1 00:00:08,193 --> 00:00:10,914 Speaker 1: You're listening to AMM with mea podcast. 2 00:00:15,434 --> 00:00:16,954 Speaker 2: Makeup is my therapy. 3 00:00:17,154 --> 00:00:20,194 Speaker 3: I'm in love. I'm obsessed and I don't even feel 4 00:00:20,233 --> 00:00:20,994 Speaker 3: guilty about it. 5 00:00:24,594 --> 00:00:26,394 Speaker 1: Hello, and welcome to you, beauty. 6 00:00:26,434 --> 00:00:29,434 Speaker 3: This is the formula and I'm Kelly McCarran and today 7 00:00:29,834 --> 00:00:34,793 Speaker 3: we are chatting to Rachel Wild, the absolute powerhouse thirty 8 00:00:34,874 --> 00:00:38,834 Speaker 3: under thirty, founder and CMO of not only the viral 9 00:00:38,914 --> 00:00:42,994 Speaker 3: sensation boof Haircare that blew up into the beauty universe 10 00:00:43,114 --> 00:00:45,514 Speaker 3: last year, but TBH Skincare. 11 00:00:45,754 --> 00:00:47,394 Speaker 1: Rachel, Welcome to you, beauty. 12 00:00:47,913 --> 00:00:53,993 Speaker 2: You have such beautiful skill, but how thanks for having me. 13 00:00:54,074 --> 00:00:57,394 Speaker 3: I'm so excited that you're here. You have built two 14 00:00:57,634 --> 00:01:02,834 Speaker 3: incredibly successful brands in two completely different categories, skincare and haircare, 15 00:01:03,394 --> 00:01:06,754 Speaker 3: but they've both achieved massive momentum through social media. I 16 00:01:06,754 --> 00:01:09,914 Speaker 3: would say no one in Australia, like no company is 17 00:01:09,954 --> 00:01:13,514 Speaker 3: doing social media with as much gusto and insight as you. 18 00:01:14,794 --> 00:01:17,594 Speaker 3: What would you say is the single biggest non negotiable 19 00:01:17,674 --> 00:01:21,154 Speaker 3: rule or shift that you learned from TB Hate Skincare 20 00:01:22,354 --> 00:01:26,034 Speaker 3: That was absolutely mandatory when launching buff to find out 21 00:01:26,514 --> 00:01:27,994 Speaker 3: like to make sure that you cut through. 22 00:01:28,274 --> 00:01:31,994 Speaker 4: I would say the number one thing was know exactly 23 00:01:32,034 --> 00:01:35,234 Speaker 4: who your customer is, and that was something that I 24 00:01:35,354 --> 00:01:37,834 Speaker 4: did actually in the early days with TBH. Now the 25 00:01:37,874 --> 00:01:41,554 Speaker 4: breakout hack was I just singled out a certain customer 26 00:01:41,594 --> 00:01:44,874 Speaker 4: and wasn't afraid to sort of polarize or isolate other 27 00:01:44,914 --> 00:01:48,034 Speaker 4: audiences potentially to just speak to that person. And when 28 00:01:48,074 --> 00:01:50,994 Speaker 4: you are entering into crowded categories, I think that that's 29 00:01:51,034 --> 00:01:53,674 Speaker 4: really important to have, is like that intention of I 30 00:01:53,714 --> 00:01:56,634 Speaker 4: know who I'm speaking to and just being really laser 31 00:01:56,674 --> 00:01:59,634 Speaker 4: focused on that. But more so that's driven by like 32 00:01:59,714 --> 00:02:02,274 Speaker 4: knowing where the white space is, who the customer is 33 00:02:02,314 --> 00:02:04,794 Speaker 4: with the biggest pain point like that you're solving. So 34 00:02:05,114 --> 00:02:06,954 Speaker 4: we did the exact same thing with Booth, which started 35 00:02:06,994 --> 00:02:09,714 Speaker 4: with customer focus groups. So when we'd come across the 36 00:02:09,794 --> 00:02:12,794 Speaker 4: amazing products like other non negotiables, obviously having like an 37 00:02:12,794 --> 00:02:16,114 Speaker 4: incredible tech or products that's actually novel. So once you've 38 00:02:16,154 --> 00:02:18,034 Speaker 4: got that, I would say, like, it's having that. But 39 00:02:18,074 --> 00:02:20,354 Speaker 4: then also like we sat in customer focus groups and 40 00:02:20,354 --> 00:02:23,594 Speaker 4: really understood like the different pockets of people that this 41 00:02:23,674 --> 00:02:26,474 Speaker 4: could serve, but more so like who was the most 42 00:02:26,594 --> 00:02:29,714 Speaker 4: under serviced, who was the most in pain, who was 43 00:02:29,994 --> 00:02:32,994 Speaker 4: missing like that product the most out of everyone, and 44 00:02:33,194 --> 00:02:35,954 Speaker 4: that actually for us at the time was postpartum mums, 