Coty Inc.
Optimising your
digital presence
Optimising Digital
Marketing for Beauty Brands
Beamly — a social media management and analytics platform that gave beauty brand managers control of their digital campaigns.
Brand managers juggling
10 tools and no overview.
Managing social campaigns across platforms meant switching between disconnected tools, losing visibility, and making decisions based on incomplete data.
One place to plan,
publish, and measure
Designed a unified dashboard that consolidated scheduling, publishing, community management, and analytics — with brand-specific views for Rimmel, Wella, and Max Factor.
Campaign views built
around brand workflows
Built campaign card views, a calendar planner, and a real-time analytics module. Ran co-design sessions with brand managers to validate that the IA matched how teams actually worked.
Three brands. Three opinions.
One platform.
Rimmel, Wella, and Max Factor all had different social strategies, different brand voices, and different opinions about what the dashboard should prioritise. I ran a stakeholder alignment exercise — mapping each brand's top 3 workflow pain points — and found the common ground that became the product's core IA. The three brands stopped competing for features and started contributing to a shared backlog.