Mienne
Partnered with the Mienne, a luxury bodycare brand with an intimacy edge, to shape the go-to-market strategy ahead of its launch.
My Role
Defined the brand’s voice, narrative, and editorial positioning to challenge conventional beauty and wellness storytelling.
Directed creative strategy across owned, earned, and paid channels, leveraging culturally resonant storytelling to position Mienne at the intersection of beauty and intimacy.
Concepted and produced a monthly editorial series featuring celebrity talent ambassadors, overseeing casting, content direction, and distribution.
Hired and managed top-tier agencies (Chandelier Creative, Purple PR, Front Row) to ensure a cohesive and elevated brand identity.
Results
Established Mienne as a differentiated player in the luxury bodycare market ahead of launch.
Secured celebrity talent partnerships with Julia Fox, Parris Goebel, and Lourdes Leon that built early brand awareness and cultural credibility.
Aligned creative, PR, and paid strategies under a unified brand voice to maximize pre-launch impact.
