Peta Jane Beauty

Peta Jane Beauty

Campaign

SOCIAL CONTENT

Peta Jane Beauty is an award winning line of self-tanning products. Number one seller on TikTok shop and voted “Best of the Best” by Allure magazine.

5x

ROAS

5000%

GROWTH

200K

CUSTOMERS

OVERVIEW

Eponymously named co-founder, Peta Jane Murgatroyd, is an internationally celebrated dancer, actress, and TV personality. Her commitment to a healthy and confident lifestyle inspired her to develop quality products with organically derived ingredients made in the USA. Peta Jane Beauty's products are safe for all skin types, free of harmful chemicals, and cruelty-free. Peta’s mission is to help people feel their best by providing them with easy-to-use, effective, and safe products. Since DWNTWN has taken over the marketing and operations of the brand, PETAJANE Beauty has grown over 3000% in 2 years to an 8 figure brand.

Eponymously named co-founder, Peta Jane Murgatroyd, is an internationally celebrated dancer, actress, and TV personality. Her commitment to a healthy and confident lifestyle inspired her to develop quality products with organically derived ingredients made in the USA. Peta Jane Beauty's products are safe for all skin types, free of harmful chemicals, and cruelty-free. Peta’s mission is to help people feel their best by providing them with easy-to-use, effective, and safe products. Since DWNTWN has taken over the marketing and operations of the brand, PETAJANE Beauty has grown over 3000% in 2 years to an 8 figure brand.

CAMPAIGN

We reimagined Peta Jane Beauty’s branding, creating a cohesive identity through a refreshed website, refined color palette, and elevated imagery. Leveraging a strategic marketing mix—combining targeted media buying, organic social engagement, and influential partnerships—we positioned the brand for sustained growth, setting the stage for new product launches. Drawing inspiration from the founder’s vision and personality, we crafted an aesthetic that elevated the brand’s perceived value. Our team then brought this vision to life through compelling copy, strategic content, and impactful commercial photo and video production across web, social, and product-launch campaigns.

TIKTOK AND UGC

Our team wrote creative and sales copy for the website, branded video scripts, advertising campaigns, organic social media, and email marketing. In addition to setting up social commerce, our organic strategy utilizing branded and user generated content led to 405,487 Instagram views in the first 90 days, and a 276% increase in reach. We analyzed hundreds of beauty ads and constructed a highly targeted and budget efficient low-season summer campaign with a ROAS of 9x.

ADVERTISING

We positioned the brand in a way that reflected the clients vision, but also differentiated its products in the beauty space. We produced high level content, paired it with a cohesive social strategy, and scaled with effective digital advertising. Analyzed competitors pricing model, content and ad strategy. Researched trends and seasonality of the product in order to better discern Peta Jane Beauty’s positioning to stand out in the competitive beauty market. Compiled extensive research to understand consumer sentiment.

Testimonials

Testimonials

Quote from Peta Jane Beauty’s founder, Peta Murgatroyd.

Peta Jane Beauty

Peta Jane Beauty

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