Behind
the brand.
Citrion was created as a complete brand strategy entry for the International Collegiate Business Strategy Competition (ICBSC), hosted by UCR Anderson Graduate School of Management.
A brand built from scratch.
Citrion is a fictional clean beauty brand developed from the ground up as part of the ICBSC — International Collegiate Business Strategy Competition, organized by the UCR Anderson Graduate School of Management (UCR AGSM).
The brief called for a complete go-to-market strategy: brand identity, target market analysis, pricing model, digital marketing plan, and a live product website. Citrion was the answer — a peptide-infused tinted lip balm positioned at the intersection of clean beauty and accessible luxury.
Every element of this site — from the product copy to the SEO structure — was intentionally designed and built as part of the competition deliverable.
Market & Consumer Research
Identified a gap in the clean beauty lip care segment — consumers wanted both performance and ingredient transparency. Citrion was positioned to own that space.
Brand Identity & Product Development
Developed the Citrion name, visual language, and product line — four shades of the Glaze peptide tinted lip balm at an accessible $18 price point.
Digital Presence & SEO
Built a fully functional product site with on-page SEO, schema markup, Google Analytics integration, and Google Search Console configuration — treated as a real launch.
Go-to-Market Strategy
Outlined a phased GTM plan covering organic search, social content, and a retail partnership framework — benchmarked against comparable clean beauty brands.
Keang Liu
MBA Candidate, Class of 2026 at UCR Anderson Graduate School of Management. Specializing in digital marketing strategy, SEO/SEM, and brand development.
Citrion Industries was developed as part of the UCR AGSM competition curriculum and is featured in his marketing portfolio.
Keang Liu
MBA Candidate · CMO
UCR Anderson Graduate School of Management
Class of 2026
Digital Marketing · SEO/SEM · Brand Strategy