WHAT MERIT'S BRAND STRATEGY & CREATIVE GETS RIGHT
My opinion as a professional brand creative + copywriter, plus my fail-proof eye makeup routine I've been doing since high school for personal reasons
This post was originally going to be simple—about the eye makeup technique I’ve been doing since quite possibly high school. And then I realized there was more on my mind. But if you get to the end…I still let you in on m(eye) secrets. Let’s get into it!
(AS A BRAND CREATIVE) THIS IS WHY I LOVE MERIT’S CREATIVE DIRECTION
Now, I have been lusting after Merit’s creative direction on social media for a while. Every post has stunning art direction, is part of a clear story, and majestically ties back every product to the brand’s product ethos. If you work in marketing, you know this is easier said than done.
Let me pause for a moment. If you’re like…Leah… why are you talking about this? You normally talk about why you hate medium-sized shared plates. Thank you for asking, and yes, I do hate them. If you don’t know me personally, I am a brand creative with 10 years in the marketing and communications world. Additionally, my mother was an award-winning creative director and used to show me packaging material samples when I was 8 years old and ask for my opinion. Welcome to a new corner of my brain.
HOW MERIT GRACEFULLY POSITIONS ITSELF
Video: Copyright Merit (via its website)
Merit Beauty—founded by Katherine Power of Who What Wear and Avaline Wine (yes, with Cameron Diaz) renown—launched with the product positioning of “clean beauty” and “minimalist makeup.”
Minimalist makeup is upper middle class for “I want a simple routine that makes me looks like…
A million bucks (adjusted for inflation)
23 years old yet somehow also
An executive at my company
And I have a hot spouse who is a DJ because their parents worked in Big Oil
However, if you were to ask Merit, they would tell you this (from their About page):
MERIT is the antidote to the overwhelming world of beauty. We simplify what it takes to get ready by creating well-edited essentials that help you do more with less.
Boiled down, their tagline is:
I love this tagline (hi again, I’m a copywriter) because it employs a tasteful (dare I say) triple entendre to get the point across. Let’s break it down:
”…You can live in" Interpretation/Breakdown
You can live your daily life while wearing this makeup. It’s part of your routine. It’s not fussy and it’s not going to get in the way of your day. It’s also not a brand you go to for bold color cosmetics you wear to the… “club,” and that’s the point.
This makeup has “lived in” quality like a pair of good vintage jeans or bag. It’s evergreen, not trendy. Its luxury comes with its steadfastness, which also speaks to its specific product qualities. Merit isn’t going to flake out on you (literally).
This isn’t just a makeup brand you wear in your 20s/30s/40s. It’s something Merit wants to be a part of your routine for life. Merit is essentially positioning itself as a legacy brand even though it only launched in January 2021.
That final point is what makes Merit’s brand intriguing to me. Even looking at their packaging, it’s clear that they are choosing their vessels to convey a timeless offering that’s an update on what my mom probably bought at the Nordstrom makeup counters in the late 90s.
While a lot of bold colors are currently ubiquitous in makeup packaging to appeal to the likes of Gen Z and Gen Alpha Sephora shoppers (I can’t tell you how freaked out I am by this), Merit is sticking to what it knows it’s about. The luxury of high-quality simplicity.
If there’s one thing Merit knows, it’s what it’s doing. It’s not bending to trends, and that’s kind of the whole point of its brand.
THE UNIFORM
Merit just launched its newest product, The Uniform. A tinted sunscreen with SPF 45, The Uniform (genius name) is, as the product copy says, “a sunscreen so perfect, you’ll actually want to wear it every day.”
Immediately, this tells me that Merit saw a clear gap in the market for people who want to wear daily sunscreen but hate the way it feels. Raise your hand if this is you. Exactly. Also, in terms of face coverage, they didn’t have a product yet besides The Minimalist, which is a concealer meets foundation stick. The Uniform checks the sunscreen box while also branching out its Complexion product line into a liquid offering.
