ABOUT

Brief
Tayloani came to BRIKMAN not as a brand launching something new, but as one trying to get unstuck. They had an innovative product with real benefits: the Thermocap, a microwavable heat cap that activates a restorative hair masque. But in a saturated beauty space filled with overused promises, the brand was going unnoticed, misunderstood, and unmemorable.

We were tasked with giving Tayloani a clear strategy, compelling voice, and reason to be remembered.

Problem
Tayloani was swallowed by the crowd. Their product didn’t fit the beauty norm, and instead of leaning into its uniqueness, the brand was trying to play it safe. The result:

No intrigue.
No differentiation.
No consumer understanding.

At the heart of the confusion? The microwave. Tayloani required customers to heat the Thermocap — a foreign ritual in beauty, and one they were avoiding in their marketing.

Concept
We didn’t work around the microwave, we made it the star.

If no one in haircare uses a microwave, then that’s exactly what makes Tayloani stand out. We repositioned the product as a system: masque + heat, and reframed the microwave from a blocker into a signature moment.

At the center of it all was one rhythmic, memorable idea:
Restore. Activate. Repeat.

This simple phrase transformed everything, from the product journey to the brand’s voice. It gave structure to the ritual, clarity to the messaging, and ownership over what once felt like friction.

Execution
Strategic Reset
Reframed Tayloani from “confusing product” to “breakthrough hair system.”
Built a brand model inspired by Nespresso: one-time hardware, ongoing refills.
Defined archetypes: 70% Magician (transformation), 30% Innocent (trust & safety).

Creative Platform
Tagline: Restore. Activate. Repeat.
Teaser Campaign: A pink microwave in a white studio. A woman enters, inserts the Thermocap, and closes the door. Text reads:
“The future of haircare is heating up.”
#RestoreActivateRepeat

Launch Video: Step-by-step walkthrough of the treatment process, from masque to heat to regrowth. Clear visuals, strong voiceover, and rhythmic pacing.

Retention Layer: Email and paid remarketing strategy focused on refill purchases and continued education.

Results
886,791 unique reach
2,080,596 video views
34,007 clicks to website
+17,700% increase in traffic (vs. previous period)
32,547 sessions during campaign window
over 500 new clients

with just
$9,000 total ad spend