Rebranding Curie: Sarah Moret, Founder, Curie
In this episode of There Is No Alternative, Tina Bou-Saba, founder of CXT Investments, sits down with Sarah Moret, founder and CEO of Curie, to talk about rebranding a seven-year-old personal care company that sells on Amazon, direct-to-consumer, and in 4,300 Walmart doors.
Sarah started Curie with $12,000 of her own savings and designed the original packaging herself. Seven years later, walking the aisles at Walmart, she realized the brand that had worked beautifully online was not working hard enough on a physical shelf. This episode is a candid, tactical walk through what a real brand refresh actually involves, the ten-month timeline, the agency decision, the buyer conversation she was dreading, and the thousand small things nobody warns you about.
In This Episode:
Why Sarah realized her packaging was not working hard enough after two years of walking Walmart aisles
Why Curie 1.0 was trying to say too much, and how she narrowed the brand down to strength and performance
Why she deliberately hired a food and beverage agency instead of a beauty agency
The ten-month timeline and everything she did not anticipate, from subscription pages to archiving years of social posts
The manufacturing change from top fill to bottom fill, and why it upgraded the entire product experience
What is next for Curie, including new products
Chapters:
[01:54] The Aha Moment: Our Insides Did Not Match Our Outsides
[03:35] Curie 1.0 Was Trying to Say Too Much
[05:41] Why She Chose a Food Agency Over a Beauty Agency
[07:35] What Nobody Tells You About a Brand Refresh
[08:46] The Walmart Buyer Who Saw the Vision First
[11:10] Why She Did Not Raise Prices
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🎙 There Is No Alternative: Lessons in Entrepreneurial Leadership with Tina Bou-Saba