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Rachel Roberts Mattox

UZIMA

case study

Case Study

With a powerful founder story and a vision to revolutionize scalp and strand care for textured hair, UZIMA needed a strategic foundation to stand out in a saturated, often monolithic market. Founder Leona Dondi turned to Rachel Roberts Mattox and her team to build a Brand Strategy, Brand DNA and Go To Market plan that would honor her Kenyan roots, highlight her biotech innovation, and position UZIMA as a category-defining force in prestige textured haircare.

Industry
  • Haircare
    • Services
    • Brand Strategy
    • Brand DNA
    • Go To Market Strategy
    • Marketing Advisory
    case study

    Process

    Rachel led with the founder’s why, shaping a narrative and brand identity that celebrated multidimensionality in hair, heritage, and humanity. She crafted a differentiated UVP, deeply rooted in ingredient innovation, clinical validation and cultural understanding. Armed with competitive landscape analysis, customer insight, and story-driven articulation of the UZIMA ethos, Rachel developed the core Brand DNA and a multi-phase Go To Market Strategy.

    The GTM plan included a dynamic pre-launch campaign to build community and email capture, followed by an omni-channel launch roadmap designed to elevate awareness, drive conversion, and lay the foundation for growth. Email flows, organic and paid social strategy, influencer engagement, and evergreen campaigns were strategically mapped to ensure clarity and continuity.

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    Results

    Pre-Launch
    • Positioned UZIMA as a prestige innovator in scalp + textured haircare through clear, resonant storytelling
    • Built a team of industry leaders in retail performance marketing
    Launch
    • Successful DTC debut featuring organic and paid social, influencer outreach, and editorial storytelling
    • Landed retail partnerships with Moda Operandi and Beauty Heroes
    • Winner of 2023 Beauty Matter NEXT Grant Program
    • Featured in Allure, Real Simple, Essence, Well + Good, Beauty Independent, Business of the Beat, Naturally Beautiful, Afrotech, and Prevention

    A Few nice words

    “Rachel is a stunning colleague and partner. As a dedicated solo-preneur and an outsider to the beauty industry, I really had no clue about how to successfully launch a beauty brand, but with Rachel, this was the easy part! With an extensive knowledge base and a refreshingly unique, customer-centric approach, Rachel possesses an unparalleled ability to refine our brand's secret sauce. UZIMA is eternally grateful for her unwavering support in realizing our vision and her steadfast conviction in our brand's purpose. Collaborating with Rachel is not just a recommendation, but an absolute necessity for anyone seeking a truly remarkable product, an extraordinary launch, and an unforgettable story.”

    - Leona Dondi, Founder, UZIMA

    testimonial