LALICIOUS Appoints Carla Restaino to Lead Multi-Year Holiday Marketing Initiative

LALICIOUS, the award-winning luxury body care brand, has appointed Carla Restaino as Social Media Manager to lead its multi-year Holiday Collections initiative spanning 2025 through 2028. This strategic appointment represents a significant investment in digital transformation for the brand during its most crucial sales period, when over half of the company's annual business volume occurs according to founder Jessica Kernochan.

Restaino, known for crafting high-performing social storytelling and data-led campaign ecosystems, will oversee 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 cohesive, content-driven holiday roadmap that unifies LALICIOUS's e-commerce, production, and wholesale efforts.

The three-year campaign will roll out in distinct phases, beginning with coordinated PR mailers, influencer seeding, and synchronized e-commerce drops aligned with inventory readiness in Year 1 (2025-2026). Restaino will also partner with Meta to drive conversion-focused paid campaigns during peak shopping periods. The initiative expands in Year 2 (2026-2027) to include creator-led livestreams, pre-sale windows, and enhanced e-commerce features such as holiday gift guides and product detail page video modules.

By Year 3 (2027-2028), the program will feature exclusive collaborations, omnichannel storytelling, and a user-generated content contest designed to engage loyal fans while reinforcing LALICIOUS's distinctive holiday identity. This phased approach demonstrates the brand's commitment to building long-term customer relationships rather than focusing solely on short-term sales.

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. 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.

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 commitment to modernizing its digital ecosystem while honoring its artisanal roots and commitment to self-care is evident in this ambitious campaign. For more information about the brand, visit https://www.lalicious.com/.

This appointment signals a broader industry trend where luxury brands are increasingly investing in multi-year digital strategies rather than seasonal campaigns. For consumers, this means more cohesive brand experiences across digital platforms during the holiday shopping season, while for the industry, it represents a shift toward integrated, long-term marketing planning that bridges the gap between digital content and commerce.