LALICIOUS Appoints Carla Restaino to Lead Multi-Year Holiday Marketing Initiative
LALICIOUS appoints digital content creator Carla Restaino to spearhead its ambitious three-year holiday collections campaign, a strategic move that aims to unify the brand's digital presence during its peak business period when over half of annual revenue is generated.
LALICIOUS, the award-winning luxury body care brand, has appointed Carla Restaino as Social Media Manager for its multi-year Holiday Collections initiative spanning 2025-2028. This strategic seasonal project will unify the brand's e-commerce, production, and wholesale efforts under a cohesive, content-driven holiday roadmap, marking one of the company's most ambitious digital campaigns to date.
Restaino, known for crafting high-performing social storytelling and data-led campaign ecosystems, will lead social vision and execution across Instagram and TikTok. Her role will integrate PR activations, influencer collaborations, and full-funnel Meta partnerships to create a comprehensive digital strategy. The appointment comes at a critical time for the brand, as Jessica Kernochan, Founder and CEO of LALICIOUS, noted that "over half of our business volume takes place" during the holiday season.
The three-year campaign will roll out in distinct phases designed to build momentum and engagement. Year one (2025-2026) will launch with coordinated PR mailers, influencer seeding, and synchronized e-commerce drops aligned with inventory readiness. Restaino will also partner with Meta to drive conversion-focused paid campaigns during peak shopping periods, leveraging platforms that have proven effective for beauty and wellness brands.
Year two (2026-2027) expands the program to include creator-led livestreams, pre-sale windows, and enhanced e-commerce features such as holiday gift guides and product detail page video modules. The final year (2027-2028) will introduce exclusive collaborations, omnichannel storytelling, and a user-generated content contest designed to engage loyal fans while reinforcing LALICIOUS's distinctive holiday identity.
Restaino's appointment underscores the brand's commitment to modernizing its digital ecosystem while honoring its artisanal roots and commitment to self-care. The multi-year initiative represents not just a marketing expansion, but a long-term vision that connects inspiration, storytelling, and commerce at every consumer touchpoint. With a distinguished reputation across the beauty and wellness sector, LALICIOUS's collaborations and innovative marketing have been featured in publications like NewBeauty, Lady Clever, and Brit + Co, further cementing its place as a category leader. For more information about the brand's products and initiatives, visit https://www.lalicious.com.
The strategic hiring reflects the growing importance of sophisticated digital marketing in the competitive luxury body care market, where emotional connection through digital channels has become increasingly crucial for brand differentiation and customer loyalty. By implementing a phased, multi-year approach, LALICIOUS aims to create lasting holiday traditions around its products while driving significant business growth during its most profitable season.