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Generated Oct 21, 2026
  1. Programmable
  2. Playbooks
  3. Jessicurl
Jessicurl logo

growth playbook · Oct 21, 2026

jessicurl.com (opens in a new tab)

Jessicurl growth playbook

Diagnosis

Jessicurl has what most curl brands want: 24 years of loyalty, 956 reviews (87% five stars), a fast site that passes Core Web Vitals, a Chief Educator and deep education on curl pattern, texture and porosity.

The gaps are in turning that into first orders: the $7.50 sample pack, the main way in, warns of 7–10 day delays; there is no routine finder while rivals all have one; review data about curl type is collected but not shown. This playbook fixes the sample path first, then adds a quiz, personal routine reviews, subscriptions, salons and creators, and bets on refills, international selling and a curl data report.

Growth Score

7/10

Biggest Opportunity

Turn education and the sample pack into a guided path: sample, routine finder, personal advice, then subscription.

Biggest Risk

Larger curl brands like Curlsmith, Bounce Curl and Ouidad out-market a small team with quizzes, paid social and retail reach.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Take the 7–10 day delay notice off the $7.50 Starter Sample Pack, the page most new Curlies see first

    Delete the notice block from the sample pack template today.

    High impact First result in 1 week
  2. 2

    A sample-to-routine email series that turns $7.50 sample buyers into full-size customers

    Pull the list of sample buyers from the last 90 days.

    High impact First result in 1 month
  3. 3

    Let shoppers filter reviews by their own curl type and porosity

    Check that the Judge.me widget supports filtering by the custom questions.

    High impact First result in 2 weeks

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 4Fill-ins · 10Reconsider · 4
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    The Starter Sample Pack is Jessicurl's front door: the homepage's first button says "Try Samples", it costs $7.50 and holds nine products. Yet it is the only product page that warns "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days", while the FAQ says most orders ship the next business day from Arcata. A curious first-time buyer reads that she may wait up to two weeks for sachets.

    High impactLow effort First result in 1 week Ecommerce Manager

    First action

    Delete the notice block from the sample pack template today.

    How to measure it

    Sample pack add-to-cart rate

    Now
    –
    Target
    +20%
    By
    30 days

    Steps

    1. 1

      Confirm current speed

      Check last month's order-to-ship time in the warehouse.

      Warehouse Lead 1 hour

    2. 2

      Remove the notice

      Delete the delay block from the sample pack template.

      Ecommerce Manager 15 minutes

    3. 3

      Add the real promise

      "Ships next business day from Arcata" under the price.

      Ecommerce Manager 30 minutes

    4. 4

      Add what happens next

      Two wash days, then a $7.50 credit toward a 3-Step Starter.

      Marketing Lead 1 day

    5. 5

      Check other pages

      Look for leftover notices in other templates and apps.

      Ecommerce Manager 1 hour

    6. 6

      Measure

      Sample add-to-cart and orders, 30 days before and after.

      Ecommerce Manager 30 days

    First result
    1 week
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Remove the notice and compare a week of sample orders with the week before.

    Why it works

    Remove the notice, or make it a dated banner that only shows during a real backlog. Replace it with the actual promise ("Ships next business day from Arcata, California") and a short "What happens next" box: try the products over two wash days, then get your $7.50 back toward a 3-Step Starter. Check the other templates for leftover notices.

    A sample is a low-commitment buy, so any doubt about delivery stops it. A clear promise lifts sample orders, and every sample is the start of a full routine order.

    Ready to use

    ChecklistSample pack page fixes

    [ ] Delay notice removed (or dated, auto-expiring)
[ ] "Ships next business day from Arcata, CA" under the price
[ ] "What happens next" box: two wash days, then the full routine
[ ] $7.50 credit toward a 3-Step Starter within 60 days
[ ] Link to the Curly Care Center for choosing a routine
[ ] Same check on every other product template

    Risks and how to handle them

    • A real backlog returns at the holidays

      Use a dated banner that switches off on a set date.

    • Credit reduces margin

      Limit it to the first full-size order within 60 days.

    Evidence

    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
    • Your websiteFAQ and shipping policy: "Most orders are processed and shipped on the next business day"; the warehouse is in Arcata, California; the policy says Jessicurl "ships to all 50 states and territories of the United States", while the store offers a country selector, warns that international shipping "can be costly" and points UK shoppers to JessicurlUK.com.Source
    • Your websiteHomepage: "Try Samples | 3-Step Starter | Join Community" buttons, "Free Shipping on US Orders over $75", "Join VIC Rewards for Discounts & Free Gifts!"; reviews "from 956 reviews"; featured Deep Conditioning Treatment 4.83 (86 reviews), Spiralicious Styling Gel 4.66 (164), Rockin' Ringlets 4.67 (101). One recent review reads "Will send picture . Maybe you can help me pic out the best products first my hair".Source
    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
  • 02

    The sample pack is limited to one per person and holds most of the line, so each buyer is a qualified lead. Jessicurl already runs Klaviyo and has the Chief Educator's "First 30 Days" guide, but nothing on the site says what a sample buyer gets next.

    High impactMedium effort First result in 1 month Marketing Lead

    First action

    Pull the list of sample buyers from the last 90 days.

    How to measure it

    Sample-to-full-size rate

    Now
    –
    Target
    25% within 60 days
    By
    1 quarter

    Steps

    1. 1

      Map the testing plan

      Which sachets to try together by curl pattern.

      Chief Educator 2 days

    2. 2

      Write four emails

      Delivery, day 5, day 10, day 21.

      Marketing Lead 3 days

    3. 3

      Record one video

      How to test a sample pack in two wash days.

      Chief Educator 2 days

    4. 4

      Build the flow

      Klaviyo trigger on sample pack orders.

      Marketing Lead 1 day

    5. 5

      Add the credit

      Single-use $7.50 code per buyer.

      Ecommerce Manager 1 day

    6. 6

      Send to recent buyers

      A one-off version for the last 90 days.

      Marketing Lead 1 day

    7. 7

      Measure

      Full-size orders per sample buyer.

      Ecommerce Manager monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Marketing Lead

    Smallest test

    Send the day 10 email by hand to last month's sample buyers.

