Lancôme Juicy Tube Glow

An integrated marketing campaign concept | Trend Forecasting, Consumer Insights, Funnel Strategy, Paid & Owned Media Mockups Brief: Integrated Marketing

Juicy Tubes, a beloved Lancôme product with Millennial nostalgia, seeks to reintroduce itself to Gen Alpha. The challenge is to refresh this 20+ year-old product for a new generation without making it feel like a mere rerun for their mothers.

The Challenge: The strategy focused on positioning Juicy Tubes as a new discovery for Gen Alpha, rather than a nostalgic relaunch. This involved trend forecasting and consumer insights to understand how Gen Alpha engages with beauty products, which platforms they trust, and what "authentic" means to a social media-savvy audience.

My Role: Independently, I developed the full integrated marketing strategy, using trend forecasting and consumer insights research to build a campaign framework, then translated that strategy into detailed paid and owned media mockups across TikTok and Instagram.

Reflection: The real strategic challenge here wasn't creative; it was generational: figuring out how to make a legacy product feel discovered rather than reintroduced. Building the funnel stage-by-stage, with distinct tactics at each point rather than one campaign concept repeated five times, forced me to think about how a Gen-Alpha consumer actually moves from first seeing a product to becoming a genuine advocate for it, which is a very different journey than the one Millennials had with the original Juicy Tubes launch.