START-UP TO STARDOM

The Beginning

POP! Natural was a small, up-and-coming bath care brand. POP! made the world’s best bath bombs from the finest ingredients, and they were developing a cult-like following because of it. But big-box brands dominated the media and consumer’s expectations of where to get a quality bath bomb. Sales began to plateau, and new doors were not opening.

Project Type

PR + Brand Strategy

Sectors

Consumer Services, Personal Care Products

Skills

Brand Strategy, Product Strategy & Creation, Launch, Tier 1 International Media

POP! ‘s founder retained Volume PR to rebrand and relaunch the company. Using behavioral and cognitive science-supported strategies, Volume reengineered the brand package and promise and took leadership through a consumer behavior-based Product Creation Challenge to expand the product line. Then they created a marketing and PR strategy dialed in to achieve maximum impact on consumer sales and wholesale relationships and launched the new brand planning for measurable success. But just how measurable?

The
Strategy

The
Results

The new brand did the entire years' worth of sales in the first three days.

"POP! Natural" became "Hotsy Totsy Haus" with the tagline "Unapologetically Extra" to showcase their unflinching standards from the first touch.

All brand assets shifted from a playful tone to a unique experience and ingredient combination presentation. The result made the brand's difference immediately tangible for media and customers.

The new product created from Volume's Leadership Challenge produced a product so powerful it was the launch centerpiece, appearing in the "Everyone Wins" Unofficial Oscars Swag Bag.

The media went wild, and Hotsy Totsy Haus was suddenly featured in hundreds of top-tier press around the world: Forbes, TODAY, Good Morning America, Food & Wine, New York Times, Cosmopolitan, USA Today, Daily Mail, US Weekly, Vanity Fair, Vogue Paris, E! News, Business Insider, Entertainment Tonight, Robb Report, Tamron Hall, Reuters, and hundreds of others.

The media didn't just cover it - they nearly all selected it as their favorite item, placing it in the headlines and featured photos of 100's of articles.

A year later, the Grammy's Swag Bag and the Unofficial Oscars Swag Bag once again included custom products from the brand resulting in additional waves of hundreds of millions more media impressions worldwide.

The Story

“POP! Natural” became “Hotsy Totsy Haus” with the tagline “Unapologetically Extra” to showcase their unflinching standards from the first touch.

Volume led the leadership team through a “Product Creation Challenge” based on new consumer behavior data provided by the Volume PR team. The goal was to create a product that embodied the fullest form of the new tagline, “Unapologetically Extra.” The Royal Crown Chakra Bath Bomb 24-karat Gold Full Moon Charged Amethyst with Organic Hyaluronic Acid Bath Bomb was the result. The “Royal Chakra” for short. No longer a bath bomb but a “bath experience”, the Royal Chakra lets you:

The Royal Chakra was the star of the show, with feature photos in nearly every resulting media article and TV interview around the world. The media went wild for the Hotsy Totsy Haus bath bomb with appearances in hundreds of top-tier media around the world: Forbes, TODAY, Good Morning America, Food & Wine, New York Times, Cosmopolitan, USA Today, Daily Mail, US Weekly, Vanity Fair, Vogue Paris, E! News, Business Insider, Entertainment Tonight, Robb Report, Tamron Hall, Reuters, and hundreds of others.

And the media didn’t just cover it – they nearly all selected it as their favorite item from the bag. The product created by the relaunch campaign commanded the headlines, was featured in on-air specials, was given as gifts to studio audiences of daytime talk shows, and was praised as the most luxury bath experience on the planet by media from the US to the UK to France.

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A year later and the relaunch benefits are still rolling in. The Grammy’s Swag Bag and the Unofficial Oscars Swag included custom Hotsy Totsy Haus products the following year showing the world more of their beautiful products, from bath bombs to milk baths to whipped fluff sugar scrub. And waves of hundreds of millions more media impressions worldwide.

Public Relations is about relationships with the public, and a powerful form of those relationships is Corporate Partnerships. Because of her remarkably powerful story and all she has overcome as a deaf single mother, Johnson & Johnson included Hotsy Totsy Haus’ founder in their Women’s Leadership & Inclusion event, WLI Elevate.