A forced move from Réforme Beauty to Copini became a new growth chapter. Founder-led creative, separate acquisition and retention testing, and a rebuilt media strategy supported 890% revenue growth at 10× MER.
After its Power Lip product gained organic traction, the business had to move from Réforme Beauty to Copini following a trademark issue. New packaging, a new domain and a new identity created the challenge of reconnecting an existing community while acquiring customers who had never known the original brand.
Scale built the relaunch around assets that retained their value through the name change: founder Casey James, the audience’s trust and a proven product. A new creative testing framework and rebuilt media strategy connected those strengths to paid acquisition.
Casey’s voice and product knowledge became the foundation for creative that introduced the new identity and re-engaged the existing community.
Hooks, angles and formats were tested to understand what converted new audiences and what brought previous customers back under the Copini name.
Account structure, audiences and budget allocation were rebuilt across the funnel, with structured creative iteration guiding the next round of decisions.
Copini recorded 890% revenue growth and a 10× marketing efficiency ratio. The published case study also describes an expanding product range and shipping to Australia, the US, New Zealand and the UAE. The relaunch became a larger growth chapter for the business rather than simply a transition between brand names.
Different brands. More ways to grow.
BeautyRevenue growth with higher profitability
Baby & kidsYear-on-year growth in peak periods
Bedding & sleepGrowth since joining Scale
