Merit Beauty is a brand that offers a range of minimalist, essential beauty products tailored to fit seamlessly into everyday routines. With a commitment to clean beauty standards, their products are vegan, cruelty-free, and designed to be non-comedogenic. Merit’s key selling point is the simplicity and ease of use of their products, which appeal particularly to those new to makeup.

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Brand Identity and Aesthetic

Merit embodies what can be described as a "Pinterest-inspired" brand, characterised by its chic and minimalist aesthetic. This aesthetic includes neutral colour palettes, sleek sans-serif typography, and subtle metallic accents, creating an air of understated luxury. While initially, the brand might blend into the sea of similar minimalist brands, Merit distinguishes itself through effective storytelling and unique brand personality.

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Merit’s marketing copy is particularly noteworthy. Phrases such as “get compliments on your skin, not your makeup” encapsulate their brand philosophy—simple, easy-to-use products that enhance natural beauty. This sharp, well-crafted messaging is a cornerstone of their branding strategy, ensuring they communicate their values clearly and effectively.

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Storytelling and Marketing Strategy

One of Merit's greatest strengths is its ability to tell a compelling story. Unlike many brands that rely heavily on celebrity endorsements, Merit focuses on its brand values and the quality of its products. While Katherine Power, the founder, brings credibility and industry connections, the brand’s identity is not dependent on her persona. This approach allows Merit to maintain a genuine and relatable brand image.

Merit’s digital marketing strategy is robust, leveraging platforms like Instagram, TikTok, YouTube, and Pinterest to reach a broad audience. Their content strategy is cohesive and multi-faceted, often revolving around significant campaigns such as product launches or collaborations. For example, their recent partnership with fashion brand Tove was promoted through various forms of content, including behind-the-scenes footage, user-generated content, and professional photography, ensuring maximum engagement and visibility.

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A notable aspect of their content strategy is the "On My Way" series, featuring video interviews with influencers and brand friends discussing their beauty routines. This series is effectively tailored for different platforms, ensuring wide reach and engagement.

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Product Experience

Merit goes beyond digital engagement by prioritising the physical experience of their products. The brand enhances the customer experience through thoughtful details such as the Signature Bag, a chic, reusable pouch included with first-time purchases. This attention to packaging and presentation adds a layer of luxury and excitement to the unboxing process.

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In physical stores, Merit’s clean and minimalist display makes it easy for customers to explore their products. This seamless integration of digital and physical experiences reinforces Merit's commitment to providing a high-quality, user-friendly brand experience.