How Cohesive Branding Drives E-Commerce Success: A Case Study of Rebranding Cosmetics Brand and Electronic Accessories by Wandercreatives

The brand's visual is the first salesperson. 

Around 75 to 80% or 65 million Filipinos rely on e-commerce to purchase their needs, in the means of convenience and accessibility. This indicates that many are visiting different brands on Shopee, Lazada, and TikTok and rely heavily on what they see online. 

Aside from the surge in consumers, a sea of competitors is also rising, prompting e-commerce brands to find ways to stand out. But how does a brand stand out amongst others?

Most consumers, after they open the app, scan the platform and look directly at what’s present. They tend to be attracted to products that are visually appealing and presented conventionally. This makes the brand recognizable and different from the rest.

But it doesn’t stop there.

Consumers will most likely visit the brand’s social media accounts as well and check out the content. From there, they will look for the products and see how it looks like.

With this consumer behavior, Shopee and Lazada are now engaging in posting short-form reels on their own platforms in a way that their brands will be more noticeable.

This is a good opportunity for content marketing strategies that showcase the products more cohesively by creating content that speaks substance and with purpose, often handled by digital marketers and creative teams.

Our Industry Observation

One of the most consumed products is makeup. In all walks of life, regardless of social and economic standing, cosmetics remain one of the most in-demand consumer products.

And as e-commerce emerges, 72% of beauty product purchases in the Philippines are now done online. Many people now view skincare and personal grooming as essential parts of their wellness routines, rather than occasional or luxury purchases. 

In the same way cosmetic products make people confident, the content about them should reflect that too. These make them more impactful and attainable, but at the same time, out of reach. These visuals enable them to imagine what it would look like when applied.

Aside from cosmetics,electronic accessories are also dominating the market.This industry generates $55–65 billion USD annually, and is expected to grow and reach $350–400 billion USD by 2030.

On the other hand, the Philippines has over 8.9 million units sold in 2025 for personal audio devices like earphones and headphones, with smart accessories becoming increasingly integrated into everyday lifestyles.

In today’s fast-paced and highly connected lifestyle, these accessories have become more than just optional gadgets; they are now part of people’s everyday routines.

Whether for productivity, entertainment, fitness tracking, or staying connected while on the go, consumers increasingly rely on these devices to keep up with the demands of modern living. 

They are brand-hopping and testing them out. Even in commuting, you will find Gen Z and Millennials use them to try to occupy their mind.

Given the competition, strong branding allows products with comparable functions and features to stand out from competitors.

A well-known brand conveys trustworthiness, quality, and value, which play an important role in shaping consumers’ buying decisions in a highly competitive market.

Since the competition is high in these industries, the brand has to strengthen its visual presence through social media marketing.

E-commerce marketing is important for both industries because customers often look for, compare, and buy products online.

Effective online marketing helps businesses become more visible, reach the right customers, and increase sales through digital ads, influencer partnerships, and well-designed online stores.

The Challenge

• Content Engagement & Creative Direction

  One of the main challenges of brands in these two industries is improving how their social media and e-commerce platforms connect with their audience.

  Although these industries consistently launch new products and remain active on platforms like Shopee, Lazada, TikTok, and social media, their content often follows standard promotional formats commonly used across many e-commerce brands.

  This highlights an opportunity to build a more distinct and recognizable content identity that resonates better with online consumers.

• Consistency of Brand Identity Across Platforms

  Another key observation is the consistency of visual and content direction across digital platforms.

  Most existing posts are heavily product-focused, with limited use of storytelling, trend-based content, and interactive formats that perform well in today’s social commerce space.

  As platforms such as Shopee, Lazada, and TikTok continue to favor engaging and visually driven content, this creates a clear direction for improving overall brand coherence and digital storytelling.
  
  

Our Approach

• Market Research

  As a content marketing agency, Wandercreatives begins with market research focused on the target consumers, looking into their lifestyle, interests, and online behavior to guide a more relevant brand direction. 

