A hand holding a spray bottle labeled Curl Refresh Mist with a misting action visible. The bottle is transparent with a light amber liquid inside. The background features green leaves and a neutral, textured backdrop.

Social Media Marketing 

Bringing a Celebrity Haircare Brand to Market—Fast, Loud, and Loved

Project Details

The Challenge

4U by Tia is a clean, effective haircare line created by actress and entrepreneur Tia Mowry, formulated specifically for curly, coily, and textured hair. The brand launched DTC and in partnership with Walmart nationwide. GRIT Studio was brought on to lead the brand launch, oversee full-service social media management, and drive influencer strategy from pre-launch to post-launch momentum.

  • Successfully bring a new celebrity brand to market in a highly saturated haircare category

  • Gain immediate market share and awareness—fast

  • Build a passionate community and convert followers into superfans

  • Sustain long-term momentum post-launch

The Solution

Strategic Foundation:

  • Conducted in-depth market research to build positioning, audience personas, and competitive differentiation

  • Set clear success metrics across brand awareness, engagement, and sales

  • Crafted a cross-channel brand launch strategy spanning Instagram, TikTok, paid media, influencer marketing, and Facebook Groups

Launch Strategy:

  • Soft Launch & Teasers: Created buzz and anticipation

  • Big Reveal: Coordinated campaign rollout across all channels

  • Post-Launch Cadence: Maintained excitement with dynamic, trend-led content and community building

Content Strategy:

  • Balanced brand storytelling, product education, wellness, and community content

  • Built separate strategies for B2C and influencer-driven B2B appeal

  • Leveraged an agile, test-and-learn approach—quickly optimizing based on performance

Audience & Talent Targeting:

  • Began with Tia’s personal audience, then expanded to broader persona groups

  • Developed an inclusive, community-first voice reflective of textured hair audiences

  • Integrated celebrity content across both Tia’s and 4U’s channels to maximize organic reach

The Results

Instagram:

  • 23.8K followers in the first 4 weeks, doubling within 5 months

  • 1.77M total impressions

  • 1.59M video views

  • 8.19% engagement rate vs. industry avg of 0.4%

  • 50.48% market share vs competitor average under 20%

TikTok:

  • 1,826 followers in first 4 weeks, 6x within 5 months

  • Entertainment Score: 8–9, far surpassing the beauty brand benchmark of 5

Other Highlights:

  • 15,000+ website sessions in the first 4 weeks—driven by organic social alone

  • Surpassed all competitors in net-new follower growth, holding over 50% share

  • Placed #4 in competitive category rankings for engagement (8.2% vs industry avg of <0.5%)

Through bold strategy, smart creative, and a fan-first mindset, GRIT helped launch 4U by Tia with breakthrough impact. The brand not only captured attention—it claimed a dominant space in the textured haircare conversation from day one.

A woman with curly hair poses confidently, wearing a yellow blouse, large hoop earrings, and bracelets. She smiles softly, exuding a warm, relaxed vibe.
Four 4U By Tia shampoo and conditioner bottles with white caps are arranged stylishly. Colors include green, pale green, beige, and peach, conveying a fresh, clean feel.
A joyful woman with curly hair smiles brightly, looking upward. Her glowing skin and gleaming teeth convey happiness. She wears a delicate gold necklace.
A person in a bright yellow outfit holds several colorful skincare bottles close to their chest. The scene conveys elegance and self-care.
A hand holding a spray bottle labeled Curl Refresh Mist with a misting action visible. The bottle is transparent with a light amber liquid inside. The background features green leaves and a neutral, textured backdrop.

Ready To Elevate Your Brand?

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