Delta

As part of our ongoing partnership with Delta Faucet, LPK helped bring VersaCurl—an in-shower detangling tool—to life through real-time consumer validation. Designed for curly, coily and textured hair, VersaCurl uses the power of water to loosen, separate and reduce breakage.

Grounded in upfront discovery—category analysis, consumer insights and trend research—we helped refine and strengthen the concept ahead of in-market activation.

To test the concept in-market, we created a full-scale protoselling campaign with our partners at UFO Performance Marketing, simulating a live product launch across paid social and digital. Consumer engagement and purchase intent indicated the product’s potential—and proved demand from Black and multicultural audiences.

This test-and-learn approach helped Delta make its next innovation move with confidence—equipped with the insights, strategy and creative to go to market smarter and faster.

A standout success, the work earned a Best Data-Driven Campaign award from the American Marketing Association.

Because when thoughtful strategy, beautiful design and data align, bold ideas don’t just stay ideas—they become real.