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Vaniteaset Cosmetics

Beauty & Cosmetics

Vaniteaset Cosmetics is a luxury beauty brand that champions innovation and high-quality products, empowering individuals to showcase their unique style and personality. Founded on the principle of family collaboration, Vaniteaset represents a joint venture between Lil Mama and her sisters, encapsulating a shared vision for the future of beauty. 

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Campaign Overview

Objective:

In 2023-2024, UMGMT was brought on board to support the official launch and activation of Vaniteaset Cosmetics. The goal: to strategically position the brand as a beauty disruptor at the intersection of sisterhood, music, and culture — and to execute a press-worthy rollout for the product line's market entry.

Target Audience

  • Gen Z and Millennial beauty consumers

  • Music and culture enthusiasts

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Our Strategic Approach

  1. Narrative Development:
    We crafted a story rooted in “Sisterhood, Music & Beauty Fusion” — drawing from the founders' cultural legacy and public personas to ensure alignment across press, partnerships, and community engagement.

  2. Influencer & Stakeholder Engagement:
    Hand-selected 13 influencers for custom PR box campaigns to generate organic engagement across key platforms.

  3. Media Relations & Training:
    Secured high-profile press coverage, guided the team through media training for interview prep, and managed all incoming interview logistics to position the sisters as co-founders with credibility and creative direction.

  4. Content & Campaign Development:
    Led the development of social and email campaigns for Valentine’s Day and Women’s History Month, integrating content strategy with sales goals via Klaviyo and Facebook Ads.

  5. Email & Social Performance Optimization:
    Implemented email flows (Welcome, Abandoned Checkout, Customer Thank You), resulting in a 10% increase in sales and 32 orders directly attributed to email activity.

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Results & Highlights

Media Placements:

  • BET

  • Jay Hill Podcast

  • Brown Girls Grind

  • Revolt

  • The root

  • Complex

  • Hiphop x

  • Hnhh

  • The shaderoom

  • Neighborhood Talk

  • The Breakfast Club

  • Hollywood Unlocked

  • OnSite

  • The Jasmine Brand

  • Love B Scott

  • Medium

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Email Campaign Performance:

  • 32 direct orders

  • 3,926 store visits

  • 10% sales increase

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Social Reach:

  • 197,000+ accounts reached

  • 1,000+ new followers

  • 131 content pieces created

Vaniteaset Cosmetics Team

"It has been a genuine pleasure working with you over the past few months. We deeply appreciate all your hard work, dedication, and determination, which have contributed significantly to our success in recent months. Your efforts have been invaluable to us and to Vaniteaset Cosmetics."

Ready for Your Campaign?

Let’s build a campaign that reflects your vision, your audience, and your voice — and gets the beauty industry talking.

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