---
title: "Relancement Halfshade : proposition créative pour Halfshade Sun Care"
description: "La réponse créative de Caliche pour Halfshade Sun Care : une campagne de relancement qui fait de la protection solaire minérale quotidienne un geste aussi naturel que s'habiller, avant le déploiement national en magasin en mai 2027."
canonical: "https://pr-99.preview.formlio.com/fr/documents/toronto-proposition-de-relancement-de-marque"
locale: "fr"
type: "document"
lastModified: "2026-10-20"
alternates:
  en: "https://pr-99.preview.formlio.com/documents/toronto-brand-relaunch-proposal.md"
---

# Relancement Halfshade : proposition créative pour Halfshade Sun Care

## Cover

### Halfshade relaunch

*Sunscreen tube on a terracotta plinth*

*Blank billboard on a sunlit street*

*Tinted lotion on a forearm*

*Pool deck with long shadows*

*Studio wall with color swatches*

*Caliche*

## The idea

Mineral sunscreen lost the argument on texture. Halfshade wins it back.

## The brief

### Your brand is ready. The story is not.

*The brief*

You rebuilt the product. Now the relaunch has to make 2,400 new store shelves feel like the obvious choice by Memorial Day.

Halfshade is an $11.4M brand that has been flat for two years. The new tinted SPF 40 fixes the white cast, the packaging is done, and national retail goes live in May 2027. The brand still reads as a trail product for people who already own one.

The people you need are 22 to 34, live in cities and wear SPF only when they remember. They are not anti-mineral. They are anti-chalk. The campaign has one job: make daily wear feel like getting dressed, not like a chore. Wrong on any of this? Tell us at the pitch.

## The numbers

### The numbers we are pitching against

From your Shopify, retail sell-through and the January survey of 1,140 lapsed buyers and non-buyers.

### New doors in May

**2,400**

### Blame the white cast

**41%**

### Buyers over 35 today

**62%**

### Revenue, flat two years

**$11.4M**

## Audience data

### Texture is the barrier, not belief

Survey of 1,140 urban 22 to 34s who skip daily SPF, January 2027. Channel split from Shopify and retail sell-through, trailing twelve months.

### Why they skip daily SPF

| Label | Value |
| --- | --- |
| White cast | 41 |
| Greasy feel | 27 |
| Forget to apply | 18 |
| Price | 9 |
| Other | 5 |

### Where Halfshade sells today

| Label | Value |
| --- | --- |
| DTC | 58 |
| Specialty outdoor | 31 |
| Marketplace | 11 |

## Three routes

### Route A, The Daily Layer

### Route B, Zero White Cast

*Forearms in different skin tones in hard sunlight*

### Route C, Golden Hour Club

*Runners on a bridge at golden hour*

## Past work

### We have relaunched brands people had already made up their minds about

Four relaunches. Each one had a product that got better and a reputation that had not caught up.

### Ocotillo Hydration, from gym bag to fridge door

### Lowwater Pickle Co., national shelf launch

### Ninefold Razors, subscription reset

### Swiftcurrent Socks, retail-first relaunch

## Team

### The people in the room on Thursday are the people who do the work

Caliche is 23 people on East Cesar Chavez, founded in 2017. Five of them own Halfshade, start to finish.

### Reed Callahan

Managing Director. Your single point of contact. Led the Ocotillo and Swiftcurrent relaunches.

### Teo Villarreal

Executive Creative Director. Writes the platform and directs all three shoot days.

### Brianna Holt

Strategy Director. Runs the research and owns the brand platform. Built the Lowwater sampling model.

### Danny Nguyen

Head of Production. Shoots, edits and the 60-asset content system, on budget and on date.

### Priscilla Ramos

Media and Measurement Lead. Briefs your media agency and runs the geo test.

## How we get there

### Twenty weeks to a shelf that sells

March 8 to July 23, 2027. Live in market on May 25, the Tuesday before Memorial Day.

### 1. Insight

March 8 to 19. 32 interviews, a 2,000-person survey and a 40-store shelf audit.

### 2. Platform

March 22 to April 2. Brand platform and relaunch narrative, signed off before creative starts.

### 3. Creative

April 5 to 23. Three routes to one, tested with 600 target buyers before you choose.

### 4. Production

April 26 to May 21. Three shoot days, 60 vertical assets, eight OOH formats and retail media.

### 5. Launch and optimize

May 25 to July 16. Weekly creative refresh and a geo test in four matched markets.

### 6. Report

July 19 to 23. Results against plan and the fall brief.

## Fee

### The fee

All figures in USD. Built from day rates: ECD 2,100, strategy 1,650, media 1,400, art director 1,350, copy 1,250, motion 1,200, design 1,150, analyst 1,100, producer 1,050. Your $1.4M working media sits with your media agency, outside this fee.

#### Insight and platform

| Item | Price |
| --- | --- |
| Consumer research | $21,450.00 |
| Retail shelf audit, 40 stores | $4,400.00 |
| Brand platform and relaunch narrative | $14,850.00 |

#### Creative

| Item | Price |
| --- | --- |
| Campaign platform, three routes to one | $42,800.00 |
| Creative toolkit | $16,700.00 |

#### Production

| Item | Price |
| --- | --- |
| Hero film and stills, three shoot days | $44,250.00 |
| Social and creator content system | $29,100.00 |
| Out-of-home, eight formats | $9,200.00 |
| Retail media and shelf assets | $6,900.00 |

#### Launch and optimize

| Item | Price |
| --- | --- |
| Media strategy and agency brief | $12,600.00 |
| Creative testing and weekly refresh | $15,100.00 |
| Geo test and close report | $9,900.00 |

#### Management

| Item | Price |
| --- | --- |
| Account and production management | $20,400.00 |

## Clients

### Don't take our word for it. Take theirs.

> Caliche told us our hero product was the wrong one to lead with, and they had the sell-through data to prove it. We switched. Velocity more than doubled in sixteen weeks.

— Carmen Ybarra, VP Marketing, Ocotillo Hydration

> They put creators in nine cities with a jar and a fork and no script. Awareness went from 3 to 11 percent, and buyers in two new chains called us.

— Grant Huffman, Founder, Lowwater Pickle Co.

> The new film was good. The lifecycle rebuild was the real win. Churn dropped from 9.1 to 5.4 percent and stayed there.

— Alicia Moretti, Head of Brand, Ninefold Razors

## Next step

### Pick a route Thursday. Shoot in April.

Decide by Friday, February 26, 2027, and we hold the March 8 start and three shoot days in late April. Two rounds of changes per stage are included. Everything we make, you own.

### Prepared by

**Reed Callahan**
Managing Director, Caliche

2401 East Cesar Chavez Street, Suite 210
Austin, TX 78702
reed@caliche.co

### For approval by

**Kendra Albers**
Chief Marketing Officer, Halfshade Sun Care

Pitch at your South Lamar office, Thursday, February 11, 2027, at 2:00 p.m.

### Appoint Caliche for the Halfshade relaunch

You appoint Caliche on Route A, or the route chosen at the pitch, for the scope above: $247,650 in fees from March 8 to July 23, 2027. We invoice 35 percent, $86,677.50, on approval, then 35 percent at production start and 30 percent on the close report. Talent, location and working media are billed at cost.