OVERVIEW
Keys Soulcare, created by Alicia Keys with e.l.f Cosmetics, approached Ayanna Henderson Marketing with a clear goal — to expand its audience beyond its core demographic. While the brand had a solid foundation, they aimed to reach couples and males seeking high-quality skincare products. AHM embraced the challenge with fresh, innovative strategies to capture these new audiences.
SERVICES
THE CHALLENGE
Keys Soulcare was a newly launched beauty brand with a strong core demographic but limited reach beyond it. The brand needed to appeal to couples and males — audiences not typically targeted by beauty brands — without diluting the brand's identity or alienating its existing customer base. The challenge was finding authentic, creative ways to make the products feel relevant and accessible to a broader, more diverse audience.
OUR APPROACH
AHM developed two parallel content strategies to reach the new audiences. For couples, we created compelling content showcasing how Keys Soulcare's products could enhance shared moments — visuals and narratives that highlighted the joy and beauty derived from using the products together. For males, we developed gender-inclusive tutorials demonstrating the versatility of Keys Soulcare's offerings, focusing on effectiveness and ease of use to make the products accessible and appealing. Across both strategies, we leveraged social media, data-driven digital campaigns, influencer partnerships, targeted advertising, and UGC content production to maximize reach and drive conversions.
THE RESULTS
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Audience expansion to couples and male skincare consumers
UGC
User-generated content program built trust and authenticity around the brand
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Service channels activated: social, content, digital, influencer, advertising, UGC
✓
Casual viewers converted to devoted customers through targeted storytelling
CAMPAIGN SCENES
Keys Soulcare × e.l.f. Beauty: Filling a Content Gap
Following the success of videos featuring Alicia Keys and her husband, Swizz Beatz, Keys Soulcare needed additional content centered on its "offerings"—the brand's term for its products.
Ayanna Henderson Marketing developed and produced a dedicated campaign exclusively for e.l.f. Beauty / Keys Soulcare to fill that gap. Ayanna led strategy, creative direction, content capture, and editing, translating the brand's self-care philosophy into offering-focused visual storytelling.
The campaign expanded the brand's content library, complementing its successful talent-led videos with assets that brought the offerings into focus and supported ongoing marketing across Instagram, Facebook, and TikTok.
Join us on this exciting journey of growth and transformation, where we're not just marketers, but also storytellers, strategists, and creative minds dedicated to helping your beauty brand shine.
— Ayanna Henderson Marketing
SCOPE OF WORK
Social media management, content strategy, digital campaign strategy, influencer management, advertising, and UGC content production.
MONETIZATION & BUSINESS IMPACT
BUSINESS ASSET CREATED
A premium digital content library and brand identity system for e.l.f. Beauty's Keys Soulcare line — including campaign photography, editorial content, and social assets that can be repurposed across retail, e-commerce, and influencer activations.
AUDIENCE DEVELOPED
CUSTOMER BEHAVIOR INFLUENCED
Elevated consumer perception of Keys Soulcare from a celebrity-adjacent product to a values-driven wellness brand — increasing purchase intent and brand loyalty among target demographics.
REVENUE OPPORTUNITY
Retail and direct-to-consumer e-commerce sales supported by premium campaign content that communicated product quality and brand story at the point of discovery and consideration.
MONETIZATION INFRASTRUCTURE
A repeatable content production framework for beauty brand campaigns — including editorial photography direction, social content templates, and brand voice guidelines applicable to future product launches.
LONG-TERM VALUE
Established brand equity and a content archive that continues to support Keys Soulcare's retail presence, influencer partnerships, and ongoing digital marketing — with assets that extend the campaign's value well beyond its initial run.
NEXT PROJECT