The Problem

Beauty and cosmetic launch campaigns are known for their high-energy, star-studded events — but what happens when you need to introduce a brand in the midst of a global pandemic? That was the challenge when Proudest Pony, an independent hair salon-turned-haircare brand, approached Good Kids to launch their salon-quality vegan shampoos and conditioning bars during a time when in-person experiences were impossible.

The goal was clear: build a bold, on-brand digital campaign that generated buzz, connected with consumers, and drove sales — all without traditional launch events.

The Solution

Good Kids developed a multi-faceted strategy that combined stunning creative direction, strategic targeting, and high-impact digital marketing to bring Proudest Pony’s brand to life.

We started by crafting a vibrant, ownable color palette that reflected the brand’s personality and clean beauty ethos. Our producers collaborated with top Toronto talent to create e-commerce, editorial, and lifestyle photography that captured the premium, salon-quality feel of the products.

Beyond visuals, our design team built a custom website, ensuring a seamless and engaging experience across desktop, mobile, and tablet. Meanwhile, our copywriters crafted compelling messaging that highlighted Proudest Pony’s core differentiators — 100% vegan, plastic-free packaging, and proudly made in Canada.

To maximize reach and conversions, we executed a highly targeted digital strategy, including:

• Email & SMS campaigns designed to drive purchase intent

• Buyer persona development & lookalike audiences to identify high-converting customers

• Media spend optimization to ensure the right people saw the right message at the right time

Our PR team further amplified the launch, securing coverage in national publications and television, while our social media strategy built brand momentum and engagement leading up to the release.

The result? Total product sellout across four product lines within the first month. Proudest Pony trusted Good Kids to shape their brand identity and execute a flawless launch — and together, we proved that even in the most challenging times, a smart, strategic approach wins.