  Cosmetics are closely linked to self-expression, confidence, and wellness, with purchases heavily influenced by social media trends, influencers, and visual content.

  Buyers are often emotionally driven and quick to respond to aesthetic posts, relatable creators, and authentic reviews on platforms like TikTok, Instagram, and YouTube.

  In contrast, electronic accessories such as earphones, headphones, and smartwatches are driven by performance, convenience, and productivity, with consumers relying more on specs, comparisons, and expert reviews before buying.

  Beauty products are often shared to express identity and connect socially, while tech accessories are shared to demonstrate usefulness and to signal well-informed choices.

  Both industries thrive by presenting their products as tools that improve modern lifestyles in distinct ways.

  Key steps include identifying trending products and analyzing social media performance.

  • It gained attention among Filipino beauty users known for creative and expressive makeup styles.

  • This insight led to the decision to improve and reimagine creatives for the product line to boost engagement and visibility.

  • For electronics, a more active-looking style will be considered.
    
    

Results

Insight Application Phase

• Electronic Accessories Brand

  The next step after market research is the Content Direction and Strategy proposal. As the market research finishes, it’s time to put the details in frame. These brand guidelines are based on the research and show what it would look like when done.

  Key visual directions can include:

  • Trendy and modern visuals that appeal to Gen Z audiences

  • Use of real-life movements like sports, movement, and active lifestyle themes

  • Creative product placements in everyday scenarios

  • Surreal and imaginative environments to make content stand out from online noise

  • Strong focus on highlighting both product design and functionality

Shopee Feed mockups were also created to show how the new branding and content would look on an actual e-commerce platform. This helped make sure the visuals felt cohesive, engaging, and suitable for Shopee users. 

Along with these, Wandercreatives created mockups for thematic Shopee or Lazada banners that change every month.

• Cosmetics Brands

  Most people admire and strive for beauty. They love to express themselves, boost their confidence, and hide their imperfections through makeup.

  No matter what the intention is, they often find themselves going into it and exploring different makeup looks. They enjoy the vibrant, experimental, and magical aura of cosmetics.

  Due to the latest trends in creative direction, gaming culture, the feminist movement, and fashion that highlights feminine qualities such as soft, pastel, and whimsical aesthetics, brands are increasingly embracing more expressive and feminine visual identities.

  Sample moodboard for a cosmetic brand can focus on:

  • Soft, whimsical, and summer-inspired visuals

  • Nature-based elements such as flowers, grass, leaves, and outdoor scenery

  • Dreamy and slightly surreal photography style

  • Soft lighting, glows, and blurred background elements

  • Pastel and earthy color palettes to create a fresh and playful feel

  • Editorial-inspired layouts and typography to make the content feel more artistic and expressive

Instagram Feed Mock-Ups

Shopee Banners

Influencer and affiliation marketing

As platforms like TikTok, Shopee, and Lazada continue to shape consumer buying behavior, many purchasing decisions are now influenced by creator content and affiliate posts.

Because of this, having consistent branding across social media platforms and online shops helps create familiarity and trust among consumers. 

When the visuals and creative direction remain cohesive from influencer content to the brand’s own pages, the overall customer experience feels more natural and connected. 

Our Conclusion

Cohesive branding matters because it makes your brand instantly recognizable and easier to trust across platforms. When everyone is competing for consumers' attention span on digital screens, standing out uniquely and creatively will make your brand memorable and "buyable."

People don’t get confused or re-evaluate you; they simply remember you and move toward buying faster.

For the brands that we showed here, this meant reshaping their visuals into a more intentional and unified direction that better reflects their audience and product identity.

With stronger cohesion across platforms, both brands become more recognizable, more engaging, and easier for consumers to connect with and remember.

With Wandercreatives, supported by social media management and a strong digital creative direction, it’s time to refine your visual identity and shape a more cohesive branding system that helps your brand stand out consistently across every platform where your audience is present. Visit us at https://www.wandercreatives.com/