• Brand Launch from Scratch:

  BOB had no existing consumer-facing marketing at launch.

• Multi-Location Rollout:

  The brand needed visibility across five Civello salons with consistent messaging and staff education.

• Low Brand Awareness:

  As a new line, BOB needed buzz and authentic exposure to gain traction.

• Integration with Existing Campaigns:

  BOB had to be seamlessly introduced into ongoing events and digital platforms.

Brand Launch Strategy

• Developed the multi-location launch plan including in-salon promotions, product education, and merchandising.

• Created customized in-store signage and display assets to align with BOB’s clean, minimal aesthetic.
  

Affiliate Shopping & Sales Support

• Set up affiliate shopping capabilities for easy client purchase access and brand alignment.

• Collaborated with salon teams to develop talking points and incentive offers to support retail sales.
  

Video Production & Content Creation

• Produced short-form brand videos for Reels and IG Stories to educate and spark curiosity.

• Focused on clean visuals, founder quotes, and product storytelling.

Influencer Integration & Event Marketing

• Secured BOB product placement at “The Glow Up” Med Spa event, gifting swag bags to local influencers.

• Coordinated influencer outreach to ensure organic social content was shared post-event.

• Encouraged real testimonials and behind-the-scenes Reels from stylists and creators.

🧴 Successfully launched Back of Bottle across five Civello salon locations

🛍 Boosted in-salon product engagement and purchases through affiliate links and staff education

📸 Increased organic influencer content by 14% through strategic marketing initiatives

💬 Achieved a 30% improvement in customer survey engagement, with a 49% response rate on the product experience survey

✍️ Repurposed testimonials across social media, email campaigns, and product pages to build early brand trust

The launch of Back of Bottle introduced a fresh, sustainable perspective to the luxury haircare market — and positioned Ray Civello’s latest innovation as a meaningful extension of his legacy. Through thoughtful content, affiliate setup, influencer integration, and event placement, the brand gained momentum both online and in-salon. The collaboration not only enhanced Civello’s in-store offerings but amplified the visibility of clean beauty in an authentic, community-focused way.