The Shower Lab

Background

 

Since 2018, I have had the privilege of working closely with The Shower Lab (TSL), a brand that underwent a significant transformation to establish itself as a premium boutique in the bathroom and shower solutions market. My role as a marketing expert and freelance marketer has been instrumental in shaping and sustaining TSL’s identity during pivotal moments, from rebranding to navigating market challenges like the COVID-19 pandemic.

Challenge

 

When TSL became an independent brand in 2018, it required a complete overhaul of its branding and marketing strategies to reflect its new position as a premium boutique. The goals included:

• Creating a distinct brand identity that resonated with high-end clientele.

• Building awareness and credibility within a competitive industry.

• Developing marketing assets that showcased TSL’s innovative and bespoke product offerings.

Over the years, the brand faced additional challenges, including financial pressures and shifts in consumer behavior brought about by the pandemic. Maintaining relevance and visibility during this period became a key focus.

Strategy & Execution

​

1. Rebranding: Laying the foundation for a premium identity

   • Led the rebranding efforts, which included the creation of:

     • A new website to establish a modern, user-friendly digital presence.

     • A refreshed brand voice that aligned with the sophistication of TSL’s products and appealed to premium customers.

     • High-quality brochures and sales assets to aid both B2C and B2B communication.

   • Focused on delivering a consistent and aspirational message across all touchpoints, ensuring TSL stood out as a boutique brand.

2. Sustained marketing leadership during uncertainty

   • Acted as the Marketing Manager throughout the challenges posed by COVID-19, financial shifts, and industry changes.

   • Adapted the marketing strategy to address the unique constraints of the pandemic, ensuring continued engagement with customers and showrooms.

3. Innovative asset development

   • Designed and managed the production of six different brochures, keeping the brand's offerings fresh and visually compelling.

   • Created in-store POS materials, such as window vinyls and handle boards, that elevated the customer experience in showrooms.

4. Digital growth: Expanding TSL’s online presence

   • Ran a successful social media campaign that increased TSL’s Instagram following to 12.5k, fostering a community of engaged followers who appreciate the brand’s aesthetic and offerings.

   • Leveraged Instagram to showcase product innovations and build connections with both consumers and industry influencers.

5. Collaborative initiatives

   • Partnered with showrooms to ensure the seamless integration of marketing efforts into the sales pipeline.

   • Organized impactful PR activities, including an influencer collaboration with Laura Jane Clark, which expanded TSL’s reach and reinforced its premium image.

6. Product launches

   • Spearheaded the launch of multiple new products, ensuring that each was supported by comprehensive marketing campaigns tailored to highlight their unique features and benefits.

Results

​​

• Brand Establishment: Successfully transitioned TSL into a recognized premium boutique brand, reflected in its high-value customer base and growing reputation within the industry.

• Increased engagement: Grew Instagram following to 12.5k, solidifying the brand’s presence in the digital space and creating a vibrant platform for customer interaction.

• Innovative asset creation: Developed marketing materials and in-store assets that directly supported sales and enhanced the customer experience.

• Resilience through challenges: Maintained TSL’s visibility and momentum during COVID-19, adapting to constraints while continuing to deliver impactful campaigns.

• Industry recognition: Collaboration with influencers like Laura Jane Clark boosted TSL’s credibility and showcased its offerings to a broader audience.

Conclusion

 

My collaboration with The Shower Lab over the past six years has been defined by innovation, adaptability, and a commitment to excellence. By positioning TSL as a premium boutique brand and navigating it through industry shifts, we have established a strong foundation for continued growth and success. Through a combination of strategic rebranding, sustained digital growth, and creative marketing solutions, TSL has emerged as a leader in its category.

​

Want to learn how M.Studio could support your marketing efforts in 2025?