Tasked with expanding a U.S.-based company into the global market, I chose Cake Beauty to expand into Nigeria. 

During this 10-week project, I researched significant cultural traditions in Nigeria's beauty and personal care landscape. I developed strategic recommendations for the brand to succeed in this market, including identification of target consumers, distribution opportunities, marketing tactics, pricing analysis, and more. 

Indulge Your Hair is the marketing campaign launching Cake Beauty in Nigeria while bringing a new product into the product assortment to honor type 3 and 4 hair textures. The campaign guides you through the attraction, engagement, and retention stages through paid and owned media, PR boxes, influencer marketing, and events for the consumers.