GET IT, KYUTEE

The Business

Kyutee, a beauty brand selling peel-on nail designs.

Context

Kyutee needed clearer creator direction and category understanding during a growth phase in 2020, including work connected to When We All Vote.

A vintage television set displaying a social media and marketing analysis report, including post summaries and analysis details.

My Role

I led category research and creator discovery.

A person dressed in a vibrant red and blue fantasy costume with large blue earrings, standing inside an old-fashioned TV set with balloons and confetti in the background.
An old-fashioned television displaying a political campaign poster with diverse candidates and the phrase "When We Vote" and the slogan "The Voting Squad." The background has a retro patterned wallpaper.

What I Did

  • Analyzed how beauty and nail brands structured content and messaging

  • Categorised competitor content by format and theme in a tracking sheet

  • Mapped gaps in tone and positioning within the category

  • Defined creator selection criteria based on brand fit and tone

  • Scouted creators aligned with Kyutee’s personality and values

  • Supported early outreach direction referenced on the page

Screenshot of an email titled 'AQUARIA'S YES' regarding the blue set of nails, over a background of various vinyl records and music albums.
Side-by-side images of a woman with bold patriotic face paint. In the first image, her face is painted with the American flag, with blue on the left side featuring white stars, and red stripes dribbling down from the top. In the second image, she has a dramatic red and white design with blue eye makeup, nude lips, and blue nails with 'VOTE' written on them, holding her hand near her face.

Result/Effect

Delivered a clear creator-direction framework to guide outreach and messaging, supporting the visibility outcomes stated on the page.

A woman with bold red, blue, and white makeup resembling a flag, dramatic false eyelashes, glossy lips, and platinum blonde hair. She has blue false nails with a 'VOTE' sticker and is wearing a small hoop earring.
A woman with blonde hair and dramatic makeup, featuring red and blue face paint and long false eyelashes, holding her hand up with nails painted in blue with the word 'VOTE' written on them.
A woman wearing a bodysuit painted with the word 'VOTE' and stars in red, white, and blue colors, standing in a smoky background with blue and pink hues.
A computer screen displaying an email titled 'OTHER CELEBS I HAD CONTACT WITH,' with mentions of Dascha Polanco, Margaret Cho, and Toni Braxton. The email shows a date of September 24, 2020, and includes photos of three women at the bottom. The background surrounding the screen is filled with scattered vintage vinyl records and music-related items.
A graphic dividing screen shots: on the left, a hand with patriotic America flag nail art near the arm of a person with tanned skin and minimal clothing, on the right, a portrait of a woman with curly hair and a strapless black top, with the text 'Kerry Washington' at the top.
Screenshot of a news article about a beauty entrepreneur receiving a grant, with a photo of hands holding each other, surrounded by vinyl records and music album covers.
Comparison of nail polish brands and products, featuring WWD with a close-up of a woman with colorful makeup and nails, and Kyutee with nail polish swatches and quick manicure information.

OTHER INFLUENCERS

Two photographs encased in plastic sheets hanging over a desert highway at sunset. The left photo shows a woman with wavy blonde hair, pink lipstick, and multicolored nails, making a peace sign. The right photo shows a woman with black curled hair, red lipstick, wearing a blue dress and jewelry, posing with her hand on her chest.
Side-by-side portraits of two women, one with blonde hair, digitally edited to appear greenish with a Statue of Liberty crown, and the other with wavy brown hair, smiling with her hand near her chin, set against a desert landscape with a road and canyon in the background.
Two large images of women are floating above a desert landscape with a main road leading toward the horizon. The left woman has red hair, sunglasses, and red lipstick, while the right woman has brown hair and red lipstick, with a small American flag stick-on on her arm.
Two large photo prints of women with striking makeup and blue 'VOTE' nails, displayed on a desert road backdrop with canyon landscape and dramatic clouds.