Function of Beauty
A brand case study from my time as creative director
During my tenure as CD at Function of Beauty, I spearheaded creative endeavors for three years, driving innovative creative for product launches, ads, and brand campaigns, such as a groundbreaking customizable co-wash and a skincare line expansion. When I began, Function offered two products and had garnered 160,000 Instagram followers. Our three-year journey led to the introduction of 38 new customizable SKUs and a remarkable growth to over 850,000 followers. An array of work produced during this period is showcased here, presenting a selection from three years of brand imagery, packaging, web design, email, and campaigns in a vibrant rainbow order.
Web
When it comes to web, Function steps into a more assertive mode, tastefully highlighting its scientific foundations, sustainability pledges, and the credentials of both the company and founders. As customers approach checkout, we delve deeper into product specifics, empowering customers to make informed decisions.
Function’s email approach oscillated from playful puns to education, offering expert advice on ingredients and regimens. Particularly when introducing a new product or category it was helpful to share information that was more reliable and backed by science. From a design standpoint, we prioritized informational hierarchy and intuitively placed CTAs, supported by colorful photography and illustration.
Partnerships
UGC is an important part of the brand: it shows the product in use, proves the “shelfie-worthy” packaging aesthetic, shows the brand in good company of other premium beauty brands, and its variation reflects the diversity of people in the brand’s community. When commissioning and curating user generated content, we strived for images with natural, well-lit subjects. Avoided images with a full-face of makeup (unless intended for cleanser) and filtering.
Function of 2 Million
"Function of 2 Million" celebrated Function of Beauty's milestone with a community-focused video project. Leveraging Instagram outreach, we engaged hundreds of interested customers, guiding them to share on various topics. The result: a compelling narrative showcasing the vibrant community behind our two million unique hair formulas. True to our internet-native style, we wove together selfie videos of happy customers, shining a spotlight on those who made this achievement possible.
Stories
Stories are the brand’s place to use social tone with more breathing room. They’re the go-to destination for education, making announcements, and driving to the blog. This space would sometimes also be used to directly connect to our audience to learn more about what they want to see.
In-feed
When I started at Function of Beauty in 2018, I arrived with an existing passion for social media, content, and brand building through online communities. While it was common at this time for brands to approach their social media accounts as ancillary, I knew that at least a solid Instagram presence was required to be taken seriously by new customers. So, I put in extra time with the social media manager to give Instagram the attention it deserved.
Function quickly became a brand known for uncharacteristically high engagement, innovative content, and an internet-native, playful tone. Within two years, Function of Beauty went from 160k followers on Instagram to over 850k.
Creative Leads: Jenna Josepher, Anna Kohne
Art Directors: Reese Sheebel, Sage Smith
Photographers: Sarah Anne Ward, Steph Chang, Jesse Untracht-Oakner, Brayden Olson, Jurada Studio, Stephanie Dinkel
Prop Stylists: Andrea Maurer, Anna Lemi, Betim Balaman, Liz Borger, Eumi Pok
HMU: Mirna Jose, Rachel Polycarpe, Isabella Rosado
Talent: Cheera Choo, Anima Agyeman, Alisha Bansal, Annie Rigney, Cheyenne Adler, Kate de Kock
Producer, Project Manager: Matia Mearns
Head of Copy: Laura Casciola
Design: Gabby Llanes, Eumi Pok, Reese Shebel, Liz Borger, Wen Ong, Devin Elida Kelly
Copywriter: Ana Salazar
Social Media Managers: Afshan Wali Mohammad, Katie Kroll, Ashley N. Johnson
