FEEL CONFIDENT

INDUSTRY:

E-Commerce | Haircare, Skincare

PLATFORMS MANAGED:

Instagram | TikTok | TikTok Shop

DURATION:

10 Months

THE CHALLENGE

Feel Confident started as a haircare brand and later expanded into skincare. Formulated and founded by a plastic surgeon in New York City, the brand attracted both national and international customers.

The brand had a strong founder and high-quality products, but translating that expertise into social content was difficult. The brand’s formulations were complex and technical, making it hard for potential clients to understand the benefits. Social media was inconsistent, and content was not effectively educating the audience or driving engagement. As a result, the brand struggled to stand out in a crowded haircare and skincare market, build trust with national and international customers, and convert interest into consistent inquiries and purchases.

THE STRATEGY

I built a social-first content ecosystem focused on authority, education, and approachability. To differentiate Feel Confident from other clinical doctor-led brands, I created unique content formats such as street interviews and trend-driven videos that engaged audiences in unexpected ways. I also executed interactive campaigns, including a giveaway featuring a Dyson hairdryer, to drive engagement and grow the community. Educational content broke down complex ingredients and benefits into digestible, scroll-stopping posts. Every piece of content reinforced the brand voice, built trust, and guided potential clients toward action while establishing a repeatable system for sustainable growth.