ROAR Atelier is a premium human hair wig brand. The entire pre launch points at one number: 10,000 waitlist signups before the product goes live on 1 September 2026. We earn it with founder trust and identity led content across three streams, and we never name the product publicly until launch.
Every piece of content answers one question: "What does my hair say about who I am?" Every email answers one question: "What am I about to become?"
ROAR's ownable angle is identity through intentional transformation. Not just hair content, not just empowerment. The specific intersection where a woman uses her appearance as a deliberate signal. That lens goes on everything.
The POV is planted, the Boss energy is seeded, the brand name exists but the product is still unknown. That is the ideal state.
Celebrity analysis, fashion psychology, GRWM, virality, all stylist content, the full creator waves, and waitlist urgency. The waitlist landing page is the urgent unlock, due this week.
MD Media runs it end to end. Yusuf (ad specialist lead), Manal (account manager and creative direction, the creator contact), Lulu (influencer manager and creative direction), Daniela (graphics), Raven (scheduling), Divina (overseer). Chantal is the face. The playbook target is the founder in at least 60% of pre launch content, with creators carrying the volume.
Source of truth: the Willow and Blake Brand Guidelines V1.0. The content engine expresses this foundation through the sharper, identity led hooks already performing on the feed.
Whether you have suffered hair loss or you are experimenting with style, ROAR makes human hair wigs for women who want every day to be a salon grade good hair day.
The Lion. Brave and courageous, fiercely protective of your head of hair.
Tone: Relatable, Uplifting, Authoritative. Smart, warm, slightly provocative, like a stylist who studied psychology.
Type: Serrif (Displaay) for headings, GT America for body. Black and off white dominate, warm tones sparingly.
The ROAR POV is specific: your hair is a form of communication, women who understand it use it deliberately, and ROAR is for the ones who want to do it on purpose. Every pillar carries that idea and routes to the waitlist.
The anchor and the proven winner. Gives her language for something she already feels. 2 Reels, 1 carousel a week.
Smart, warm, slightly provocative. Targets saves and comments. CTA routes to the free Hair Personality Guide.
Debate bait for the algorithm, framed as identity analysis not gossip. Every piece ends on a principle, not just an opinion.
Show the celebrity, explain the colour theory, assess facial harmony, name the emotional impression.
Makes ROAR look culturally sharp. People save trend content compulsively.
A practical system for putting looks together. High save rate, shareable.
Humanises the brand, lifts watch time and follows.
Top of funnel reach. Even the funny content lands on a ROAR truth.
A recurring identity series across Pillars 1 and 4, product free, filmed with Chantal and Joey Scandizzo.
The CEO Blowout, The Soft Girl, The Off Duty Model, The Mum Bob, Quiet Luxury Brunette, Bombshell Blonde. Each attaches a personality to a look.
Every week runs three streams at once. Every post tags ROAR as a collaboration. Every caption points to the waitlist. MD Media shoots and edits in DaVinci Resolve and Premiere Pro, batched not daily.
Brand owned. Carousels, Reels, Stories posted to @ROAR. 3 feed posts a week.
Micro, mid and macro creators posting to their own accounts as ROAR collabs. Personal stories, reactions, celebrity and GRWM identity content.
Three in salon stylists: consultation, styling breakdown, hot take, before and after. The professional authority layer.
| Day | ROAR account | Also |
|---|---|---|
| Mon | Reel or carousel, hero pillar of the week | Repurpose to TikTok |
| Wed | Carousel (psychology or fashion), plus a creator double hit | Stories: waitlist push |
| Thu | Reel (virality or founder) plus a stylist post | Weekly email touch |
| Sat | Stories: reshare the week's creator and stylist, polls, countdown | Pinterest pins |
From Build and Amplify on, Monday is the founder reel slot. From Countdown on, a daily Stories countdown runs to 1 September.
Every post that runs each week, across all three streams. Switch months so it stays readable. Legend: ROAR account, Creator, Stylist, , Email.
