Virtue

The beauty industry is an already competitive market undergoing massive growth. However, in the hair care space, the model for distribution has remained relatively traditional. Virtue aimed to disrupt that model by bringing a fresh, direct-to-consumer approach to their sales model, but needed a highly targeted strategy to communicate their point of differentiation—a powerful but somewhat complicated science story. With a premium price point, they needed to prove the value of their products, which lives at the intersection of results and a sophistication comparable to other luxury beauty brands.