LUUM
Co-founder & 1-person brand, marketing, and product-management org.
Revolutionizing beauty services with A.I. & Robotics
I wore every hat imaginable to (from graphic designer to data analyst to sequin-wall-maker) to singlehandedly develop our our company's brand, pitch deck, retail experience, marketing strategy, and product line. On an average marketing budget of of zero dollars per month, we raised over $18MM (to-date), scored an NPS of 82, and earned appearances on outlets like Today Show, Vox, Allure, Washington Post, and dozens more, including a 5 star=review from pop-sugar.
Qual, Quant, Ethnography, Oh my!
How big is the lash-extension market? What’s the Global TAM? Will people let a robot near their eyes? How can we improve the beauty-service experience overall?* Using multiple qual & quant methodologies, I conducted the foundational research we used to build the company, brand, and service, and packaged it into an appealing story for investors.
Crafting a Vibe
Developed chic & modern brand name (system), voice, look & feel, with goals of 1) making A.I. & robotics approachable, sexy, and safe to modern beauty consumers & investors, owning a distinct palette & style, and elevating out of current category. Created all logos, palette, headlines, hashtags & communication assets myself.
A magical studio & service
Designed & built chic and inviting “A.I. Lash Lab” in Oakland on a shoestring, from service experience to decor, earning rave reviews from such prominent beauty press at Pop Sugar & Allure, as well as viral recognition on Instagram & Tiktok.
A magical studio & service
Designed & built chic and inviting “A.I. Lash Lab” in Oakland on a shoestring, from service experience to decor, earning rave reviews from such prominent beauty press at Pop Sugar & Allure, as well as viral recognition on Instagram & Tiktok.
Shaping the narrative
Wrote & created all assets for brand communications including pitch story that has earned over $18M to date. Developed evolving brand positioning evolution for two different audiences — investors and consumers — communicating the near-term wow-factor & innovation of the service while selling the ultimate vision of a much faster, safer, better experience.
Innovating the broader category
Concepted, named, positioned, & branded complementary cosmetics sub-brand, LUUMINIZE. Forged partnership with prominent opthalmologist to obtain patented eye-healthy beauty formations. Designed all packaging & marketing materials, with product line earning rave reviews from consumers, investors, and influencers.
