Baked by Melissa x Too Faced Collaboration Proposal

Project Overview:I developed a proposal for a creative partnership between Baked by Melissa (BBM) and Too Faced, a sustainable makeup brand. This concept was all about merging the playful, indulgent spirit of both brands to reach new markets, boost brand visibility, and engage our audiences in fresh, exciting ways.

Brand Alignment:
BBM and Too Faced both thrive on creativity. Too Faced’s vibrant, whimsical approach to beauty perfectly complements BBM’s fun, imaginative take on cupcakes and macarons. By aligning these core values, I aimed to create a collaboration that would resonate deeply with both brands' followers.

Target Audience Overlap:
Using data from Simmons-MRI Doublebase and SimilarWeb, I pinpointed a substantial overlap in our target audiences. BBM’s audience is predominantly female, with a significant portion aged 25-44. These individuals are engaged with beauty influencers, prefer environmentally safe products, and love indulging in high-quality, creative treats.

Special Edition Cupcake Flavor Launch:
Inspired by Too Faced’s colorful palettes, I proposed a series of limited-edition BBM cupcake flavors, including "Gelat-Ohh!," "Espresso Yourself," and "Holy Cannoli." Each flavor was designed to reflect the luxurious and playful nature of Too Faced products, aiming to spark excitement and anticipation among fans.

“Cupcake & Contour” Pop-up Event:
To bring the collaboration to life, I envisioned a pop-up event where visitors could sample the exclusive cupcake flavors while enjoying makeup demos and interactive beauty stations. This immersive experience is designed to create lasting memories and a strong connection between the brands and their audiences.

Influencer Marketing and Themed Packaging:
To maximize the collaboration’s reach, I planned to partner with lifestyle influencers to amplify our content to their engaged followers. Additionally, I proposed themed packaging that would capture the fun and vibrant aesthetics of both brands, ensuring the collaboration stood out in the market.