SOCOZY

Cozy_big


WHAT:

Founded by Cozy Friedman, pioneer of the salon concept for kids and the nationally recognized expert on children’s haircare, SoCozy is the first ever line of salon professional haircare products for children.


WHY:

Cozy established her salons 20 years ago and her initial product line 10 years later out of need for salon quality products for kids’ haircuts. Soon after launching her products into her salons, parents began buying them and retailers started calling. Word got around and an unintentional wholesale business was born.

Though the business was challenged by a lack of experience and operational resources, SoCozy gained distribution in over 200 points of sale nationally from top apothecaries to kids salons and became a repeat order business with little support. This initial proof of concept, along with the fact that there were no haircare brands for kids on the market, convinced Cozy that there was a whitespace opportunity in the multibillion dollar global haircare market.

Lacking expertise, a roadmap, requisite resources, and experience with brand management, channel strategy, operations and more to fully capitalize on this potential, Cozy was seeking a solution and found one in Brand Growth Management.


HOW:

Partnering with the founder, Brand Growth Management set out to reposition the business in order to capitalize on the whitespace in the global market for kids haircare products.

Brand Growth Management led the re-development of all marketing and strategy; overseeing execution of all brand and business initiatives, recruited key talent, and implemented an outsourced operating structure to enable scale on an international basis. This included developing a strategic roadmap for SoCozy, and conducting a comprehensive brand, product, and business audit to create a positioning strategy that was required prior to initiating the planning and execution of the US re-launch.

Development of a multi-year strategic roadmap including budgets, financial models, marketing and distribution plans as well as investor documents including projections, investor deck, PPM and business plan to support financing activities.

Concurrent with the strategy and redevelopment work, the Brand Growth Management team assumed an operating role by providing day in day out leadership and execution across all business, marketing, sales and creative functions.


RESULTS:

The NEW SoCozy was launched in August of 2014 to much fanfare and media attention. The development of a strategic roadmap for the brand to communicate with investors, establish an effective brand messaging platform to prime sell in activity, create a contextual framework for promoting the brand to secure new distribution, create brand and marketplace awareness and demand amongst consumers, retailers, and the trade was a success and appealed to retailers, consumers, and investors. In addition, Brand Growth Management created a platform to operate and grow the business, and continues to provide strategic hands-on execution.