Case Study
Global Haircare Brand U.S. Launch
How does an international hair and skin care company replicate its success in the U.S. with a limited marketing team and heavy reliance on paid advertising?
Helping a Successful International Company Cross Borders by Knowing how to Eliminate the Internal Barriers to Growth
The Challenge
An international beauty brand was entering the U.S. market with limited infrastructure, inconsistent messaging, and no visibility into performance. They needed a partner to design their entry strategy, improve conversion, and position the business for long-term success.
Comprehensive Market Analysis
Compass Rose Ventures conducted a comprehensive analysis of the US market, including consumer trends, competitor landscape, and market dynamics. This analysis identified growth opportunities, potential target segments, and competitive advantages that could be leveraged to drive profitable growth.
Strategic Growth Plan
Collaborating with the company, Compass Rose Ventures developed a strategic growth plan tailored specifically for the US market. The plan included a multi-channel marketing approach that focused on optimizing digital marketing strategies, enhancing brand positioning, and expanding distribution channels.
Brand Refresh & Listening Lab
The lack of sales conversion in digital channels pointed to target audience, positioning, and value proposition challenges in the US Market. An increase in churn was an indication of customer dissatisfaction with the product. Opinions were plentiful across the team for making changes to the brand, product, and messaging strategy, yet the voice of the customer was clearly missing to guide the decision. Compass Rose Ventures conducted an in-depth customer listening lab to uncover the problems to be solved across the funnel.
Diversified Marketing Strategy
To reduce dependency on paid advertising and improve cost-effectiveness, Compass Rose Ventures assisted the company in diversifying its marketing strategy. This included leveraging organic social media engagement, influencer partnerships, content marketing, and customer advocacy programs to drive brand awareness and customer acquisition.
The Solution
The hair and skin care industry is highly competitive, with diverse consumer preferences and a constant influx of new products. In this case, the international hair and skin care company found itself grappling with challenges in achieving profitable growth in the US market. Despite experiencing significant growth in other countries, the company’s dependence on paid advertising and resource constraints hindered its ability to scale and establish a strong foothold in the US.
Developed a bespoke go-to-market strategy tailored to the U.S. market
Refined brand positioning and messaging to resonate with U.S. consumers
Built digital marketing and merchandising systems to increase conversion
Introduced KPI tracking and infrastructure to support decision-making
The Impact
Achieved profitable U.S. market entry in under 12 months
Significantly improved conversion across key digital channels
Positioned the brand for future investment and scalable omnichannel expansion
Key Takeaway