Defined Curls Product Launch

About

Rizos Definidos is a line developed to meet the needs of women with curly hair, catering to every type of curl. These three products are designed to define curls, eliminate frizz, and give hair shine. Specifically formulated for humid weather, the products provide these benefits without weighing down your hair. The key focus is on the ingredients: coconut, macadamia, argan, and shea butter, which deliver moisture, shine, and definition to your curls.

Role: Project Leader

As the project leader for the Defined Curls launch, I guided both the Product Development and Marketing teams, overseeing the project from formulation to market introduction. I coordinated cross-functional efforts, ensured alignment on goals, and managed timelines to successfully bring the new product line to consumers.

Background

Brand Positioning & Opportunities

Naturals is a hair care brand that has been a staple in the Panamanian market for over 30 years. As one of the pioneers in hair relaxers in Panama, the brand has consistently held the top market share in this category. Over the years, Naturals has expanded its portfolio to include Keratin Treatments and hair masks, catering to evolving customer needs.

However, the demand for hair relaxers has drastically declined as more women embrace their natural hair without chemical treatments. The perception that curly or afro-textured hair is unprofessional or doesn't meet beauty standards is shifting, and women are confidently wearing their natural curls. As a result, the demand for curly hair products has surged.

In response to this growing trend, Naturals introduced a line extension called Rizos Definidos (Defined Curls), featuring three products specifically designed to help people with curly hair define and style their curls.

Product Innovations

CURLING CREAM

Defines and hydrates the curls while providing shine and manageability to your hair

OIL ELIXIR

This oil has a combination of natural oils that are rich in nutrients that help the vitality of the hair.

REACTIVATOR SPRAY

Activates and defines the curls with a single spray. It helps control the frizz, flyaways and slipt ends.

Product Design

Product Packaging

When designing the product packaging, our primary focus was highlighting the ingredients. By conducting multiple focus groups, we realized that one of the consumer’s characteristics when making a purchasing decision related to curly hair products is the ingredients and fragrance. Because the product has multiple ingredients that consumers are seeking such as coconut and macadamia, these had to be shown. Furthemore, we included the strand of hair and the oil drop to signifiy the moisture and shine the products will bring to the hair.

Logo

The logo for the product line was designed with the curve of the letter "S" simulating a curl, while the color gold was chosen to represent the shiny, silky hair that this product delivers.

Implementation & Market Transition

A comprehensive transition plan was developed to manage the switch from old to new packaging across 30 products, including health department registrations and forecasting market impact in retail stores.

Launch & Marketing Strategy

The brand relaunch employed a 360° marketing approach, including a commercial, influencer partnerships, in-store experiences with free facials, out-of-home advertising, and promotional discounts to rotate existing stock.

Photoshoot

We chose a summer tropical theme for the photoshoot to align with the product's launch during the summer season. This setting allows us to highlight the key ingredients, emphasizing the natural, fresh qualities of the product. The tropical backdrop not only reflects the product's ingredients but also reinforces its connection to nature and its revitalizing effects.

Lifestyle Photoshoot

Marketing Communications Strategy

Digital Marketing Campaign

Campaign Name: Your Way

Slogan: "Your Way, Always Naturals"

Campaign Purpose: To show how all women can choose to wear their hair however they like, whether straight or curly, and how Naturals is with them every step of the way with high-quality products tailored to their needs.

Objectives:

Highlight Naturals' ability to meet the needs of both straight and curly hair.
Convey the message that everyone has the freedom to choose how they wear their hair, promoting self-acceptance and self-love.
Humanize the brand by sharing real customer stories and how Naturals has been part of their hair care routine.
Encourage the community to share their own hair stories and styles using the hashtag #YourWay.

Target Audience:

Women aged 18 to 45.
Individuals interested in hair care, whether for straight or curly hair.
Current and potential users of Naturals products.

Brand Ambassadors

For this campaign, we selected brand ambassadors who represent and use the wide variety of products we offer. By featuring ambassadors for every hair type, we emphasize that Naturals caters to the needs of both straight and curly hair. Our goal is for followers to identify with the ambassadors, regardless of their own hair type. Additionally, we focused the social media content on product application, trending videos, and relatable insights from the brand ambassadors.

SARA FERNANDEZ SALVADOR