The Brief
As Shiseido Group expanded its clean beauty portfolio with the creation of Ulé, the first nature-tech skincare B Corp brand that’s powered by its own vertical farming, they tasked Cult to launch it, with the aim to create brand credibility, awareness and engagement.
What we did
Empowered consumers to own their new conscious beauty vision with confidence through accessible, influencer-delivered education. We created an intimate community of credible leaders- talent who were pioneering experts in beauty, and who embodied Ulé’s philosophy- to celebrate and storytell the innovative tech of vertical farming. This built brand credibility with an immediate reach in the millions.
Our insights:
Clean Beauty became a misused label with 68% of women feeling brands labelled their products as “clean” without adequate informationThe opportunity- Ulé could champion consumers to decide what they consider “clean” rather than dictating it - empowered through influencer-led product education.
+1m
addressable reach
100%
positive sentiment
352%
higher engagement rate on influencers' content vs. own content benchmarks