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 through 2028. This strategic appointment represents a significant digital transformation for the brand during its most critical sales period, when over half of the company's annual business volume occurs according to Founder and CEO Jessica Kernochan.
The multi-year campaign marks one of LALICIOUS's most ambitious digital efforts to date, unifying e-commerce, production, and wholesale operations under a cohesive, content-driven holiday roadmap. Restaino, known for crafting high-performing social storytelling and data-led campaign ecosystems, will lead social vision and execution across Instagram and TikTok platforms. Her role will integrate PR activations, influencer collaborations, and full-funnel Meta partnerships to create a comprehensive digital strategy.
The holiday initiative will roll out in three distinct phases over the three-year period. 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 seasons. This initial phase establishes the foundation for what the brand describes as a long-term vision connecting inspiration, storytelling, and commerce at every consumer touchpoint.
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. The phased approach demonstrates the brand's commitment to modernizing its digital ecosystem while honoring its artisanal roots and commitment to self-care.
Jessica Kernochan, Founder and CEO of LALICIOUS, emphasized the strategic importance of this appointment, stating that Restaino brings a dynamic blend of creativity, strategic discipline, and insight into how brands connect emotionally through digital channels. Her leadership is expected to deepen the brand's voice during the holiday season, which represents the company's most significant revenue period. The appointment underscores LALICIOUS's ongoing commitment to innovation within the premium skincare market while maintaining sustainable practices.
LALICIOUS has built a distinguished reputation across the beauty and wellness sector, with collaborations and innovative marketing featured in publications like NewBeauty, Lady Clever, and Brit + Co. The brand's focus on natural ingredients and elevated sensory experiences has positioned it as a category leader in luxury body care. This multi-year holiday initiative represents not just a marketing expansion but a strategic investment in the brand's digital future, connecting with consumers through evolving social media platforms and shopping behaviors. For additional information about the brand, visit https://www.lalicious.com/.
