Vogue x Nexxus Hy Volume Cloud Foam

The Challenge
Nexxus needed to launch a new hero product while protecting brand equity and accelerating consideration in a saturated premium beauty category.

The Insight
In premium beauty, editorial credibility outperforms paid media alone for driving both aspiration and consideration; especially when talent is integrated into trusted formats rather than standalone endorsements. The approach intentionally traded short-term reach for higher-quality engagement to protect long-term brand equity.

Go To Market Strategy
I owned go-to-market decisions across positioning, channel mix, and partnership structure, using Vogue as a strategic distribution partner rather than a media placement. The launch was anchored to Vogue’s Beauty Secrets franchise for brand elevation, supported by One Beauty Secret to translate editorial equity into shoppable, performance-driven touchpoints; creating a single, integrated funnel.

Designed as a repeatable editorial-led launch model for future premium launches.

The Impact

• Reinforced Nexxus’s luxury positioning through association with Vogue’s most trusted beauty franchise

• Increased cultural relevance via a high-profile, talent-led editorial moment

• Demonstrated how editorial partnerships can function as strategic distribution, not just awareness drivers