Client: Bare Route (sustainable skincare brand)
Scope: Social media launch strategy, from zero to ready-to-sell
Timeline: 30 days pre-launch
The Brief
Bare Route had a product line ready to go but no social presence. No followers, no content, no voice. They needed to show up on Instagram looking like a brand people could trust before the first product ever went live.
My job was to build that foundation from scratch — strategy, content, and visuals — so that by launch day, the audience was already warmed up and paying attention.
What I Delivered
- Social media strategy document (positioning, voice, content pillars)
- 30-day content calendar
- 12 Instagram posts (captions, hashtags, and Canva graphics)
- Hashtag research tailored to the sustainable skincare niche
- Performance tracking framework to measure what’s working post-launch
The Strategy
I built the content around three pillars. Every post maps back to one of them.
1. Educate — Teach the audience something useful about skincare so they start associating Bare Route with knowledge, not just products.
2. Connect — Show the human side of the brand. Why it exists. Who’s behind it. What they actually care about.
3. Engage — Start conversations. Ask questions. Make the comment section feel like a place worth visiting.
The goal wasn’t to sell in the first 30 days. It was to make people curious enough to stick around for the launch.
Sample Posts
Post 1 — Educate Topic: Ingredients that actually do something
Caption:
Quick rule of thumb.
If you can’t figure out what an ingredient does for your skin, there’s a decent chance it’s doing something for the product’s shelf life instead.
We keep our ingredient lists short on purpose. Everything in there has a job. Nothing’s just along for the ride.
Drop an ingredient you always look for below. We’re genuinely curious what you pay attention to. 👇
Hashtags: #cleanbeauty #skincaretransparency #ingredientsmatter #sustainableskincare #bareroute
Post 2 — Connect Topic: Why this brand exists
Caption:
Here’s the truth about how Bare Route started.
It wasn’t a lightbulb moment. It was a slow frustration. Too many products that promised “clean” on the front of the label and told a very different story on the back.
So we made skincare with one rule: if we wouldn’t explain every ingredient to your face without flinching, it doesn’t go in the bottle.
Simple routines. Honest labels. Skin that doesn’t need ten steps to feel good.
That’s it. That’s the whole brand.
Hashtags: #brandstory #whywestarted #sustainablebeauty #honestlabels #bareroute
Post 3 — Engage Topic: Reframing a common skin concern
Caption:
Your dry skin might not be a moisturizer problem.
It might be a cleanser problem.
A lot of cleansers strip your skin barrier so aggressively that no amount of moisturizer can keep up. You’re essentially drying your face out twice a day and then trying to fix it every night.
If your skin feels tight within ten minutes of washing it, that’s your barrier waving a little white flag.
Gentle cleanser first. Then see what your skin actually needs after that.
Hashtags: #skinbarrier #dryskinfix #skincaremyths #gentlecleansing #bareroute
The Goals
| Goal | How we’d measure it |
|---|---|
| Establish a recognizable brand voice | Consistent tone across all 12 posts — audience should be able to tell it’s Bare Route without seeing the logo |
| Build engagement before launch | Track comments, saves, and shares — not just likes. Saves tell you the content is useful. Shares tell you it’s worth passing along. |
| Grow an audience that’s primed to buy | Follower growth matters, but DMs and replies matter more. A small audience that talks back beats a large one that scrolls past. |
| Create a content system that scales | The calendar and pillar framework should make month two easier to plan than month one |
Visual Assets Included
- 3 ready-to-post Instagram graphics (designed in Canva)
- 1 content calendar (full 30-day view)
- 1 hashtag strategy breakdown (organized by reach tier: broad, niche, branded)