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How we transformed
a local cosmetics brand into a trend-driven instagram presence

[ Case ]

We rebuilt the brand's Instagram from scratch to connect with modern beauty lovers

Noniz beauty

Founded in 2020

by a self-made woman and entrepreneur in Dubai

Affordable, high-quality makeup products

for modern, expressive beauty
[ About the client ]

Mission: Empower women through accesible cosmetics

The main aim:

[ Main goals ]

To reposition the brand to appeal to a younger, trend-driven audience on Instagram

To create: visual identity, content structure, emotional connection
The client require: Soft, light, pastel visual style (especially pink), better positioning, modern Instagram presence

Task:

Decision:

Make the profile visually appealing and on-trend, Increase engagement, along with organic follower growth, the brand should gain a stylish and professional positioning

The starting point: A beauty brand without a brand

[ Point A ]

Our audit revealed one thing: to make an impact, we had to rebuild the entire presence on instagram from top to bottom.

The brand was missing the essentials:

  • No cohesive color palette
  • A generic bio and unbranded avatar
  • No clear content strategy
  • Low engagement and a lack of visual consistency

Aesthetic meets strategy: designing a visual system that converts

[ Instagram strategy ]

New color pallette

We began by creating a new color palette for the Instagram profile, choosing soft, light tones to deliver a fresh, trendy, and visually appealing aesthetic — perfectly aligned with the brand’s youthful and modern identity.

Changing avatar color

Then we updated the avatar to reflect the refreshed brand identity. Next, we optimized the bio with emojis and a clean structure to make the profile instantly more engaging and user-friendly.

Designing custom covers and adding new rubrics

Designed consistent custom covers
Organized content into clear rubrics: About, Reviews, Lips, Eyes, Q&A

#00000
#FFFFFF
#EFBFCB
#C59178
#F0CABE

Fresh, trend-focused content designed to engage the audience

[ Content system ]

At the client’s request, we implemented a lighter, more modern design using pastel tones — with pink becoming the new signature color for the logo.

Modern, light and pink - our trendy content

Content Pillars

To keep our audience engaged and the feed strategically balanced, we divided the content into four key pillars:

  • Selling — promotional posts that drive conversions
  • Image — brand-building visuals and storytelling
  • Entertaining — light, relatable content to boost engagement
  • Service — helpful, educational posts that build trust
60%
Selling
10%
Image
10%
Service
20%
Entertaining

Finaly we created new content rubrics built to inspire and convert

Beauty with Noniz

We retained the selling focus but upgraded it with richer product details and direct swipe-up links in Stories.

Make-up trends

To boost engagement, we launched a trend-driven rubric with tutorials and product highlights tailored to what’s hot right now.

Cosmetic digest

This digest highlights the versatility of cosmetics, offering followers fresh and easy ways to seamlessly incorporate products into their everyday routines.

Reels

It was essential to highlight not just the product itself, but also its application in makeup—helping customers clearly see the results they can achieve when choosing the cosmetic.

Stories

We added interactive stories with polls and links to boost audience engagement and simplify access to product information. By staying on top of beauty industry trends, we consistently deliver relevant and valuable content.

Relationship manager in WGG agency
Volkova Ekaterina
Author — Relationship manager (PPC manager) in  Advertising Department
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