Caboodles is a makeup train case brand that was huge in the 80's and 90's. While Caboodles makeup cases are a cult classic, many people had no idea that the business was still alive in the year 2017. In fact, the majority of Caboodles' fans had no idea that they created modern makeup storage products outside of the retro-era Caboodles tackle boxes, or that Caboodles had an active partnership with Olympic gymnast Simone Biles.
The brief: Develop a modern brand platform, tone of voice, and social content strategy for Caboodles that embraces nostalgia while supporting future initiatives and product launches.
The work: I worked with Beauty @Gotham (McCann's creative agency specializing in beauty) to create a social strategy for Caboodles. Through the 5C's process I researched the company, culture, consumer, connections, and category that Caboodles' business lives in, and initiated a team process for community management. I helped run workshops with the client, media agency, and creative teams to land on a brand persona and strategy that felt just right.
Below are key slides from my work on this project, please contact me directly for the full deck.