SOFT ROWS
Connecting Product Direction, Consumer Expectations, and Education
ALL PROJECTS
ALL PROJECTS
CHALLENGE
As Soft Rows prepared to bring its textured haircare line to market, the brand needed to ensure its product concepts reflected how consumers move between natural texture, heat styling, and protective styles. It also needed a clear way to translate product performance into education consumers could understand and use.
OUR WORK
Kulima partnered with Soft Rows across three stages of development. The work began in 2022 with evaluating early product concepts, identifying unmet needs within textured haircare, and bringing consumer behavior and real-world styling expectations into the brand’s product decisions. As the products moved closer to market, Kulima created stylist-led demonstration content that translated formulation intent into visible, real-world performance. In 2025, that work expanded into a scalable education framework defining what the products do, how to use them, why they work, and where they belong within a consumer’s routine.
OUTCOME
Kulima gave Soft Rows a consistent system for connecting product performance with consumer understanding. The framework defines what each product does, how it should be used, and where it belongs within a routine, creating a shared foundation for content, messaging, product education, and future training. Instead of developing communication separately for each channel or launch, the brand can apply the same product logic across customer touchpoints as its portfolio and distribution grow.