Introduction to the Project

When I joined Masic Beauty, the brand had launched 12 SKUs across three product ranges. While the Masic Beauty Body Oil had become a bestseller, their latest launch—Hot Mama and Flirty30 (body care range)—had underperformed, leading to excess inventory and stagnating sales. Additionally, So Chic, another SKU, was one of the lowest-selling products. The brand’s marketing was also disjointed, with no cohesive omnichannel strategy. My role was to revamp brand identity, optimize marketing strategies, and increase revenue by improving website conversion and campaign execution.

Challenges Encountered

• Inventory Bottleneck: Hot Mama & Flirty30 were overstocked due to poor demand planning, tying up cash flow.

• Underperforming SKUs: So Chic was one of the lowest-selling products and needed a visibility boost.

• Fragmented Marketing Efforts: Lack of a 360° marketing strategy led to inconsistent messaging across Instagram, LinkedIn, email, WhatsApp, and performance ads.

• Weak Online Conversions: The Shopify website wasn’t converting effectively, initially misattributed to platform issues rather than UI/UX shortcomings.

• Lack of Community & Brand Awareness: Masic had no offline presence, limiting opportunities to engage directly with potential customers.

My Contributions & Strategic Approach

1. Inventory Monetization & Product Repositioning:

• Within 45 days, Hot Mama became one of the top three products, contributing 23% of revenue over three months.

• So Chic, previously one of the lowest sellers, became a top-selling SKU within three months by implementing monthly product focus campaigns, ensuring sustained visibility.

• Sold 50% of overstocked inventory before expiration, preventing financial loss.

2. 360° Marketing Overhaul & Seasonal Sales Campaigns:

• Developed an integrated marketing plan across Instagram, LinkedIn, email, WhatsApp, and performance ads, ensuring every channel worked in sync.

• Executed five seasonal sales campaigns, leading to a 30% revenue boost in key months.

• Drove ~10% month-over-month (MoM) growth in sales via:

  • Website optimization (UI/UX improvements & conversion rate fixes)

  • Performance marketing enhancements, from. 3X ROAS we averaged 8-10x ROAS

  • Social activations (engagement-driven campaigns & influencer collaborations)

3. Website Revamp & Branding Refinement:

• Diagnosed the real issue—poor UI/UX, not Shopify—and led a full website redesign, improving navigation, checkout flow, and mobile optimization.

• Revamped the brand’s identity:

  • Introduced a new color palette while retaining core branding.

  • Shifted communication from a Gen Z-heavy tone to a more sophisticated, premium voice.

  • Rebranded Masic to Masic Beauty by Malvika Sethlani, strengthening personal branding and luxury positioning.

• This directly resulted in monthly revenue increasing from ₹7 lakh to ₹12–13 lakh consistently throughout my tenure.

4. Community Building & Offline Expansion:

• Planned and executed Masic’s first-ever offline event, a Women’s Day community-driven event, which saw high engagement and positive sentiment. While sales benefited, the bigger impact was solidifying Masic as a community-first brand, increasing customer trust and loyalty.

• Strengthened community engagement via LinkedIn and Instagram, leading to a 33-45% increase in customer engagement cumulatively. This was driven by a shift in content strategy—making it more organic, relatable, and low-effort for the audience.

Cohesion Across Every Touchpoint

We extended the identity into a comprehensive suite of branded assets, including vehicle graphics, charging station signage, and digital materials. Typography choices emphasized simplicity and clarity, mirroring the user-friendly and efficient experience Lumina Motors delivers to its customers.

Driving Into the Future with a Distinct Identity

The result is a striking visual identity that positions Lumina Motors as a leader in the EV industry—bold, sustainable, and distinctly modern. With their new branding, Lumina Motors inspires confidence and excitement among customers looking to drive the future of transportation.