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 27 | ROAR | Reel: "Hot take: Ariana Grande's natural brunette is her most powerful era, here's the colour theory" | Celebrity Analysis · comments |
| Wed 28 | ROAR | Carousel: "What your hairstyle says about you, according to psychology" | Hair Psychology · saves |
| Wed 28 | Waitlist page goes live: "Something is being built for women who think like this. Early access, link in bio." | Capture | |
| Thu 29 | ROAR | Reel: "Things women who understand hair psychology just get" | Virality · shares |
| Thu 29 | Creator | Micro 1: Personal Hair Era Story | TikTok + IG |
| Sat 31 | Poll: "Do you think about what your hair communicates?" plus best comments | Engagement |
Welcome flow live, signups get Email 1 and Email 2. Admin: brief Stylist 1.
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 2 | ROAR | Reel: "Why you always change your hair after a breakup, there's actual science" | Hair Psychology · comments |
| Wed 4 | ROAR | Carousel: "Why your hair and your outfit need to speak the same language" | Fashion Psychology, first · saves |
| Wed 4 | Creator | Micro 2: Personal Era, post promotion or relocation | IG Reels |
| Thu 5 | ROAR | Reel: "POV: you're the girl who changes her whole personality with a new hairstyle" | Virality · shares |
| Thu 5 | ROAR | Reel: "GRWM as a CEO going into a high stakes day" | GRWM, first |
| Sat 7 | Share Creator 2 · Question box: "Which celebrity has the most intentional hair era right now?" | Seeds next week |
Admin: brief Stylist 2, confirm all three stylist angles by Jun 8.
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 9 | ROAR | Carousel: "The hair trends dominating 2026, and what each one is actually saying" | Trends, first · saves |
| Wed 11 | ROAR | Reel: "Why some women always look put together even when they're not" | Hair Psychology · waitlist |
| Wed 11 | Creator | Mid 1: Intentional Dressing, same day double hit with the reel | IG Reels + TikTok |
| Thu 12 | Stylist | Stylist 1: Consultation Moment, salon | Authority |
| Sat 14 | Repost Mid 1 · Poll: "Slick bun or blowout when you need to be taken seriously?" | Engagement |
Week 3 signups reach Email 3, the founder story, this week.
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 16 | ROAR | Carousel: "Zendaya is a masterclass in using hair as identity" | Celebrity Analysis · saves |
| Wed 18 | ROAR | Reel: "The hair era that's replacing the over produced blowout" | Trends · waitlist open |
| Wed 18 | Creator | Micro 3: Hair Profile, takes the quiz | TikTok |
| Thu 19 | ROAR | Reel: "Why women with powerful hair are treated differently at work" | Hair Psychology · join waitlist |
| Thu 19 | Stylist | Stylist 2: Professional Hot Take, salon | Authority |
| Sat 21 | Share Creator 3 and Stylist 2 · "Have you taken the Hair Personality Quiz?" | Quiz funnel |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 23 | ROAR | Carousel: "The 5 hair eras every woman goes through" | Hair Psychology · CTA Era 4 and 5 |
| Wed 25 | ROAR | Reel: "Why old money styling doesn't work with harsh tones" | Fashion Psychology · saves |
| Wed 25 | Creator | Micro 4: Psychology Reaction, duet or stitch a ROAR reel | TikTok |
| Thu 26 | ROAR | Reel: "The hair era you were in during your hardest year" | Virality / Identity · comments |
| Thu 26 | Stylist | Stylist 3: Styling Breakdown, salon | Authority |
| Sat 28 | Share Creator 4 and Stylist 3 · First countdown sticker: "ROAR launches September 1." | Urgency begins |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 30 | ROAR | Reel: repurpose the highest performing concept with a new angle | Follow the data |
| Wed 2 | ROAR | Carousel: "Why dark hair pairs better with powerful tailoring, the visual science" | Fashion Psychology |
| Wed 2 | Creator | Micro 5: Psychology Reaction, standalone | IG Reels |
| Thu 3 | ROAR | Reel: "GRWM for a date, soft, flirtatious, effortless energy" | GRWM |
Metrics review end of week. Brief mid tier creators 2 and 3.
