Urban Hydration has established itself as a formidable presence in the beauty industry with their signature aloe vera skincare line reaching an impressive 30,000+ retail stores nationwide. This family-owned business, based in Plano, Texas, has built a legacy brand that resonates with consumers across all skin types and tones. Their trajectory of success includes high-profile collaborations with the Whitney Houston movie and being featured in Macy's 15 Percent Pledge initiative supporting underserved founders—achievements that have positioned them among an elite group of beauty brands breaking traditional industry barriers.
Despite their widespread retail success, founder Psyche Terry recognized two critical opportunities for growth: developing her personal brand as an industry thought leader and maximizing exposure for their aloe vera skincare line's major launch in Walmart stores. She approached Ambiance Media Group with these specific objectives, seeking strategic guidance to elevate both her personal profile and the brand's retail expansion.
Our partnership delivered beyond initial expectations. We provided Urban Hydration with a comprehensive strategy for establishing Psyche as a recognized thought leader while simultaneously securing strategic media placements for their Walmart launch. Our involvement extended to creative direction for the Walmart product photoshoot and the innovative algae collection campaign in collaboration with Marvel Studios—transforming what began as a dual-objective engagement into a multi-faceted brand elevation initiative.
The challenge: Urban Hydration and Psyche Terry faced several key challenges that required strategic intervention. Despite the brand's retail success, Psyche's personal visibility as the innovative founder behind Urban Hydration remained limited, creating a missed opportunity for brand differentiation in a crowded market segment. Without a clear personal brand strategy, her unique entrepreneurial journey and expertise remained underutilized assets.
The upcoming Walmart launch represented a pivotal expansion opportunity, but without proper media strategy and visual presentation, even major retail placements can fail to generate appropriate momentum and consumer awareness.
The innovative algae collection and Marvel Studios collaboration needed a creative approach that would honor both the scientific skincare benefits and the cultural significance of the partnership—a delicate balance of product efficacy and entertainment tie-in.
We conducted a thorough assessment of Psyche's expertise, values, and unique perspectives to identify the most authentic and impactful positioning for her personal brand. Through this process, we developed four to five distinct content pillars that would establish her authority in the beauty and entrepreneurship spaces.
These pillars were strategically selected to highlight her unique journey as a family business owner and product innovator while addressing topics relevant to her target audience—creating a framework for consistent, valuable thought leadership content.
We crafted a comprehensive content strategy that mapped specific topics, platforms, and opportunities that would establish Psyche's voice and visibility within the beauty industry. This approach ensured her personal brand would complement and enhance Urban Hydration's corporate positioning.
For the Walmart launch, we developed a distinctive photoshoot treatment that rejuvenated the presentation of their established aloe vera skincare line. This approach balanced familiar brand elements with fresh visual perspectives that would capture attention in Walmart's competitive shelf space.
The algae collection launch in partnership with Marvel Studios required an innovative creative concept. We crafted a botanical and water-themed photoshoot that took place both in studio and in natural water settings, visually connecting the product's natural ingredients with its scientific benefits.
Our creative direction extended beyond photography to inform packaging presentations, in-store displays, and digital assets—ensuring a cohesive visual story across all consumer touchpoints.
We developed a comprehensive media strategy specifically designed to support the Walmart launch, crafting press release angles that would resonate with beauty editors and consumers alike. This approach focused on the unique ingredients, accessibility, and inclusive nature of the products.
For seasonal promotion, we implemented a targeted holiday gift guide strategy, positioning Urban Hydration products and bundles as ideal gifts while leveraging the increased consumer spending during these periods.
Our media outreach was carefully segmented to reach diverse audiences, from mass-market consumers to beauty enthusiasts and Marvel fans, ensuring maximum exposure across different demographic groups.
Our strategic partnership with Urban Hydration delivered extraordinary results that transformed both the brand's market position and Psyche's personal profile:
Urban Hydration secured high-profile features in premier publications including Buzzfeed, PopSugar, Beauty Independent, and Essence magazine, along with a coveted appearance on "The Talk." These placements significantly expanded their media footprint beyond their existing audience.
The campaign dramatically increased their online readership from approximately 500,000 to over 1 billion—a 2,000% increase that exponentially amplified their brand visibility and consumer awareness.
The photoshoot creative we developed for the Walmart campaign was adopted for the retailer's website and ongoing marketing materials, extending the impact of our creative direction far beyond the initial launch.
Our creative direction for the algae collection successfully captured the essence of the new skincare line, contributing to the successful partnership with Marvel Studios for "The Marvels" movie featuring three female superheroes—connecting the brand to a major cultural moment.
The combined impact of our thought leadership, creative, and media strategies resulted in an impressive 60% increase in overall sales within just 90 days—a remarkable achievement for an established brand.
This substantial growth satisfied angel investors, strengthening their confidence in the company's trajectory and potentially facilitating future investment and expansion opportunities.
Psyche Terry's personal profile as a thought leader has been significantly elevated, creating new speaking and media opportunities that continue to build both her personal brand and Urban Hydration's market position.
Beyond the immediate results, our work with Urban Hydration established foundation elements that continue to drive growth:
The thought leadership pillars we developed for Psyche have positioned her as a recognized expert, creating ongoing opportunities for media features, speaking engagements, and industry recognition that enhance both her personal brand and Urban Hydration's market position.
The creative direction established for product photography has influenced the brand's visual identity, creating a more distinctive and premium aesthetic that differentiates Urban Hydration in retail environments and digital channels.
The successful Walmart launch, and Marvel Studios collaboration have elevated Urban Hydration's profile with other potential retail partners and entertainment collaborations, opening doors for future expansion opportunities.
Most importantly, by simultaneously advancing both product visibility and founder recognition, we've helped Urban Hydration strengthen its position as a family-owned business with an authentic story and mission—attributes increasingly valued by today's conscious consumers.
"Working with Ambiance Media Group has been transformative for both Urban Hydration and my personal brand. Their strategic approach to positioning me as a thought leader while simultaneously maximizing our Walmart launch exceeded all expectations. The creative direction for our photoshoots breathed new life into our established products and perfectly captured the essence of our new algae collection. The media placements they secured—from Buzzfeed and PopSugar to Essence and 'The Talk'—expanded our reach exponentially, contributing to our remarkable 60% sales growth in just 90 days. What impresses me most is how they understood both the personal and product aspects of our brand, creating strategies that elevated both simultaneously. Their work has not only satisfied our investors but has opened doors to opportunities we hadn't even imagined, including our Marvel Studios collaboration. As a family-owned business competing with corporate giants, their guidance has been invaluable in helping us break through barriers and reach new heights."
— Psyche Terry, Founder, Urban Hydration
