Eighteen B Brand Refresh

In Summer 2019, Eighteen B hired me to refresh and elevate their
newly-launched skincare brand. My objectives were trifold: 
Photography by David William Baum.

The Brand

Eighteen B is an innovative skincare brand that speaks to women who are tired of the cosmetics industry underestimating their intelligence and offering false hope. They make straightforward, science-backed-products that repair, restore, and protect your skin. Their clean beauty products are made by a team of highly skilled scientists and skincare nerds who would love engaging in real talk about skin health. 

Work

Art Direction
Brand Image Cultivation
Content Creation & Execution
Brand Marketing Strategy

Press

ElleAllureVogueThe Zoe Report
“Ling took Eighteen B, a newly launched brand in a crowded space, to such an elevated, elegant status via the magic she creates with her eye, relationships, and style. We would not have the reach or the influence we have today without Ling's direction and leadership.”
—Christina Zeigler, CEO, Eighteen B

The Results

During my time at Eighteen B, I introduced the brand and managed the relationships of a new team of freelance marketers and creatives. I oversaw the art direction and production of over 15 photoshoots within the six-month contract. To elevate the brand’s original owned imagery, I aimed at minimizing the use of previously used scientific-imagery and worked with highly regarded editorial photographers to highlight the luxurious and innovative quality of the product. As well, we featured models that embodied a more mature stance on wellness and who naturally seemed confident in their own skin (a nod to the brand’s target demographic). 

I introduced the brand to over 45 influencers and hosted five press and customer-facing events. The events ranging from a NYC pop-up, press previews, and intimate cocktail and dinner events.

Using the updated brand messaging, creative content, and new team, I grew the brand’s Instagram from 1,000 to 8,500 followers, an 88% growth within the six-month period. As well, the brand received over 50 press articles featuring their newest launches, including an Elle 2019 Future of Beauty Award and The Zoe Report 2019 Best New Skincare Product Award.