Hairstory had a problem most brands would envy: once someone tried New Wash, they were a customer for life. But a detergent-free cleansing cream needs explaining, and in an Ulta aisle there’s no hairdresser to do it. I built the brand story and pitch narrative that won the partnership, showing Ulta we’d bring them a new kind of shopper: someone looking for clean, sustainable ingredients and a real alternative to shampoo. Then I led the launch from shelf to screen. We designed the fixture with Ulta’s partner Outform and created everything else in-house. The shelf reads like a routine, from the new way to wash to styling, simplified, with the rebrand’s punctuation marks and color coding guiding shoppers from product to product and real customer reviews standing in for a stylist’s advice. Retail kits like the Air Dry Kit, sampling, NFC-tagged displays and the brand’s digital presence made trying it easy. The result is a brand that sells itself, even when no one’s there to sell it.