    Why it works

    Build a Klaviyo flow for sample buyers: delivery day (how to test: one cleanser, one conditioner, one styler per wash day), day 5 (which combination fits your curl pattern, with the Chief Educator's video), day 10 (the 3-Step Starter with the $7.50 credit), day 21 (a review request and the 2 oz sprays that were not in the pack).

    Sample buyers who are guided through testing are far more likely to pick a routine than those left with nine sachets and no plan.

    Risks and how to handle them

    • Too many emails

      Stop the flow once a full-size order is placed.

    Evidence

    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
    • Your websiteMeet Our Educator: the Chief Educator has "five years of experience in the hair industry" and provides "hair routines that work specifically for each individual"; her tips include "Guide to the First 30 Days of Your Curl Journey" and "Squish to Condish". The Curly Video Archive has Jess's routines, Chief Educator "Why to Choose" and "How to Use" videos, and community wash-day, unboxing and layering videos.Source
    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
    • DNS checkjessicurl.com publishes SPF ("-all") and DKIM, but DMARC is at "p=none", so mail that fails checks is still delivered; email marketing runs on Klaviyo and staff mail on Microsoft 365.Source
  • 03

    Every Jessicurl review already records the reviewer's Curl Type, Porosity and Curl Goals, across 956 reviews. But product pages list reviews by date, so a Coily, high-porosity shopper has to scroll past fine-wavy reviews to find someone like her.

    High impactLow effort First result in 2 weeks Ecommerce Manager

    First action

    Check that the Judge.me widget supports filtering by the custom questions.

    How to measure it

    Product page conversion

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      Check the widget

      Filtering by custom questions.

      Ecommerce Manager 1 hour

    2. 2

      Turn on filters

      Curl Type and Porosity.

      Ecommerce Manager 2 hours

    3. 3

      Add summaries

      Rating by curl type on each product.

      Ecommerce Manager 1 day

    4. 4

      Link from pattern pages

      Matching reviews per pattern.

      Ecommerce Manager 1 day

    5. 5

      Ask for more

      Review requests mention the curl-type questions.

      Marketing Lead 1 day

    6. 6

      Measure

      Conversion on the top five products.

      Ecommerce Manager monthly

    First result
    2 weeks
    Cost
    $0 (existing app)
    Owner
    Ecommerce Manager

    Smallest test

    Filter the Spiralicious reviews by curl type and add the summary.

    Why it works

    Turn on review filtering by the custom fields in Judge.me (Curl Type and Porosity), show a summary such as "4.8 from 31 Curly (Thick) reviewers" on each product, and link to the matching reviews from each Shop by Curl Pattern page.

    People trust reviewers with hair like theirs. The data is already collected; showing it costs nothing and answers "will this work on my hair?"

    Risks and how to handle them

    • Few reviews for some types

      Show the filter only where there are five or more.

    Evidence

    • Your websiteCurly Reviews page: 956 reviews, 832 of them five stars (87%). Each review records the reviewer's Curl Type (e.g. "Curly (Fine)"), Porosity, Curl Goals and Time with Jessicurl, but product pages show reviews in date order only.Source
    • Your websiteHomepage: "Try Samples | 3-Step Starter | Join Community" buttons, "Free Shipping on US Orders over $75", "Join VIC Rewards for Discounts & Free Gifts!"; reviews "from 956 reviews"; featured Deep Conditioning Treatment 4.83 (86 reviews), Spiralicious Styling Gel 4.66 (164), Rockin' Ringlets 4.67 (101). One recent review reads "Will send picture . Maybe you can help me pic out the best products first my hair".Source
    • Your websiteCurly Care Center: separate pages for Curl Pattern Type (NaturallyCurly's typing system, "Our products are designed for specific curl types"), Texture and Porosity (with two at-home porosity tests), plus Shop by Curl Pattern (Straight, Wavy, Curly Fine, Curly Thick, Coily) and Shop by Curl Concern (hold, strength, moisture, frizz). None of the 276 URLs in the sitemap is a quiz or routine finder.Source
  • 04

    Free shipping starts at $75, but the 3-Step Starter, the routine the homepage pushes, costs $47.88, and the bundle page has no reviews yet. A starter buyer pays shipping or has to find $27 more on her own.

    Medium impactLow effort First result in 2 weeks Ecommerce Manager

    First action

    Look at the share of orders between $40 and $75.

    How to measure it

    Average order value

    Now
    –
    Target
    +12%
    By
    60 days

    Steps

    1. 1

      Find the gap

      Orders between $40 and $75.

      Ecommerce Manager 1 hour

    2. 2

      Add a progress bar

      In the cart drawer.

      Ecommerce Manager 2 hours

    3. 3

      Pick add-ons

      Towel, second styler, pillowcase.

      Marketing Lead 1 hour

    4. 4

      Show them

      One-click in the cart.

      Ecommerce Manager 1 day

    5. 5

      Ask for reviews

      Last 50 starter buyers.

      Customer Service Lead 1 day

    6. 6

      Measure

      Order value and add-on rate.

      Ecommerce Manager weekly

    First result
    2 weeks
    Cost
    $0-$20/month app
    Owner
    Ecommerce Manager

    Smallest test

    Turn on a progress bar for two weeks.

    Why it works

    Show a free-shipping progress bar in the cart, and offer one-click add-ons that cross the line: a second styler in 8 oz ($19.95), a microfiber towel ($19.95) or the silk pillowcase ($42.95). Add the first reviews to the 3-Step Starter by asking the last 50 buyers.

    Shoppers close to a free-shipping threshold add an item rather than pay shipping, which raises order value.

    Risks and how to handle them

    • Feels pushy

      Show one suggestion at a time.

    Evidence

    • Your websiteHomepage: "Try Samples | 3-Step Starter | Join Community" buttons, "Free Shipping on US Orders over $75", "Join VIC Rewards for Discounts & Free Gifts!"; reviews "from 956 reviews"; featured Deep Conditioning Treatment 4.83 (86 reviews), Spiralicious Styling Gel 4.66 (164), Rockin' Ringlets 4.67 (101). One recent review reads "Will send picture . Maybe you can help me pic out the best products first my hair".Source
    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
  • 05

    The homepage has no H1 heading and no social share image. When a Curly sends jessicurl.com to a friend or posts it, the preview has no picture, and search engines get no main heading.

    Medium impactLow effort First result in 2 weeks Ecommerce Manager

    First action

    Design the share image.

