Differentiate or Disappear
Hot-air brushes were exploding in the U.S., but the market hadn't caught on in Canada yet. Brushd Beauty needed a reason to exist beyond timing alone. I led the go-to-market strategy from research through launch.
Entering a Market Full
of Lookalike ProductsThere was no existing brand to build from, no positioning, no visual identity, and no product story. The category had proven demand south of the border and a window before competitors caught up.
Every channel had to launch at once and say the same thing. Website, marketplace listing, social, influencer content, and paid media all needed to move together instead of arriving as disconnected pieces.
Turn Buyer Research Into
a Distinct Product StoryI researched competitor positioning, demand signals, customer expectations, and the language buyers used when evaluating similar products.
Those findings shaped the value proposition, packaging, website messaging, marketplace listing, imagery, social content, and influencer assets.
I used the same positioning foundation across every asset, so the product story stayed consistent from the first ad impression through the product page and the unboxing experience.
One Strategy Across Every
Customer TouchpointThe strategy connected positioning, creative, channel execution, paid acquisition, and conversion optimization.
Market Validation
Analyzed category demand, competing products, buyer expectations, and common frustrations to validate the launch opportunity.
Brand Positioning
Defined the value proposition, product story, audience, and messaging direction needed to distinguish the brand.
Asset Development
Built the website, marketplace listing, packaging, imagery, social content, and influencer assets around one shared position.
Launch Coordination
Synchronized every customer touchpoint so the brand entered the market with one clear and consistent message.
Paid Acquisition
Managed Amazon PPC, Google Ads, and Meta campaigns across keyword, audience, creative, and offer testing.
Conversion Optimization
Used campaign and conversion signals to refine targeting, listings, landing pages, imagery, and social creative.
The Outcome
Brushd Beauty generated more than $100,000 in revenue within eight months. The launch showed how buyer research, clear positioning, coordinated creative, and paid acquisition can turn an undifferentiated product into a brand people remember.
in 8 Months
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