Client: Anonymized Beauty Brand
Services: Integrated marketing strategy, operational implementation, retail and DTC planning
Overview and Challenges:
A category-leading beauty brand engaged January Consulting to completely rebuild its internal marketing approach to unlock improved financial performance and accelerated growth. While the brand had strong retail distribution and growing DTC ambitions, siloed teams and inconsistent processes were holding back efficiency and impact. To realize its full potential, the company needed a marketing structure that better integrated social, creative, DTC, retail, and wholesale functions while also preparing for future expansion.
Goals:
- Establish integrated ways of working across brand, media, DTC, and retail functions
- Improve marketing-driven business outcomes, including DTC repeat purchases and retailer sales
- Support international brand campaign launches with scalable planning processes
- Onboard new marketing leaders without disrupting strategy momentum
Our Work:
January Consulting and January Digital partnered with the brand to deliver a fully reimagined marketing infrastructure:
- Defined a new internal team structure to support integrated marketing and growth
- Built a robust DTC and retail planning process that aligned brand and performance strategies
- Relaunched key categories with bold media strategies and coordinated retailer activations
- Conducted owned media audits and delivered strategic recommendations to improve repeat purchase performance
- Supported the onboarding of two key leaders while maintaining forward momentum on planning and execution
Results and Business Impact:
- Achieved double-digit YoY growth in category sales
- Drove double-digit growth in DTC repeat purchase rate
- Improved media investment through data-backed planning and cross-functional alignment
