BRAND POSITIONING • E-COMMERCE DEVELOPMENT • MARKETING OPERATIONS
PureAmor partnered with me to transform their successful Amazon fragrance business into a direct-to-consumer lifestyle brand. Starting with market analysis and customer research, we identified an underserved audience seeking affordable luxury fragrances and developed a complete brand ecosystem designed to support long-term growth.
We established the strategic foundations required to scale, including customer segmentation, brand positioning, performance benchmarks, and a conversion-focused ecommerce experience.
IN PARTNERSHIP WITH
Linda Lee, Founder / CEO
Kirk Hensler, Hale Productions
E-COMMERCE EXPERIENCE DESIGN
Design and developed of a Shopify experience focusing on customer education with trust-building, engagement, and conversion optimization features.
Research & Development
After conducting a round of user research, we found the previous site did not provide the key shopping features. Based on their responses, we implemented perfume strength indicators, easy-to-read scent profiles, and the ability to filter by popular notes.
Packaging Design
Puramor wanted to update their packaging to reflect a more premium brand, and differecate themself from the competition. While updating their current packaging, we also developed a completely new concept featuring a novel and uniquely collectible, portable, shareable shape.
BRAND DESIGN
Through market research and competitive analysis, we identified target customer segments and developed a brand positioning strategy focused on accessible luxury and emotional connection.
OPERATIONS DEVELOPMENT
With the brand foundation in place, the next phase focused on building the marketing organization. By onboarding agency partners, hiring and training cross-functional creative teams, and implementing scalable brand standards, the company established the operational foundation required for sustainable growth.
Coefficient Labs provided studio quality influencer ready content.
Hale produced high quality product and lifestyle photo and video to create our content foundation.
Media Jet, supported awareness with paid Google and Meta ads.
Webspero provided cost effective SEO ensuring site performance, and searchability.
SeaChange supercharged the social accounts with trending TikTok and Instagram Content.
Working with the CEO we hired young talent for internal support including a web developer, graphic designer, and social media manager.