Co-creating a launch and brand strategy for 4U by Tia with influencers, experts and Tia Mowry.

Create and prototype an authentic brand and go-to-market strategy to launch Tia4U.

Our mission was to make Tia4U the leading clean haircare brand for the natural hair community by delivering a solution that leveraged a powerful narrative to earn, nurture and connect with the community – wherever they are in their haircare journey. Beyond core messaging, we also needed to define the full consumer experience: manifesto, channel strategy (including D2C and POS), market strategy, the Education Platform and full-cycle communications.

Co-creation proved to be an incredibly powerful tool – impacting everything from product formulation to Tone of Voice.

This insight-driven, co-creative process led to a powerful vision for the brand and how it would come to life, putting these inspiring and influential minds at the heart of the process – resulting in a narrative that helped Tia’s brand land with a splash. We even decided to change the formulation of one of the products based on the feedback from the room.

By having that open conversation, we were able to truly unpick the community’s wants and needs and build a brand that resonated, giving it the insights and ideals it needed to truly stand out as one of the most authentically crafted natural haircare brands out there.