Creative Direction, Content Marketing, Social Strategy
Objectives
Launch HydraPOP Glossy Lip Stain by capitalizing on the emerging lip-meets-phone accessory trend circulating across beauty social media.
Transform a viral social moment, a faux lip balm phone holder concept that resonated with ColourPop’s audience with 12.1M views—into a fully realized product collaboration.
Partner with PopSockets to create a functional, magnetic lip holder that translates the viral idea into a tangible accessory designed for real consumer behavior.
Position ColourPop within the same cultural conversation around beauty accessories and phone integration popularized by brands such as Rhode, while offering a more accessible and adaptable solution.
Reinforce ColourPop’s identity as a social-first, trend-responsive beauty brand, capable of turning internet culture into product innovation.
Drive awareness, engagement, and product discovery through a cohesive creative concept: “Gloss it. Stain it. Pop it.”
Scope of Work
Identified and activated a viral social media trend around lip products doubling as phone accessories, sparked by ColourPop’s playful faux lip balm phone holder concept that generated high organic conversation and shares.
Translated the viral concept into a real-world product collaboration with PopSockets, developing a custom heart-shaped magnetic lip holder designed to attach to any MagSafe phone case without requiring consumers to change their existing setup.
Developed the campaign’s overarching creative concept (“Gloss it. Stain it. Pop it.”), unifying the lip product, accessory design, and phone-first behavior into a cohesive narrative.
Led creative direction and social content development highlighting the tactile gloss texture, stain payoff, and phone-holder functionality through platform-native video and close-up product storytelling.
Collaborated cross-functionally with product development, marketing, and PopSockets’ partner teams to ensure brand alignment, functional design, and cohesive launch messaging.
Built a social-first content strategy spotlighting key product attributes:
Accessible price points ($9 gloss-stain, $20 magnetic holder)
Integrated ColourPop’s playful brand voice through shade storytelling—including 90s Babe, Juice Box, and Baby Fox.
Oversaw organic channel rollout and launch execution, positioning HydraPOP as a culturally relevant, trend-born beauty accessory that merges makeup with everyday phone habits.
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