    How to measure it

    Social referral sessions

    Now
    –
    Target
    +15%
    By
    60 days

    Steps

    1. 1

      Write the H1

      One heading with curl type and 2002.

      Marketing Lead 1 hour

    2. 2

      Design the image

      1200x630 lineup.

      Marketing Lead 2 hours

    3. 3

      Add tags

      Theme settings and page tags.

      Ecommerce Manager 1 hour

    4. 4

      Check key pages

      Sample pack, starter, rewards.

      Ecommerce Manager 1 hour

    5. 5

      Test previews

      Messages, Facebook, X.

      Ecommerce Manager 30 minutes

    6. 6

      Measure

      Social referral sessions.

      Ecommerce Manager monthly

    First result
    2 weeks
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Add the share image today and test a link in a message.

    Why it works

    Add a single H1 ("Curly hair products made for your curl type since 2002"), a 1200x630 share image with a product lineup, and check the same tags on the sample pack, 3-Step Starter and VIC Rewards pages, which people share most.

    Word of mouth is how Jessicurl started; good link previews make every shared link work harder.

    Risks and how to handle them

    • Theme overrides tags

      Test after each theme update.

    Evidence

    • Site checkThe homepage has no H1 heading and no social share image, so links shared in messages and social posts show no picture.Source
    • Your websiteJessicurl's Story: launched in 2002 with Rockin' Ringlets, Gelebration and Awe Inspiraling "after finding an outpouring of support on NaturallyCurly.com"; the full routine by 2004; Spiralicious Styling Gel (2013) "got its name thanks to our wonderful community's creativity in a naming contest"; 20 years celebrated in 2022.Source
    • Your websiteVIC (Very Important Curly) Rewards: points become coupons, "No complicated tiers or rules"; "Give 10% OFF, Get 100 Points" for a referred friend; tracked since October 1, 2023; everything lives in the customer account.Source
  • 06

    The wide-tooth shower comb, pick comb, flaxseed deep-conditioning cap and black shower cap are out of stock but still listed. Accessories are easy add-ons for reaching free shipping.

    Medium impactLow effort First result in 2 weeks Warehouse Lead

    First action

    Turn on back-in-stock alerts in Klaviyo.

    How to measure it

    Back-in-stock sign-ups

    Now
    –
    Target
    200
    By
    60 days

    Steps

    1. 1

      Turn on alerts

      Klaviyo back-in-stock.

      Ecommerce Manager 2 hours

    2. 2

      Check supply

      Lead times for each item.

      Warehouse Lead 2 days

    3. 3

      Decide

      Reorder or hide.

      Owner 1 day

    4. 4

      Hide or label

      Clear dates where known.

      Ecommerce Manager 1 hour

    5. 5

      Use as add-ons

      Cart suggestions.

      Ecommerce Manager 1 day

    6. 6

      Email the list

      When stock arrives.

      Marketing Lead as needed

    First result
    2 weeks
    Cost
    $0
    Owner
    Warehouse Lead

    Smallest test

    Turn on alerts for the pick comb first.

    Why it works

    Add back-in-stock email alerts on each, decide which to reorder based on sign-ups, and hide any that will not return. Show in-stock accessories as add-ons in the cart.

    Alerts turn a dead end into a list of buyers, and they show which accessories are worth reordering.

    Risks and how to handle them

    • Supplier delays

      Show an expected month, not a date.

    Evidence

    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
    • Your websiteHomepage: "Try Samples | 3-Step Starter | Join Community" buttons, "Free Shipping on US Orders over $75", "Join VIC Rewards for Discounts & Free Gifts!"; reviews "from 956 reviews"; featured Deep Conditioning Treatment 4.83 (86 reviews), Spiralicious Styling Gel 4.66 (164), Rockin' Ringlets 4.67 (101). One recent review reads "Will send picture . Maybe you can help me pic out the best products first my hair".Source

This quarter 9

The core plays for the next three months.

  • 07

    Jessicurl explains curl pattern, texture and porosity on three separate pages and says its products are "designed for specific curl types". But there is no quiz anywhere on the site, while Curlsmith, Bounce Curl, Ouidad, DevaCurl and Innersense all lead with one. One recent reviewer even offered to send a photo so the team could pick her products.

    High impactMedium effort First result in 1 month Chief Educator

    First action

    Write the answer-to-routine table with the Chief Educator.

    How to measure it

    Quiz-to-order rate

    Now
    –
    Target
    15%
    By
    1 quarter

    Steps

    1. 1

      Write the logic

      Answers to routines.

      Chief Educator 1 week

    2. 2

      Pick a tool

      Shopify quiz app with Klaviyo sync.

      Ecommerce Manager 2 days

    3. 3

      Build

      Six questions, three offers.

      Ecommerce Manager 2 weeks

    4. 4

      Link it

      Homepage, Curly Care Center, sample pack.

      Ecommerce Manager 1 day

    5. 5

      Follow up

      Routine-specific emails.

      Marketing Lead 1 week

    6. 6

      Tune

      Review results by routine.

      Chief Educator monthly

    First result
    1 month
    Cost
    $0-$50/month app
    Owner
    Chief Educator

    Smallest test

    Run the quiz as a simple form for two weeks.

    Why it works

    Build a six-question routine finder (curl pattern, texture, porosity, main concern, hold wanted, fragrance preference) that ends in a named routine (one cleanser, one conditioner, one or two stylers), offered as a sample pack, 2 oz trial set or 8 oz bundle. Save the answers to Klaviyo so emails speak to that hair.

    A quiz turns education into a recommendation and collects the data that makes every email more relevant.

    Risks and how to handle them

    • Wrong recommendations

      Offer "not sure? start with samples" on every result.

