Faces by Liliana: Refining Brand Strategy for Growth
Faces by Liliana is a French-inspired skincare product line founded by licensed esthetician Liliana Aranda in Alameda, CA. The business spans facial services, lash extensions, a French Market booth, and an e-commerce shop, with expanded Alameda studio hours added in 2026.
Inspired by her father to pursue what she loved as a child, Liliana enrolled at Cinta Aveda Institute, developed her skincare line with him, and carried his memory forward after his passing. A trip to Paris in 2017 sparked Atelier Liliana French-Inspired Beauty, and her first Beautie Besties Paris Tour launched in 2018. She has visited Paris more than 15 times since 2016.
Overcoming Fragmented Marketing and Stretched Resources
Resources were stretched thin across multiple revenue streams: studio services, a French Market booth, an e-commerce shop, and Paris tours, all as a solopreneur.
Brand identity and storytelling were inconsistent across the website, social channels, packaging, and in-studio experience, with no unifying tagline or visual system.
As a solopreneur, scaling beyond one-on-one service revenue required a clear path toward product sales and experiential offerings, which had not yet been defined.
Marketing relied heavily on word-of-mouth, and while an email list of 3K+ contacts existed, it was inconsistent, unfiltered, and not reaching the right demographics.
Designing a Cohesive Brand Strategy and Multichannel Marketing Plan
Through TAP's Deep Dive program (Aug – Nov 2025), developed a full brand strategy including value proposition, market positioning, and a four-segment customer model.
Built a six-month marketing plan organized around three brand pillars with tactics across B2C, B2B, and a spa-to-consumer channel, targeting $18,000–$20,000 in incremental revenue.
Conducted a page-by-page website audit with brand-focused and conversion-focused recommendations, including sample copy in the refreshed brand voice.
Created a simple, repeatable social media program centered on Instagram and Facebook with four content pillars and concrete SMART growth targets.
Building Momentum: Higher Website Conversions and Expanded Product Lines
Since completing the program (Dec 2025 – mid-2026): 18% increase in orders and 11% increase in total sales.
Website conversion rate up 22%, with a 10% increase in new client orders driven by SEO improvements.
19% increase in email subscription rate and growth in average order size.
Expanded Atelier Liliana product mix with 4 new additions: a Menopause Reverse Skin Kit, a new exfoliant, and lip care.
Paris tours booked through 2030, with the upcoming spring tour already half sold out.
"So far, I have more purpose, direction, and organized thinking to use to benefit my business. I received so much valuable information to apply to my goals and strategies. The feedback in general helped the most."
- Liliana Aranda, Faces by Liliana
Faces by Liliana: Refining Brand Strategy for Growth
Learn how Faces by Liliana built a brand strategy through TAP's Deep Dive, resulting in an 18% increase in orders and 11% sales growth.
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