[about]

keen is a DMV based non-toxic nail studio that makes clean beauty straight-forward so you don’t have to forfeit your values while indulging. Collectively, we’re waking up to the heartening reality that self-care isn’t selfish— that it’s actually the most sustainable way to create a better future over time. From clean products and waterless services to give-back initiatives and operating as an eco-conscious brand, they embody a world where care of self and others is the norm, where self-care is keen on keeping the bigger picture in mind. 

[Project scope]

Marketing Strategy Development, Social Media Consulting, + Influencer Outreach

[goals]

Sam came to us with the desire to build an authentic brand and social media presence that harvested community, intentionally inspired and educated, and, of course, introduced her target audience to the launch of keen.

[solution]

We collaborated with keen to draw out a detailed marketing strategy through the lense of the ideal, local customer. We considered what elements of the brand impacted their purchasing decisions over the traditional nail salon and built a growth strategy plan with aligned local influencers to attract like-minded consumers to the new studio. Wilona focused on creating meaningful content that communicated keen's unique position in the market while harvesting a strong sense of community and intrigue.

As the first waterless studio in Arlington, VA, a lot of our strategy was also focused on education - both in terms of what makes keen a sustainable business and the impact these decisions have on our health and environment long-term. We additionally came up with time-relevant campaigns to activate expansion and growth to ensure more and more locals became keen to what was happening at the new studio. We also did extensive research in order to differentiate from nearby competitors. Every move we made with keen held the common denominators of both intentionality and alignment with the ethos of the brand as a whole.