Branding · Market Engagement · Media · User Experience · Systems Thinking
A luxury digital strategy positioning beauty sleep as a modern self-care ritual
Allegra Giardinia Mantellassi
Fani Palli
Our goal was to develop a distinct social media strategy positioning Perpetual Shade as a leader in the beauty sleep and relaxation space. The challenge was differentiating the brand within a saturated wellness market while maintaining a premium yet playful identity. Success was measured by clarity of positioning, strategic coherence across platforms, and the ability to translate product innovation into engaging digital narratives.
For this project, our client was Perpetual Shade - specifically targeting wellness-oriented, design-conscious consumers seeking luxury sleep and self-care rituals.
Our process began with market and competitor analysis within the luxury sleep and wellness category, followed by persona development and customer journey mapping. We identified ingredient transparency and brand personality as key opportunities for differentiation. Through storytelling pillars, content buckets, and platform-specific campaign ideas, we translated Perpetual Shade’s values into a cohesive, cheeky, and aspirational digital ecosystem grounded in ritual, wellness, and craftsmanship.
The project resulted in a comprehensive social media strategy spanning TikTok and Instagram, including campaign concepts, content calendars, and profile revamps. The final outcome positioned Perpetual Shade as both authoritative and relatable, transforming beauty sleep into a desirable lifestyle ritual while maintaining luxury credibility. The project strengthened our ability to merge strategy, storytelling, and platform design.
