POC Beauty
Instagram template suite and launch strategy for an award-winning inclusive beauty brand.
A social presence ready for launch day.
Beauty social media is among the most visually competitive categories on Instagram, and also one of the most compromised. Mainstream beauty content has a long history of performing inclusivity without enacting it - a casting choice here, a shade range footnote there - while the visual language of the feed remains unchanged.
POC Beauty was built as a direct response to this gap: inclusive cosmetics and skincare for melanin-rich skin, South Asian founded, Australian made, and already award-recognised before the product line in question launched. The social media system needed to carry the brand's mission in its visual decisions, not just in its copy - a distinction that almost every inclusive brand brief underestimates, and most generic template systems are completely unequipped to make.
Launch content compounds this challenge. A brand at launch is running two campaigns simultaneously: introducing what the product is, and establishing what the brand stands for. Most template systems resolve this by alternating between product-focused and brand-focused posts, which fragments the feed and delays both messages landing.
