The beauty conglomerate Beauty by Imagination (BBI) engaged my agency to strategically reimagine ways to think about their audiences, products, placement, and marketing for two of their best-known brands: Goody and Wet Brush.

We researched consumer behaviors and industry trends to mine for insights, wrote manifestos, and devised new ways to think about, write about, package, and market their hair-care products. Below are two of our strategic idea territories for Goody, a maker of hair accessories.