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Scunci

putting the ü in "ü got this"

CHALLENGE

Conair Corporation came to Finch Brands with the need to define and differentiate its hair accessories brand, Scünci. A leader in the space, the brand was experiencing flat growth and had no real emotional connection with the youthful, active woman it covets. Finch Brands set out to evaluate the hair accessories category and set forth a strategic and creative plan to activate Scünci’s full potential.

SOLUTION

Finch Brands combined traditional and leading edge research methodologies assess current category consumers and identify emerging segments. From the research emerged the core idea that Scünci stands for – confidence. Whether she wants to blend in, or stand out, on the go, day to night, Scünci has her covered. From this idea, we created the tagline/brand statement Ü Got This. Encapsulating confidence and with the unique branded Ü, this tagline heralded a change in the brand’s marketing strategy. Downstream manifestations of the brand strategy included new packaging, advertising, display design, video production, and much more.

RESULTS

Scünci has leveraged its new brand strategy to create deeper relationships with consumers and with key accounts such as Walmart and Target. This included the ‘Everyday & Active’ line that came from the insight that female confidence is often forged (and she needs accessories most) within active pursuits. Since the rebrand, Scünci has experienced a CAGR of over 10%.

Finch Brands, 325 Chestnut St Suite 1313, Philadelphia, PA, 19106, Phone: 215.413.2686
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