    Evidence

    • Your websiteCurly Care Center: separate pages for Curl Pattern Type (NaturallyCurly's typing system, "Our products are designed for specific curl types"), Texture and Porosity (with two at-home porosity tests), plus Shop by Curl Pattern (Straight, Wavy, Curly Fine, Curly Thick, Coily) and Shop by Curl Concern (hold, strength, moisture, frizz). None of the 276 URLs in the sitemap is a quiz or routine finder.Source
    • Competitor researchRivals' homepages (checked October 20, 2026): Curlsmith ("gourmet haircare brand specifically created for curls") links a hair quiz and a styler quiz; Bounce Curl ("scientist-formulated curly hair care") a hair quiz and a brush quiz; Ouidad ("salon-quality products for curly hair") a quiz; DevaCurl ("Curls are all we do!") and Innersense also link hair quizzes.Source
    • Your websiteHomepage: "Try Samples | 3-Step Starter | Join Community" buttons, "Free Shipping on US Orders over $75", "Join VIC Rewards for Discounts & Free Gifts!"; reviews "from 956 reviews"; featured Deep Conditioning Treatment 4.83 (86 reviews), Spiralicious Styling Gel 4.66 (164), Rockin' Ringlets 4.67 (101). One recent review reads "Will send picture . Maybe you can help me pic out the best products first my hair".Source
    • Your websiteCurly Reviews page: 956 reviews, 832 of them five stars (87%). Each review records the reviewer's Curl Type (e.g. "Curly (Fine)"), Porosity, Curl Goals and Time with Jessicurl, but product pages show reviews in date order only.Source
  • 08

    Every core product offers Subscribe & Save 10% every 1, 2 or 3 months, but buyers choose it themselves. Shampoo, conditioner and gel run out on a predictable cycle.

    High impactLow effort First result in 1 quarter Ecommerce Manager

    First action

    Find the median days between reorders for the top five products.

    How to measure it

    Subscription revenue share

    Now
    –
    Target
    20%
    By
    2 quarters

    Steps

    1. 1

      Measure cycles

      Days between reorders.

      Ecommerce Manager 2 days

    2. 2

      Write how long it lasts

      Per product size.

      Chief Educator 1 day

    3. 3

      Add to pages

      Above the subscribe option.

      Ecommerce Manager 1 day

    4. 4

      Second-order email

      Offer subscription.

      Marketing Lead 2 days

    5. 5

      Make cancelling easy

      Clear in the account.

      Customer Service Lead 1 day

    6. 6

      Track

      Active subscriptions and churn.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Discount cost only
    Owner
    Ecommerce Manager

    Smallest test

    Add the "lasts about" note to Spiralicious.

    Why it works

    For repeat buyers, pre-select a two-month subscription on their usual products, show "an 8 oz bottle lasts about X weeks" from order data, and offer a subscription in the second-order email.

    Subscriptions keep customers who would otherwise drift to a drugstore brand when they run out.

    Risks and how to handle them

    • Unwanted deliveries

      Send a reminder three days before each.

    Evidence

    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
    • Your websiteVIC (Very Important Curly) Rewards: points become coupons, "No complicated tiers or rules"; "Give 10% OFF, Get 100 Points" for a referred friend; tracked since October 1, 2023; everything lives in the customer account.Source
  • 09

    The Chief Educator's role is to provide routines "that work specifically for each individual", and customers already ask for it in reviews ("Maybe you can help me pic out the best products"). Big rivals sell through quizzes, not people.

    Medium impactMedium effort First result in 1 month Chief Educator

    First action

    Open ten slots next week for current customers.

    How to measure it

    Order rate after a routine review

    Now
    –
    Target
    40%
    By
    1 quarter

    Steps

    1. 1

      Set the format

      Photo reply or 15-minute call.

      Chief Educator 2 days

    2. 2

      Build the form

      Photo upload and quiz answers.

      Ecommerce Manager 2 days

    3. 3

      Book slots

      Calendar link, weekly limit.

      Chief Educator 1 day

    4. 4

      Promote

      Emails and the educator page.

      Marketing Lead 1 week

    5. 5

      Follow up

      Routine link and code.

      Chief Educator ongoing

    6. 6

      Measure

      Orders and reviews after.

      Ecommerce Manager monthly

    First result
    1 month
    Cost
    Educator time
    Owner
    Chief Educator

    Smallest test

    Answer five photo requests by email this week.

    Why it works

    Offer a photo-based routine review: the customer uploads a photo and answers the quiz, and gets a short personal reply or a 15-minute video call. Limit slots each week and follow up with a routine link.

    A personal answer from an expert is something a big brand cannot give at scale, and it turns hesitant shoppers into loyal customers.

    Risks and how to handle them

    • Too much demand

      Cap slots and offer the quiz instead.

    Evidence

    • Your websiteMeet Our Educator: the Chief Educator has "five years of experience in the hair industry" and provides "hair routines that work specifically for each individual"; her tips include "Guide to the First 30 Days of Your Curl Journey" and "Squish to Condish". The Curly Video Archive has Jess's routines, Chief Educator "Why to Choose" and "How to Use" videos, and community wash-day, unboxing and layering videos.Source
    • Your websiteHomepage: "Try Samples | 3-Step Starter | Join Community" buttons, "Free Shipping on US Orders over $75", "Join VIC Rewards for Discounts & Free Gifts!"; reviews "from 956 reviews"; featured Deep Conditioning Treatment 4.83 (86 reviews), Spiralicious Styling Gel 4.66 (164), Rockin' Ringlets 4.67 (101). One recent review reads "Will send picture . Maybe you can help me pic out the best products first my hair".Source
    • Competitor researchRivals' homepages (checked October 20, 2026): Curlsmith ("gourmet haircare brand specifically created for curls") links a hair quiz and a styler quiz; Bounce Curl ("scientist-formulated curly hair care") a hair quiz and a brush quiz; Ouidad ("salon-quality products for curly hair") a quiz; DevaCurl ("Curls are all we do!") and Innersense also link hair quizzes.Source
  • 10

    VIC gives a friend 10% off and the referrer 100 points, but the program lives in the customer account. Most customers will not go looking for it.

    Medium impactLow effort First result in 1 quarter Marketing Lead

    First action

    Add the link to the review thank-you message.

    How to measure it

    Referred orders

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Get the link

      Personal links per customer.

      Ecommerce Manager 1 day

    2. 2

      Delivery email

      Add the ask.

      Marketing Lead 1 day

    3. 3

      Review thank-you

      Add the ask.

      Ecommerce Manager 1 day

    4. 4

      Sample flow

      Day 21 email.

      Marketing Lead 1 day

    5. 5

      Friend offer

      Sample pack as first order.

      Ecommerce Manager 1 day

    6. 6

      Measure

      Referrals by source.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Reward cost only
    Owner
    Marketing Lead

    Smallest test

    Add the ask to the review thank-you this week.

