Utomorrow

Utomorrow offers beauty gadgets and skincare products for women who don’t have time to “fight” aging. They’re not chasing trends — they simply want to look beautiful and well-groomed, without injections or unnecessary hassle.

Comprehensive strategy and branding for a beauty gadgets brand in the US.

YEAR:

Challenge was to stand out in the overcrowded beauty niche, where everyone promises a “revolution” and “eternal youth.”

We were approached to create a brand from scratch — from naming and packaging to promotion in the US market.

To stand out in the overcrowded beauty niche, where everyone promises a “revolution” and “eternal youth.”

CHALLENGE

We started with research and discovered a clear audience: women aged 35–50 living in a family-work routine, often skipping self-care — not because they don’t want to, but due to lack of time, energy, or motivation.

That led to the name Utomorrow — a mix of you and tomorrow, a reminder that taking care of yourself today is an investment in confidence tomorrow. We built the positioning around this.

Utomorrow is about a simple and realistic approach to beauty: just 15 minutes a day that work for your future.

The visual identity turned out to be minimalist and well thought-out:

The logo combines a serif “U” with a sans-serif “tomorrow,” highlighting the woman’s role in this process.

A soft pink palette with burgundy and white accents evokes elegance and softness.

Photography features real women — no retouching, no filters — promoting acceptance and confidence.

The packaging is designed to be aesthetically pleasing — not just functional, but worthy of display.

We ditched noisy illustrations and flashy colors in favor of clean typography and muted tones.

This approach emphasized the "grown-up" nature of the brand and set it apart from younger competitors.

When we joined the project, there was no established sales funnel, no customer database, and no clear positioning. We started by working on the marketing strategy.

1. Strategy Development

Before the launch, we conducted a marketing audit:

• Analyzed the current website, its structure, offers, and user journey;
• Identified decision-making barriers and attention-drop points;
• Researched competitors in Western markets and in the beauty gadgets category;
• Segmented the audience (skeptics, aesthetes, innovators, rational moms);
• Formulated several positioning hypotheses (ranging from "anti-injections" to "everyday self-care").

2. Core Promotion Mechanics

• Built an AIDA funnel and aligned it with the user journey: what the person sees, where they start, where they make decisions;

• Developed a content matrix for different audience segments: from Stories and testimonials to promo videos and product comparisons;

• Packaged offers and unique selling propositions (USPs) — both for lead generation and engagement.

Communication wasn’t handled in isolation but as part of an integrated system. We tested scenarios, prioritized channels based on effectiveness, and eliminated the unnecessary.

There was no client base or sales funnel — everything was built from scratch.

To convey the idea of "real skin without injections or filters," we created a series of visual concepts that naturally formed the foundation of the advertising campaign.

We produced 12 creatives focused on:

• Honest visuals: real faces, natural lighting, no retouching or filters;
• Clear "before/after" effects that are instantly noticeable;
• Emphasis on an at-home skincare ritual — 5 minutes a day, no pain, no injections.

At the center — real women, not models.

Visually — close-ups, emotional moments, simplicity, and warmth.

We avoided medical jargon and pressure. Instead, we used a warm, engaging tone of voice.

«No injections. No filters. Just real skin»
«Your daily 5-minute glow-up»
«Not ready for Botox? Good»

We built our promotion not in isolation from the overall strategy, but as a continuation of the user journey logic: from the first touchpoint — to interest, trust, and purchase.

Meta Ads and TikTok

Primary reach and engagement channels:

• On Meta, we launched campaigns focused on engagement and conversions. We tested different offers, visual formats, and audiences. The emphasis was on creativity and honest messaging.
• On TikTok, we used native content and short videos. We focused on spontaneous formats, natural emotions, and client-style testimonials.

Google Ads

Search campaigns:

• Launched based on key queries with a focus on purchase intent;
• Used branded queries of competitors, strengthening the offer and visuals on the landing page;
• Created separate campaigns tailored to audience pain points.

Display Campaigns and Influencers

To increase reach and trust:

• Used video formats in Instagram Reels, YouTube Shorts, and TikTok;
• Collaborated with niche bloggers — launched 10+ integrations;
• Integration focus — real experiences, impressions, and visible skin results.

Analytics and CRM

• Integrated web analytics (GA4, events, funnels);
• Set up CRM (Kommo): all leads and orders flowed into a unified database;
• Created a real-time dashboard so the client could track performance and scale successful channels.
• Let me know if you’d like this adapted for a portfolio, case study, or presentation format.

Each advertising campaign was built not in isolation, but as part of the overall funnel:

• We controlled what offers and messages the client saw at the first touchpoint,
• what accompanied them on the website,
• and how we maintained their attention and brought them back to the brand later.

We structured communication across the stages:

Initial Touchpoints

• Media campaigns, influencers, Reels/TikTok, native content
• Focus: grabbing attention, building trust, explaining the product’s essence without overload

Interest Refinement

• Offers, quizzes, mini-landing pages addressing specific pain points
• Examples of solutions, case studies, visual proof

Retargeting

• Email sequences, retargeting ads, explanatory landing pages
• Handling objections, competitor comparisons

Retention and Upsell

• CRM automation: nurturing funnels, follow-up emails, integration with the sales team
• Content for advanced segments, additional touchpoints

Alongside launching marketing activities, we developed end-to-end analytics and a CRM system.

In the first stage, we implemented web analytics:

• Tracked user behavior on the website, click maps, and exit points
• Evaluated the effectiveness of each traffic source and ad
• Linked on-site actions to specific offers and audience segments

Next, we connected the CRM system:

• Set up lead collection and qualification across all channels (website, webinars, email, etc.)
• Built a unified database with contact history, tasks, and funnel stages
• Visualized the data in a dashboard to monitor campaign performance and segment progress in real time

As a result: we created a manageable funnel, a unified analytics toolkit, and the ability to fine-tune retargeting and email communications.

Internal surveys showed 90% of users read reviews before purchase.

So, even before launch, we built a reputation base: mapped key platforms (from Google Maps to Reddit, YouTube, and niche beauty forums) where users seek feedback.

Then we filled them with real reviews — with photos, results, and impressions.

We also prioritized reputation as a key driver for conversions

To build trust, we launched influencer integrations — 10 campaigns that showed real usage experiences. We focused on demonstrating how the product works, feels, and delivers results.

Sales growth

+350%

*NDA

A loyal customer base was formed — users started coming back for repeat purchases

CTR increase in Meta & Google Ads

14-20%

Unique users saw the brand

500 000+

First 3 month:

Design Lead — Anastasiia Pestryakova

Designer — Maria Khalezova

Copywriter — Ekaterina Biriukova

Project Manager — Alexander Lee

Art Director — Dmitry Lee

Marketing Director — Leonid Tokarev