As a name, The Uniform tells you that this is something you wear everyday. Overall, this is my favorite name yet of theirs, and I can see it really setting the tone for future product names. Their mascara, for instance, is called Clean Lash. Which is to the point, but objectively not as inspired. Anyone could own this name. But Merit owns “The Uniform.”
Because Merit is also a business and not just my little intellectual marketing fantasy, I have to acknowledge that this name will surely result in people continuing to repurchase after using it all up with daily wear. After all, it’s your Uniform.
THE SOCIAL POST THAT BLEW MY MIND
Now, I’m not often impressed. That’s not because of my professional prowess, it’s because I’m a Capricorn with a Taurus Moon and Sagittarius Stellium.
But I have to say this social post that published in the lead-up to The Uniform launch absolutely took me out. I walked in the door (Instagram), the post batted its eyelashes (came up on my feed), I realized what happened (analyzed the post), and fell to my knees (fell to my knees).
I have to admit: when I first saw this post, I didn’t even realize it was part of a product launch. I thought it was just a brand post…and IT STILL BLEW ME AWAY. Now knowing this was part of the rollout for The Uniform, it makes sense, however what I think is so incredible about Merit is that they are so locked in on their brand that even a product-specific post WITH STEVE JOBS AND DOUG FUNNY tied back to their brand promise of “We simplify what it takes to get ready…”. The cherry on top is the caption of “Don’t overthink it.”
In other words, it knocked my socks off that Merit—a high-end clean beauty brand—could post a photo of Dad Jeans Jobs and Male Pattern Baldness Doug and I was like … “I absolutely get it.”
If you work for a brand and you’re feeling like you’ve tried everything or can’t break out of your lane with social posts…think differently.
“Think different” was also a major Apple slogan during Steve Jobs’ reign. You’re welcome.
SOME FINAL MERIT FLIRTS
Upon digging and asking around, turns out Merit essentially has a full-scale in-house creative agency behind their social presence. We’re talking multiple art directors, creative directors, social producer, video editors, and MORE. And as far as I can tell … one copywriter. Which, as the sole copywriter in my current work setup— Ok I see you girl!
Once I found this out, I was kind of relieved. Merit to me is setting a gold standard and I have been sweating like a cartoon character in the desert thinking how I can recreate the model they’re setting. I say it’s a relief because I thought it was like two people and I was dumb. It’s turns out it’s a whole machine, which——how else could they create a literal commercial spot like this for a digital-first product launch? I also love their foray into VO videos on social (like this one for The Uniform). They also had a great one for their brow pencil. Chef’s kiss! Their brand storytelling (and product storytelling) is really a masterclass.
I also love whatever this whole dry cleaners aesthetic is, and the secret they have cooking for May 30.
Lastly, I didn’t even get into this, but their art direction on their Instagram makes my mouth water. If you have some time, scroll around. They also have a strong visual brand/theme of showing things being carefully constructed, formulated, and crafted. Even though it’s not necessarily always of their makeup, it just maks a thing.
MY EYE MAKEUP ROUTINE THAT EVERYONE LOVES
Now, youth that header. But it’s true. I am shocked how many people love my eye makeup. It makes me laugh because I have been doing the same eye makeup look (though products have changed) for 10+ years, probably longer.
I am sharing the black and white photo above because it is the first time I ever remember someone complimenting my eyeliner (it was my friend). A girl remembers things like that. The photo of me on the right was taken in the car at some point in the past year.
Now let me explain this as clearly as possible:
I am so bad at doing makeup. I am so bad at makeup that I decided one day in high school I was just going to wear champagne gold eyeshadow, black eyeliner, and black mascara because it seemed hard to mess up. That’s it. That’s the secret.
I also used to be obsessed with early 19-era Adele (yes, I am a true fan) when she was doing the hair poof and winged liner thing. I thought that we were similar (lol), and I thought oh, I am going to do winged eyeliner. Today, I get a lot of compliments on my winged liner, and I want everyone to know it’s from Adele’s beehive era. Yes, that means Adele looked like the photo below, and George W. Bush was the President of the United States.