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 7 | ROAR | ⭐ Reel, founder on camera: "I've been building something for women who think about this seriously. Here's what it is." | Community Build · paid boost |
| Wed 9 | ROAR | Carousel: "The difference between women who just style their hair and women who use it as a tool" | Hair Psychology · built for the second type |
| Wed 9 | Creator | Mid 2: Celebrity Analysis | IG Reels + TikTok |
| Thu 10 | ROAR | Reel: "Why the clean girl aesthetic is everywhere this summer" | Trends · waitlist |
| Thu 10 | Stylist | Stylist 1: Before / After Identity Shift | Transformation |
| Sat 12 | Share Stylist 1 transformation, waitlist milestone "[X] women already on the list" | Social proof |
Broadcast email Jul 7: "Here's exactly what's inside ROAR."
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 14 | ROAR | Reel, founder: "You've been sending me messages like this" | Social proof · waitlist |
| Wed 16 | ROAR | Carousel: "High contrast vs low contrast, celebrity edition" | Celebrity Analysis · saves |
| Wed 16 | Creator | Mid 3: GRWM Identity Edition | IG Reels |
| Thu 17 | ROAR | Reel: "If I don't get 10,000 women on this waitlist I'm going to have to explain myself" | Virality / Humour |
| Thu 17 | Stylist | Stylist 2: Consultation Moment | Authority |
| Sat 19 | Share Creator 3 and Stylist 2 · Countdown "43 days" | Urgency |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 21 | ROAR | Reel, founder: "ROAR launches in 6 weeks. Here's why we built it." | Urgency · early access closes at launch |
| Wed 23 | ROAR | Carousel: "Blonde or brunette, what actually suits you? Colour theory and skin tones" | Hair Psychology + Trends |
| Wed 23 | Creator | ⭐ Macro 1: Conversation Collab, IG Live with the founder, 7 to 9pm AEST | Reach spike |
| Thu 24 | ROAR | Reel: post live cut, the most resonant moment | Within 24h while warm |
| Thu 24 | Stylist | Stylist 3: Professional Hot Take | Authority |
| Sat 26 | Repost live highlights · Countdown "37 days" | Urgency |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 28 | ROAR | Reel, founder: "ROAR launches in 5 weeks. Here's what's inside." | Early access closes at launch |
| Wed 30 | ROAR | Carousel: "The psychology of hair colour" | Hair Psychology |
| Wed 30 | Creator | Micro 6: Personal Era, second wave, "I joined the ROAR waitlist because..." | TikTok + IG |
| Thu 31 | ROAR | Reel: "Why loose curls are dominating soft glam this season" | Trends · "31 days" |
| Thu 31 | Stylist | Stylist 1: Styling Breakdown, final and most produced | Authority |
| Sat 1 | Share Creator 6 and Stylist 1 · Countdown "31 days" | Urgency |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 4 | ROAR | Reel, founder: "ROAR launches in 28 days. Here's what early access actually means." | This is your window |
| Wed 6 | ROAR | Carousel: "What visual coherence is and why the women who have it move differently" | Hair Psychology · closes Sep 1 |
| Wed 6 | Creator | Micro 7: Hair Profile, second wave | TikTok |
| Thu 7 | ROAR | Reel: "The CEO blowout, how to style authority into your hair" | GRWM · hard CTA "28 days" |
| Thu 7 | Stylist | Stylist 2: Before / After, final | Transformation |
| Sat 8 | Share Creator 7 and Stylist 2 · Countdown "24 days" | Urgency |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 11 | ROAR | Reel, founder: "ROAR launches in 21 days. The women already on the waitlist are getting this first." | Exclusivity |
| Wed 13 | ROAR | Carousel: "5 hairstyles that communicate authority" | Hair Psychology |
| Wed 13 | Creator | Mid 4: Intentional Dressing, Boss of ROAR energy | IG Reels |
| Thu 14 | ROAR | Reel: "POV: you just discovered ROAR and can't stop thinking about what your hair has been saying" | Virality · "18 days left" |
| Thu 14 | Stylist | Stylist 3: Consultation Moment, second | Authority |
| Sat 15 | Share Mid 4 and Stylist 3 · Countdown "17 days" | Urgency |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 18 | ROAR | Reel, founder: "ROAR launches in 14 days. Here's everything." | Full reveal · last real window |
| Wed 20 | ROAR | Carousel: "The alter ego effect, why changing your hair changes how you think" | Hair Psychology · seeds Alter Ego Shift |
| Wed 20 | Creator | ⭐ Macro 2: Hair Profile Trend Chain, tags 5 creators | IG Reels + Stories |
| Thu 21 | ROAR | Reel: "Two worlds, one woman, how ROAR women show up" | Seeds Two Worlds Collide · "11 days" |
| Thu 21 | Stylist | Stylist 3: Styling Breakdown, final and most ambitious | Authority |
| Sat 22 | Share Macro 2 chain · Countdown "10 days" | Urgency |
Broadcast email Aug 18: "ROAR launches in 14 days. Here's what's inside."
