CASE STUDY / IT'S A 10
BEAUTY MOGUL TO BUSINESS TITAN: ELEVATING IT'S A 10 FOUNDER & CEO CAROLYN ARONSON
Self-made mogul and hairstylist Carolyn Aronson created It's a 10 in 2006. What originally began as a niche professional-focused hair system, became a nationally recognized consumer cult-favorite brand, with over 10 million bottles of the Miracle Leave-In product sold annually. 5W was tasked with elevating Carolyn as a successful female founder while growing consumer attention and evolving the brand to reach new audiences. To do this, we developed an extensive, multi-tiered media program with Carolyn at the helm.
THOUGHT LEADERSHIP / FOUNDER PROFILING / EXPERIENTIAL
STRATEGY
We focus on creative brand storytelling and providing Carolyn with a platform to speak to her marketing expertise, philanthropic endeavors, and unique POV as a successful Latina entrepreneur. We lean into brand-owned data, sales statistics, and strategic storytelling hooks that highlight the brand's evolution and expansion, not only strengthening her position as a leader in beauty, but also elevating her as a power player in business. Specifically, we created the brand-owned National Love Your Hair Day, which serves as a platform to celebrate Carolyn's brand values, commitment to community-building, and dedication to giving back. The initiative not only continues to spark massive media attention and visibility for Carolyn, but also remains the brand's best sales day year-over-year with 2020 as the largest e-commerce sale activation in professional haircare history, selling roughly $1.5M in just 3 days.
By leveraging our campaign's successes, we opened new doors for Carolyn, diversifying her audience outside of beauty, and landing her on some of the most coveted award-winning lists next to other major titans, including the INC. 250 List, Entrepreneur's 100 Women of Influence, Forbes 50 Over 50 List, and more. Carolyn has been accepted to speak on sought-after stages in business, such as Fast Company's Innovation Festival, Entrepreneur's Women History Month Round Table Pane, Ad Age Remotely Panel, and has been featured in countless media publications, broadcast and podcasts. Since 2017, 5W has secured 1.4K+ placements, totaling 93B+ impressions for the brand at large. Our dynamic PR campaign and thought leadership efforts have contributed to the brand's upward growth and distribution expansion which has boomed from two countries to now over 100 within the past year alone.
RESULTS
