Launching Anastasia Beverly Hills in the Brazilian Market
Anastasia Beverly Hills (ABH) is a global beauty leader renowned for its innovative brow and makeup products. When ABH set its sights on the Brazilian market through a distribution partnership with Sephora, the brand needed a strategy that not only elevated its global reputation but also resonated locally.
Over the course of three consecutive years, our team worked closely with ABH to craft a tailored approach - one that built a comprehensive brand ambassador program and executed precise influencer-driven campaigns. This effort not only strengthened ABH’s local presence but also laid the foundation for some of its most successful launches.
The Challenge
Entering Brazil’s competitive beauty market was no small feat. While ABH enjoyed an internationally esteemed status, connecting with Brazilian consumers required overcoming cultural and language barriers.
The brand needed to infuse local authenticity to bridge this gap, and that meant forming partnerships with trusted local celebrities, influencers, and artists. In addition, when launching its new lash line at Sephora, ABH faced the daunting task of cutting through a saturated market.
Traditional influencer filters - focused solely on follower counts and generic demographics - failed to pinpoint the exact style and engagement needed. ABH required influencers with a specific flair: a dramatic volume and visual style that not only matched its bold aesthetics but also resonated deeply with beauty enthusiasts. Without this precision, the brand risked missing out on the opportunity to truly captivate its target audience.
The Solution
Our strategy was both robust and multifaceted. We launched a comprehensive brand ambassador program aimed at embedding ABH within Brazil’s beauty community.
By partnering with top influencers and local celebrities - such as Luísa Sonza, who boasts an impressive 67 million followers - we created an authentic network that amplified ABH’s narrative on social media. In parallel, close collaboration with Sephora enabled us to develop engaging content and video campaigns that introduced ABH’s products in ways that were both creative and culturally relevant.
For the lash line launch, we refined our approach to address the challenge of identifying the perfect influencers. Leveraging advanced AI tools and our in-depth understanding of visual content and engagement patterns, we swiftly identified talents who embodied the desired look. This method ensured that every influencer involved not only met technical metrics but also resonated with the nuanced style ABH sought.
Moreover, by extending our search to include some of the largest influencers in the Americas - boasting a combined following of over 100 million - and by bringing emerging European talent like @nienkehelthuis on board, the campaign gained a global dimension while remaining rooted in local insights.
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Throughout the process, dedicated partner managers coordinated the overall strategy, while local teams and editors ensured that every piece of content was culturally attuned and optimally adapted for the target platforms.
“Their approach connected ABH authentically with Brazil’s beauty community - our ambassador program set us apart in a competitive market.”
Results & Impact
The outcomes of this integrated strategy were impressive and measurable. Over the three-year period, our efforts delivered escalating success:
2021: Over 16.5 million social media impressions and achievement of 290% of the earned media value (EMV) target.
2022: Social media impressions surpassed 20 million, reaching 340% of the EMV target.
2023: The campaign exceeded 23 million social media impressions and achieved an outstanding 450% of the EMV target.
In addition to these annual milestones, the dedicated campaign for ABH’s new lash line generated more than 16 million impressions and 11 million content views. Posts collectively earned nearly 1 million likes and 15,000 comments, translating into increased foot traffic at Sephora stores and palpable in-store excitement.
The launch of Anastasia Beverly Hills in the Brazilian market is a powerful testament to the effectiveness of a dual-strategy approach. By combining a long-term market penetration plan with a precision-focused influencer campaign, ABH not only elevated its digital presence but also built lasting connections with consumers.
This success story demonstrates that innovative technology, strategic partnerships, and cultural authenticity can work together to create exceptional outcomes - paving the way for even greater achievements in the beauty industry.
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