45 00:02:36,394 --> 00:02:38,314 Speaker 4: and so that was sort of what we started to 46 00:02:38,314 --> 00:02:41,554 Speaker 4: build the brand around. But also through those conversations we 47 00:02:41,594 --> 00:02:43,994 Speaker 4: actually saw an opportunity with booth which was a little 48 00:02:44,114 --> 00:02:47,114 Speaker 4: bit different from TBH, where we saw it actually having 49 00:02:47,274 --> 00:02:50,234 Speaker 4: much more like of a broader scope to different audiences, 50 00:02:50,274 --> 00:02:53,394 Speaker 4: which was like males as well as like that younger 51 00:02:53,554 --> 00:02:55,913 Speaker 4: sort of female as well. So I would say it 52 00:02:56,034 --> 00:02:58,034 Speaker 4: was just like having that clear direction from the start, 53 00:02:58,154 --> 00:03:01,073 Speaker 4: having an incredible product and then not being afraid to 54 00:03:01,154 --> 00:03:03,554 Speaker 4: I guess, like launch it in a way that was 55 00:03:03,594 --> 00:03:06,633 Speaker 4: really like authentic to us and different to what everyone 56 00:03:06,634 --> 00:03:08,714 Speaker 4: else in them market had done before. 57 00:03:08,714 --> 00:03:10,714 Speaker 3: And not worried I guess about what people are going 58 00:03:10,794 --> 00:03:14,233 Speaker 3: to say, because if they're talking, they're talking right, Yes, exactly, 59 00:03:14,594 --> 00:03:18,514 Speaker 3: all right, that makes sense. And with TBH, you bought 60 00:03:18,634 --> 00:03:23,353 Speaker 3: the patent and technology to gen z consumers. How do 61 00:03:23,354 --> 00:03:27,234 Speaker 3: you balance the need for serious science and clinical results 62 00:03:27,274 --> 00:03:31,274 Speaker 3: with playful, viral and relatable content that made people stop 63 00:03:31,314 --> 00:03:36,954 Speaker 3: scrolling on TikTok Because yeah, you were working for pharmaceuticals, 64 00:03:37,114 --> 00:03:37,914 Speaker 3: Yes I was. 65 00:03:38,034 --> 00:03:41,274 Speaker 4: Yes, I think when we created the brand voice for TBH, 66 00:03:41,314 --> 00:03:43,594 Speaker 4: Like if we do take it back more to brand strategy, 67 00:03:43,674 --> 00:03:47,834 Speaker 4: then yes, our intention was always be disruptive in the space, 68 00:03:48,194 --> 00:03:49,954 Speaker 4: which was like we don't want to talk like every 69 00:03:49,954 --> 00:03:52,994 Speaker 4: single other acne care brand does, which was super clinical 70 00:03:53,074 --> 00:03:56,074 Speaker 4: and I'm like boring, very stigmatized. But then when we 71 00:03:56,114 --> 00:03:58,554 Speaker 4: brought in TBH with that identity, it al wasn't like 72 00:03:58,594 --> 00:04:00,034 Speaker 4: we knew that we were going to then go and 73 00:04:00,074 --> 00:04:02,074 Speaker 4: do what we did on social media. I actually think 74 00:04:02,074 --> 00:04:04,274 Speaker 4: it kind of happened a little bit by accident, and 75 00:04:04,314 --> 00:04:06,514 Speaker 4: then we just sort of followed what was working. So 76 00:04:06,914 --> 00:04:09,794 Speaker 4: I think that's even evolved though since then. So we 77 00:04:09,874 --> 00:04:11,754 Speaker 4: look back, like, how long have we been doing this 78 00:04:11,834 --> 00:04:14,914 Speaker 4: on social media with TVH, Probably two years that we've 79 00:04:14,914 --> 00:04:17,874 Speaker 4: been doing this trend based like content. And when we 80 00:04:17,954 --> 00:04:20,474 Speaker 4: started it, it was this way to like really bring 81 00:04:20,514 --> 00:04:23,953 Speaker 4: people into the fold of the brand where they were like, oh, 82 00:04:23,993 --> 00:04:27,073 Speaker 4: what is this company that's like doing these crazy things online, 83 00:04:27,113 --> 00:04:30,873 Speaker 4: whether that was impersonating Margo Robbie or just like doing 84 00:04:30,873 --> 00:04:33,553 Speaker 4: a crazy trend in the office. At that time, that 85 00:04:33,674 --> 00:04:36,753 Speaker 4: was quite novel, like people weren't really seeing that broadly 86 00:04:36,794 --> 00:04:40,673 Speaker 4: across their feeds. I look now at what's happening these days, 87 00:04:40,753 --> 00:04:43,553 Speaker 4: and that velocity of content and like all the ECG 88 00:04:43,753 --> 00:04:46,954 