Alice Cares – Brand Launch
Building a new global haircare brand from scratch – from brand strategy and product packaging to Shopify and Amazon launch.
CATEGORY:
Brand Strategy & Creative Direction
CLIENT:
Alice Cares (Founder-led project)
ROLE:
Founder & Brand Strategist
I led the full go-to-market strategy for Alice Cares, a purpose-driven haircare brand I founded to offer solid shampoo and conditioner bars for modern routines. From defining the brand’s positioning and visual identity to managing product development and packaging, I was involved in every step of the launch process.
I built and launched the eCommerce presence across Shopify and Amazon for both the U.S. and Singapore markets, while also growing the brand’s digital presence on social media, particularly Instagram. I focused on creating a highly visual brand experience to communicate product quality, showcase texture and ingredients, and connect emotionally with a beauty-conscious audience.
I directed creative production for product photography, social media assets, and Amazon A+ Content, building a cohesive and aspirational brand look across all touchpoints.
Through this project, I combined creative direction with conversion-driven marketing to bring a new brand to life and successfully introduce it to two international markets.
Alice Cares listing on Amazon
Optimized listings and visuals to drive conversions and communicate product benefits.
Slide from a founder’s pitch deck
Crafted a brand story and value proposition for potential investors.
Launch Traction & Milestones
Visualized brand journey from conception to Amazon launch.
Alice Cares Brand Store on Amazon
Built an Amazon storefront to drive product discovery and retention.
CHALLENGE & OBJECTIVES:
Define a unique brand positioning that blends sustainability, performance, and everyday simplicity for modern haircare routines
Develop a differentiated product mix including solid shampoo and conditioner bars – each with its own targeted formula, functional scent profile, and use case
Source and collaborate with manufacturers across the Philippines to produce high-quality, small-batch formulations using natural and effective ingredients
Build and launch a cross-border brand presence in both the U.S. and Singapore, navigating regulatory, shipping, and fulfillment logistics
Create a cohesive visual identity, packaging system, and messaging framework that reinforces the brand’s values and product benefits
Drive awareness, engagement, and conversions through integrated eCommerce (Shopify + Amazon), social media, and creator-led campaigns
DELIVERABLES:
Brand strategy deck covering positioning, customer profiles, brand voice, and messaging hierarchy
Product development brief and ingredient framework for five SKUs, including performance claims, scent concepts, and natural actives
Manufacturer sourcing and coordination with production partners in the Philippines for both shampoo and conditioner bar formulations
Packaging design and final print files – including dielines, regulatory text, ingredient panels, and storytelling touchpoints
Product listing copy tailored for both Shopify and Amazon, optimized for search visibility and conversion
A+ Content modules with custom photography and video, including shot planning and creative direction
A full suite of campaign creatives (static, motion, and UGC) for launch marketing across Meta Ads, Instagram, and Amazon
Notion-based workspace to manage timelines, launch milestones, and product lifecycle planning
Notion Space for Planning, OKRs
Centralized workspace for planning brand strategy, product roadmaps, and tracking key objectives across marketing, operations, and product development.
Product Database
Detailed catalog of all SKUs, product attributes, inventory levels, and packaging details to streamline eCommerce listings and logistics.
TOOLS:
Strategy & Planning
Notion – for project timelines, GTM checklists, and content calendars
Google Workspace – for strategic planning, budgeting, and team collaboration
Branding & Creative Direction
Miro – for mood boards, customer journey mapping, and creative brainstorming
Figma – for brand style guides, website wireframes, social content, and pitch decks
Adobe Illustrator – for packaging mockups and marketing collaterals
Adobe Photoshop – for product photography editing across Amazon and Shopify
eCommerce & Site Platforms
Shopify – for online store setup, page design, product listings, and checkout optimization
Amazon Seller Central – for product management, A+ Content creation, and FBA logistics
Klaviyo – for email marketing automation, including welcome flows and cart recovery sequences
Performance & Optimization
Meta Business Suite – for Instagram ad management and campaign optimization
Google Ads – for branded and competitor PPC campaigns to drive traffic and conversions
Amazon PPC – for targeting high-intent shoppers on Amazon using keyword-driven Sponsored Product and Brand campaigns
Helium 10 – for Amazon keyword research, competitive analysis, and listing optimization
Google Analytics (GA4) – for tracking site traffic, customer behavior, and conversion performance
Alice Cares successfully launched in two markets with a cohesive brand experience across Shopify, Amazon, and social channels. Early traction validated the brand positioning, with strong customer feedback and product reviews highlighting ease of use, quality, and attractive design.
This project demonstrated how a blend of strategic brand building and performance-driven marketing can bring a new consumer brand to life, from zero to launch.