From declining sales to six consecutive years of double-digit growth.
Lottabody was a multicultural haircare icon with years of declining sales. Positioning was dated, irrelevant, and failing to resonate with its core consumer. Multiple prior relaunch attempts had failed. Even the cult favorite setting lotion, the brand's last hero product, was in significant decline. The brand had equity but no commercial momentum.
As Head of Brand, led a full repositioning grounded in consumer research, competitive landscape mapping, and brand DNA analysis. The brief: rebuild desirability from the inside out. New positioning, new product architecture, new visual identity, and a modern consumer story built to scale.
Competitive landscape audit, SWOT analysis, and brand DNA excavation to identify what made Lottabody irreplaceable.
Primary research to identify the modern multicultural consumer: her needs, her values, and the whitespace competitors weren't owning.
Crafted a new positioning concept, brand story, and product architecture built for modern relevance and portfolio expansion.
Translated positioning into product innovation, new packaging design, and ROI-driven marketing that drove viral engagement.
Reversed years of decline and accelerated to 10X vs. pre-restage baseline.
Sustained double-digit growth for six consecutive years post-relaunch.
Modernized brand appeal expanded the addressable consumer base beyond legacy loyalists.
Strong positioning unlocked new benefit spaces, growing from a single hero product to a full collection.
Reduced reliance on promotional pricing. The brand earned its shelf position on desirability, not discounts.
Compelling, relevant brand story drove viral engagement and measurable return on marketing investment.
Start with a Growth Diagnostic. You'll leave with a clear read on where the growth is and a roadmap your team can act on.