Speaker 4: that's coming out of brands, like it is huge, and 89 00:04:47,034 --> 00:04:51,073 Speaker 4: so that is now then changing what we're looking to 90 00:04:51,154 --> 00:04:53,154 Speaker 4: do or then what the next thing is that's going 91 00:04:53,234 --> 00:04:55,713 Speaker 4: to come because it's kind of very crowded now. So 92 00:04:56,154 --> 00:04:58,873 Speaker 4: to answer your question of how do we balance like 93 00:04:58,914 --> 00:05:02,154 Speaker 4: the fun and trending inside science, which is what the 94 00:05:02,154 --> 00:05:04,474 Speaker 4: products are with the products and what they actually do, 95 00:05:04,594 --> 00:05:06,354 Speaker 4: is like Ice would say that we're still trying to 96 00:05:06,393 --> 00:05:09,354 Speaker 4: find that, yeah, and we were just following like what 97 00:05:09,513 --> 00:05:11,354 Speaker 4: was working and what we were finding as people were 98 00:05:11,354 --> 00:05:13,474 Speaker 4: coming in and learning about the products, probably lower down 99 00:05:13,513 --> 00:05:16,873 Speaker 4: the funnel. But I would say that we lived in 100 00:05:16,914 --> 00:05:19,074 Speaker 4: a little bit of a world even six months ago 101 00:05:19,433 --> 00:05:21,753 Speaker 4: where like pushing heaps of volume out and heaps of 102 00:05:21,794 --> 00:05:24,313 Speaker 4: content out the door was sort of the way to go. Yeah, 103 00:05:24,354 --> 00:05:26,433 Speaker 4: and I think there's going to be a shift where 104 00:05:26,513 --> 00:05:28,834 Speaker 4: like we're going to go back to more well thought 105 00:05:28,873 --> 00:05:32,154 Speaker 4: out like ideation, a little bit more like consideration, maybe 106 00:05:32,234 --> 00:05:36,833 Speaker 4: lower like volume and better quality right now shift actually. 107 00:05:36,474 --> 00:05:39,674 Speaker 3: Like yeah, people are putting a little bit more intention 108 00:05:39,834 --> 00:05:44,834 Speaker 3: behind it because it isn't I guess a long term 109 00:05:46,073 --> 00:05:47,874 Speaker 3: viable strategy really. 110 00:05:47,633 --> 00:05:49,714 Speaker 4: Well, I think it used to be as in I 111 00:05:49,794 --> 00:05:53,113 Speaker 4: think it worked better previously. So now you're sort of 112 00:05:53,113 --> 00:05:55,153 Speaker 4: putting out those trends and because you are in like 113 00:05:55,193 --> 00:05:57,954 Speaker 4: the masses, it isn't sparking that intrigue in the same 114 00:05:57,993 --> 00:05:58,794 Speaker 4: way that it used. 115 00:05:58,674 --> 00:06:02,273 Speaker 3: To, whereas now it's almost like it's shifting back and 116 00:06:02,313 --> 00:06:04,794 Speaker 3: people want to look at something a little bit more inspirational. 117 00:06:04,873 --> 00:06:08,954 Speaker 3: Aspirational and yeah, like that does have more art direction 118 00:06:09,073 --> 00:06:10,553 Speaker 3: and that sort of thing behind it. 119 00:06:10,794 --> 00:06:12,594 Speaker 4: And I think now we've got the challenge of, well, 120 00:06:12,594 --> 00:06:15,234 Speaker 4: we need to capture the attention and also sort of 121 00:06:15,234 --> 00:06:17,753 Speaker 4: bring them into the what the brand is at the 122 00:06:17,794 --> 00:06:21,234 Speaker 4: same time. Yeah, because capturing the attention and then being 123 00:06:21,274 --> 00:06:23,874 Speaker 4: able to bring them down the funnel isn't as effective 124 00:06:23,953 --> 00:06:25,234 Speaker 4: as it used to be, just because. 125 00:06:24,993 --> 00:06:26,714 Speaker 2: Of the volume of noise that's going on. 126 00:06:27,193 --> 00:06:29,113 Speaker 3: And that's actually a good point, and I don't think 127 00:06:29,154 --> 00:06:31,713 Speaker 3: a lot of people listening at home probably realized that. 128 00:06:31,753 --> 00:06:34,473 Speaker 3: And I've obviously seen that firsthand as well working with 129 00:06:34,553 --> 00:06:38,714 Speaker 3: different brands before that just because you have really great 130 00:06:38,753 --> 00:06:42,593 Speaker 3: success on social media doesn't translate to sales at all. 131 00:06:42,714 --> 00:06:42,954 Speaker 2: Yeah. 132 00:06:42,993 --> 00:06:48,153 Speaker 3: Sometimes, so when you're measuring, like are there certain campaigns 133 00:06:48,234 --> 00:06:51,553 Speaker 3: or stunts that you've done that have absolutely blown up 134 00:06:51,594 --> 00:06:55,153 Speaker 3: sales and you weren't expecting it. And then are there 135 00:06:55,193 --> 00:06:58,553 Speaker 3: some that you saw absolutely no attraction in terms of sales, 136 00:06:58,594 --> 00:07:01,354 Speaker 3: like nothing really moved, but you blew up and people 137 00:07:01,354 --> 00:07:02,873 Speaker 3: were talking about you on social media. 