Brand & Marketing Copy
/ Miriam Quevedo
North America Campaign
North American launch support for the Spanish luxury haircare brand: bespoke narrative architecture, top-tier media placements including Vogue China, and strategic creator partnerships connecting with high-net-worth Mandarin speakers across the US and Canada.
01 / Endorsement
“Lin has been a pivotal partner for Miriam Quevedo in USA. She has deployed a very sensitive strategy to expand our brand stature based on a solid understanding of the differentiated values of our brand. Lin is not a conventional agency but one that truly captures the business needs and ‘takes it personal’. She lives the brand and it has proven to be the best way to push the brand to a real connection with the Mandarin-speaking audience in USA and Canada.”
— Alejandro Galicia, General Manager, MIRIAM QUEVEDO
02 / Editorial Narrative：创始人特写与文案原件
“Miriam 其人，是当今纷繁复杂的小众品牌中少有的具备强大专业背景的创始人。如果在中国，她应该就是那种在草药铺长大的孩子——自幼在母亲的药铺里耳濡目染，极早领悟了植物活性与头皮健康的关系；高中便已考取专业美容师与按摩师资格。”
“在英语世界，她被冠以‘护发女王’之称。‘护发的根本是护理头皮，头皮即是皮肤，因此可以将护肤级成分与尖端配方运用到护发之中’——正是这一开拓性理论，重构了现代高端沙龙护理的行业标准与消费心智。”
“大溪地珍珠母贝、24K 黄金、白金、钻石微粒，以及地中海白鱼子酱……在奢侈护肤成分表早已令人眼花缭乱的今天，昂贵原料常有，而能将其驯化为高渗透、高活性配方的精密技术却极少见。这份从容，源自其家族在西班牙数十年的前沿实验室沉淀。”
03 / Market Architecture & Cultural Bridge
While Miriam Quevedo enjoyed strong legacy distribution in prestige European spas and five-star properties like the Mandarin Oriental, its digital footprint remained deliberately understated. Entering the highly competitive North American market required a nuanced transcreation strategy: speaking directly to affluent, ingredient-literate Mandarin-speaking consumers without diluting the brand’s European laboratory heritage.
By anchoring the brand in rigorous editorial storytelling—secured through mainstream luxury placements like Vogue China and complemented by high-touch creator seeding in New York, Los Angeles, and Vancouver—the campaign bridged high-end spa authority with modern digital resonance, establishing an immediate commercial stronghold.
Credits: North American Cross-Cultural Strategy · Editorial Feature Writing · Media Placement & Influencer Curation by Lin Yin