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 25 | ROAR | Reel, founder: "ROAR launches in 7 days. Here's everything you need to know." | Convert |
| Wed 27 | ROAR | Carousel: "What it means to be a ROAR woman" | Community identity · last week |
| Wed 27 | Creator | Micro 8: Personal Era, final wave, "I'm on the ROAR waitlist and here's why" | TikTok + IG |
| Thu 28 | ROAR | ⭐ Reel, 72 hour countdown: "72 hours. ROAR goes live September 1." | Hard CTA, closes midnight Aug 31 |
| Fri 29 | Broadcast: "48 hours. Your early access closes then." 8am AEST | Final urgency | |
| Sat 30 | "Tomorrow" · launch prep BTS · "Midnight the waitlist closes" · "One hour" | Stories only | |
| Sun 31 | Countdown sticker all day · "Waitlist closes tonight at midnight" | Stories only |
| Day | Stream | Post | Pillar / target |
|---|---|---|---|
| Mon 1 | ROAR | ⭐ Hero reel "Hear Her Roar", cinematic, product only in the final frame, plus the launch day post | The reveal |
| Mon 1 | Launch Email 1: "She's here. ROAR is live." 7am AEST | Early access opens | |
| Thu 4 | Launch Email 2: "What happened in the first 48 hours" | Social proof, non buyers | |
| Wed 10 | Launch Email 3: "She wore a different style to every meeting this week" | Buyer story, non buyers | |
| Sep | Creator | Repost the Macro 2 trend chain. Hero films roll out: Boss of ROAR (Sep 6), Alter Ego Shift (Sep 13), Two Worlds Collide (Sep 20) | Launch campaign |
Retention flow begins on first purchase (Day 3 onward). The ROAR Edit newsletter continues fortnightly.
| Asset | Due |
|---|---|
| Waitlist landing page live | May 27–30 |
| Hair Personality Guide PDF | May 30 |
| Email sequence loaded (5 emails) | May 30 |
| Founder story (Email 3) written | May 28 |
| Creator briefs, first wave | May 27 |
| Stylist briefs, all three | May 27–30 |
| Macro 1 brief confirmed | Jul 6 |
| Macro 2 brief confirmed | Aug 3 |
| Hero shoots (Hear Her Roar to Two Worlds) | Aug 15 to Sep 5 |
Pre launch we give value to earn the email. The waitlist is the only CTA. Product tiers are revealed at launch, never before.
