Overview
C&I Studios partnered with HauteHouse Brands to rebuild & unify the lifestyle marketing behind two of its flagship haircare lines — Theorie and Sedu. The goal was to give each brand a distinct identity, voice & visual world, then bring it to life through video, photography & product campaigns that consumers could feel. What follows is how we turned salon-quality hair tools & beauty products into a lifestyle worth buying into.
The Purpose
HauteHouse Brands came to us to rebuild & consolidate the lifestyle marketing of two of their brands:
Theorie – an upscale, luxury brand that encourages women of all styles & hair types to radiate confidence by embracing their natural beauty.
Sedu – an exciting, anything-goes beauty line that defines identity & living with loud colors & rebellious imagery.
In this, we created a universal approach to support various marketing initiatives & media concepts that define each brand as “a moment.”
Product Marketing
After selling the lifestyle we sell the products. This order of operations changed the way our consumers interact with our product marketing campaigns. In retail locations, the smell of a product may produce nostalgia & lead to a purchase. We needed to induce a similar longing in a digital medium.
To achieve this, while simultaneously strengthening our brands’ images, we associated HauteHouse products with nature & the environment of its application. The products’ association with nature solidified the organic ingredients & thoughtful formulas used to infuse them; whereas, the association with the environment & sensory application provoked nostalgia.
Our social media marketing campaigns involved uniting product & lifestyle marketing through video tutorials & Instagram stories. This established a greater brand-consumer bond, ultimately encouraging our audience to trust & value our messaging even more.
Both applications ultimately encouraged consumers to purchase a product, click through to a video advertisement, or subscribe to an emailing list.
The Result
By pairing lifestyle storytelling with science-driven product marketing, we positioned Theorie & Sedu as more than haircare — each brand became a moment its audience wanted to live in. The result was a cohesive, premium identity carried consistently across video, photography, social, email & retail, from the premiere of Theorie tools at Ulta Beauty to Sedu & Theorie listings on Amazon. It’s the kind of end-to-end brand storytelling C&I Studios creates for beauty & lifestyle brands ready to stand apart.
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Interested in creating striking visuals for your brand? Contact us today to discuss how we can help you achieve your goals.