Objective

Icoone's technology worked — but it was framed entirely within the medical sector, speaking a language that left beauty audiences cold. The goal was to reposition the brand from clinical precision to aspirational beauty, while building a coherent international presence across 8 countries and multiple cultures. The challenge: communicate complex patented technology in a way that holds attention and resonates with both B2B and B2C audiences.

Strategy

We built a global digital strategy anchored in a new brand identity — translating Icoone's core science into language that beauty audiences could connect with, without losing the credibility earned in the medical world.

Brand Strategy & Positioning

We established a new positioning to carry Icoone from the medical register into beauty culture. We built a brand manual defining tone of voice, storytelling approach, and visual consistency across all online and offline channels, and developed a messaging framework that made the technology legible — compelling without overwhelming.

Global Social Media Guidelines:

We designed and rolled out a social media strategy for all distributors and partners across 8 countries. We built a governance system to ensure every market stayed aligned with the global brand vision — preventing local executions from drifting into inconsistency.

Content Creation:

We produced custom content for every touchpoint: social media, website, brochures, training materials, corporate presentations, roll-ups, and business cards. We also created 4 corporate videos to anchor the brand's storytelling and bring the technology to life visually.

Community Management

We managed daily social media activity across all markets, with a focus on community growth and sustained engagement. Activation strategies kept audiences consistently involved and built loyalty around the new brand positioning.

Digital Advertising:

We designed and ran IG and Facebook campaigns in Russia, Italy, and the Netherlands, targeting lead generation to drive direct sales. Each campaign was built to convert the brand's new positioning into measurable commercial outcomes.