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Project Objective
Curl Lab's founder, an experienced entrepreneur in the hair care industry, aimed to replicate her success with a Brazilian curl company by launching a U.S.-focused brand. Seeking West's expertise, Curl Lab wanted to strategically position themselves in the American market by leveraging deep knowledge of its social and cultural dynamics.
To achieve a science-driven and culturally resonant brand launch, Curl Lab focused on identifying white space in the saturated U.S. hair care market, analyzing challenges for women with curly hair, and effectively conveying differentiators to an audience fatigued by overpriced or ineffective options.
Solution
As a part of a team with West, we recognized that competitors often base their positioning on demographics, but we found that people's connection to curly hair is more linked to experience and habits. Understanding that the curly hair care process is crucial, we centered the brand and its visual identity around daily routines.
Recognizing the opportunity to unite consumers in a curl movement, we focused on addressing early stages and confidence levels in curl care, rather than dividing them. Applying these principles, we revamped Curl Lab's visual, verbal, and key communication touchpoints, including a website redesign, an interactive curl quiz, audience newsletters, and investor communications.
With this fresh brand positioning, West devised a go-to-market plan with impactful yet cost-effective strategies. This approach aimed to efficiently introduce Curl Lab to the U.S. market, targeting curly hair consumers in search of a superior solution.
Outcome
They are currently integrating our work with Curl Lab into their new website, an interactive hair quiz, consumer and investor communications, and it forms the central strategy and narrative for Curl Lab's upcoming fundraising efforts.
Work Completed
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