Walmart.com's Beauty Boss

In the fall of 2017, Walmart.com sought to define themselves as a destination for the millennial beauty consumer.

Role: Communications Strategist, Digital Strategist, Influencer Strategist

Digital strategy

The Question: How do you introduce Walmart.com into the consideration set of Millennial and African-American beauty consumers, who turn to beauty-specific retailers for exploration and purchase?

The Answer: The Walmart.com Beauty Bosses. Hire a team of content creators to tell our story for us and create a destination at the intersection of discovery and transaction. 

Boss Status

Beauty gurus @Cydbee, @Jasmeannnn, and @GriffinArnlund were all brought on board to curate trending looks with all affordable products sold at Walmart. Creating "No Makeup" makeup, Monochromatic makeup, and Shimmer and Glow makeup, the girls created tutorials showcasing the best way to bring them to life.

Discover and shop

Creating custom landing pages and campaign-specific product shelves allowed for a holistic environment around the content that our influencers were creating. Fly outs, pop outs, and spotlights across the retailer's massive site drove aisle skippers to the new beauty destination. 

Product inclusion

A thoughtful mixture of cult-favorite products, Walmart exclusives, and new releases provided the opportunity for consumers to discover a wide variety of different products, with consistent messaging surrounding their availability at any location at a more affordable price point. 

Expanded Impact

A robust digital media campaign allowed for the broadened campaign reach, introducing Walmart Beauty to the masses who hadn't previously welcomed it into their consideration.