138 00:07:03,073 --> 00:07:04,873 Speaker 4: Yeah, And I would say like in a good example 139 00:07:04,953 --> 00:07:06,634 Speaker 4: was this year we got our like it was our 140 00:07:06,674 --> 00:07:09,834 Speaker 4: most ever like a high sever viral video, which was 141 00:07:09,874 --> 00:07:12,194 Speaker 4: the Nicki Minaj's trend, and I was standing on the 142 00:07:12,234 --> 00:07:14,794 Speaker 4: rebound products on the desk, like you know that trend 143 00:07:14,794 --> 00:07:17,434 Speaker 4: in heels, we get to stand on small that got 144 00:07:17,514 --> 00:07:20,434 Speaker 4: eighteen and a half million views on our TikTok, like 145 00:07:20,554 --> 00:07:24,794 Speaker 4: absolutely enormous. That's all organic and so our most ever 146 00:07:24,874 --> 00:07:27,754 Speaker 4: viral video. But like it just it shifted followers, but 147 00:07:27,834 --> 00:07:32,314 Speaker 4: it didn't really shift sales. And I think previously like 148 00:07:32,393 --> 00:07:35,514 Speaker 4: with the Margo Robbie stunt that wasn't really related to products, 149 00:07:35,794 --> 00:07:37,794 Speaker 4: but it got one point two million views. But the 150 00:07:37,834 --> 00:07:41,594 Speaker 4: way that it built our brand awareness and recognition, which 151 00:07:41,674 --> 00:07:44,634 Speaker 4: was like, oh did you see that skincare brand that 152 00:07:44,714 --> 00:07:47,354 Speaker 4: like you know, impersonated Margaret Robbie. Yeah, there was that 153 00:07:47,434 --> 00:07:50,874 Speaker 4: connection versus like people aren't saying, did you see that 154 00:07:50,994 --> 00:07:53,714 Speaker 4: brand that did that Nicki minajh trend like, And that's 155 00:07:53,714 --> 00:07:57,114 Speaker 4: why I'm saying these trends don't spark as much intrigue 156 00:07:57,114 --> 00:07:59,634 Speaker 4: as they previously used it because there's so many more people. 157 00:07:59,514 --> 00:08:00,234 Speaker 2: Like doing it. 158 00:08:00,794 --> 00:08:03,273 Speaker 3: And so the thing about a trend exactly there's a 159 00:08:03,314 --> 00:08:05,394 Speaker 3: million people that are now doing it, so you wouldn't 160 00:08:05,393 --> 00:08:07,474 Speaker 3: really be talking unless you did it with a we 161 00:08:07,674 --> 00:08:10,153 Speaker 3: twist or something, but even yeah, it's I don't know. 162 00:08:10,393 --> 00:08:13,834 Speaker 4: And so now I think we've seen other things go 163 00:08:13,994 --> 00:08:17,314 Speaker 4: viral in different ways where maybe it's not necessarily heaps 164 00:08:17,314 --> 00:08:20,273 Speaker 4: of views on our page, but it's like a conversation 165 00:08:20,393 --> 00:08:23,554 Speaker 4: that's been sparked on TikTok. We saw this with our 166 00:08:23,554 --> 00:08:26,674 Speaker 4: milky Tona and then we saw a lot of creators 167 00:08:26,714 --> 00:08:29,033 Speaker 4: just like picking it up because other people were talking 168 00:08:29,074 --> 00:08:31,994 Speaker 4: about it and they saw it like getting traction. So 169 00:08:32,034 --> 00:08:34,593 Speaker 4: we saw virality in that way on social media where 170 00:08:34,634 --> 00:08:37,634 Speaker 4: it actually wasn't driven necessarily by our own account, but 171 00:08:37,714 --> 00:08:40,274 Speaker 4: it was like this movement and conversation that people. 