Overview
Partnered with Samantha Kitain, CMO at Tarte Cosmetics to develop an integrated ecommerce and campaign strategy aimed at sustaining the growth of its hero product, Shape Tape, in an increasingly competitive beauty landscape. The project focused on driving conversion, strengthening customer engagement, and increasing lifetime value through data-driven digital and brand strategies.
The Opportunity
Despite strong brand recognition, Tarte faced challenges in maintaining continued growth and loyalty for Shape Tape as consumer preferences shifted and competition intensified. Research revealed that product discovery and purchase decisions were heavily influenced by social media, peer recommendations, and loyalty incentives, while gaps remained in converting awareness into sustained engagement and repeat purchase behavior .
My Role
- Developed integrated ecommerce and campaign strategies to drive conversion and engagement
- Conducted primary consumer research and synthesized insights into actionable recommendations
- Translated behavioral insights into brand positioning and digital marketing strategy
- Proposed partnership and loyalty initiatives to enhance retention and lifetime value
Strategic Approach
Built a multi-pronged strategy focused on strengthening the connection between discovery, engagement, and loyalty:
- Consumer Insight & Positioning
Leveraged qualitative and observational research to uncover how consumers discover, evaluate, and select beauty products, particularly through social and peer-driven channels - Ecommerce & Conversion Optimization
Designed strategies to improve the digital purchase journey, aligning content, recommendations, and messaging with how consumers make decisions - Community-Driven Engagement
Introduced a micro-community concept to deepen relationships with core customers, creating a platform for content, education, and peer validation - Loyalty & Partnerships
Proposed loyalty enhancements and brand partnerships to incentivize repeat engagement and embed the brand more deeply into customers’ daily routines
Key Insights Driving Strategy
- Social media and influencer recommendations are the primary drivers of beauty product discovery and trial
- Loyalty programs significantly influence repeat purchase behavior and brand switching
- Consumers rely on reviews, peer validation, and education to feel confident purchasing beauty products online
- Community-driven engagement can strengthen brand affinity and long-term retention
Impact & Outcome
Delivered a comprehensive growth strategy that connects ecommerce, community, and loyalty into a unified customer experience. The recommendations were designed to:
- Increase purchasing conversion by 18% through improved ecommerce and campaign strategy
- Improve customer engagement across digital channels
- Increase repeat engagement by 10% through loyalty and partnership initiatives
- Strengthen customer lifetime value through more personalized and community-driven experiences
What This Demonstrates
This project highlights my ability to translate consumer behavior and cultural trends into actionable growth strategy, bridging ecommerce, brand marketing, and customer experience. It reflects my approach to building digitally driven, insight-led strategies that drive both immediate conversion and long-term brand loyalty in the beauty and retail space.
Jeal Patel's Personal Website & Digital Portfolio 
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