The Company
Church & Dwight, a $4B company known for Arm & Hammer products, acquired Finishing Touch Flawless in 2021 as part of their expanding portfolio of Health & Beauty brands.
Increasing team capacity via 3-year plan development
The Challenge
Flawless was known to older women for hair removal – but needed to appeal to a younger, multi-cultural audience via expanded product portfolio & marketing. The new team was struggling to complete 2022 strategic planning due to workload.
The Actions
Immediate immersion in all strategy work completed in 2021: brand, product, & distribution
Developed 3-year brand plan via brand team interviews, meetings and feedback
Advised brand manager on best digital marketing practices for CPG to expand reach
The Results
Within 2 months, delivered full 3-year brand plan with strategic approach, tactical recommendations and revenue projections
Worked with team to develop a ‘premium’ line recommendation to expand portfolio and allow for broader distribution
Impressed brand manager, who extended contract to have MLC remain in a marketing advisory role once project was completed.
Recommended new additions to marketing team to fill gaps, which were successfully hired
The Feedback
“You are a gem…we were so fortunate to have your support when we needed it most! I am confident we will tap into your many talents again!”
— Stacey Ramstedt, VP, Specialty Hair Care
“It was SO great working with you. THANK YOU for all your help, recommendations, and advice. I’ve learned so much.”
— Carissa Hetrick, Head of Flawless Beauty
“Thanks for all your help! As always, you provide such great perspective and challenge in a good way! ”
— Lori Mannion, Assoc. Director, Flawless Beauty