Turning a Trimmer into a Beauty Brand
From a blank piece of paper to a $475 Million acquisition.
The Challenge
Flawless was a hair removal device in a crowded market. It had a good product. What it lacked was a brand that set it apart from the rest.
The goal was to build something a major multinational would want to own. That meant transforming a gadget into a beauty brand.
Stanley’s Insight
A gadget gets bought once.
A beauty brand gets bought into.
To command a premium acquisition price, Flawless needed to live inside a woman's beauty ritual.
This was the framing behind every creative decision.
The Work
We revived a Grimm Fairytale to position Flawless as part of a timeless beauty ritual.
Flawless wasn’t just the name of a gadget, it was a beauty companion, something you pass on to others.
The Ferris Reel produced creative opened the doors at Ulta, mass merchandisers, and ultimately to the brand’s acquisition.
The Results
0 → $475M < 5 Years
The Flawless Brand was acquired by Church & Dwight 5 years after it was created, for nearly a half billion dollars.
Get Growing.
