Brand Building
TSG has an industry-leading reputation for building best-in-class brands alongside our partner companies
Vitamin Water
To further enhance brand appeal, TSG worked with the VitaminWater team to develop innovative marketing campaigns and relationships with celebrities and athletes, including Jennifer Aniston, 50 Cent, and Brian Urlacher.
Revolve
At the outset of our investment in REVOLVE, we performed a deep brand study that led to a relaunch of the website in 2014 that embraced the social channels driving the next generation of consumer engagement. TSG also added capital to the balance sheet to enable investment in their owned brand channel.
It Cosmetics
We partnered with IT Cosmetics’ founders to develop the optimal sales, marketing and distribution strategy prior to a $1.2 billion sale to L’Oréal.
Backcountry
Backcountry grew its Gearhead program to help market the brand and increase customer retention. Gearhead drives a significant increase in repeat sales, at higher-than-average profit margins.
Think Thin
TSG and ThinkThin focused on creative development, including agency selection, and creating and executing a marketing plan, all of which helped generate a nearly 85% increase in brand awareness.
Smashbox
Before Smashbox was acquired by Estée Lauder, we worked with the Smashbox team to refine key marketing messages that focused on key points of differentiation, including ingredients, skin benefits, and Smashbox's unique photostudio heritage.