Brand as a growth engine
Turning natural haircare from category-safe to culturally relevant, and unlocking national scale.
The Challenge: California Naturals had the product and retail foundation. What it needed was a unifying idea strong enough to move culture, differentiate, and drive growth.
The Insight: Natural haircare was credible but culturally invisible. “Clean” had come to mean beige, herbal, safe — and easy to ignore — while consumers were craving performance, personality, and energy.
Natural didn’t have to feel like a tradeoff. It could be effective, fun, affordable, and culturally alive — something that felt good in every sense.
The Strategic Decision: Make natural impossible to ignore.
“It’s All Good” was built on the belief that the power wasn’t in one hero claim, but in the combination. Good ingredients. Good performance. Good energy. Good experience. Good to the planet. No tradeoffs.
“It’s All Good” became more than a tagline. It became the growth platform. Every expression of the brand, from Owen Wilson to experiential stunts to OOH to ambassadors, reinforced the same idea.
We built a brand people cared about and a business that moved at the same time.
It’s All Good Video Launch
You know those shower ideas that hit like genius? Yeah, we ran with that.
With a little help from our Chief Shampoo Officer, Owen Wilson, we launched our brand to the world in a way that felt like us - fun, quirky, a little offbeat -- and definitely not your typical shampoo ad.
✨ IT'S 𝐴𝐿𝐿 GOOD. ✨
A Rolling Reminder
Of course our Chief Shampoo Officer, Owen Wilson, ended up on a truck. Full rom-com energy. Because natural hair and body care has been boxed into herbal, earthy, beige. Clean, sure. But not exactly a feeling.
So we did it differently. We recruited four community members as our official Clean Team, casually washed down an entire truck with our shampoo and body wash, and turned the whole thing into a cinematic moment.
Because clean can be playful. Natural can be weird. And beige was never the plan. Also, serving full 𝑆𝑒𝑥 𝑎𝑛𝑑 𝑡𝘩𝑒 𝐶𝑖𝑡𝑦 energy. If you know, you know.
Results
• TBD