Pre launch rule. Only the free value and the waitlist are public. The product tiers are the launch ladder, revealed 1 September, never mentioned before.
| Tier | Offer | Job | Price | Stage |
|---|---|---|---|---|
| Free | Hair Personality Guide, the quiz, the community | Capture the email, prove value | Free | Pre launch |
| Waitlist | Early access: 48 hours before public, plus a closing offer | Convert follower to subscriber | Free to join | Pre launch |
| Entry | Accessories: silk scarves, aloe vera caps, brushes, wig stand | First purchase, low risk | TBC confirm | At launch |
| Core | The launch collection, 8 wig styles, 100% human hair | The hero revenue product | ~$15k confirm | At launch |
| Premium | Bespoke, couture story, salon styling membership | Top tier and PR | TBC | At launch |
The waitlist mechanic, and it stays product free until launch. Members get a 48 hour head start before the public, plus a closing offer that ends when ROAR goes live.
One flow, triggered the moment she joins the waitlist. Aligned to what is happening on social each week. It never asks for something she has not already seen, and every email is in Chantal's voice. Built in Klaviyo, full copy in the Playbook.
Preview: The thing we promised. Plus a quick note from me.
Welcome from Chantal, deliver the Hair Personality Guide, set the early access expectation: 48 hours before the public, plus a closing offer still to come.
Waitlist landing page live, Week 3 · Hair Psychology pillar
Personal welcome. "You made it." Frame ROAR for women who treat hair as language, not vanity. Link the Guide, name the five hair psychology profiles. Confirm launch 1 September and the waitlist head start. Soft CTA: reply and tell me which hair era you're in right now.
Preview: There's actual research on this, and it's fascinating.
Deliver the core ROAR belief with credibility. Make her feel intelligent for thinking this way. No ask.
"Why women with powerful hair are treated differently at work" reel · Pillar 1
Open with the study: women perceived as polished and intentional are rated more competent before they speak. The brain pattern matches appearance to identity. Frame it as self knowledge, not vanity. The women who do this intuitively are the ones who seem to have "something". We're naming it.
Preview: A story worth sharing.
The founder story. Build the parasocial trust that converts. Specific, true, human.
The Founder on Camera reel, Week 9 · founder story content
Chantal's personal moment when she understood her hair was communicating something beyond aesthetics, in her words. That was the beginning of ROAR, not as a product but as a belief. Launching soon: the community, the content, and the wigs that make identity switching available every day. "You've been here from the start."
Preview: We've been quiet about the details. Not anymore.
First full reveal to the warm list: community, content, product, and the early access offer.
The 7 July broadcast and the Week 12 "what's inside" founder reel
Inside ROAR: a community around identity and appearance as a conscious practice; the content (styling guides on colour theory, hair psychology and fashion pairing); the product (premium wigs for everyday wear, not occasions); and the early access offer that closes at public launch. Launch 1 September. Watch your inbox.
Preview: This is the last email before we go live.
Final urgency. Convert before public launch. One button, one action.
The 72 hour countdown reel and the daily Stories countdown, Week 16
ROAR goes live in 48 hours. Your early access closes at the same time, and after that the offer changes. "You've been here from the start. This is your moment." Button: Claim your early access.
Nineteen sequence emails plus the fortnightly ROAR Edit newsletter, all in Klaviyo. Sender is the founder for sequences, ROAR for the newsletter.
| Programme | Type | Emails | Purpose |
|---|---|---|---|
| Pre launch | Automated + broadcast | 5 + 2 | Build trust, deliver value, convert to early access |
| Launch | Broadcast | 3 | Convert waitlist to first purchase |
| Retention | Automated, 90 days | 6 | Repeat purchase, community, referrals |
| Re engagement | Automated | 3 | Win back or clean the list |
| The ROAR Edit | Fortnightly newsletter | 7 pre + ongoing | Brand relationship, editorial value |
| Date | Subject |
|---|---|
| Aug 18 | ROAR launches in 14 days. Here's what's inside. |
| Aug 29 | 48 hours. Your early access closes then. |
Sent to the full waitlist, on top of the automated flow.
| Date | Subject |
|---|---|
| Sep 1, 7am | She's here. ROAR is live. |
| Sep 4 | What happened in the first 48 hours. (non buyers) |
| Sep 10 | She wore a different style to every meeting this week. (non buyers) |
| Day | Subject |
|---|---|
| Day 3 | How to make the most of your first week with ROAR. |
| Day 10 | The reason you feel like a different person in a new style. |
| Day 21 | Three weeks in, what's changed? (plus referral) |
| Day 30 | Your next era is waiting. (upsell) |
| Day 60 | Something we made for you. (exclusive content) |
| Day 90 | Three months with ROAR. (reflection + referral) |
| Day | Subject |
|---|---|
| Day 45 | We haven't seen you in a while. |
| Day 52 | Something new just dropped. |
| Day 59 | Should we still be in your inbox? |
No response after Email 3, suppress and clean the list quarterly.