172 00:08:40,114 --> 00:08:44,754 Speaker 3: Talking about that it was micro yeah, product road yeah. 173 00:08:44,794 --> 00:08:46,994 Speaker 3: And so I think that's why I originally bought it 174 00:08:47,034 --> 00:08:49,394 Speaker 3: because I was like I saw people talking about it 175 00:08:49,474 --> 00:08:51,554 Speaker 3: or just that it was really beautiful and nourishing, and. 176 00:08:51,514 --> 00:08:54,394 Speaker 4: There was one micro creator that posted about it and 177 00:08:54,434 --> 00:08:57,674 Speaker 4: it went viral with that angle, and then a whole 178 00:08:57,674 --> 00:08:58,474 Speaker 4: bunch of people like. 179 00:08:58,434 --> 00:08:59,114 Speaker 2: Picked that up. 180 00:08:59,194 --> 00:09:01,234 Speaker 4: Yeah, and that was really interesting learning because that was 181 00:09:01,274 --> 00:09:05,234 Speaker 4: more like micro content creators, like maybe having like one 182 00:09:05,274 --> 00:09:08,833 Speaker 4: really successful video, but then whole halo effect of other 183 00:09:08,874 --> 00:09:11,274 Speaker 4: creators that even if their videos weren't in the hundreds 184 00:09:11,314 --> 00:09:14,114 Speaker 4: of thousands or millions of views, the impact that that 185 00:09:14,234 --> 00:09:17,834 Speaker 4: had was massive. And so again that then also reframed 186 00:09:17,874 --> 00:09:20,474 Speaker 4: like how we're looking at social to support the business 187 00:09:20,634 --> 00:09:22,154 Speaker 4: and the ways in which we go about that. 188 00:09:22,114 --> 00:09:25,394 Speaker 3: Because sometimes those micro creators, Like if you think about 189 00:09:25,554 --> 00:09:28,194 Speaker 3: the impact that someone could have in a Facebook forum 190 00:09:28,634 --> 00:09:32,794 Speaker 3: by speaking wonderfully or awfully about your product, your brand, 191 00:09:33,354 --> 00:09:35,714 Speaker 3: that person might have five hundred followers on Facebook, doesn't 192 00:09:35,754 --> 00:09:40,194 Speaker 3: matter if the impact that that review can be enormous, Yeah. 193 00:09:39,954 --> 00:09:40,594 Speaker 2: One hundred percent. 194 00:09:40,674 --> 00:09:43,394 Speaker 4: And I think TikTok is the generation of it doesn't 195 00:09:43,434 --> 00:09:45,834 Speaker 4: matter how many followers you have anymore. Anyone can go viral, 196 00:09:45,914 --> 00:09:48,274 Speaker 4: which means that everyday customer has the ability to hold 197 00:09:48,354 --> 00:09:51,034 Speaker 4: even more power than they ever have, which must be terrified, 198 00:09:51,114 --> 00:09:55,034 Speaker 4: which is terrifying, but also like how incredible that anyone 199 00:09:55,274 --> 00:09:57,514 Speaker 4: could advocate for your product in that way and for 200 00:09:57,554 --> 00:10:01,674 Speaker 4: small businesses like you're one step away from virality. 201 00:10:01,234 --> 00:10:04,714 Speaker 3: Which could be which could be lifestyle yeah yeah, or 202 00:10:05,554 --> 00:10:07,114 Speaker 3: and it also keeps people on their toes. 203 00:10:07,514 --> 00:10:08,514 Speaker 1: Don't be a shithead. 204 00:10:08,954 --> 00:10:10,593 Speaker 2: Yes, it's going to be accountable. 205 00:10:10,754 --> 00:10:14,474 Speaker 3: That one young girl on TikTok saying you made her 206 00:10:14,514 --> 00:10:17,514 Speaker 3: hair bad and then next minute, well, no one wants 207 00:10:17,554 --> 00:10:24,994 Speaker 3: to go there, and boof is on track for an 208 00:10:24,994 --> 00:10:31,314 Speaker 3: incredible ten million dollars in the first year, Like that's congratulations, 209 00:10:31,354 --> 00:10:34,954 Speaker 3: that's insane, because I wasn't sure, Like obviously I knew 210 00:10:35,954 --> 00:10:37,914 Speaker 3: it was amazing and knew you were behind it. I 211 00:10:37,994 --> 00:10:40,634 Speaker 3: knew that you had Jesse doing pr and you had 212 00:10:40,674 --> 00:10:44,394 Speaker 3: Indie doing the ambassadorship for it. At the time, I 213 00:10:44,474 --> 00:10:46,994 Speaker 3: was but you still don't know if that's actually going 214 00:10:47,034 --> 00:10:50,714 Speaker 3: to translate in sales. And then I saw you post 215 00:10:50,834 --> 00:10:54,914 Speaker 3: something about like just print APIs from the first week, yeah, 216 00:10:54,994 --> 00:10:57,354 Speaker 3: or printing maybe it was printing labels or something, and 217 00:10:57,394 --> 00:11:00,234 Speaker 3: I was like, oh, whoa, okay, yeah, yeah, wow, So 218 00:11:00,354 --> 00:11:03,954 Speaker 3: it is amazing. What do you think was the key 219 00:11:03,954 --> 00:11:07,114 Speaker 3: strategy that allowed you to achieve that sort of success 220 00:11:07,274 --> 00:11:11,874 Speaker 3: in a market where like there are different products that 221 00:11:11,914 --> 00:11:14,154 Speaker 3: sort of meet to that yeah need there it is 222 00:11:14,194 --> 00:11:15,394 Speaker 3: an oversaturated market. 