MY CURRENT ROUTINE AND FAVORITE PRODUCTS
The products have changed over the years, but here is my current eye makeup routine (in order).
Tower28 Swipe Serum Concealer (in IE)
Tower28 Sculptino Cream Contour (in Getty)
This is a very new addition, and this is technically a bronzer/contour…er. But I found that it is very hydrating. If I’m not feeling “shimmery” I just put this on as eyeshadow. But if I do the next product, I’ve been using it as a base to keep my eyelid hydrated so it doesn’t get crease-y at all. I do also use it for some contour if I’m feeling Kardashian in my bones.
Gen See Metallic Liquid Eyeshadow ( in First Light)
I love this creamy eyeshadow so much. You can also use it as a highlighter. I used it put this on right after my concealer, which you could totally do. One day I used the product above as an eyeshadow instead of this, and I started having wild ideas. Now I use both of them, but you can totally go either/or depending on your mood or your skin type — mine leans dry.
MILK Infinity Longwear Eyeliner (in Outer Space aka Black)
I’ve tried a lot of eyeliners. This is the best one I’ve found that has everything I’m looking for 1) clean/non toxic 2) smudge-proof 3) still lets me easily do a little wing.
Tower28 MakeWaves Mascara —> Merit Clean Lash Mascara
My mascara is currently in a changing-of-the-guard state. I went to Sephora over the weekend and decided to try out Merit’s mascara even though I have been LOVING Tower28’s. I got my mom Merit’s mascara (among other things) for Mother’s Day, and she was raving about it, and so I decided I would try it. Clearly, I am obsessed with their brand so had to see what my mom is raving about on the eyelash front. That said, I have really enjoyed Tower28’s mascara, and I’m not done using it by any means. Would recommend both so far, but I’m only on Day 1 with Merit! Woo me, Clean Lash!
I did my makeup routine above today and felt put together. It’s always nice to look good when you’ll be staring at yourself on video meetings all day.
Products from This Routine I’ve Tried & Liked
I haven’t used the products above forever. In fact, I have rotated every few years. Here’s what I’ve used and would probably still recommend depending on what specific qualities you’re looking for (ask me in the comments!):
Concealer: Kosas Revealer Concealer
Eyeshadow: Kosas Liquid Eyeshadow (I used to use the precursor product to this line—which looks to be sold out); Mac All That Glitters Eyeshadow was my go-to in late high school into college and post-grad
Eyeliner: Stila Stay All Day Liquid Eyeliner, ILIA eyeliners (I’ve used the stick and liquid), [I’m sure I’m forgetting one here], and a true high school throwback but I assume it’s still great: Urban Decay 24/7 Eyeliner
Mascara: Milk KUSH Mascara, ILIA Limitless Lash , Kosas’ mascara which seems to have been discontinued (RIP). Hot tip: I often get the travel-sized mascaras at the Sephora check out line. It’s nice to try things this way. Also, I can’t prove it but sometimes I’m convinced they say moist/good the same time as full-size. I am not a scientist.
BEFORE I GO
Some last mentions of things from this past week.
I bought these MASA chips which are cooked in beef tallow. They are pretty good but taste similar to, although thicker than, Siete’s (cooked in avocado oil) so I don’t know if I will rebuy (they are kind of $$$). It’s a weird time in the U.S. to be someone who voted democrat but avoids chips cooked in seed oil.
My friend Casey (loyal reader) asked me for a probiotic recommendation. Right now I’m taking this one which I’ve been liking. I get it at Erewhon in LA, but I think you can easily get it online. Seed’s is great too. Before that I took a specific one for histamine intolerance.
My friend Makyra posted this sketch video of someone (her) asking an LA barista (her) for an iced cappuccino. It’s absolutely doing numbers on IG and TikTok, and as someone who loves to order an iced cappuccino (it’s about the milk to espresso ratio, people — relax!) I love this video so much. Be sure to give her a follow! She and I (plus her fiancé who also happens to be my friend ROB!) filmed some fun stuff this past weekend, and I am excited to get back into making more videos again.
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