cosh

Cosh was established in 2023, with it’s flagship store located in Burlingame, California. Cosh is built upon the desire to create spaces for intentional rest and rejuvenation. Their philosophy is rooted in the belief that genuine self-care begins with prioritizing your well-being. In a world that often demands everything from us, Cosh understands the importance of carving out room for restoration.

The concept of a head spa is still relatively unfamiliar in the U.S. market, often misunderstood or associated with quick, transactional experiences rather than true self-care. Many existing head spa establishments prioritize efficiency over indulgence, leaving customers unaware of the deeper benefits of scalp care and relaxation.  
For Cosh, the challenge was twofold:  
1. Educating the market by positioning the head spa experience as an essential part of wellness, not just an add-on to beauty routines.
2. Redefining expectations by elevating the experience from a basic service to a luxurious ritual, emphasizing intentional rest and the value of self-care. 

This collaboration began with an immersive discovery process to define its core values and tone of voice. Through an intimate workshop experience with the founders, paired with extensive market research, we identified key messaging strategies to educate consumers and position Cosh as a wise and trustworthy friend.