Discover Beauty with Confidence

Tired of makeup that doesn’t understand you? Struggling with products that don’t cater to your unique skin tone, texture, or style?

• Does your lipstick fade too quickly?
• Is your makeup making your skin feel heavy?
• Can't find the right shade for you?
• Or are you just tired of generic products that don't celebrate your individuality?
  

Not anymore!

At Hyue we redefine beauty with a purpose: to create high-performance, lightweight, and inclusive makeup products that let you express your most confident self.

Our mission is to provide every woman with products that not only look great but feel comfortable and last all day.

Hyue Beauty Product Understanding 💅💄

Preciously made for beauty. Loved for confidence. Trusted by women who express themselves!

What does the product solve for?

The beauty segment often overlooks the unique needs of diverse women, leading to challenges such as:

• Limited shade ranges that do not cater to all skin tones.
• Formulations that lack long-lasting wear and comfort.
• Designs that do not reflect the contemporary lifestyle of modern women.

Hyue Beauty aims to address these issues by offering a comprehensive range of lipsticks and nail paints specifically designed for the diverse Indian woman, ensuring that everyone can find their perfect match.

What is the core value proposition of the product?

• Personalized for Indian women: Our products are crafted to resonate with the unique beauty needs and preferences of Indian women, from vibrant colors to subtle shades.
• High-quality formulations: We prioritize long-lasting wear and comfortable application, ensuring that our products not only look great but feel great too.
• Inclusive design: Our packaging and applicators are designed with user experience in mind, making it easy for every woman to express her beauty effortlessly.
  
  By focusing on these core aspects, Hyue Beauty stands out as a brand that genuinely understands and caters to the needs of women in India.
  
  
  
  Experiencing the AHA Moment

👤User Personas and Pain Points

Who is an Ideal Customer Profile (ICP)?

🕵️🔎Market Research

Conclusion:
The market we’re entering is vast and competitive, and we're just getting started. We've done our research and know there are plenty of players out there. Right now, our focus is on using paid marketing to boost conversions by highlighting our high-quality product videos and building brand awareness.

Channel Selection Framework:



Organic/SEO

Hyue Beauty’s organic search currently brings in around 5% of our traffic, but there’s room for growth—especially when competitors are seeing almost double that from organic channels. Since organic/SEO is cost-effective and offers greater flexibility, we will be prioritizing this channel to build brand visibility and reach.Organic/SEO

Hyue Beauty’s organic search currently brings in around 5% of our traffic, but there’s room for growth—especially when competitors are seeing almost double that from organic channels. Since organic/SEO is cost-effective and offers greater flexibility, we will be prioritizing this channel to build brand visibility and reach.Organic/SEO

Hyue Beauty’s organic search currently brings in around 5% of our traffic, but there’s room for growth—especially when competitors are seeing almost double that from organic channels. Since organic/SEO is cost-effective and offers greater flexibility, we will be prioritizing this channel to build brand visibility and reach.Organic/SEO

Hyue Beauty’s organic search currently brings in around 5% of our traffic, but there’s room for growth—especially when competitors are seeing almost double that from organic channels. Since organic/SEO is cost-effective and offers greater flexibility, we will be prioritizing this channel to build brand visibility and reach.

Paid Ads

Paid ads are a key driver for Hyue Beauty. User feedback shows that over 80% of our customers discovered us through Instagram and sponsored ads on platforms like Amazon & Nykaa. With over 70% of our traffic coming from paid ads, we’ll continue to invest in this channel to increase brand awareness and drive conversions.

Referral Program

In the beauty industry, word-of-mouth is powerful, as customers trust recommendations from those who’ve tried and loved the products. Hyue Beauty already has not have a referral program as of now, but will surely add in the long run

Influencer Collaborations

User insights reveal that Instagram is a top discovery platform for Hyue Beauty, with customers closely following lifestyle and beauty influencers. These influencers play a major role in shaping opinions, and our audience values their recommendations. Moving forward, we’ll explore collaborations with influencers who resonate with our brand, reinforcing Hyue Beauty’s credibility and appeal.

