Combe is a 70+ year old family-held company based in White Plains, NY. Lectric Shave is an acquired brand in the Combe portfolio, and was in need of a complete re-look to develop a path to growth.

• Completed thorough user research to determine product and brand strengths, vulnerabilities and opportunities for growth.
• Conducted product efficacy study to determine its ability to truly help deliver a closer shave.
• Updated packaging to sharpen appearance.
• Built pipeline of brand news including enhanced claims such as “57% closer shave”, prevention of razor burn, delivery of smoother skin and the addition of green tea to soothe and calm skin.
• Built the brand nearly 70% over the 5-year strategic plan horizon.

Established comprehensive strategic plan for the Bag Balm skin care business to dramatically grow the franchise that included the institution of new strategies for distribution and selling, pricing and assortment, manufacturing and sourcing, innovation and marketing engagement.

• Operational upgrades to a direct retail selling model.
• Manufacturing consolidation to maximize efficiency and flexibility.
• Regulatory infrastructure upgrade to help drive a cosmetic and OTC innovation pipeline.
• Brand positioning development to improve consumer engagement.
• Doubled the Bag Balm business behind a brand resurrection plan that included substantial distribution growth, upgraded consumer communications and an aggressive new product launch agenda, including Bag Balm products that can be used out of home and in different dayparts.
• Bag Balm brand consumer exposure broadened considerably via the addition of 50K+ new store outlets and Amazon, multiple location merchandising in key national retailers and a 10X growth in social media followers to over 200K points-of-contact in just 3 years.
• Generated consumer takeaway growth of +41%, accomplished with a media budget of less than $200K, reversing consumer trend that was -12%.
• Increased company valuation +50%.