    Why it works

    Add the referral link to the delivery email, the review thank-you page and the sample-to-routine flow. Let friends choose the sample pack as their first order, and track referrals by source.

    Curly hair is talked about between friends; asking at the happiest moment raises referrals.

    Risks and how to handle them

    • Code abuse

      One reward per new customer.

    Evidence

    • Your websiteVIC (Very Important Curly) Rewards: points become coupons, "No complicated tiers or rules"; "Give 10% OFF, Get 100 Points" for a referred friend; tracked since October 1, 2023; everything lives in the customer account.Source
    • Your websiteCurly Reviews page: 956 reviews, 832 of them five stars (87%). Each review records the reviewer's Curl Type (e.g. "Curly (Fine)"), Porosity, Curl Goals and Time with Jessicurl, but product pages show reviews in date order only.Source
    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
  • 11

    Jessicurl's YouTube channel has 914,226 views over 61 videos, and the Curly Video Archive has routines and "How to Use" videos. But product pages do not show the video for that product or that curl type.

    Medium impactMedium effort First result in 1 quarter Chief Educator

    First action

    Pick five people from the community, one per pattern.

    How to measure it

    Views on the five videos

    Now
    –
    Target
    50,000
    By
    2 quarters

    Steps

    1. 1

      Cast

      One person per pattern.

      Chief Educator 2 weeks

    2. 2

      Script

      Products and steps.

      Chief Educator 1 week

    3. 3

      Film

      Five videos.

      Chief Educator 1 month

    4. 4

      Cut shorts

      TikTok and Instagram.

      Marketing Lead 2 weeks

    5. 5

      Embed

      Pattern and product pages.

      Ecommerce Manager 1 day

    6. 6

      Measure

      Views and conversion.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Filming costs
    Owner
    Chief Educator

    Smallest test

    Film one wash day on a phone.

    Why it works

    Record five short wash-day videos (straight, wavy, curly fine, curly thick, coily) using only Jessicurl products, cut them for TikTok and Instagram, and embed the right one on each pattern page and product page.

    Seeing someone with your hair use the product is the closest thing to trying it.

    Risks and how to handle them

    • Hard to cast coily hair

      Ask affiliates and salons.

    Evidence

    • Public profilesYouTube: 2,480 subscribers, 61 videos, 914,226 views; also TikTok, Instagram, Facebook and X. Affiliate programs run on ShareASale and Awin; there is a wholesale login and a Salon & Store Locator. European curl retailers such as Lockenbox stock the line.Source
    • Your websiteMeet Our Educator: the Chief Educator has "five years of experience in the hair industry" and provides "hair routines that work specifically for each individual"; her tips include "Guide to the First 30 Days of Your Curl Journey" and "Squish to Condish". The Curly Video Archive has Jess's routines, Chief Educator "Why to Choose" and "How to Use" videos, and community wash-day, unboxing and layering videos.Source
    • Your websiteCurly Care Center: separate pages for Curl Pattern Type (NaturallyCurly's typing system, "Our products are designed for specific curl types"), Texture and Porosity (with two at-home porosity tests), plus Shop by Curl Pattern (Straight, Wavy, Curly Fine, Curly Thick, Coily) and Shop by Curl Concern (hold, strength, moisture, frizz). None of the 276 URLs in the sitemap is a quiz or routine finder.Source
  • 12

    Jessicurl has a wholesale login and a Salon & Store Locator, and was built on community recommendation. Curl-specialist stylists recommend products to every client.

    Medium impactMedium effort First result in 1 quarter Owner

    First action

    List 20 curl-specialist salons in California.

    How to measure it

    Salons signed

    Now
    –
    Target
    25
    By
    2 quarters

    Steps

    1. 1

      List salons

      100 curl specialists.

      Owner 2 weeks

    2. 2

      Build kit

      Samples and guide.

      Marketing Lead 2 weeks

    3. 3

      Reach out

      Email and calls.

      Owner 1 month

    4. 4

      Sign up

      Wholesale accounts.

      Owner ongoing

    5. 5

      List them

      In the locator.

      Ecommerce Manager ongoing

    6. 6

      Track

      Codes and reorders.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Kits and samples
    Owner
    Owner

    Smallest test

    Send ten kits.

    Why it works

    List 100 curl-specialist salons, send each a stylist kit with sample packs to hand out, offer a wholesale starter order, and list them in the locator. Give each salon a tracked code for online orders.

    Stylists are trusted advisers for curly clients; one salon can bring dozens of customers.

    Risks and how to handle them

    • Salons favor big brands

      Lead with fragrance-free and samples.

    Evidence

    • Public profilesYouTube: 2,480 subscribers, 61 videos, 914,226 views; also TikTok, Instagram, Facebook and X. Affiliate programs run on ShareASale and Awin; there is a wholesale login and a Salon & Store Locator. European curl retailers such as Lockenbox stock the line.Source
    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
    • Your websiteJessicurl's Story: launched in 2002 with Rockin' Ringlets, Gelebration and Awe Inspiraling "after finding an outpouring of support on NaturallyCurly.com"; the full routine by 2004; Spiralicious Styling Gel (2013) "got its name thanks to our wonderful community's creativity in a naming contest"; 20 years celebrated in 2022.Source
  • 13

    Jessicurl runs affiliates on ShareASale and Awin and has a "Your Curly Content" section for influencer and affiliate videos. Small curly creators drive trust in this category.

    Medium impactLow effort First result in 1 quarter Marketing Lead

    First action

    Find 30 creators who already mention Jessicurl.

    How to measure it

    Affiliate revenue

    Now
    –
    Target
    +40%
    By
    2 quarters

    Steps

    1. 1

      Find creators

      Mentions and tags.

      Marketing Lead 1 week

    2. 2

      Set offer

      Commission and kit.

      Owner 2 days

    3. 3

      Invite

      30 creators.

      Marketing Lead 2 weeks

    4. 4

      Ship kits

      Routine for each.

      Warehouse Lead 1 week

    5. 5

      Feature

      Archive and socials.

      Marketing Lead ongoing

    6. 6

      Measure

      Sales by creator.

      Marketing Lead monthly

    First result
    1 quarter
    Cost
    Product and commission
    Owner
    Marketing Lead

    Smallest test

    Invite ten creators.

    Why it works

    Recruit 30 micro-creators across curl patterns with a free routine and a higher first-month commission, give them the sample pack as their audience offer, and feature their videos in the archive.

