Curlsmith Repackaging: A Full-Funnel Relaunch Strategy
Kathryn Kudra
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Posted Feb 3, 2026
Multi-channel media strategy for Curlsmith’s packaging relaunch. Drove 77M+ impressions and 10% YoY sales growth via TikTok, Meta, Reddit and Google.
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Timeline
Sep 1, 2025 - Oct 31, 2025
Clients
CURLSMITH
Curlsmith Brand Relaunch: Full-Funnel Repackaging Strategy
Overview
I led the media strategy for the relaunch of Curlsmith’s product packaging during the critical pre-holiday window (Sept–Oct). The campaign utilized a high-impact, multi-channel approach—spanning TikTok, Reddit, Meta, and Google—to reintroduce the brand identity to the US market while simultaneously driving new customer acquisition ahead of Black Friday/Cyber Monday (BFCM).
The Challenge
Curlsmith needed to navigate a visual rebrand without deterring their loyal customer base or causing confusion about product efficacy. The core challenges were:
Mitigating Confusion: Ensuring existing customers understood that while the packaging had changed, the trusted formulas remained the same.
Market Penetration: Breaking through a saturated beauty market to acquire "Curly & Confused" consumers who had not yet tried the brand.
Timing: Establishing a high-intent audience immediately prior to the peak Q4 sales period.
The Objective
Business Goal: Grow U.S. sales by 10% YoY and increase household penetration.
Marketing Goal: Drive mass awareness of the new look and build a retargeting pool for the holiday season.
Key KPI: Increase AOV among existing consumers and drive trial for new product innovations.
The Strategy
I implemented a "Power Play" media mix tailored to the unique user behaviors of each platform:
TikTok (Awareness & Discovery):
Deployed TopView placements to secure 100% share of voice upon app open, ensuring mass visibility.
Utilized Smart+ Web Campaigns (AI-driven targeting) to automate audience finding, which early tests showed drove better performance.
Creative focus on "sound-on" storytelling and creator-led content to demonstrate the new packaging in real routines.
Reddit (Trust & Credibility):
Executed a 3-Day Category Takeover of the Fashion & Beauty vertical to dominate share of voice during the launch week.
Focused strictly on transparency messaging ("New Look, Same Formula") to align with the research-driven nature of subreddits like r/curlyhair.
Meta (Consideration & Lead Gen):
Launched a Lead Generation campaign to capture emails via native forms, offering early access or guides. This built a lower-cost, high-intent audience to retarget during expensive holiday CPM periods.
Used traffic campaigns to drive users to educational "What’s New" landing pages.
Google (Demand Capture):
Aggressive expansion into Non-Brand Search and PMAX to capture high-intent users searching for general curl solutions, while protecting brand equity with Brand SEM.
The Results
The campaign successfully re-established Curlsmith’s market presence with the following projected impacts:
Mass Reach: Generated an estimated 77M+ combined impressions across TikTok (52M) and Reddit (25M).
Performance Lift: Clients saw 71% better performance leveraging TikTok Smart+ Web campaigns compared to standard setups.
Funnel Efficiency: Built a qualified "Pre-Holiday" email list via Meta, lowering the barrier to conversion for the upcoming Q4 push.
Sales Growth: Positioned the brand to hit the 10% YoY sales growth target by expanding the new customer base ("Curly & Confused").