Strandé
Luxury Haircare with Modern Science
Strandé began with a simple conviction that beauty doesn’t need to shout to be powerful. The brand’s philosophy blends nature and science to create haircare that feels quiet, refined, and effective. Each formula is designed with intention: clean botanical actives meet modern innovation to deliver visible results without compromising softness or balance.
The essence of Strandé lies in its restraint, no noise, no clutter, no exaggerated promises. Every detail, from formulation to design, reflects a belief in consistency, calm luxury, and care that grows quietly over time.
The Planning Phase
When I joined the project, Strandé had the foundation of a premium brand but lacked a system to turn its calm aesthetic into repeatable marketing performance. My goal was to create a creative and operational workflow that mirrored the brand’s philosophy: refined, intentional, and effective.
The plan focused on:
Building a scalable ad workflow centered on quality
Producing 5–10 high-quality ad concepts weekly (video + static) with clear iteration systems.
Establishing a consistent design language across all paid assets.
Creating monthly on-brand campaigns that align with product storytelling.
Our targets were clear:
Maintain a CPA under $10 while scaling ad spend +20% month over month.
Achieve at least 50% hit rate across creatives.
Increase the ratio of UGC and high-quality brand graphics.
This wasn’t about chasing virality, it was about designing consistency that scale
To anchor the creative strategy, I developed five key personas, each representing a different emotional and behavioral pattern within the luxury haircare market.
Alisha: The Minimalist Perfectionist
Values purity, performance, and aesthetic calm. Seeks effortless, all-day polish without synthetic heaviness.Jenny: The Post-Styling Reclaimer
Rebuilding her hair after years of damage; skeptical of overpromises, drawn to real recovery stories.Nadia: The Routine-Seeker Professional
Prioritizes time-efficient reliability; wants consistency that enhances daily confidence.Maya: The Scalp-First Convert
Struggles with irritation and imbalance; craves credible, science-backed relief.Rhea: The Texture-Lover Creator
Expressive, aesthetic-driven; wants natural texture and gloss that photograph beautifully.
"Walk and Stare"
I built a 30-day test framework designed to learn quickly while preserving the brand’s quiet-luxury tone.
We focus on Specific test in 30 Days:
Hook testing: Stare Counter, Humidity Gauntlet, and Silent Compliment concepts.
Proof testing: Invisible Problem → Visible Change macro-scalp visuals versus claim-only statics.
Offer testing: 7-Day Scalp Relief and Humidity-Week Challenge.
Landing page testing: Bug → Fix modules mapping real frustrations to product bundles.
Every creative followed a clear logic: hypothesis, variant, success gate, iteration. To ensure scalability, I designed template families of short-form videos (6–10 seconds) and statics under five signature formats.
The hero campaign, “Walk Through & Stare,” visualized quiet confidence, using subtle glances and understated reactions as proof of transformation. Other concepts like “Humidity Gauntlet” and “Invisible Problem → Visible Change” reinforced product credibility with atmospheric, real-life storytelling.
We are Scaling Fast
Once the creative framework was live, Strandé’s ad ecosystem became both adaptive and consistent.
We released 6–8 short videos and 4–6 statics weekly, all tied to persona-based hypotheses. UGC creators were carefully matched with each persona: professionals for Nadia, minimalists for Alisha, sensitive-scalp communities for Maya, and aesthetic content creators for Rhea.
The testing process evolved into a continuous learning cycle , each week generating clear creative insights, campaign refinements, and design consistency.