    Creators reach the exact people who need curl-specific products, and you only pay on sales.

    Risks and how to handle them

    • Low-quality traffic

      Pay on sales only.

    Evidence

    • Public profilesYouTube: 2,480 subscribers, 61 videos, 914,226 views; also TikTok, Instagram, Facebook and X. Affiliate programs run on ShareASale and Awin; there is a wholesale login and a Salon & Store Locator. European curl retailers such as Lockenbox stock the line.Source
    • Your websiteMeet Our Educator: the Chief Educator has "five years of experience in the hair industry" and provides "hair routines that work specifically for each individual"; her tips include "Guide to the First 30 Days of Your Curl Journey" and "Squish to Condish". The Curly Video Archive has Jess's routines, Chief Educator "Why to Choose" and "How to Use" videos, and community wash-day, unboxing and layering videos.Source
    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
  • 14

    Almost every Jessicurl product comes in "No Fragrance Added", and the blog tells the brand's fragrance-free story. Many curly shoppers with sensitivities search for exactly that, and most rivals lead with scent.

    Medium impactLow effort First result in 1 quarter Marketing Lead

    First action

    Check search volume for fragrance-free curly queries.

    How to measure it

    Organic sessions

    Now
    –
    Target
    1,000 a month
    By
    2 quarters

    Steps

    1. 1

      Research terms

      Fragrance-free curly queries.

      Marketing Lead 1 day

    2. 2

      Build the page

      Collection with copy.

      Ecommerce Manager 2 days

    3. 3

      Add proof

      Reviews mentioning sensitivity.

      Marketing Lead 1 day

    4. 4

      Link it

      Menu and blog.

      Ecommerce Manager 1 hour

    5. 5

      Promote

      Email and socials.

      Marketing Lead 1 week

    6. 6

      Measure

      Sessions and orders.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    $0
    Owner
    Marketing Lead

    Smallest test

    Publish the collection page.

    Why it works

    Build a "Fragrance-free curly routines" collection page with the full No Fragrance Added range, the story, reviews mentioning sensitivity, and the sample pack (only made fragrance-free). Link it from the menu.

    A clear page for a specific need ranks and converts better than a general product grid.

    Risks and how to handle them

    • Claims about allergies

      Say "no fragrance added", not hypoallergenic.

    Evidence

    • Your websiteProduct badges: "Certified Gluten Free", "Free of Parabens, Silicones, SLS/SLES", "Tested On Curls, Not Animals", "Cruelty Free & Vegan" and "EC 1223/2009 Compliant" (the EU cosmetics regulation). The blog has a post titled "The Brand Who Made Fragrance Optional — Not Curls: Our Fragrance-Free Curly Hair Story"; reviewers include people with "50-something, fine, curly-ish waves" and "senior gray/silver hair".Source
    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
  • 15

    jessicurl.com has SPF and DKIM, but DMARC is at "p=none", so anyone can send mail that looks like Jessicurl and mailbox providers get no instruction to block it.

    Low impactLow effort First result in 1 month Owner

    First action

    Turn on DMARC reporting to an inbox.

    How to measure it

    DMARC policy

    Now
    –
    Target
    quarantine
    By
    1 month

    Steps

    1. 1

      Add reporting

      rua address.

      Owner 1 hour

    2. 2

      Review senders

      Two weeks of reports.

      Owner 2 weeks

    3. 3

      Fix gaps

      Align Klaviyo.

      Marketing Lead 1 day

    4. 4

      Quarantine

      Change the record.

      Owner 1 hour

    5. 5

      Monitor

      Weekly.

      Owner 1 month

    6. 6

      Reject

      When clean.

      Owner 1 hour

    First result
    1 month
    Cost
    $0
    Owner
    Owner

    Smallest test

    Add reporting today.

    Why it works

    Read the DMARC reports, make sure Klaviyo and Microsoft 365 pass, then move to "p=quarantine" and later "p=reject".

    Enforcement protects customers from spoofed offers and supports inbox placement for marketing email.

    Risks and how to handle them

    • Real mail blocked

      Move slowly with reports.

    Evidence

    • DNS checkjessicurl.com publishes SPF ("-all") and DKIM, but DMARC is at "p=none", so mail that fails checks is still delivered; email marketing runs on Klaviyo and staff mail on Microsoft 365.Source

Big bets 3

Larger plays that can change the trajectory.

  • 16

    The 32 oz size costs $58.75 (about $1.84 an ounce, against $2.49 for 8 oz), and a "32 oz. Pump" page already exists at $0.00 with no description. Biodegradable shower caps show the customer cares about waste.

    High impactMedium effort First result in 1 quarter Owner

    First action

    Rewrite the pump page with a clear offer.

    How to measure it

    Refill subscribers

    Now
    –
    Target
    300
    By
    2 quarters

    Steps

    1. 1

      Set the offer

      Pump and refill price.

      Owner 1 week

    2. 2

      Rewrite pages

      Pump and 32 oz pages.

      Ecommerce Manager 1 week

    3. 3

      Refill guide

      How to refill safely.

      Chief Educator 1 week

    4. 4

      Subscription

      Refill cycle.

      Ecommerce Manager 1 week

    5. 5

      Launch

      To repeat buyers.

      Marketing Lead 2 weeks

    6. 6

      Measure

      Subscribers and churn.

      Ecommerce Manager monthly

    First result
    1 quarter
    Cost
    Packaging review
    Owner
    Owner

    Smallest test

    Offer refills to 100 repeat buyers.

    Why it works

    Package 32 oz as a refill program: a first order with pump and a refill guide, then 32 oz refills on Subscribe & Save. Replace the empty pump page with a real offer and explain the savings and waste reduction.

    Heavy users get a better price and less plastic, and Jessicurl gets its most loyal customers on a recurring order.

    Risks and how to handle them

    • Shipping heavy items costs more

      Price refills with shipping included.

    Evidence

    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
    • Your websiteVIC (Very Important Curly) Rewards: points become coupons, "No complicated tiers or rules"; "Give 10% OFF, Get 100 Points" for a referred friend; tracked since October 1, 2023; everything lives in the customer account.Source
  • 17

    Jessicurl's products carry an "EC 1223/2009 Compliant" badge and European retailers stock it, and the store offers a country selector. But the shipping policy says it ships to the 50 states and warns that international shipping "can be costly", pointing UK shoppers to JessicurlUK.com.

