Copini Hit 890% Growth With a 10x MER.

A viral beauty brand forced to kill its own name, rebrand from scratch, and relaunch into a market that had already moved on. Here's how we turned what should have been a death sentence into the biggest growth chapter of the business.

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890%

Revenue growth

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10x

Marketing efficiency ratio

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Relaunch

Full rebrand to scaled acquisition

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The Brand

A Viral Product. A 300K Following. And a Name They Were About to Lose.

Casey James is an Australian model and creator with nearly 300,000 followers. She shared a lip contouring technique with her co-founder Carla McGraw, a product developer with deep beauty industry experience. Carla saw the gap immediately. The technique worked. No product on the market made it easy. So they built one.

The Power Lip went viral. The community was rabid. The product sold before they could stock it. Under their original brand name, Réforme Beauty, they had built something real. A hero product. A loyal following. Genuine organic pull.

Then trademark issues forced them to kill the name entirely.

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The Challenge

Try Telling 300,000 People to Forget What They Knew You As.

A forced rebrand is one of the most brutal things that can happen to a consumer brand. You lose your name. You lose your SEO. You lose your brand search volume. You lose the muscle memory that made someone type your old name into Google at 11pm because they saw a video and had to have it.

New packaging. New brand assets. New domain. New everything. All while trying not to confuse the community that got you here, and trying not to lose the organic momentum that was already starting to fade because you can't exactly run content for a brand that doesn't exist yet.

Copini wasn't starting from zero. It was starting from something harder than zero. It was starting from a reset. With all the cost, all the confusion, and none of the clean-slate energy of a true launch.

Most brands don't survive this. The ones that do usually come out smaller on the other side.

They didn't just need a rebrand. They needed to relaunch an entire business from scratch and come out bigger than they went in. That was the brief.

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What We Built

A Relaunch Strategy That Treated the Rebrand as a Weapon, Not a Wound.

Most teams would have played this safe. Soft launch. Quiet transition. Hope nobody notices. Pray the old customers come back.

We did the opposite. We treated the Copini relaunch as a full-scale brand launch with every advantage of the Réforme era baked in. Casey's face. Her voice. Her audience's trust. The product that already converted. None of that was lost. It just needed to be repackaged into a paid system that could scale it harder than organic ever could.

We built the creative strategy around Casey as the founder and front-of-brand. Not generic UGC. Not stock creative with text overlays. The actual person the community already trusted, positioned inside a creative testing framework designed to find the hooks, angles, and formats that convert cold traffic into buyers.

High-volume creative testing. Structured iteration. A briefing process that gets smarter every round because it's built on data, not vibes. We figured out which parts of the Copini story drove acquisition vs. retention. Which content formats converted cold audiences who had never heard the old name. Which hooks re-engaged the Réforme community under the new identity.

The media strategy was built from scratch. Account structure. Audience architecture. Budget allocation across the funnel. Every dollar mapped to a purpose. Nothing left to chance during a transition where there was zero room for waste.

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The Results

890% Growth. 10x MER. Bigger Than They Ever Were Under the Old Name.

Read that again. They didn't just survive the rebrand. They came out the other side nearly ten times the size they were before it.

A 10x MER means for every dollar Copini spent on marketing, ten came back. That's not a blitz-scaled, margin-destroying land grab. That's profitable, sustainable, compounding growth. The kind that funds new hires, new product development, and international expansion without burning the business down to pay for it.

Copini is now shipping to Australia, the US, New Zealand, and the UAE. The product range is expanding. The community didn't just survive the name change. It grew. And the paid engine underneath keeps compounding because the system was built to learn, not just spend.

The rebrand that should have killed momentum became the moment that unlocked the next level of it.

The brands that win aren't the ones with the cleanest runway. They're the ones who build the right system when everything around them is on fire.

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Why This Matters For You

You Don't Need Perfect Conditions. You Need the Right System.

Copini's story is extreme. Most brands won't face a forced rebrand. But every brand at scale faces some version of the same problem. Organic momentum fading. A founder's audience that hasn't been converted into a paid acquisition asset. A creative process that's reactive instead of compounding. A media strategy that's spending money without a system underneath to make every dollar smarter than the last.

The brands that break through their ceiling aren't the ones waiting for the perfect moment. They're the ones who build the infrastructure while the window is still open.

If your product converts, your brand has equity, and you know the ceiling is higher than where you're sitting right now, the only question is how long you're willing to wait before you build the system that gets you there.