MERIT Beauty Expansion into the Spanish Market

Brief: Develop a strategic launch plan to introduce a U.S beauty brand into a new international market and create a new product.

As part of this project, I was tasked with launching an American beauty brand into a new international market. I selected MERIT Beauty for its alignment with Spanish consumers’ preference for clean, minimalist, and high-performance formulations. This required conducting an in-depth analysis of Spain’s beauty landscape, consumer behavior, and cultural trends. In addition to localizing existing product offerings, I developed an entirely new product, the On-the-Go Skin Elixir tailored to Spanish skincare preferences and supported by a full go-to-market strategy and campaign.