US-based natural deodorant brand Curie underwent a complete rebrand following its launch in 4,300 Walmart stores, driven by insights into offline consumer behavior. Founder Sarah Moret told Adweek that the previous packaging and positioning failed to work in retail environments, where brands have just two seconds to capture attention—compared to an entire webpage available online.
Curie launched seven years ago as a DTC project with sales through its own website. In 2022, the brand secured $300 thousand in investment from Barbara Corcoran and Mark Cuban on the TV show Shark Tank, giving up 10% equity and 4% in advisory payments. In 2023, the products rolled out to Walmart, requiring a complete overhaul of its visual and strategic positioning.
From pastels to bold packaging for mass retail
The rebrand was executed by agency Gander—previously, Moret handled design in-house with freelance support. The most significant change involved packaging: the brand moved from neutral, muted-tone labels to screen-printed bold colors—red, blue, orange—for each scent (Cherry Woods, Coconut Nectar, Orange Neroli). Fragrance names are now prominently featured, and the sticks received a domed cap instead of a flat one to emphasize premium positioning.
The packaging introduced a new symbol, The Strider—a stylized image of a moving body that simultaneously evokes a rising sun. Gander's creative director Mike McVicar explained that the movement is intentionally abstract: it can be read as running, yoga, or any other activity. The icon is embossed on product caps.
«Retail demands clarity. Trying to be everything to everyone means you become nothing. We didn't want to look soft—we needed a bold and confident image»
Shifting focus from natural ingredients to movement and performance
Curie changed not only its visual identity but also its messaging strategy. Previously, communications emphasized natural ingredients; now the focus is on active lifestyle and performance. Moret is a marathon runner, and this background informed the new positioning. The brand secured its first sports partnership with women's soccer club San Diego Wave from the National Women's Soccer League and is launching its own running club in San Diego this fall.
According to Moret, Walmart shoppers seek premium products while remaining price-conscious. Despite the chain's scale, Curie maintains strong customer retention: the brand ranks in the top five for repeat purchases in the deodorant category. Digital sales share through Walmart grew 77% year-over-year.
What this means for the Russian market and brands
The Curie case demonstrates that transitioning from online to offline requires a radical rethinking of visual identity and messaging. Online marketplaces rely on detailed descriptions and reviews; in retail, decisions are made in seconds—and packaging becomes the primary medium. Russian brands expanding from marketplaces into national retail chains face the same challenges: eye-catching shelf presence, clear differentiation, and immediate recognition of product benefits are essential.
For brands developing online sales alongside offline presence, communication consistency across all channels is critical. The media plan for influencer integrations must drive package recognition and unified positioning—otherwise, reach and CPM won't convert into shelf sales. Strategic media buying and selecting influencers whose audiences overlap with the target retail customer help synchronize online activity with offline results. If a brand plans retail expansion, ETC's team builds an influencer strategy with KPI forecasts for each channel and content formats that amplify packaging effectiveness at the point of sale.
Frequently asked questions
Why rebrand when entering retail networks
When launching in retail networks, a brand needs packaging that captures attention in 2–3 seconds—unlike online marketplaces where customers have text, reviews, and time to explore. Rebranding helps adapt visual and messaging strategy to offline conditions, where shelf competition is intense.
What data should guide rebranding when transitioning to offline
Rebranding should be informed by data on shopper behavior within the specific network: repeat purchase rates, category share, decision speed, and audience demographics. Curie used statistics from 4,300 Walmart stores to understand that pastel packaging got lost against competitors and required a bold replacement.
How does influencer marketing help brands entering offline retail
Influencer integrations build package and positioning recognition before consumers encounter the product on shelves—reducing in-store decision time. Strategic influencer selection and media planning synchronize online reach with offline sales, converting impressions into retail conversions.
In brief
- Curie underwent a rebrand following its launch in 4,300 Walmart stores, driven by offline consumer behavior data
- Packaging shifted from pastels to bold colors (red, blue, orange), with fragrance names prominently displayed
- Positioning moved from ingredient naturalness to active lifestyle and performance
- Curie ranks top 5 for repeat purchases in Walmart's deodorant category, with digital sales share growing 77% year-over-year
- The brand secured its first sports partnership with a women's soccer club and is launching its own running club
- Transitioning from online to offline requires radical rethinking of visual identity: retail shoppers have two seconds versus an entire webpage online
- Influencer strategy must drive package recognition and positioning consistency across all channels—from content creators to retail shelves
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
