About the Brand:
Tarte Cosmetics, founded by Maureen Kelly, is a beacon of innovation in the cosmetics industry. Known for its influencer trips, the brand sought to enhance its goodwill initiatives and establish a strategic brand storytelling approach that highlights Maureen’s leadership and the brand’s philanthropic efforts.

Objective:
Enhance Tarte’s brand narrative to maximize media coverage, focusing on Maureen Kelly’s goodwill initiatives and positioning the brand beyond influencer trips. Develop strategic storytelling to highlight key cultural moments and founder-led stories.

Strategy:

• 360 Brand Storytelling: Develop a comprehensive messaging strategy that integrates Tarte’s brand pillars and philanthropic efforts.

• Founder-Led Stories: Amplify Maureen Kelly’s voice and initiatives to establish her as an industry leader committed to goodwill.

• Cultural Moments: Identify and leverage key cultural events to integrate Tarte into relevant conversations.

• Strategic Partnerships: Create opportunities for Tarte to collaborate with tastemakers and industry leaders through unique events and initiatives.

Proposal Concepts That Won:

1. #TrippinWithTarte Redefined:

   • Concept: Celebrate Tarte’s 25th anniversary with a 25-stop global “road trip” led by Maureen Kelly.

   • Activation: Visit international and national locations, engage with local influencers, and give back to communities.

   • Digital Integration: Host daily giveaways and create a “Tarte Tracker” to follow Maureen’s journey.

   • Giving Back: Donate 25% of proceeds from sales at each destination to local organizations chosen by influencers.

2. Tarte Gets Wicked:

   • Concept: Launch a limited edition capsule collection in collaboration with Cynthia Erivo for the movie adaptation of "Wicked."

   • Event: Host a media event and exclusive movie screening.

   • Giving Back: Donate 25% of proceeds to the Loveland Foundation.

   • Digital Integration: Create a TikTok challenge with #TarteGoesWicked for a chance to win event tickets.

3. House of Tarte:

   • Concept: Merge physical and digital experiences with “House of Tarte” pop-ups at major cultural events and a presence in the metaverse.

   • Activation: Augmented reality experiences, virtual try-ons, and Tarte-themed games at events and online.

   • Digital Integration: Sponsor a set at the Decentraland Metaverse Music Festival with exclusive digital prizes.

   • Giving Back: Consumers play games to earn donation money for a charity of their choice.

4. Tartelette HBCU:

   • Concept: Partner with makeup influencers and Impressions of Beauty to engage with students at historically Black colleges and universities.

   • Activation: Host roundtable discussions, Q&A panels, and networking events.

   • Objective: Gain insights into multicultural consumer values and reinforce Tarte’s diversity and inclusion efforts.

Results:

• Successfully positioned Tarte as a brand that prioritizes philanthropy and cultural relevance.

• Increased media coverage and consumer engagement through strategic storytelling and high-impact events.

• Elevated Maureen Kelly’s profile as a thought leader in the beauty industry.