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7 Lessons from a 5-Figure Beauty Brand
If you're into makeup and beauty industry this thread might be for you.
If you're into makeup and beauty industry this thread might be for you.
Deborah now has five-figure sales, a history of glowing press, and products that sell out as soon as they launch.
How did it get here? Let me give you the gist
Deborah started her business to solve a pain point: she destroyed her natural eye lashes and couldn’t find a ..
How did it get here? Let me give you the gist
Deborah started her business to solve a pain point: she destroyed her natural eye lashes and couldn’t find a ..
.. restorative product that worked. After poring through the research and matching it against the products on the market, she found a gap.
What she also found was a massive audience for her product—an army of women & and men looking for a simple, natural solution to a ..
What she also found was a massive audience for her product—an army of women & and men looking for a simple, natural solution to a ..
..common problem.
Deborah launches her product —a naturally derived oil designed to promote regrowth of lashes and brows—and has since expanded into other natural skincare products.
What can budding beauty entrepreneurs learn from her story?
Deborah launches her product —a naturally derived oil designed to promote regrowth of lashes and brows—and has since expanded into other natural skincare products.
What can budding beauty entrepreneurs learn from her story?
1. She does her research
Deborah tapped into an industry that continues to thrive—organic personal care is expected to be a $8 billion industry by 2020. Research continues to show consumer trends towards mild, food-based, probiotic, and pollution-shielding ingredients, and a ..
Deborah tapped into an industry that continues to thrive—organic personal care is expected to be a $8 billion industry by 2020. Research continues to show consumer trends towards mild, food-based, probiotic, and pollution-shielding ingredients, and a ..
...study saw organic health and beauty grow 21% in 2020 in Nigeria alone.
The continued upward trend is good news for new businesses in the space.
The continued upward trend is good news for new businesses in the space.
2. She took bold steps
Deborah tested her new formulation on friends, with positive results. They encouraged her to sell the product. Though she does not have the huge sum to start-up, yet she started small with friends.
Deborah tested her new formulation on friends, with positive results. They encouraged her to sell the product. Though she does not have the huge sum to start-up, yet she started small with friends.
She registered the business, bought 500 bottles and a few thousand boxes.
Even though shes a bio chemistry student, she later found that the skills learned in class did not actually prepare her for her own brand launch.
Even though shes a bio chemistry student, she later found that the skills learned in class did not actually prepare her for her own brand launch.
Though a business major, she soon found that the skills learned in class did not actually prepare her for her own brand launch.
3. She roll with the punches
When she began exceeding their on-hand supply, due to the ads we ran, Deborah’s inclination was to turn it off sales, but no way. she let the sales pour in. Although they only had 500 units ready to ship, and it took ..
When she began exceeding their on-hand supply, due to the ads we ran, Deborah’s inclination was to turn it off sales, but no way. she let the sales pour in. Although they only had 500 units ready to ship, and it took ..
...two months to restock and fill the rest of the orders.
4. She did a lot of testing
Packaging was a really big issue for her—She believed she lost some sales because of her product package.
4. She did a lot of testing
Packaging was a really big issue for her—She believed she lost some sales because of her product package.
The brushes were glued into place but the formulation didn't mesh with the glue, so they were falling out.
She got to know the downside of the product because she’s obsessed about testing everything, including using the formulations on her own skin.
She got to know the downside of the product because she’s obsessed about testing everything, including using the formulations on her own skin.
5. She's transparency
Natural beauty has its own set of rules and complications, including short ingredient shelf life and a discerning, skeptical consumer.
Often with products labeled “natural” or “organic”, some customer expectation that they will be free ..
Natural beauty has its own set of rules and complications, including short ingredient shelf life and a discerning, skeptical consumer.
Often with products labeled “natural” or “organic”, some customer expectation that they will be free ..
... of chemical preservatives. Under the Fair Packaging and Labelling Act, the NAFDAC enforces proper labelling of cosmetics packaging sold in Nigeria. Manufacturers are required to list every ingredient in the products. Deborah does this but her competitors and many beauty ..
... brands try to manipulate.
6. She positioned herself as an expert
Deborah’s strategic approach to content involves tapping into the popularity of beauty reviews. The overwhelming number of brands and options, unpronounceable ingredients, and smoke and...
6. She positioned herself as an expert
Deborah’s strategic approach to content involves tapping into the popularity of beauty reviews. The overwhelming number of brands and options, unpronounceable ingredients, and smoke and...
...mirrors marketing copy, mean that beauty consumers are turning to online reviews before buying.
She’s establishing herself as a trusted expert, dedicating much of her Instagram post to reviewing products other than her own in a refreshingly researched and practical voice.
She’s establishing herself as a trusted expert, dedicating much of her Instagram post to reviewing products other than her own in a refreshingly researched and practical voice.
She also positioned herself as the face of the brand, connecting to customers through content that's genuine and frank.
The result? More organic traffic and sales.
The result? More organic traffic and sales.
7. She run consistent ads
Since she originally developed her product for herself, Deborah assumed that her customer persona would look much like herself: younger people with natural eye lashes damaged through extensions. Her face is always consistent in her constant ads she run.
Since she originally developed her product for herself, Deborah assumed that her customer persona would look much like herself: younger people with natural eye lashes damaged through extensions. Her face is always consistent in her constant ads she run.
Deborah developed a product backed by her science knowledge and built her brand on transparency while establishing herself as a trusted beauty advisor. The ads strategy allowed her to stand out in a crowded market, and has paid off for the business.
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