Ethique

Sep 3

Written By Geni McCallum

Ethique is a global beauty-bar brand selling beauty products with zero-waste, vegan, 100% compostable packaging. I worked as their digital marketer and content creator on a fixed-term basis for their brand in; New Zealand, Australia, the UK and the U.S.

As an extremely fast-growing brand, I joined the team and began working from the Head Office in Christchurch. We quickly shifted from a traditional ‘product’ and sales-based marketing strategy to a purpose-based one, centring on Brianne West, the founder and CEO of Ethique.

Highlights:

Raising $500k in crowdfunding in 2 hours
Producing a video shoot and being the Creative Director for the model portion of our crowdfunding video (featured below)
Helping set up distribution on Amazon in the U.S and across Farmers stores in NZ

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Video credit: Geni McCallum

Video credit: Rowan Strange. Directing/Producing of model footage in video Geni McCallum.

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