À M I London™
À M I London™
UK based natural skincare brand
Concept Project
Concept Project
OVERVIEW
OVERVIEW
Unlocking the social media potential of a skincare brand
Unlocking the social media potential of a skincare brand
Unlocking the social media potential of a skincare brand
AMI London is a Black-owned, natural skincare brand founded by Dami, featured in Cosmopolitan, Grazia, The Guardian, and BuzzFeed. Despite strong media credibility, their social following hasn't kept up. This concept bridges that gap through intentional storytelling, community-first content, and a consistent visual identity rooted in their #bekindtoyourskin ethos.
AMI London is a Black-owned, natural skincare brand founded by Dami, featured in Cosmopolitan, Grazia, The Guardian, and BuzzFeed. Despite strong media credibility, their social following hasn't kept up. This concept bridges that gap through intentional storytelling, community-first content, and a consistent visual identity rooted in their #bekindtoyourskin ethos.
PLATFORMS
PLATFORMS
Instagram · Facebook · LinkedIn
FOCUS
FOCUS
Community growth · Brand trust · Storytelling
Engagement
Community
Brand trust
01 — BRAND AUDIT
01 — BRAND AUDIT
Strong brand, underleveraged social presence
Strong brand, underleveraged social presence
Strong brand, underleveraged social presence
AMI London has 5K Instagram followers and only 20 LinkedIn followers — a significant gap for a brand with national press coverage. The opportunity is to close that gap by turning media credibility into consistent social content.
AMI London has 5K Instagram followers and only 20 LinkedIn followers — a significant gap for a brand with national press coverage. The opportunity is to close that gap by turning media credibility into consistent social content.
CURRENT GAPS
CURRENT GAPS
Following not matching press reach
Following not matching press reach
Following not matching press reach
Minimal LinkedIn presence
Minimal LinkedIn presence
Founder story underutilised
Founder story underutilised
Sustainability angle not amplified
Sustainability angle not amplified
Sustainability angle not amplified
OPPORTUNITIES
OPPORTUNITIES
National press to convert as social proof
National press to convert as social proof
National press to convert as social proof
Compelling founder origin story
Compelling founder origin story
Strong values (vegan, natural, ethical)
Strong values (vegan, natural, ethical)
Strong values (vegan, natural, ethical)
Loyal existing customer base
Loyal existing customer base
02 — TARGET AUDIENCE
02 — TARGET AUDIENCE
Who this strategy speaks to
Who this strategy speaks to
Who this strategy speaks to
PRIMARY
PRIMARY
Women aged 24–38 in the UK who are conscious about ingredients, value ethical brands, and are moving away from chemical-heavy skincare toward natural alternatives.
Women aged 24–38 in the UK who are conscious about ingredients, value ethical brands, and are moving away from chemical-heavy skincare toward natural alternatives.
SECONDARY
SECONDARY
Parents looking for gentle, natural products for sensitive skin and babies — mirroring the founder's own story of creating products for her daughter's eczema.
Parents looking for gentle, natural products for sensitive skin and babies — mirroring the founder's own story of creating products for her daughter's eczema.
03 — BRAND VOICE & TONE
03 — BRAND VOICE & TONE
How AMI London should sound
How AMI London should sound
How AMI London should sound
Gentle
Warm
Honest
Honest
Empowering
Empowering
Conscious
Approchable
Warm
Warm
Example caption tone — warm, clear, values-led
Example caption tone — warm, clear, values-led
Your skin doesn't need more — it needs better. We keep our ingredients simple, our labels honest, and our promise the same as always: be kind to your skin, and it'll take care of you.
Your skin doesn't need more — it needs better. We keep our ingredients simple, our labels honest, and our promise the same as always: be kind to your skin, and it'll take care of you.
04 — CONTENT PILLARS
04 — CONTENT PILLARS
Four themes that anchor every post
Four themes that anchor every post
Four themes that anchor every post
01
Ingredient education
01
Ingredient education
Break down what's in each product and why — building trust through radical transparency.
Break down what's in each product and why — building trust through radical transparency.
02
Founder & brand story
02
Founder & brand story
Dami's journey from kitchen remedies to national press — authentic storytelling that connects.
Dami's journey from kitchen remedies to national press — authentic storytelling that connects.
03
Community & skin journeys
03
Community & skin journeys
Real customer results, reviews, UGC, and skin stories that reflect the full range of people AMI serves.
Real customer results, reviews, UGC, and skin stories that reflect the full range of people AMI serves.
04
Conscious living
04
Conscious living
Sustainability, ethical beauty, and wellness content that aligns with the audience's wider values.
Sustainability, ethical beauty, and wellness content that aligns with the audience's wider values.
05 — PLATFORM BREAKDOWN
05 — PLATFORM BREAKDOWN
One brand, three distinct approaches
One brand, three distinct approaches
One brand, three distinct approaches
Soft, editorial aesthetic. Reels for education and UGC, carousels for ingredient breakdowns. 4–5x per week + daily Stories.
Soft, editorial aesthetic. Reels for education and UGC, carousels for ingredient breakdowns. 4–5x per week + daily Stories.
Soft, editorial aesthetic. Reels for education and UGC, carousels for ingredient breakdowns. 4–5x per week + daily Stories.
Community building, longer posts, skincare Q&As, and sharing press features. 3x per week.
Community building, longer posts, skincare Q&As, and sharing press features. 3x per week.
Community building, longer posts, skincare Q&As, and sharing press features. 3x per week.
Founder-led content. Dami's entrepreneurial journey, brand milestones, and ethical business values. 2x per week.
Founder-led content. Dami's entrepreneurial journey, brand milestones, and ethical business values. 2x per week.
Founder-led content. Dami's entrepreneurial journey, brand milestones, and ethical business values. 2x per week.
06 — FEED DESIGN
06 — FEED DESIGN
Visual identity before & after
Visual identity before & after
Visual identity before & after
Before — mixed tones, low visual cohesion
Before — mixed tones, low visual cohesion
After —warm neutrals, editorial consistency
After —warm neutrals, editorial consistency