Product Integrations

While product integrations could be valuable, we’ll hold off for now due to the high costs, limited flexibility, and significant effort involved. At this stage, we’re focused on efficient channels to maximize reach and brand growth.

3 Experiments did on website optimization, Ads targeting & content plan


1. Website Optimization: Banner Changes

Hypothesis:
Updating the website banners with fresh, engaging visuals and aspirational messaging will increase user engagement, reduce bounce rates, and improve conversion rates.

Experiment Setup:

• A/B test different banner designs and messaging. For example, compare banners that highlight product benefits (e.g., "Long-lasting wear for all-day confidence") versus those that focus on aspirational lifestyle imagery (e.g., "Feel empowered with every swipe of color").
• Track metrics such as click-through rate (CTR), time spent on the page, and conversion rate for each banner variant.

Analysis:

• Measure which banner version drives higher engagement and conversions.
• If an aspirational message performs better, it indicates that your target audience resonates with emotional, lifestyle-focused content.
• Use insights to refine your banners further and apply successful designs across other high-traffic pages
  

2. Ad Targeting: Fission Campaigns

Hypothesis:
Running Fission campaigns (targeted advertising with an emphasis on expanding reach and visibility) will lead to higher brand awareness and increased conversions by capturing a broader audience within the target demographic.

Experiment Setup:

• Identify the audience segments for the Fission campaigns based on age, interests, and buying behaviors.
• Create multiple ad creatives with aspirational messaging and high-quality product visuals.
• Allocate budget strategically to test different platforms (e.g., Instagram, Google Ads) and track each campaign's performance.

Metrics to Track:

• Cost per click (CPC) and cost per thousand impressions (CPM).
• Conversion rate from these ads.
• Engagement metrics, such as likes, shares, and comments, especially on visually rich platforms like Instagram.

Analysis:

• Compare the performance of Fission campaigns to previous ads focused solely on product features.
• Evaluate if aspirational content resonates more with users and if it brings a measurable boost in conversions.
• Use insights to optimize future campaigns, focusing more on high-performing audience segments.
• 2. Ad Targeting: Fission Campaigns

Hypothesis:
Running Fission campaigns (targeted advertising with an emphasis on expanding reach and visibility) will lead to higher brand awareness and increased conversions by capturing a broader audience within the target demographic.

Experiment Setup:

• Identify the audience segments for the Fission campaigns based on age, interests, and buying behaviors.
• Create multiple ad creatives with aspirational messaging and high-quality product visuals.
• Allocate budget strategically to test different platforms (e.g., Instagram, Google Ads) and track each campaign's performance.

Metrics to Track:

• Cost per click (CPC) and cost per thousand impressions (CPM).
• Conversion rate from these ads.
• Engagement metrics, such as likes, shares, and comments, especially on visually rich platforms like Instagram.

Analysis:

• Compare the performance of Fission campaigns to previous ads focused solely on product features.
• Evaluate if aspirational content resonates more with users and if it brings a measurable boost in conversions.
• Use insights to optimize future campaigns, focusing more on high-performing audience segments.
  
  

3. Content Plan Shift to Aspirational Zone

Hypothesis:
Shifting the content plan to focus more on aspirational messaging (e.g., celebrating individuality, empowering beauty) will create a stronger brand connection, attracting users who value more than just the product.

Experiment Setup:

• Develop content that tells a story or speaks to lifestyle aspirations, such as "Find the shade that’s as unique as you" or "Beauty that empowers your everyday life."
• Produce a mix of formats (blogs, videos, Instagram stories) and monitor how each type of content performs.

Metrics to Track:

• Engagement metrics: likes, shares, comments, and saves.
• Website traffic from content pieces and bounce rate.
• Conversion rate from aspirational content compared to product-focused content.

Analysis:

• Determine which aspirational themes or messages resonate most with your audience.
• Analyze if aspirational content has a longer-term impact on brand loyalty and repeat purchases.
• Adjust the content strategy to continue incorporating high-performing aspirational topics.

