Ibtissame Guessas — Marketing Portfolio N°01

Editor's letter

I grew up between
languages, and cities.

Korean studies took me from Paris to Seoul. What began as a curiosity about cultures became a passion for understanding behaviours, consumers, and the stories behind brands.

This curiosity led me to marketing, where I blend consumer insights, content creation, and brand strategy to bridge cultures and transform data into strategic recommendations.

Ibtissame Guessas, Marketing Apprentice

Desk with an open notebook and folded paper detail

What I bring to the table · N°02

Profile at a glance

07Languages spoken

06Professional roles

02Countries worked in

The practice

Brand strategy, 360° campaign, consumer insights, digital marketing, performance analysis, reporting.

Tools & platforms

Excel, PowerPoint, Adobe CC, Canva, Salesforce, Pardot, SAP, SEO, Figma, Google Analytics.

Certifications

Inside LVMH, Data Protection Principles (IOM), Intercultural management (ESCP).

Across France & South Korea · N°03

Career path

2024 – 2025 · Paris
Korean Visa Operations

IOM — UN Migration, International Organization
2024 · Paris
B2B Marketing Strategy & CRM

NG Finance, Financial Consulting
2024 · Seoul
Overseas Sales & Market Development

Sebang Global Battery, Battery Manufacturing
2023 – 2024 · Seoul
Brand Marketing & BD

A.S.S Resume, Career Consulting
2022 – 2023 · France
Luxury Customer Relations

La Vallée Village, Luxury Retail
2021 – 2023 · Paris & Seoul
Production & Project Coordination

UNIVU Production, Media Production

Seeking apprenticeship from September 2026 · 12 to 24 months · 3 weeks company / 1 week school

Mock campaign : the four pillars · N°04

Three mock campaign briefs

Glowryeo refillable skincare bottles on a wooden tray

01

Sustainable skincare

Glowryeo : The Refill Ritual

Refillable and sustainable skincare designed to remain timeless on your vanity.

Target30–45 urban

MarketFR · EU

Luvty collagen supplement sticks and packaging

02

Beauty supplement

Luvty : The Collagen Stick

Korean beauty supplements as a daily beauty ritual, not just a health care product.

Target25–38 women

MarketKR → FR

Chocolate wine glass concept with a lit candle

03

Luxury confection

Valrhona : The Grand Cru Glass

An edible chocolate wine glass reimagined as a unique gifting experience.

Target28–45 gifting

MarketKR · FR

Only mock campaign N°1 — Glowryeo — is developed through "the four pillars" below.

Pillar I · Positioning · N°05

Glowryeo : The Glow of Goryeo

Glowryeo skincare bottle and jar styled on a traditional wooden table

The persona

Claire, 34,

Buys less, chooses better
Trusts ingredient lists over advertising
Invests in longevity over short-term trends

Visual identity

Celadon · Oat · Clay · Ink

Restraint signals confidence. The celadon jar says less, so the formula can.

Positioning

Science-backed, quiet luxury

Price tier

Accessible Premium · €38–€64

White space

Refill without the eco cliché

Pillar II · 360° Omnichannel · N°06

A launch in three waves

Wave 1 · Reveal · Week 1–3 Wave 2 · Ritualize · Week 4–8 Wave 3 · Retain · Week 9–12

Packaging

Timeless ceramic vessel. Sustainable refill pods in seeded paper.

40% of budget

Retail

Refill bars across 12 Sephora locations. Staff trained on the ritual.

25% of budget

Digital

Meta and TikTok on the refill gesture. Retarget on intent.

25% of budget

Experiential

A Parisian refill atelier. Bring your jar, leave with it fully refilled.

10% of budget

3.4×Target blended ROAS

32%Refill repeat rate

€28Target CAC

18KUnits, wave 1–3

Pillar III · Social & seeding · N°07

Seed small, scale what sticks

Four content pillars · share of grid

40%

The Ritual

Slow refill gesture, hands, texture

25%

The Proof

Formula, INCI, dermatologist edits

20%

The Maker

Atelier, sourcing, the people behind

15%

The Community

UGC, refill counts, reposts

Creator tiers · seeding economics

Tier	Followers	Creators	Cost / creator	Target eng.
Nano · seeding	1K–10K	120	Product only	6.2%
Micro · paid	10K–100K	24	€450	4.1%
Mid · anchor	100K–500K	6	€3,200	2.4%
Macro · reach	500K+	2	€14,000	1.3%

80% of budget to nano and micro — the tier that actually converts.

Pillar IV · Data & KPIs · N°08

Refills beat acquisition

3.8×Blended ROAS▲ vs 3.4× target

€24CAC▼ from €41 baseline

4.6%Conversion rate▲ from 2.1%

37%Refill repeat rate▲ vs 32% target

Revenue and ROAS by wave

Revenue ROAS

Why it worked

The lesson was clear: beauty consumers were not looking for a discount, but for a ritual. The refill subscription transformed a first purchase into a long-term relationship, reaching 62% of revenue by week twelve.

N°09–10 · Full case studies available upon request

Case studies

Luvty collagen supplement styled with a glass of water and cherry blossoms

Luvty · K-Beauty market entry · France

From Korean beauty ritual
to French daily habit

Localize

"K-Beauty Wellness"

Translating Korean wellness culture into a French beauty routine.

€17 accessible entry price
25–38 core target

Activate

"30 Days to Glow"

Challenge inspired by Korean beauty habits — influencer seeding + UGC.

500K+ campaign reach
5%+ engagement rate

Retain

"The Beauty Trinity"

Trial → Habit → Loyalty — subscription incentives make the 30-stick box a recurring purchase.

35% RPR target

French consumers already understand beauty from the outside. Luvty reframes collagen as beauty from within, delivered through the ritual codes of K-Beauty.

€17Current RRP

500K+Campaign reach

2.9×Target ROAS

Chocolate wine glass filled with red wine beside a lit candle

Product development · Gifting · Korea

Drink the wine,
eat the glass.

Korean gifting culture favours brands people know and can name. Valrhona has strong credibility among chefs, but remains less visible in consumers' gifting repertoire.

The opportunity: turn Valrhona chocolate into a distinctive gifting experience.

From my own field research · Seoul

Interviews with a Seoul patisserie revealed a clear gifting preference: dark chocolate, particularly 78%, performs strongly around holidays and anniversaries, while white chocolate struggles to convert.

₩48KTarget RRP

Q4Gifting window

2.9×Target ROAS

In their words · N°11

“She possesses an exceptional level of listening ability […] She has clear opinions and expresses them logically, while always being mindful of others […] In fact, her ability to remain calm under pressure surpasses even my own as CEO.”

Gisu JungA.S.S Resume start-up CEO, previous employer

End of issue N°01 · Thank you

Get in touch.

The issue ends here. The thinking doesn't.
If you see a place for this way of thinking in your team, I'd love to hear from you.

SeekingMarketing Apprenticeship

FromSeptember 2026, for 12 to 24 months

Rhythm3 weeks in company / 1 week at school

Ibtissame540@gmail.com linkedin.com/in/ibtissame-guessas

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Insight first, creativity always.

I grew up betweenlanguages, and cities.