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Case Studies / U Beauty

U Beauty – UK Country Management for a US based high-performance skincare brand

U Beauty is the brainchild of Tina Chen Craig, the founder of Bag Snob and an established beauty and style authority. Two decades as a trailblazing influencer and multi-brand ambassador, had given her access to the best the beauty world had to offer – and made her realise there had to be a smarter, simplified approach to skincare. Known for its award-winning, high-performance Resurfacing Compound, U Beauty delivers cutting-edge skincare via double patent pending SIREN Capsule Technology, which enables targeted delivery of key anti-aging actives to the skin through a proprietary process of encapsulation.

Having achieved great success in the US domestic market, U Beauty sought to replicate a similar approach in the UK through a careful and considered retail strategy and ongoing Country Management.

The Red Tree was engaged by U Beauty to create a UK retailer management strategy, that will underpin a strong and planned foundation to the brand’s continued operation and long-term success. Following sign off of the plan, The Red Tree was engaged as U Beauty’s UK Country Manager and works closely and collaboratively alongside the U Beauty Head Office team to meet agreed business, distribution and strategic objectives.

The Red Tree has successfully repositioned the brand in the UK and provided a healthy foundation for growth. Alongside the U Beauty team, The Red Tree has re-established positive relationships with key retailers, recruited a field sales team and built retailer specific plans and implementations, highlighted perfectly by a March 2023 partnership with Harrods that showcased the brand on counter, and celebrated the brand with an in store customer facing event.

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