223 00:11:16,394 --> 00:11:21,634 Speaker 4: I think even though it's an oversaturated market, there was 224 00:11:21,714 --> 00:11:26,594 Speaker 4: a gap there in terms of price point. Oh absolutely, formula, 225 00:11:26,714 --> 00:11:30,194 Speaker 4: Like our formula was very different to what was actually 226 00:11:30,194 --> 00:11:31,994 Speaker 4: on the market. So the way the product's working, like 227 00:11:32,034 --> 00:11:34,394 Speaker 4: you can market that in that like it wasn't something 228 00:11:34,434 --> 00:11:36,754 Speaker 4: that people had tried before, even from a texture point 229 00:11:36,754 --> 00:11:38,594 Speaker 4: of view, like it wasn't. It was actually quite different 230 00:11:38,634 --> 00:11:40,874 Speaker 4: to what was available. Yeah, So I think it was 231 00:11:40,914 --> 00:11:43,554 Speaker 4: a combination of things of like how we were positioning 232 00:11:43,554 --> 00:11:46,434 Speaker 4: it in marks so called packaging, the branding, like the 233 00:11:46,474 --> 00:11:49,674 Speaker 4: packaging so and we were very intentional with that that 234 00:11:49,874 --> 00:11:52,394 Speaker 4: colors that we chose, like were very specifically colors that 235 00:11:52,434 --> 00:11:55,834 Speaker 4: we hadn't seen yet like in that space in haircare 236 00:11:55,954 --> 00:11:57,874 Speaker 4: at our price points. So there were a lot of 237 00:11:57,914 --> 00:12:01,234 Speaker 4: things where we had mapped out that white space quite clearly. 238 00:12:01,274 --> 00:12:02,954 Speaker 4: And that's why I say, like, no where you're playing, 239 00:12:03,034 --> 00:12:05,514 Speaker 4: know who you're talking to, And so I think that 240 00:12:05,634 --> 00:12:09,234 Speaker 4: was really key like part of the success. Then you've 241 00:12:09,234 --> 00:12:11,514 Speaker 4: got to remember we had taken all of like the 242 00:12:11,634 --> 00:12:15,114 Speaker 4: six years worth of learning from building TBH, and then 243 00:12:15,114 --> 00:12:17,874 Speaker 4: we've got a whole team behind the scenes to like 244 00:12:17,914 --> 00:12:20,794 Speaker 4: support the launch, which all of those things, like you know, 245 00:12:20,794 --> 00:12:23,714 Speaker 4: we have the right level of supply to not sell out. 246 00:12:23,834 --> 00:12:27,434 Speaker 4: We had distribution partners like Priceline to help us launch 247 00:12:27,514 --> 00:12:30,634 Speaker 4: in retail, to like give it that physical presence. All 248 00:12:30,674 --> 00:12:33,754 Speaker 4: of these tiny things people probably don't see, I think 249 00:12:34,194 --> 00:12:37,434 Speaker 4: lead into that like major mega launch moment or. 250 00:12:37,354 --> 00:12:40,434 Speaker 3: They compare their own small business, but it's like, yeah, 251 00:12:41,314 --> 00:12:44,434 Speaker 3: if you're launching with a team of one compared to 252 00:12:44,794 --> 00:12:47,994 Speaker 3: so different an experienced team that's been working together for 253 00:12:48,034 --> 00:12:49,514 Speaker 3: six years, huge difference. 254 00:12:49,674 --> 00:12:54,754 Speaker 4: And Indie really was like such a key component of 255 00:12:54,794 --> 00:12:56,274 Speaker 4: that scale as well. 256 00:12:56,514 --> 00:12:59,634 Speaker 3: It's so perfect because you know, once again we're talking 257 00:12:59,714 --> 00:13:04,154 Speaker 3: about influences in the algorithm. The thing about a celebrity 258 00:13:04,154 --> 00:13:06,114 Speaker 3: in Australia is that I was just saying to you 259 00:13:06,114 --> 00:13:08,074 Speaker 3: off Mike that I had never heard of the person 260 00:13:08,114 --> 00:13:10,154 Speaker 3: that won the TikTok Creator of the Year, had never 261 00:13:10,194 --> 00:13:13,874 Speaker 3: seen a piece of content or anything. But in terms 262 00:13:13,874 --> 00:13:17,714 Speaker 3: of who you were looking to target, perfect, Indie was 263 00:13:17,834 --> 00:13:19,234 Speaker 3: just so perfect. 