In honor of Hispanic Heritage Month, the beauty brand launched a curated product set exclusively on Instagram with creator and celebrity makeup artist Melissa Hernandez, using Meta’s suite of commerce solutions to amplify awareness and sales.

Prestige beauty brand

Founded in New York in 1991, Bobbi Brown helped change the face of beauty with its natural approach to makeup. As a global prestige beauty brand, Bobbi Brown celebrates diversity and embraces individuality by creating makeup and skincare suitable for any individual.


faster sell-through rate than year-to-date average for Bobbi Brown product launches on Instagram1


of purchasers were new Bobbi Brown customers2

Makeup artists are integral to the DNA of Bobbi Brown, so it’s important to support and uplift them as a brand. By partnering with celebrity makeup artist and content creator Melissa Hernandez, we were able to leverage her authentic storytelling while tapping into the reach of her loyal fan base. This partnership was not only an opportunity for Melissa’s fans to try her go-to Bobbi Brown products in a curated set, but also a chance to learn beautifully elevated yet achievable makeup looks that anyone can recreate at home.
Attracting new customers

As Hispanic Heritage Month approached, Bobbi Brown wanted to honor the moment and deepen its relationships with new and existing customers by partnering with Melissa Hernandez to create a thoughtfully curated shopping moment exclusively on Instagram.

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An authentic collaboration with creative merchandising

Bobbi Brown Cosmetics partnered with creator and celebrity makeup artist Melissa Hernandez to curate a set of makeup essentials hand-selected to be flattering to any skin tone, and it launched the set exclusively on Instagram. The team maximized success with Meta’s suite of commerce solutions before, during and after the launch.

Pre-launch strategy

To build anticipation for the product launch drop, the team ran posts and stories in feed that teased details about the upcoming event two days ahead. It used the product launch tag in its posts in feed and via Stories, which allowed viewers to tap to set a reminder notification for when the set became available for purchase. The team also enabled Melissa to tag products on her own profile via shopping partner permissions.

Launch-day strategy

On launch day, Bobbi Brown and Melissa shared shoppable in-feed posts and stories featuring the exclusive set, showcased in high-quality images and content that told the story of how it came to be and emphasized its value. Viewers could tap on the posts to add the set to their carts and check out without leaving Instagram.

Using her artistry expertise, Melissa also shared an Instagram Reels video in which she demonstrated how to apply the makeup in the set and highlighted the product performance and shade finishes of each item. The brand shared the Reel on its profile as well to further drive education and engagement.

Post-launch strategy

The day after the launch, the brand hosted an Instagram Live panel discussion entitled “The Beauty of Hispanic Heritage Month,” featuring Melissa and other Latina tastemakers in the beauty industry. The women discussed various topics relevant to the community, fielded questions from the audience and shared their excitement for the new product set as they discussed and demonstrated each item.

Two days after the launch, the brand shared a “last call” post to its feed and Melissa shared another Instagram Reel video promoting the set. These posts gave both audiences a final chance to purchase the exclusive set before it was no longer available.

Bobbi Brown determined the results of the campaign using data obtained from its own ecommerce insights platform, which revealed:

  • 7X faster sell-through rate than year-to-date average for Bobbi Brown product launches on Instagram1
  • 75% of purchasers were new Bobbi Brown customers2
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Partnering with Bobbi Brown Cosmetics for my curated Instagram exclusive set was an incredible experience. I’ve always been a fan of the brand and Vitamin Enriched Face Base has been a staple in my artistry kit for years, so this collaboration was the perfect opportunity to deepen my relationship with Bobbi Brown. I loved having the opportunity to provide my community with an easy way to shop my favorite products while also teaching how to easily use each product in their beauty routine.