A DTC beauty brand built on personalization looks for a way into stores
The brand made its name online, delivering personalized hair care in a category that often only offered “straight” or “curly” options. After years of DTC success, it wanted to bring that same personalization to Target. But how do you put enough options for a truly personalized experience on a fixed shelf?
Designing customization for a fixed shelf, and getting every color and font approved
Online, the brand could offer dozens of variations matched to the individual consumer based on a carefully crafted questionnaire. In store, the brand needed to feel personalized with a fraction of the options. That meant rethinking packaging, and clearing every package color, icon, and font through Target’s in-store marketing approval process before a single unit could ship.
A two-day focus group, new packaging from scratch, and a launch playbook built for Target
We ran a two-day focus group in our office to test packaging, iconography, and naming, then guided the brand through deploying all-new retail packaging from the ground up—hip-to-hip with Target’s merchants all along the way. Our retail sales and strategy team built a launch playbook that put the brand in front of Target’s full mix of physical and digital tools, including in-store signage and custom-designed display fixtures, complemented by online education and brand presence.
A 360-degree retail debut, in-store and online
At launch, the brand went live in Target stores and on Target.com, giving guests the same personalized experience across every channel Target offered.