264 00:13:20,314 --> 00:13:22,994 Speaker 4: And I think we've seen, you know, with the other 265 00:13:23,034 --> 00:13:25,474 Speaker 4: brands again like know who customer is, then meet them 266 00:13:25,474 --> 00:13:27,914 Speaker 4: where they're active. So we knew who the customer was, 267 00:13:27,954 --> 00:13:29,994 Speaker 4: and then we knew that one of the number one 268 00:13:30,034 --> 00:13:32,953 Speaker 4: ways that those customers discover new products is through creators. 269 00:13:33,274 --> 00:13:36,394 Speaker 4: And who is like the pinnacle of that customer group 270 00:13:36,554 --> 00:13:39,194 Speaker 4: on social It's Indy And so. 271 00:13:39,594 --> 00:13:42,914 Speaker 3: She had the postpartum hair loss, Like it's not like 272 00:13:42,954 --> 00:13:45,074 Speaker 3: she had a full head of hair, no, you know 273 00:13:45,114 --> 00:13:46,354 Speaker 3: what I mean, like really thick. 274 00:13:46,554 --> 00:13:49,194 Speaker 4: Yes, So she was the perfect candidate for the product. 275 00:13:49,234 --> 00:13:51,474 Speaker 4: And I think that's a non negotiable, Like you cannot 276 00:13:51,474 --> 00:13:53,874 Speaker 4: work with someone unless they are able to talk to 277 00:13:53,914 --> 00:13:56,713 Speaker 4: the problem firsthand and use the products genuine. 278 00:13:56,474 --> 00:13:57,914 Speaker 1: And that's where so many brands go wrong. 279 00:13:57,914 --> 00:14:00,914 Speaker 3: I reckon they just use people that they like or 280 00:14:00,914 --> 00:14:05,434 Speaker 3: that they think that they're particularly beautiful in whatever way 281 00:14:05,474 --> 00:14:09,194 Speaker 3: that they're looking to harness for their socials or whatnot. 282 00:14:09,194 --> 00:14:12,394 Speaker 3: But they actually clearly have never used to that product before. 283 00:14:12,394 --> 00:14:13,794 Speaker 3: They don't have any believe in it, they don't have 284 00:14:13,834 --> 00:14:15,074 Speaker 3: any need for it. 285 00:14:15,634 --> 00:14:18,114 Speaker 2: And you can tell, you can tell customers can sniff out. 286 00:14:18,394 --> 00:14:21,874 Speaker 3: We out so easily, yeah, so easily. 287 00:14:22,234 --> 00:14:24,194 Speaker 1: And it was just so organic. 288 00:14:24,474 --> 00:14:28,114 Speaker 4: Yeah, yeah, no, it was genuinely like we knew that 289 00:14:28,194 --> 00:14:30,954 Speaker 4: if she'd used the product and really seen the result, 290 00:14:31,034 --> 00:14:32,714 Speaker 4: like we were going to get that buying from her. 291 00:14:32,794 --> 00:14:36,754 Speaker 4: We'd seen that actually with creators on the TBH side, 292 00:14:36,794 --> 00:14:39,154 Speaker 4: with breakouts, like those ones that had really had that 293 00:14:39,354 --> 00:14:42,034 Speaker 4: huge result, and we're able to speak to the product 294 00:14:42,034 --> 00:14:44,554 Speaker 4: like we're always the ones that you know had the 295 00:14:44,594 --> 00:14:48,074 Speaker 4: best outcome for the business because they were the most aligned. 296 00:14:47,754 --> 00:14:51,354 Speaker 3: Exactly, rather than someone that you know, like I've recommended 297 00:14:51,394 --> 00:14:53,794 Speaker 3: the different products before, but it's like, I'm not going 298 00:14:53,834 --> 00:14:55,674 Speaker 3: to have that much cut through. If someone's seeing that 299 00:14:56,354 --> 00:14:59,794 Speaker 3: I have a pimple, that then that's sort of healed. Yeah, 300 00:14:59,994 --> 00:15:02,554 Speaker 3: that was actually quite funny that Jesse, who looks after 301 00:15:02,554 --> 00:15:05,154 Speaker 3: your pr was like, have you tried the tonic? And 302 00:15:05,194 --> 00:15:06,834 Speaker 3: I was like, yeah, it's really good and she was 303 00:15:06,834 --> 00:15:08,114 Speaker 3: like yeah, but did you try it long term? And 304 00:15:08,154 --> 00:15:10,234 Speaker 3: I was like, no, Jesse, I don't want more hair. 305 00:15:10,514 --> 00:15:12,114 Speaker 2: Yeah, yeah, you don't need that. 306 00:15:12,754 --> 00:15:15,114 Speaker 3: I was like, no, I don't want any more hair. 307 00:15:15,194 --> 00:15:15,954 Speaker 2: I'm so hairy. 