We took on a product that failed U.S testing, and turned it into a profitable campaign in Latin America and Asia.

The True Ceramic Pro campaign did not work in the US market because of quality and manufacturing issues when it first launched. We were not deterred by its failed US launch when we decided to take on the project. We used our strong relationship with the manufacturer to manage consumer confidence in the markets we had control of, while staying ahead of and correcting quality control issues. Unfortunately, our US partners were not able to do this.

By working directly with the manufacturer, we were able to communicate and strategically plan campaign messaging to avoid losing clientele- we handled all QC issues with the factory, and we did not lose step with growing international sales. Specifically, in Latin America, were we controlled sales solely.

We did video localization for Latin America, as well as for Japan and other Asian markets. Japan took a year and a half of customization because Japan has many compliance requirements for market. Japan’s opening order after our successful test was $1 million.

True Ceramic Pro became the longest selling hair straightener, with a long form infomercial, in Latin America using international cable media.