Personal Portfolio
Tue Chi Nguyen Ngo Digital Marketing Specialist | Strategy, Content, Growth
Who I Am
I am a Junior B.F.A Business of Beauty and Fragrance student at Savannah College of Art and Design (SCAD). I specialize in product launch, content strategy, and global marketing. My approach combines creativity with performance, always backed by insights.
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What I Do I’ve built digital strategies across a range of industries including beauty, lifestyle, and creative tech. Each experience has sharpened my ability to adapt messaging to diverse audiences while maintaining strategic consistency.
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Digital Marketing Strategy
Content & Campaign Planning
Social Media Planning
Product Development
Product Concept & Design
Global Marketing
Skills Snapshot
OLIVIA WILSON DIGITAL MARKETING SPECIALIST
Strategy
Growth
Content
Analytics
Tools Used
Campaign planning, brand voice development
Organic traffic optimization, paid performance tracking
Email flows, blogs, landing page copy
Engagement reports, A/B testing
Email platforms, CMS, ad managers, visual content tools
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Product Launch & Supply Chain Management New Product Launch for BELIF
Project Overview New Product Launch for BELIF Product: belif Aqua Lip Therapy A hydration-first lip treatment designed to expand belif into the growing lip-care category. Role: Product Strategy, Consumer Research, Packaging and Launch Planning Timeline: 10 weeks Tools: Adobe Illustrator, Photoshop, Pacdora Canva and market research
The Business Opportunity belif owned a credible position in hydrationfocused skincare but lacked a lip-care product, leaving an opportunity to extend its core benefit into a frequently used category.
WHY LIP CARE? $4.12B global lip-care market in 2025 $6.10B projected market value by 2033 5.1% CAGR 64.5% of the market represented by lip balm No dedicated lip product in belif’s current portfolio
Consumer Research Research: 15 interviews with Gen Z college students, ages 18–21.
87% prioritized price
80% identified hydration as their primary concern
73% reapplied lip care multiple times daily
73% reapplied lip care
Only 27% regularly examined
multiple times daily
ingredients
TARGET CUSTOMER PROFILE Name: Olivia Lin Age: 19 A skincare-conscious college student who wants comfortable, healthy-looking lips but finds many viral treatments overpriced. Needs Long-lasting hydration Easy, hygienic application Accessible pricing Simple ingredient communication Purchase drivers TikTok and creator reviews Visible product benefits Brand trust Value for money
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Positioning and Competitive Whitespace
Commercial Model Quarter
Units
Modeled net revenue
Gross profit
Q1: Test
1,200
$6,300
$4,044
Q2: Optimize
2,100
$11,025
$7,077
Q3: Expand
3,000
$15,750
$10,110
Q4: Scale
3,700
$19,425
$12,469
10,000
$52,500
$33,700
Year 1
12 Month Forecast Quarter
Units
Modeled net revenue
Gross profit
Q1: Test
1,200
$6,300
$4,044
Q2: Optimize
2,100
$11,025
$7,077
Q3: Expand
3,000
$15,750
$10,110
Q4: Scale
3,700
$19,425
$12,469
10,000
$52,500
$33,700
Year 1
Key Perfomance Indicators Unit sell-through Gross margin Repeat-purchase rate Customer-acquisition cost Product-page conversion Average review rating Sampling-to-purchase conversion Bundle attachment rate
Strategic Product Solution Aqua Lip Therapy translates belif’s hydration authority into a portable, skincare-first lip treatment. The concept combines barrier-supporting ingredients, an accessible prestige price and low-maintenance application. Core benefits: Immediate and lasting hydration Moisture-barrier support Soothing care for dry, sensitive lips Portable everyday application Concept ingredients: Hyaluronic acid for moisture retention Ceramides for barrier support Calendula to reinforce belif’s botanical identity Shea butter for softness and comfort
Campaign Overview Introduce belif Aqua Lip Therapy as an accessible, skincare-first alternative to expensive viral lip treatments while expanding belif’s hydration authority into a new category. KEY MESSAGE: Skincare doesn’t stop at your lips. Primary Channels: Instagram, TikTok, Sephora product pages, belif.com, creator partnerships and in-store sampling. Campaign KPIs: Reach and video completion rate, engagement rate, product-page traffic, sampling-to-purchase conversion, unit sell-through, customeracquisition cost and repeat-purchase rate.
Re:ITEM Repositioning ITEM Beauty for the Next Generation
Project Overview Repositioning ITEM Beauty for the Next Generation Project Type: Brand Strategy and Integrated Marketing Timeline: 2 weeks Course: BUSI 265 Role: Brand Strategist, Creative Direction and Marketing Strategy Tools: Canva, Photoshop and market research
Project Overview A strategic rebrand designed to give ITEM Beauty a differentiated identity, stronger consumer relevance and a scalable future beyond celebrity recognition. ITEM Beauty launched with strong celebrity awareness but struggled to establish an identity beyond its founder. The strategy combines a distinctive visual identity, upgraded product architecture, digital-first campaign and omnichannel customer experience designed to create relevance beyond influencer recognition.