    Medium impactHigh effort First result in 2 quarters Owner

    First action

    Count international orders and abandoned checkouts last year.

    How to measure it

    International orders

    Now
    –
    Target
    +50%
    By
    3 quarters

    Steps

    1. 1

      Size demand

      Orders and abandonment.

      Ecommerce Manager 1 week

    2. 2

      Pick markets

      Canada and EU first.

      Owner 1 week

    3. 3

      Landed costs

      Duties at checkout.

      Ecommerce Manager 1 month

    4. 4

      Rewrite policy

      One international policy.

      Owner 1 week

    5. 5

      Retailer links

      Local stockists and the UK store.

      Ecommerce Manager 1 week

    6. 6

      Measure

      Orders by country.

      Ecommerce Manager monthly

    First result
    2 quarters
    Cost
    App and carrier costs
    Owner
    Owner

    Smallest test

    Turn on duties at checkout for Canada.

    Why it works

    Decide which countries to serve directly, show duties and taxes at checkout, publish one international policy, and point the rest to local retailers and the UK store.

    International curly communities already know the brand; clear costs remove the main reason they abandon checkout.

    Risks and how to handle them

    • Undercutting retailers

      Agree price rules with them.

    Evidence

    • Your websiteFAQ and shipping policy: "Most orders are processed and shipped on the next business day"; the warehouse is in Arcata, California; the policy says Jessicurl "ships to all 50 states and territories of the United States", while the store offers a country selector, warns that international shipping "can be costly" and points UK shoppers to JessicurlUK.com.Source
    • Your websiteProduct badges: "Certified Gluten Free", "Free of Parabens, Silicones, SLS/SLES", "Tested On Curls, Not Animals", "Cruelty Free & Vegan" and "EC 1223/2009 Compliant" (the EU cosmetics regulation). The blog has a post titled "The Brand Who Made Fragrance Optional — Not Curls: Our Fragrance-Free Curly Hair Story"; reviewers include people with "50-something, fine, curly-ish waves" and "senior gray/silver hair".Source
    • Public profilesYouTube: 2,480 subscribers, 61 videos, 914,226 views; also TikTok, Instagram, Facebook and X. Affiliate programs run on ShareASale and Awin; there is a wholesale login and a Salon & Store Locator. European curl retailers such as Lockenbox stock the line.Source
  • 18

    Jessicurl's reviews record curl type, porosity and goals, a dataset few brands have. Curly hair media and creators love data about curl types.

    High impactMedium effort First result in 2 quarters Chief Educator

    First action

    Export the review fields and count by curl type.

    How to measure it

    Report downloads

    Now
    –
    Target
    5,000
    By
    1 year

    Steps

    1. 1

      Export data

      Anonymized review fields.

      Ecommerce Manager 1 week

    2. 2

      Survey

      VIC members.

      Marketing Lead 1 month

    3. 3

      Analyze

      Charts by curl type.

      Chief Educator 1 month

    4. 4

      Write

      Report and summary.

      Chief Educator 1 month

    5. 5

      Launch

      Media and creators.

      Marketing Lead 1 month

    6. 6

      Repeat

      Yearly.

      Chief Educator yearly

    First result
    2 quarters
    Cost
    Staff time
    Owner
    Chief Educator

    Smallest test

    Publish one chart from the review data.

    Why it works

    Combine anonymized review fields with a survey of VIC members (routines, climate, concerns) and publish a yearly report with charts by curl type and porosity. Pitch it to curly media and creators.

    Original data earns links, press and creator posts, and positions Jessicurl as the expert brand.

    Risks and how to handle them

    • Privacy

      Publish aggregates only.

    Evidence

    • Your websiteCurly Reviews page: 956 reviews, 832 of them five stars (87%). Each review records the reviewer's Curl Type (e.g. "Curly (Fine)"), Porosity, Curl Goals and Time with Jessicurl, but product pages show reviews in date order only.Source
    • Your websiteJessicurl's Story: launched in 2002 with Rockin' Ringlets, Gelebration and Awe Inspiraling "after finding an outpouring of support on NaturallyCurly.com"; the full routine by 2004; Spiralicious Styling Gel (2013) "got its name thanks to our wonderful community's creativity in a naming contest"; 20 years celebrated in 2022.Source
    • Public profilesYouTube: 2,480 subscribers, 61 videos, 914,226 views; also TikTok, Instagram, Facebook and X. Affiliate programs run on ShareASale and Awin; there is a wholesale login and a Salon & Store Locator. European curl retailers such as Lockenbox stock the line.Source

Wildcards 3

Unexpected experiments, each with a cheap way to test it.

  • 19

    Spiralicious got its name from a community naming contest in 2013, and Jessicurl began with support from the NaturallyCurly community.

    Medium impactLow effort First result in 1 quarter Marketing Lead

    First action

    Pick what the community will name or vote on.

    How to measure it

    Entries

    Now
    –
    Target
    1,000
    By
    1 quarter

    Steps

    1. 1

      Pick the subject

      Product or scent.

      Owner 1 week

    2. 2

      Set rules

      Prize and terms.

      Owner 1 week

    3. 3

      Launch

      Email and socials.

      Marketing Lead 1 day

    4. 4

      Shortlist

      Top five.

      Owner 2 weeks

    5. 5

      Vote

      VIC members.

      Marketing Lead 1 week

    6. 6

      Announce

      With launch.

      Marketing Lead 1 day

    First result
    1 quarter
    Cost
    Prize cost
    Owner
    Marketing Lead

    Smallest test

    Run a scent vote on Instagram.

    Why it works

    Run a naming or scent-voting contest for the next product: VIC members submit and vote, the winner gets a year's supply, and the launch email credits them.

    Customers who help name a product feel ownership and spread the launch.

    Risks and how to handle them

    • Name not usable

      Final pick by the team.

    Evidence

    • Your websiteJessicurl's Story: launched in 2002 with Rockin' Ringlets, Gelebration and Awe Inspiraling "after finding an outpouring of support on NaturallyCurly.com"; the full routine by 2004; Spiralicious Styling Gel (2013) "got its name thanks to our wonderful community's creativity in a naming contest"; 20 years celebrated in 2022.Source
    • Your websiteVIC (Very Important Curly) Rewards: points become coupons, "No complicated tiers or rules"; "Give 10% OFF, Get 100 Points" for a referred friend; tracked since October 1, 2023; everything lives in the customer account.Source
  • 20

    The sample pack skips Gelebration Spray and Awe Inspiraling Spray because sprays cannot be sampled in sachets. Those were two of the three launch products in 2002.

