LALICIOUS Appoints Carla Restaino to Lead Multi-Year Holiday Collections Digital Strategy

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 LALICIOUS's e-commerce, production, and wholesale efforts under a cohesive, content-driven holiday roadmap, marking one of the brand's most ambitious digital campaigns to date. The appointment signals LALICIOUS's commitment to modernizing its digital ecosystem while maintaining its artisanal roots and dedication to self-care experiences.

Restaino, known for crafting high-performing social storytelling and data-led campaign ecosystems, will lead social vision and execution across Instagram and TikTok, integrating PR activations, influencer collaborations, and full-funnel Meta partnerships. Her leadership comes during the brand's most critical sales period, when over half of LALICIOUS's business volume occurs according to company leadership. The multi-year initiative represents not just a marketing expansion but a long-term vision connecting inspiration, storytelling, and commerce at every consumer touchpoint.

The Holiday Collections campaign will roll out in three distinct phases over the coming years. Year one (2025–2026) will launch Holiday 2025 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. The program expands in year two (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 three (2027–2028), the initiative will feature exclusive collaborations, omnichannel storytelling, and a user-generated content contest designed to engage loyal fans while reinforcing LALICIOUS's distinctive holiday identity. Jessica Kernochan, Founder and CEO of LALICIOUS, emphasized that Restaino brings a dynamic blend of creativity, strategic discipline, and insight into how brands connect emotionally through digital channels. 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 position as a category leader. For additional information about the brand, visit https://www.lalicious.com/.