The Business Challenge Challenge: ITEM Beauty generated initial awareness through Addison Rae but lacked a distinctive reason for consumers to remain loyal. Key problems Brand awareness depended heavily on its celebrity founder Visual identity resembled other pastel Gen Z brands Products lacked clear differentiation Inconsistent positioning weakened recognition Strategic Question How could ITEM Beauty evolve from a trend-driven influencer launch into a recognizable beauty brand with long-term cultural relevance?
Market and Consumer Opportunity 67.7% value sustainability
55% prioritize affordability and accessibility
53.9% discover beauty through social media
34% use digital try-on tools
Opportunity: Build a brand that uses Addison Rae as an entry point without making her the entire reason for purchase.
Creative Direction Theme: Backstage Pop Glamour A visual identity inspired by stage lighting, dressing rooms, metallic textures, flash photography and early-2000s pop culture.
Logo:
Typography: orion
Color Palette: #fb33ff
#ffd700
#ff007a
Repositioning Strategy Before Influencer-dependent Generic clean Gen Z aesthetic Product-first communication Trend dependant Pastel and minimal
After Community and creativity-led Performance-inspired visual world Identity and experience-driven Culturally adaptable Backstage glamour and modern Y2K
Positioning Statement: For creative Gen Z beauty consumers, iTem is a performance inspired makeup brand that transforms everyday routines into acts of self expression, unlike influencer brands built primarily around celebrity recognition.
Product & Pricing The rebrand maintains ITEM Beauty’s approachable price position while introducing upgraded formulas, theatrical finishes and collectible packaging that support higher perceived value.
iTEM Center Stage Shadow Illuminator
$18
iTem Curtain Call Mascara
iTem Double Feature Lip Duo
$21
$15
Integrated Campaign ITEM Beauty invites consumers to transform everyday makeup into a performance of identity.
Campaign Components: Addison Rae launch film and GRWM Micro-creator transformations AR shade and color-story filters “Get the Look” shoppable content User-generated beauty performances Limited iTEM × Motel Rocks collection
Omnichannel Experience Physical The Dressing Room Pop-Up Backstage-style vanity stations Product trials Stage-light photo booth QR-enabled shopping
Launching at Ulta Herald Square during NYFW, the Dressing Room Pop-Up reconnects iTem Beauty with Addison Rae’s pop evolution and a new generation of beauty consumers.
Omnichannel Experience
Product Packaging Design
New Product Concept for LANEIGE
Project Overview New Product Concept for LANEIGE Project Type: Product Development and Brand Strategy Timeline: 10 weeks Course: BEAU 210 Role: Brand Strategist, Product Development and Product Packaging Tools: Canva, Adobe Illustrator, Adobe Lightroom
About LANEIGE’s Water Line The Water Bank line is a line meant for strengthening the skin’s moisture reservoir and helping maintain a healthy barrier, so skin looks plumper, smoother and more resilient. Blue Hyaluronic Acid: micro-sized hyaluronic acid for deep, long-lasting hydration. Hydro-Ionized/Green Mineral Water: blends of minerals (zinc, magnesium, calcium, etc.) to boost moisture retention and strengthen the skin barrier.
Why Peel Off Masks? Peel off masks are a new niche within the face mask market, especially through the growth of TikTok it has been getting more popular as self care is trending. Peel off masks are also used as exfoliators Instant results which is beneficial for brand image Many users love the sensation and the instant results
Project New Product Concept for LANEIGE
Beauty Face Mask Market The global beauty facial masks market grew from US$ 6.4B in 2021 to an estimated US$ 6.8B in 2022, and is forecasted to reach US$ 11.2B by 2032
FACE MASK CONSUMER BY REGION Asia
North America
Europe
Latin America
Middle East & Africa Middle East & Africa 7.4% Latin America 9.3%
Asia 40.7% Europe 18.5%
North America 24.1%
Logo Ideation
The logo should be minimalistic to the brand Represent the product “Water Radiance Peel“ Use water and radiance as the selling point Deliver product message Sleek, elegant design to fit product portfolio of the brand
FINAL LOGO Represents deep hydration and Laneige’s signature focus on water science and moisture technology. Symbolize light and glow, reflecting the “radiance” in the product name and suggesting bright, dewy skin after use. Evokes a rising sun or luminous halo, conveying renewal, awakening, and morning freshness. Matches Laneige’s modern and elegant brand aesthetic, emphasizing purity and sophistication.
Refined Digital Sketches
WATER RADIANCE PEEL Peel Eau Éclat
Final Primary
Secondary Concepts
Slug
Final Die Line
Final Secondary Front
Side
Back
Side
3D Renders
Let’s
Connect Tue Chi Nguyen Ngo Email tueechi@gmail.com
LinkedIn Dalani Nguyen Ngo