. A diverse subset of people as canvases for a company allows consumers to identify whether the company’s product would be the right fit for their needs. 

Furthermore, testimonials from people that we share characteristics with helps to provide us with a sense of trust and reliability that simply no other form of advertisement could ever entice. Simply put, we want to see if a product works for us, not for a supermodel! 

All in all, Drunk Elephant has stayed true to their mission of ensuring we feed our bodies with the healthiest ingredients. From start to finish they have captivated us with their colorful yet minimalistic packaging and have made themselves relatable by targeting ALL skin types. They have shown us that without their products our skincare routine would be incomplete. Simply put, Drunk Elephant is worth every penny.

STIXBYHIRA

Illustrated 3,857 stickers to date and grew my small business by 250%.

With a passion for graphic design I began illustrating my friends & family in my free time. As I became more skilled with softwares such as Procreate and Adobe Illustrator my drawings became more dynamic.

2020 has been a rough year for all of us, especially those on the job hunt. As a side hustle I began turning my illustrations into stickers that people could purchase. Creating an instagram page, I was able to make custom orders for various clientele. Eventually allowing me to partner with other businesses by helping them create new logos or create stickers as a present to a loved on.