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IGK Hair - Beach Club Foam Launch
The Objective
To expand the iconic IGK Beach Club franchise with the launch of Beach Club Foam, a new air-dry styler that embodies IGK’s signature beachy aesthetic in a heat-free format. This was a multi-retailer release across IGKhair.com, Sephora, Ulta Beauty, SalonCentric, and Amazon.
From a marketing perspective, the goal was to:
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Reinvigorate a top-performing franchise by tapping into a new format that aligned with evolving consumer habits.
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Drive awareness, education, and conversion through tailored campaigns per retailer channel.
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Maintain brand equity by preserving the essence of the original Beach Club line: effortless, undone texture with a “cool-girl” edge.
The Why
Franchise Expansion with Purpose
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As a cult favorite, Beach Club Texture Spray was the perfect springboard to grow the franchise. The new foam format offered a complementary, air-dry alternative that maintained the brand’s effortless, beachy aesthetic without competing with the original hero product.
Consumer-Driven Innovation
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With the rise of air-dry styling, fueled by post-pandemic routines, heat avoidance, and a preference for low-maintenance beauty, consumers wanted easy, effective products that delivered touchable texture and volume. This was especially true for Gen Z and Millennial shoppers seeking versatile, beach-inspired looks.
Timely and Trend-Aligned
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Launching in summer aligned with consumer behaviors around heat-free styling, travel, and festival season. Beach Club Foam met the moment with a mess-free, packable formula ideal for second-day hair and on-the-go refreshes.
My Role:
Social Launch Strategy – Led the social rollout by developing engaging, scroll-stopping content pillars and a strategic publishing plan aligned with key campaign moments.
Content Development & Production – Directed the full content pipeline, overseeing concepting, creative development, and asset production for use across dot com, retailer PDPs, social media, Amazon A+ content, and in-store merchandising.
Influencer & Creator Marketing – Built and executed a curated influencer strategy to drive awareness and credibility. Hand-selected creators aligned with our target demo’s aesthetics, voice, and needs to ensure authentic, high-performing content.
360° Go-to-Market Integration – Partnered cross-functionally to shape and support a fully integrated launch strategy, ensuring cohesive storytelling and brand alignment across IGK’s owned (website, email, social), operated (retailers, salon pros), and paid channels (digital ads + influencer marketing).
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