Fluff

A Mirror For A New Generation

Fluff's Brand Meme

The beauty industry puts filters over the top of reality. Fluff exist to offer their customers a true reflection.

Work that Works

We helped Fluff implement and execute a “drop” model, which led to exponential increases in revenue, traffic and conversion.

Drop Revenue

131.8%

Traffic

62.5K

Conversion Rate

13.3%

Many beauty brands pretend to care about people, but Fluff took a different approach. Instead of telling customers what to think or do, Fluff asked, “What are you thinking? How are you feeling? How do you really want to engage with a beauty brand?”
While most brands filter reality, Fluff aimed to reflect it, offering a true mirror for a new generation.

A good test of a meme’s strength is whether it sparks more ideas. “A mirror for a new generation” did exactly that for Fluff. It shaped everything we built for the brand. We designed a refillable, mirror-tinted compact case—literally a mirror—and launched "Issues," an ongoing digital and print series where Fluff's consumers can share their stories in their own voices.