Every second Tuesday, 8am AEST. The brand relationship engine. The same five sections every issue, so the habit of opening it builds.
| Issue | Theme |
|---|---|
| 01 · Jun 3 | Hair psychology, the idea that planted everything |
| 02 · Jun 17 | Celebrity analysis, Zendaya |
| 03 · Jul 1 | Fashion psychology and hair pairing |
| 04 · Jul 15 | Community, the founder moment |
| 05 · Jul 29 | Trends 2026, cultural intelligence |
| 06 · Aug 12 | Countdown, urgency and community proof |
| 07 · Aug 26 | Final countdown, the last before launch |
| 08 · Sep 9 | Launch reflection (post launch) |
Issue 09 onward, fortnightly, themes rotate across the pillars.
All sequences 8am AEST. The Edit every second Tuesday at 8am. Re engagement at 10am, a more considered open time.
Public social stays product free until launch. The warmer email list reveals progressively: founder story Day 5, what's inside Day 8. The wig is named to subscribers before it is named publicly.
Goal pre launch is cheap, qualified email leads, not sales. Meta and TikTok instant forms, scaling into the macro moments and the Countdown. Recommended path is Standard.
| Phase | Dates | Lean | Standard recommended | Aggressive | Focus |
|---|---|---|---|---|---|
| Deepen & Widen | now to Jun 28 | $40 | $75 | $150 | Pixel warm up, lead gen test, scale winners |
| Build & Amplify | Jun 29 to Aug 2 | $100 | $175 | $350 | Boost the founder reel, lead gen scales |
| Countdown | Aug 3 to 31 | $150 | $275 | $500 | Hard close, retargeting, urgency |
| Launch | Sep 1 on | $150 | $250 | $500 | Waitlist retargeting, public conversion |
| Path | Total to launch | Expected email leads |
|---|---|---|
| Lean | ~$11,000 | 3,500 to 5,000 |
| Standard (recommended) | ~$18,000 | 6,000 to 8,000 |
| Aggressive | ~$37,000 | 12,000+ |
Modelled at roughly $2 to $4 per lead on instant forms. Paid covers the majority, organic, creators and referral close the gap to 10,000. With a $15k product, two converted buyers return the entire Standard budget several times over.
High yield hooks (Pillars 1, 2, 6). Instant forms. Interests: hair, wigs, hair loss communities, luxury beauty, women 25 to 42.
Lead magnet and waitlist ads to warm engagers. Identity and lifestyle value, no product named.
75% video viewers and 30 to 60 day engagers. Refresh creative to fight fatigue. Launch retargeting to the waitlist.
The movement grows through recognition, peers not icons. Creators carry the on camera volume, briefed and approved by MD Media. The waitlist is the only CTA, and never lead with the product.
| Tier | Followers | Job | Volume |
|---|---|---|---|
| Micro | 5k to 50k | Authenticity and relatability, the real woman proof | 8 to 12 creators, multiple pieces |
| Mid tier | 50k to 300k | Reach and credibility to a wider targeted audience | 3 to 5 creators, 2 to 3 pieces |
| Macro | 300k+ | Mass awareness spike, one big moment each | 1 to 2 creators |
| Stylists | In salon, 3 partners | Professional authority layer | 4 formats each across the runway |
Live from the ROAR Influencers sheet. 12 in the pipeline, 3 confirmed. All contact runs through Manal and Lulu, not the founder.
