Luigi Malucelli + blog & Portfolio

Above Cosmetics is a big player in the cosmetic industry in Brazil. Baston introduced Above in 2018 with a line of 6 different aerosol antiperspirants; Nowadays, they have become a household name in the country, being featured extensively on TV and Social Media.

The brand’s internationalization started in 2019 and began sales in the USA in 2020. During 2021 and 2022, Above started to gain traction in sales here in the US, and that’s when I started working with the brand. Since I was part of the Brazilian Marketing Team for Above I had full knowledge of the brand’s identity of being straightforward and energized.

More than Social Media, the brand needed Print Merchandising, such as Point of Sale Displays, updated Product Catalogs, an all new Promotional Box, personalized Shipping Boxes, and the introduction of the global super sports man: Neymar, as brand ambassador. The sales team needed help with communcation and I was there for them.

For the online strategy we created a personalized Amazon page, since the website is the brand’s main sales point in America. I was also responsible for the product registration on Amazon, and other specific sales’ website. The Social Media strategy even though necessary wasn’t the main goal for the brand at the time, we translated the “Transpire, Inspire” campaign to american audiences online with short videos full of energy. The campaign’s main visual image was high-energy pictures of real people exercising, dancing, and having fun.

With the help of a small team I put together, we translated the brand identity, created a new website, and revamped all the communcation needed during the brand’s internationalization.

The project also needed many other products to help internally such as brown boxes, barcodes, email marketing. I was behind all the pre-production and the production of everythig that needed graphic design, even speaking to suppliers and setting specifications on prints and delivery.

My management skills were essential to make all this project happen in 6 months. I hope I can work together with Above Cosmetics, since they’re a great client.