In 2021, bridal beauty related search terms started to heavily trend after delayed weddings intended to happen during the Pandemic. Immediately seeing this as an opportunity for the brand, I developed a content strategy and direction to capitalize on it. Say I Do with Lancôme was a 360 content concept I developed that lived in stores, paid media, retailer media, organic social media, email, and Lancome-usa.com. We partnered with top beauty influencer, Karen Gonzales (Iluvsarahii) to create tutorials based on search trends while having her also share her emotional stories around her personal wedding journey with her mother, best friend and fiancé. This content was top performing and media for the brand in 2021.
