Armed with data about how people shop in stores, deodorant brand Curie is overhauling its brand.
Seven-year-old Curie makes natural deodorant products formulated for active lifestyles. The brand’s refresh includes its packaging, direct-to-consumer website, logo, and messaging. While Curie began as a DTC brand, the rebrand is heavily based on insights from 4,300 Walmart stores, where Curie began selling its products in 2023, founder and CEO Sarah Moret told ADWEEK.
Curie worked with branding agency Gander on the rebrand. Until now, Curie’s branding had been handled by Moret herself and freelance designers, she said. Curie was also featured on an episode of Shark Tank in 2022, where Moret successfully raised $300,000 from celebrity investors Barbara Corcoran and Mark Cuban in exchange for 10% equity and 4% advisory fees.
The rebrand was inspired by Moret seeing how Curie’s products appeared in Walmart stores.
“I realized that our branding, our packaging wasn’t working hard enough for us,” Moret said. “When you have a website, you have a full webpage to tell your story and get the customer excited about your brand and your product. In retail, you have two seconds to catch that attention of the busy shopper.”
However, the retention rate of Walmart shoppers is high. Within the deodorant category, Curie ranks within the top five products for repeat purchases. Curie’s digital penetration—a stat that measures the share of dollars consumers spend—increased 77% year-over-year with Walmart.
Targeting value-focused shoppers
While the Walmart shopper is looking for premium products, they are also looking for value, Moret said.
Curie’s new packaging swaps sticker labels for screen-printed labels. Previously, its packaging featured neutral, soft tones; now, bright colors like red, blue, and orange match their scents of Cherry Woods, Coconut Nectar, and Orange Neroli. The names of the scents are now more prominent.