    Medium impactLow effort First result in 2 weeks Ecommerce Manager

    First action

    Price the duo.

    How to measure it

    Duo attach rate

    Now
    –
    Target
    15%
    By
    1 quarter

    Steps

    1. 1

      Price the duo

      Two 2 oz sprays.

      Owner 1 day

    2. 2

      Create the product

      Bundle listing.

      Ecommerce Manager 1 day

    3. 3

      Add to sample page

      As an add-on.

      Ecommerce Manager 1 hour

    4. 4

      Add to flow

      Day 5 email.

      Marketing Lead 1 hour

    5. 5

      Measure

      Attach rate.

      Ecommerce Manager monthly

    6. 6

      Decide

      Keep or change.

      Owner 1 quarter

    First result
    2 weeks
    Cost
    $0
    Owner
    Ecommerce Manager

    Smallest test

    Offer the duo for one month.

    Why it works

    Offer a 2 oz spray duo at a sample-friendly price to sample pack buyers only, and recommend it in the sample flow.

    It fills the gap in the trial and gets the original products into new hands.

    Risks and how to handle them

    • Margin on small sizes

      Limit to sample buyers.

    Evidence

    • Your websiteStarter Sample Pack ($7.50, "Most of the Jessicurl line in one Pack", 22 reviews, one per person): nine sachets from Clarifying Shampoo to Spiralicious Styling Gel. The product page shows the notice "We are experiencing a high volume of orders, please expect shipping delays up to 7 - 10 days." It is the only product page with that notice (all 29 checked on October 20, 2026). The sprays are left out because they "cannot be accurately sampled in our sachets".Source
    • Your websiteJessicurl's Story: launched in 2002 with Rockin' Ringlets, Gelebration and Awe Inspiraling "after finding an outpouring of support on NaturallyCurly.com"; the full routine by 2004; Spiralicious Styling Gel (2013) "got its name thanks to our wonderful community's creativity in a naming contest"; 20 years celebrated in 2022.Source
    • Your catalogueProduct feed (October 20, 2026): 29 products. Every core product comes in 2 oz ($8.80), 8 oz ($19.95) and 32 oz ($58.75), mostly in three scents (No Fragrance Added, Citrus Lavender, Island Fantasy). Collections cost $93 (8 oz) or $38 (travel); the 3-Step Starter is $47.88 (from $59.85) with "No reviews". Subscribe & Save gives 10% off every 1, 2 or 3 months. Out of stock: the wide-tooth shower comb, the pick comb, the flaxseed deep-conditioning cap and the black shower cap. A "32 oz. Pump" page sells at $0.00 with no description.Source
  • 21

    Reviewers describe "50-something, fine, curly-ish waves" and "senior gray/silver hair". Hair changes with age, and few curl brands talk to that customer.

    Medium impactLow effort First result in 1 month Chief Educator

    First action

    Find reviews that mention gray or mature hair.

    How to measure it

    Sessions to the guide

    Now
    –
    Target
    2,000
    By
    2 quarters

    Steps

    1. 1

      Find stories

      Review mentions.

      Marketing Lead 1 week

    2. 2

      Write the guide

      Routine and tips.

      Chief Educator 2 weeks

    3. 3

      Ask permission

      Feature reviewers.

      Customer Service Lead 1 week

    4. 4

      Publish

      Blog and Curly Care Center.

      Ecommerce Manager 1 day

    5. 5

      Promote

      Email segment.

      Marketing Lead 1 week

    6. 6

      Measure

      Sessions and orders.

      Ecommerce Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Chief Educator

    Smallest test

    Publish one reviewer story.

    Why it works

    Write a guide and a routine for mature and silver curls, with reviewer stories (with permission), and send it to customers who mention it.

    An underserved group that loves the products is a growth segment with little competition.

    Risks and how to handle them

    • Stereotyping

      Let customers tell their own stories.

    Evidence

    • Your websiteProduct badges: "Certified Gluten Free", "Free of Parabens, Silicones, SLS/SLES", "Tested On Curls, Not Animals", "Cruelty Free & Vegan" and "EC 1223/2009 Compliant" (the EU cosmetics regulation). The blog has a post titled "The Brand Who Made Fragrance Optional — Not Curls: Our Fragrance-Free Curly Hair Story"; reviewers include people with "50-something, fine, curly-ish waves" and "senior gray/silver hair".Source
    • Your websiteCurly Reviews page: 956 reviews, 832 of them five stars (87%). Each review records the reviewer's Curl Type (e.g. "Curly (Fine)"), Porosity, Curl Goals and Time with Jessicurl, but product pages show reviews in date order only.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

ProgrammableDigital

Show it, don't just describe it

These ideas need something to show: a demo, a video, an animation, graphics or a deck. Digital turns screenshots or the site into all of them, in the company's own brand.

Make a demo (opens programmable.digital in a new tab)
Website review of jessicurl.com More example playbooks and reviews

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 21, 2026, and cites them throughout. Jessicurl did not commission, review or endorse it, and Programmable is not affiliated with Jessicurl. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Jessicurl runs its business.

Something wrong, or do you represent Jessicurl? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Sample pack page, sample-to-routine emails, reviews by curl type, the free-shipping gap, share image and sold-out accessories; the spray duo.

  2. Days 31 to 6011 ideas

    Routine finder, subscriptions, routine reviews, referrals, wash-day videos, salons, creators, the fragrance-free page and DMARC; the naming contest and mature curls guide.

  3. Days 61 to 903 ideas

    Refill program, international selling and the State of Curls report.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value products matched to curl type. The most cited problem: choosing the right products for their hair.

  • Fragrance-free options
  • Humidity and frizz
  • In their words: “Curlies”

Market

Competitive landscape

4 competitors compared: Curlsmith, Bounce Curl, Ouidad and DevaCurl.

  • Gap to exploit: Fragrance-free curl routines
  • Curlsmith: Fewer fragrance-free options
  • Bounce Curl: Less long-standing community

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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