Slick & Petals Pre-Launch

Teaser Strategy · May 18–30

12 days until Wave One launch

Pre-Launch Strategy Overview

The 12 days before May 31 are critical for building anticipation and warming your audience. These 6 teaser posts should create FOMO, establish authority, and prime your followers to purchase on day one.

Goal: Grow followers from current base to 800–1,200 by May 31. Capture 100–150 email signups. Generate $0–200 in pre-orders or early interest.

Key Insight: Pre-launch teasers should NOT hard-sell. Instead, tease benefits, create curiosity, establish founder authority, and build community. Save the hard sell for May 31 when products go live.
1
Carousel (5 slides)
Ancestral Apothecary Meets Modern Science
Publish Date
Monday, May 18
Hook
"Your grandmother's skincare routine was right. Here's what science is finally catching up on."
Content Breakdown
Slide 1: Hook statement + close-up of tropical flowers
Slide 2: "What I discovered reading ancestral herbalism texts"
Slide 3: Comparison: traditional remedy vs. modern research (side-by-side)
Slide 4: "This is why I built Slick & Petals"
Slide 5: CTA: "Wave One launches May 31. Join the apothecary revolution. 🌿" + link in bio
$0
Ad Spend
1.5K–2.5K
Expected Reach
50–80
Follower Goal
Why This Works
Establishes founder authority immediately. Carousel educational content is algorithmic gold. Sets up brand identity (ancestral + scientific) before launch.
2
Reel (15 seconds)
The Bottles Are Coming
Publish Date
Wednesday, May 20
Hook
"POV: You're about to get access to the apothecary you've been waiting for."
Visual Concept
Aesthetic close-ups of product bottles (amber dropper, spray bottles, glass jars) against cream/sand background. No faces. Just product beauty shots. Use trending audio that feels luxe + nostalgic (1990s-2000s Brooklyn energy). Add text overlay: "May 31" + "Ready?"
$15–25
Ad Spend
2K–4K
Expected Reach
75–120
Follower Goal
Why This Works
Reels are IG's highest-reach format. Luxury product aesthetics trigger FOMO. Low ad spend but high organic reach potential. Drives follower growth + link clicks.
3
Carousel (6 slides)
The 5 Ingredients Changing My Skin (And About to Change Yours)
Publish Date
Friday, May 22
Hook
"I've tested 50+ products. These 5 ingredients are the only ones that actually work for melanin-rich skin."
Content Breakdown
Slide 1: Hook + ingredient collage (visual)
Slides 2–6: One ingredient deep-dive per slide (what it is + why it works + which Wave One product contains it). Example: "Slide 2: Rosehip Oil | Scientifically proven for hyperpigmentation | In our $42 pure cold-pressed bottle | Launches May 31"
$0
Ad Spend
2.5K–4K
Expected Reach
100–150
Follower Goal
Why This Works
Educational content + personal opinion = high engagement. Directly ties ingredients to Wave One products without hard-selling. DM engagement expected: 15–25 "when can I buy?" questions.
4
Reel (20 seconds)
Why I'm Launching This (The Real Reason)
Publish Date
Sunday, May 24
Hook
"I spent years researching my grandmother's remedies. Then I realized they needed to exist in 2025."
Visual Concept
You talking (no filter, natural lighting, casual). Could be filmed in kitchen or garden. Share genuine why: family history + gap in market + desire to serve your community. Keep it real. Text overlays: key phrases + May 31 countdown. Ends with: "Meet Slick & Petals."
$20–35
Ad Spend
2K–3.5K
Expected Reach
80–130
Follower Goal
Why This Works
Founder vulnerability + authenticity drives emotional connection. Video with face (even brief) significantly outperforms no-face content. Builds community investment in YOUR story, not just products.
5
Carousel (4 slides)
Quick Glow-Up: 3 Ways to Use Rosehip Oil
Publish Date
Tuesday, May 26
Hook
"Most people use rosehip oil wrong. Here are 3 ways that actually work (and one that doesn't)."
Content Breakdown
Slide 1: Hook + bottle tease
Slide 2: "Use 1: Face serum (morning + night after cleanser)" + before-after example
Slide 3: "Use 2: Scalp treatment (mix with 2 drops of lavender, massage in)" + gif or image
Slide 4: "Coming May 31. Our 100% pure, cold-pressed Rosehip Oil. $42. Limited first batch." + link
$0
Ad Spend
1.5K–2.5K
Expected Reach
40–80
Follower Goal
Why This Works
How-to content drives saves + shares. Practical value builds trust. Soft product mention + direct CTA (link in bio). Expected DMs: 10–15 interested buyers ready on day one.
6
Reel (15 seconds)
48 Hours Until Launch (The Hype)
Publish Date
Thursday, May 29
Hook
"In 48 hours, this launches. And I can't wait."
Visual Concept
Fast-paced montage: bottles on light table, hands arranging products, close-up of labels, final hero shot. Use high-energy, celebratory audio. Text overlays: "May 31 // 12am EST // Limited stock // Shop now" (link). Ends with your smile/energy (brief face moment okay).
$30–50
Ad Spend
3K–5K
Expected Reach
150–200
Follower Goal
Why This Works
Last-minute hype reel. Creates urgency + FOMO. Highest ad spend because it's closest to conversion moment. Expected impact: 100+ visits to link in bio on May 29–30. Sets up for May 31 launch day traffic surge.

