Beauty & Skincare
Glow By Maya
Glow by Maya is a small independant run Beauty company focused around instagram to achieve outreach
My Role
Social media manager
Duration
1 month
Tools
Instagram, Linkedin, Tiktok
Overview
GlowByMaya, a growing skincare brand, struggled with inconsistent branding and low engagement on Instagram. Despite having high quality services and products, their social media presence lacked cohesion, failed to reflect the brand’s identity, and did not convert followers into bookings. Maya needed a strategy that would resonate with her ideal clientele, young professionals seeking modern, minimal skincare advice and drive more interaction and inquiries through Instagram.
I implemented a brand-aligned content strategy, incorporating soft neutral tones and clean visuals that matched the studio’s aesthetic. This included:
A 4-week content calendar with post types balanced between education, testimonials, and promotional reels
A reel series focused on behind-the-scenes skincare routines to boost authenticity and visibility
Branded highlight covers, refined bio copy, and story templates for consistent visual language
A light hashtag strategy and call-to-action optimisation to increase conversions
Within the first 30 days, Maya saw a 47% increase in profile visits and a noticeable rise in DMs for bookings.
Research
Before launching the new strategy, I conducted a brief competitor and audience audit. I analysed 5 successful skincare brands with similar target demographics to identify common content patterns, tone of voice, and visual branding. Key insights included:
High-performing accounts used soft, minimalistic design with personal storytelling
Short-form video content (Reels) consistently outperformed static posts for engagement
Educational content (skincare tips, ingredient spotlights) built trust and saved posts
I also reviewed Maya’s existing analytics to understand what had previously underperformed and where her audience was most active. This data directly shaped the content plan and visuals, ensuring the strategy was grounded in real audience behaviour and not assumptions.
Design
To elevate Maya’s brand identity, I developed a clean and cohesive visual system using a consistent pastel color palette, soft gradients, and modern typography that aligned with her target audience’s preferences. Post templates were created for Reels, Stories, and carousels to maintain a polished, recognisable feed. Visual emphasis was placed on skincare routines and product highlights using close-up imagery, subtle overlays, and branded elements that balanced aesthetic appeal with clarity.
Results
Within four weeks of implementing the new content and design strategy, Maya’s Instagram profile saw a 38% increase in engagement and a 27% rise in follower growth. Branded visuals led to improved recognition and saved content, while SEO-optimized captions boosted organic reach by 45%. Story completion rates also doubled, indicating stronger viewer retention and interest. Overall, the refreshed presence positioned GlowByMaya as a credible and consistent voice in the skincare space.
