Brand Snapshot & Challenge
Charlemagne Men’s Hair Care is a premium grooming brand dedicated to high-quality, effective hair care solutions for men. The brand is known for combining modern formulations with a strong focus on performance and style.

When eBrands partnered with Charlemagne, the goal was to scale the brand globally while maintaining its premium positioning. The brand faced several challenges. Amazon performance in the home market was declining, retail expansion had stalled, and new product launches were postponed due to delays in the rebranding effort. At the same time, Charlemagne aimed to open new markets and modernize its brand image to stay relevant and appealing to a broader audience.

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The Solution
eBrands worked with Charlemagne to focus on strategic growth and brand transformation while preparing for future expansion:

• Amazon profitability was prioritized, with margins reaching 21% as optimized listings and marketing fueled growth in both existing and new markets.
• New market openings in Italy, France, the UK, and the US were executed successfully, driving sales growth of 20–70% depending on the market.
• A comprehensive rebranding initiative was aligned and is actively being executed, refreshing the brand’s look and preparing for upcoming product launches.

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Results

• Amazon performance outside the home market improved profitability and contributed to strong growth in new markets.
• New market entries demonstrated the brand’s global potential, with Italy, France, the UK, and the US delivering significant sales uplifts.
• Rebranding is on track, positioning Charlemagne for a successful relaunch and supporting long-term premium brand growth.
• Retail expansion and original NPD launches have been temporarily postponed to ensure alignment with the rebrand, laying the foundation for future success.

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Key Takeaways

• Strategic focus on marketplaces can drive profitability even when other channels are temporarily paused.
• Entering new markets can accelerate brand growth and visibility, supporting global expansion goals.
• Rebranding is critical to ensuring that product launches and retail expansion achieve maximum impact.
• Careful sequencing of initiatives—rebranding before expansion—lays a stronger foundation for long-term success, even if short-term targets are delayed.

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