Pre-Launch Teaser At-a-Glance

Post # Format Publish Date Ad Spend Expected Reach Follower Growth Primary Goal
1 Carousel Mon, May 18 $0 1.5K–2.5K 50–80 Authority
2 Reel Wed, May 20 $15–25 2K–4K 75–120 Product Tease
3 Carousel Fri, May 22 $0 2.5K–4K 100–150 Education
4 Reel Sun, May 24 $20–35 2K–3.5K 80–130 Founder Story
5 Carousel Tue, May 26 $0 1.5K–2.5K 40–80 How-To / Value
6 Reel Thu, May 29 $30–50 3K–5K 150–200 Hype / Urgency

Pre-Launch Timeline (May 18–31)

May 18

Post 1 (Carousel): "Ancestral Apothecary Meets Modern Science" — Establish authority, set brand positioning. Organic reach only.

May 20

Post 2 (Reel): "The Bottles Are Coming" — Product tease, aesthetic beauty shots. Small ad spend ($15–25). Test audience interest.

May 22

Post 3 (Carousel): "5 Ingredients Changing My Skin" — Deep-dive education + soft product mentions. Organic. Expect high DM engagement.

May 24

Post 4 (Reel): "Why I'm Launching This" — Founder story, vulnerability, authenticity. Mid-level ad spend ($20–35). Build emotional connection.

May 26

Post 5 (Carousel): "3 Ways to Use Rosehip Oil" — How-to value content. Organic. Prime audience for May 31 purchase intent.

May 29–30

Post 6 (Reel): "48 Hours Until Launch" — Final hype reel. Highest ad spend ($30–50). Drive urgency, website visits, final follower push.

May 31, 12am EST

LAUNCH DAY: Website goes live. "Wave One Is Here" announcement post + link to shop. Highest ad spend of the day ($100+). Expected revenue: $500–1,200 on day one.

Pre-Launch Success Tips

📱 Use Stories Daily

Share behind-the-scenes snaps, ingredient close-ups, BTS of prep work. Stories don't have to be polished. Keep audience "warm" between carousel/reel drops. Use "Coming May 31" stickers.

💬 Respond to Every Comment & DM

Build community NOW. People who comment pre-launch are hot leads. Reply within 2 hours. Ask follow-up questions. Build relationships. These people will buy on day one.

🔗 Update Your Bio

Change your IG bio to: "Afro-Caribbean Apothecary 🌿 | Wave One launches May 31 | [Link to landing page or pre-order waitlist]" — this drives all link clicks to one place.

📧 Capture Pre-Launch Emails

Create a simple landing page (Squarespace) or use a free tool (Carrd) with email capture for "Early Access" or "Launch Day Reminder." Expected captures: 100–150 emails.

🎯 Total Ad Budget: $95–165

Posts 2, 4, 6 are boosted (reels drive follow). Posts 1, 3, 5 stay organic (educational carousels have high organic reach). Allocate highest spend to Post 6 (48 hours before launch = highest intent).

📊 Realistic Follower Goals

Current followers: Unknown, but assuming ~300–500. Goal by May 31: 800–1,200 followers. That's 300–700 new followers in 12 days. Achievable with consistent posting + $95–165 ad spend.

✅ Content Prep Checklist

☐ Film all 6 posts by May 16 (batch content)
☐ Create carousel slides in Canva (2 hours)
☐ Write captions beforehand
☐ Set ad accounts up + audiences defined
☐ Create landing page for email captures
☐ Test links (bio, captions, ads)
☐ Schedule posts in Meta Business Suite

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