| Creator | Reached out | Confirmed | Content | Notes |
|---|---|---|---|---|
| @carla.tedescoo | Yes | Confirmed | 2 videos | Alara Studio. Meeting Fri 22 May. carla@alarahstudio.com.au |
| @rubyduscherhair | Yes | Confirmed | 1 video, plus a Dom collab in Europe | Meeting Fri 22 May. rubyduscher0@gmail.com |
| @mikylaabdo | Yes | Confirmed | 2 videos | Brief sent, videos by w/c 1 Jun |
| @dompellihair | Waiting | TBA | 2 videos | Hard to reach, also chasing via Ruby |
| @macymaehair | Yes | TBA | 2 videos | Lulu emailed and DM'd |
| @sarahemiliaofficial | No | TBA | 2 videos | Lulu to reach out. sarahemiliaofcl@gmail.com |
| @jamieegabrielle | Yes | TBA | 2 videos | Brief sent, waiting on rates |
| @danimonstah | Yes | TBA | Stylist / tutorial | Manal emailed and DM'd. danish@maxconnectors |
| @unicewani | Yes | TBA | Open, her call | Manal emailed and DM'd. management@unicewani.com |
| @itsmethej.b | Yes | TBA | Stylist content | Manal DM'd |
| @chelseadunoon | Yes | TBA | GRWM content | Manal emailed and DM'd. chelseadunoon@gmail.com |
| @deniz.richards | Yes | TBA | Ideas TBC | Lulu messaged, to follow up |
Logistics and rates sit on the sheet's second tab. Jamie's rate is the one to watch, the quote came back high.
| Type | Tier | What it is |
|---|---|---|
| A. Personal Hair Era Story | Micro | Highest converting. A specific story of when hair changed and something shifted. |
| B. Hair Psychology Reaction | Micro | Duet or stitch a ROAR piece, add a personal take. |
| C. Hair Profile Self Identification | Micro | Take the quiz, share the result. Drives guide downloads. |
| D. Intentional Dressing Profile | Mid | Styling as a tool, not a routine. Confident, editorial. |
| E. Celebrity Hair Analysis | Mid | Their own take using the ROAR framework. |
| F. GRWM Identity Edition | Mid | Who she's showing up as, not what products. |
| G. Conversation Collab | Macro | Live or recorded talk with the founder. Trust transfer. |
| H. Hair Profile Trend Chain | Macro | Take the quiz, tag 5 creators. Self propagating. |
Stylist formats: 1 Consultation Moment, 2 Styling Breakdown, 3 Professional Hot Take, 4 Before/After Identity Shift.
| Date | Creator | Tier | Type | Platform |
|---|---|---|---|---|
| May 29 | Micro 1 | Micro | A Personal Era | TikTok + IG |
| Jun 4 | Micro 2 | Micro | A Personal Era | IG |
| Jun 11 | Mid 1 | Mid | D Intentional Dressing | IG + TikTok |
| Jun 12 | Stylist 1 | Stylist | 1 Consultation | IG + TikTok |
| Jun 18 | Micro 3 | Micro | C Hair Profile | TikTok |
| Jun 19 | Stylist 2 | Stylist | 3 Hot Take | IG + TikTok |
| Jun 25 | Micro 4 | Micro | B Reaction | TikTok |
| Jun 26 | Stylist 3 | Stylist | 2 Styling Breakdown | IG + TikTok |
| Jul 2 | Micro 5 | Micro | B Reaction | IG |
| Jul 9 | Mid 2 | Mid | E Celebrity Analysis | IG + TikTok |
| Jul 10 | Stylist 1 | Stylist | 4 Before/After | IG + TikTok |
| Jul 16 | Mid 3 | Mid | F GRWM Identity | IG |
| Jul 17 | Stylist 2 | Stylist | 1 Consultation | IG + TikTok |
| Jul 23 | ⭐ Macro 1 | Macro | G Conversation Collab | IG Live |
| Jul 24 | Stylist 3 | Stylist | 3 Hot Take | IG + TikTok |
| Jul 30 | Micro 6 | Micro | A Personal Era | TikTok + IG |
| Jul 31 | Stylist 1 | Stylist | 2 Styling Breakdown | IG + TikTok |
| Aug 6 | Micro 7 | Micro | C Hair Profile | TikTok |
| Aug 7 | Stylist 2 | Stylist | 4 Before/After | IG + TikTok |
| Aug 13 | Mid 4 | Mid | D Intentional Dressing | IG |
| Aug 14 | Stylist 3 | Stylist | 1 Consultation | IG + TikTok |
| Aug 20 | ⭐ Macro 2 | Macro | H Profile Trend Chain | IG + Stories |
| Aug 21 | Stylist 3 | Stylist | 2 Styling Breakdown | IG + TikTok |
| Aug 27 | Micro 8 | Micro | A Personal Era | TikTok + IG |
Lean and proven. The one blocker is the landing page, which sits with Willow and Blake and is due this week.