Summary of Findings and Next Steps

Once you’ve gathered data on each of these experiments, here’s how you might proceed:

1. Identify Patterns: Look for consistent themes in user responses across website, ad campaigns, and content performance. Are aspirational elements consistently driving more engagement?
2. Iterate on Successful Elements: Apply the winning variations (e.g., the most engaging banners, ad creatives, and content formats) to scale up successful campaigns.
3. Focus on Retention and Repeat Purchases: If aspirational messaging attracts users who are willing to spend more or return for additional purchases, consider building a loyalty program or referral incentives to retain these customers.

These experiments and analyses will give you a clearer sense of what aspects of your product, branding, and messaging align best with your audience at this Product-Market Fit stage.

Organic/SEO

Hyue Beauty’s organic search currently brings in around 5% of our traffic, but there’s room for growth—especially when competitors are seeing almost double that from organic channels. Since organic/SEO is cost-effective and offers greater flexibility, we will be prioritizing this channel to build brand visibility and reach.
By working on backlinks & SEO Keywords

Content Loops

Objective: For too long, the beauty needs of Indian women have been treated as an afterthought, with limited shade ranges and generic products that don’t address unique skin tones or preferences. Hyue Beauty is here to change that, bringing high-quality, inclusive cosmetics to the forefront. Our objective is to increase awareness and help Indian women discover products tailored just for them.

Discovery: The Top Of The Funnel (TOFU)

Content Strategy
We'll focus on producing content with key search terms that resonate with beauty-conscious Indian women, addressing both educational and inspirational needs.

• Educational Content
• • Why choosing the right lipstick shade can enhance your overall look.
  • Ingredients to look for in lipsticks and nail paints for healthier skin and nails.
  • Skin prep tips before applying makeup: Why it matters for long-lasting results.
• Evergreen Content
• • Unique facts about Indian skin tones and the shades that complement them best.
  • Why certain bold colors are less common in the market, and how Hyue is changing that.
• Long-form Content
• • Why investing in high-quality lipsticks and nail paints matters.
  • Choosing the right lipstick or nail shade based on different Indian skin tones.
  • How to use Hyue Beauty for different occasions, from casual to glam looks.
• Persona-Specific Content
  According to our Ideal Customer Profile (ICP), Modern Mavens are our priority audience. Engaging content such as quizzes on beauty routines or shade preferences can provide an entertaining and personalized experience.
• Interactive Content
• • Allow users to shape their experience, whether through interactive shade finders, tutorials, or videos.
  • Leverage Hyue Beauty’s community to create shared beauty experiences, hosting both online and offline events to foster connections and drive awareness.
• Personalized Content
  Everyone loves tailored recommendations!
• • Create City Beauty Guides for major metros (Delhi, Bangalore, Mumbai) on where to shop, discover new beauty trends, or get a glam makeover.

Content Generation

We’ll use three methods to keep our content fresh and valuable:

1. Curated by the Hyue Beauty Marketing Team
2. Guest Contributions
   Invite health and beauty experts, dermatologists, and influencers to share their expertise with our audience.
3. Collaborations
   Partner with other lifestyle brands to reach broader audiences and benefit mutually.

Content Distribution Channels

• Google Search: Optimize for keywords relevant to our audience.
• Company Blog: A hub for long-form and educational content.
• Social Media: Primarily Instagram, where our target audience actively discovers beauty products and trends.
• Media Placements (PR): Reach broader audiences through trusted media outlets.
• Beauty and Lifestyle Blogs: Partner with sites focused on women’s health and beauty for greater reach.

With a mix of educational, inspirational, and interactive content, we aim to make Hyue Beauty the go-to brand for every Indian woman’s beauty needs.

Paid Ads

Paid ads are a key driver for Hyue Beauty. User feedback shows that over 80% of our customers discovered us through Instagram and sponsored ads on platforms like Amazon. With over 30% of our traffic coming from paid ads, we’ll continue to invest in this channel to increase brand awareness and drive conversions.

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