The Partnership

Luster’s Pink is a legacy Black-owned haircare brand with a strong history in the black community. However, in an increasingly competitive haircare market, the brand needed to reclaim its position at the forefront of consumers’ minds and remind audiences why it has remained a trusted name for generations.

The Challenge

As newer brands entered the market, Luster’s Pink was no longer receiving the same level of digital visibility and engagement it once had. The goal was to restore brand relevance, increase awareness across modern social platforms, and drive organic sales growth.

The Strategy

We developed a brand-focused omni-channel organic growth strategy rooted in legacy, familiarity, and cultural relevance.

Our approach included:

• Daily content across Instagram, TikTok, YouTube, Pinterest, and Facebook
• Storytelling that highlighted the brand’s heritage and trusted reputation
• Platform-native content designed to maximise reach and engagement
• Community-driven content to rebuild loyalty and brand presence

By combining content volume with strategic storytelling, we positioned Luster’s Pink back into everyday haircare conversations.

The Results

• Over 30 million organic views and over 40k followers across multiple platforms within 6 months.
• Significant community growth across all channels
• Increased brand visibility and renewed relevance
• Measurable increase in organic sales

Luster’s Pink has successfully re-established itself as a go-to haircare brand for modern consumers.