| Tool | Job | Status |
|---|---|---|
| Shopify | Store and checkout | in build theme rebuild underway |
| Klaviyo | Email, all flows and broadcasts | load by May 30 |
| ManyChat | Comment and DM automation, quiz, capture | Ready to configure |
| Custom HTML pages | Quiz, scorecard | Building |
| Landing page | Waitlist Landing Page | Waitlist |
| Meta and TikTok Ads | Paid acquisition, instant forms | Pixels to install |
| UTM links | Per creator attribution to the waitlist | Set up with creator programme |
Pre launch retention is the whole game, a cold list will not convert. Post launch, the experience earns the second purchase and the referral.
Two live blockers this week, then the strategic risks the plan is built to defuse.
The two things actually holding the runway up today, both fixable this week.
| Blocker | Owner | Status | Next action |
|---|---|---|---|
| Waitlist landing page | Slyletica | Awaiting deploy | Chase Slyletica to deploy |
| TikTok creation | MD Media | Pending | Create and verify the ROAR TikTok so Stream 2 can post and creators can tag. The calendar already assumes it live from Week 3 |
| Risk | Why it matters | Mitigation |
|---|---|---|
| Conversion no.1 | Viral reach and free signups may not become $15k buyers | Educate to convert content, qualify with the quiz, nurture flow, scarcity and salon trust at launch |
| Dependency and timeline | Landing page sits with Slyletica to deploy, TikTok not yet created | Interim ManyChat capture, chase the deploy or self host via GitHub and Vercel, MD Media owns the flows |
| Founder bandwidth | Plan needs the founder in 60% of content from Week 9 | Batch founder shoots, evergreen founder story bank, creators carry the rest |
| Price resistance | $15k is a considered, emotional purchase | Payment options, salon partnership, quality education, emotion first positioning |
| Ad and content fatigue | Saves and CPL creep as creative tires | Decision rules: repurpose winners, double down on pillars, refresh hooks, borrowed channels if growth stalls |
Reviewed every Monday. The north star is cumulative waitlist signups to 10,000 by 31 August. Targets escalate as the audience warms and creators scale.
| Phase | Weeks | Weekly signups | Reel save rate | Email open |
|---|---|---|---|---|
| Deepen & Widen | 3 to 5 (May 27–Jun 15) | 200 to 400 | 3%+ | 55%+ |
| Deepen & Widen | 6 to 8 (Jun 16–Jul 6) | 400 to 700 | 4%+ | 50%+ |
| Build & Amplify | 9 to 12 (Jul 7–Aug 2) | 700 to 1,200 | 4%+ | 50%+ |
| Countdown | 13 to 16 (Aug 3–31) | 1,500 to 3,000 | 5%+ | 48%+ |
| Total by 31 August | 10,000 | |||
Waitlist conversion from link in bio 8 to 12%. CPL under $4. Hero reels over 100k. Comment to DM over 30%.
Open above target per phase, click over 6%, low unsub, referral coefficient over 1.2.
Waitlist to buyer 15 to 25%, launch email click over 12%, 30 day repeat engagement.