Private label hair care styling tools for Sephora stores.
Project Overview
As the brand creator and lead developer, I was responsible for:
- Brand Development: Ideating, creating, and owning the entire Hair + Soul concept from inception to launch
- Cross-Functional Leadership: Coaching and guiding teams of executives, manufacturers, chemists, creatives, and operators
- Product Innovation: Formulating, designing, and developing the 10-SKU finishing styling assortment
- Vendor Management: Leading negotiations and fostering relationships with manufacturing partners
- Compliance: Ensuring FDA compliance for all products
Key Initiatives
The Hair + Soul project focused on:
- Ingredient Innovation: Combining cosmeceuticals, adaptogens, and antioxidants for effective, adaptive haircare
- Inclusivity: Developing products that cater to all hair types, textures, and life stages
- Brand Positioning: Creating a unique space in the market that emphasizes intentional beauty and self-care
- Sustainability: Committing to clean, vegan, and cruelty-free formulation
Strategic Planning
- Developed a comprehensive 3-year innovation and M&A strategy
- Created a timeline and roadmap for all activations
- Forecasted a $25 million go-to-market and growth strategy for global launch
Marketing Strategy
Developed and implemented a comprehensive marketing strategy across:
- Digital platforms
- Social media
- Email campaigns
- Content marketing
- Popups
- Brand collaborations (Canada based first)
- Community engagement initiatives
- Floor set collateral
Product Range
Hair + Soul's initial 10 SKU product line includes:
- Aligned Flexible Hold Spray: Features collagen peptides and reishi mushroom
- Additional styling products (specifics to be detailed as part of the 10-SKU assortment)
Market Positioning
Hair + Soul aims to:
- Pioneer a white space in the haircare industry, bridging inner wellness and outer beauty
- Offer high-performance products with instant results and long-term benefits
- Provide accessible pricing for prestige ingredients and innovative formulas
- Create a community around hair, self-care, and wellness
Type
Brand Development
Category
Haircare and Wellness
Model
B2C Retail and DTC
Engagement
Full-scale Brand Creation and Strategy