308 00:15:16,114 --> 00:15:18,594 Speaker 3: That must be nice, But it's just funny, like the 309 00:15:18,674 --> 00:15:23,434 Speaker 3: different different needs. Yeah, now you've got the inspired unemployed 310 00:15:23,674 --> 00:15:28,714 Speaker 3: Jack Steele for Booth, who's funny, he's relatable. Why him? 311 00:15:28,914 --> 00:15:32,434 Speaker 3: Was it so that you can now tap into men? 312 00:15:32,914 --> 00:15:36,794 Speaker 4: Yes, So we knew that the male side of things 313 00:15:36,914 --> 00:15:39,674 Speaker 4: was eventually like a target demographic that we wanted to 314 00:15:39,714 --> 00:15:45,154 Speaker 4: go after because their options are limited in the way again, Yeah, 315 00:15:45,194 --> 00:15:48,594 Speaker 4: and there's like side effects and there's also just like 316 00:15:48,794 --> 00:15:51,754 Speaker 4: when you're looking at customer groups with the biggest pain point, 317 00:15:52,074 --> 00:15:56,274 Speaker 4: like their's is massive, like that they really feel that 318 00:15:56,394 --> 00:15:58,674 Speaker 4: pain of that problem and they want to solve it 319 00:15:58,754 --> 00:15:59,234 Speaker 4: so badly. 320 00:15:59,314 --> 00:16:01,314 Speaker 3: A lot of people, like men have said it's their 321 00:16:01,354 --> 00:16:03,394 Speaker 3: biggest insecurity, more so than acne. 322 00:16:03,474 --> 00:16:06,594 Speaker 4: Yeah, And we were witnessing that when we went to 323 00:16:06,674 --> 00:16:09,274 Speaker 4: market in that males don't typically buy for themselves, like 324 00:16:09,314 --> 00:16:11,834 Speaker 4: it's their female counterparts that buy for them on behalf 325 00:16:11,874 --> 00:16:14,474 Speaker 4: of them, whether that's sisters, mum's partners, whatever it is. 326 00:16:14,954 --> 00:16:17,034 Speaker 4: And so we kind of knew that if we reached 327 00:16:17,034 --> 00:16:19,874 Speaker 4: the female, we were likely to actually reach the male 328 00:16:20,034 --> 00:16:22,714 Speaker 4: through them in some way, shape or form. And that 329 00:16:22,754 --> 00:16:25,954 Speaker 4: started happening after the launch, probably quicker than what we expected. 330 00:16:26,434 --> 00:16:27,834 Speaker 2: And then just through. 331 00:16:27,674 --> 00:16:30,554 Speaker 4: Every conversation we were all having within the team, like 332 00:16:30,594 --> 00:16:33,594 Speaker 4: personally outside of the office, everyone that we spoke to 333 00:16:33,634 --> 00:16:37,354 Speaker 4: booth about the main engagement that we got in those 334 00:16:37,394 --> 00:16:40,954 Speaker 4: conversations was from guys, Like every male that we spoke 335 00:16:40,994 --> 00:16:42,874 Speaker 4: to was like, I need that, I need that product, 336 00:16:43,314 --> 00:16:44,794 Speaker 4: And so we thought, you know what, we need to 337 00:16:44,874 --> 00:16:47,634 Speaker 4: actually get that to the market and make the guys 338 00:16:47,714 --> 00:16:49,514 Speaker 4: understand that this is a product that will work for 339 00:16:49,554 --> 00:16:51,434 Speaker 4: them and we need to do it like now, even 340 00:16:51,474 --> 00:16:54,034 Speaker 4: though we were less than six months post launch. So 341 00:16:54,914 --> 00:16:57,554 Speaker 4: we decided to run a campaign which was Boof is 342 00:16:57,594 --> 00:17:00,514 Speaker 4: for the Boys, and we wanted a face similar to 343 00:17:00,554 --> 00:17:03,874 Speaker 4: India that could really speak to the problem and also 344 00:17:03,994 --> 00:17:06,554 Speaker 4: relate to the brand voice and the way of working 345 00:17:06,634 --> 00:17:09,474 Speaker 4: that we have within York Street brands, but also Booth 346 00:17:09,914 --> 00:17:12,474 Speaker 4: and so Jack was the perfect candidate because he had 347 00:17:12,474 --> 00:17:15,714 Speaker 4: already spoken a lot about his receiving hairline on the podcast. 348 00:17:16,154 --> 00:17:18,794 Speaker 4: He was openly sharing it, which also I think is 349 00:17:18,874 --> 00:17:21,954 Speaker 4: quite rare in this category with males. You don't see 350 00:17:21,954 --> 00:17:24,194 Speaker 4: a lot of people talking about it. And so we 351 00:17:24,194 --> 00:17:27,634 Speaker 4: were like, boom Jack is like our person. But again, 352 00:17:27,914 --> 00:17:29,954 Speaker 4: he was able to trial the products get a really 353 00:17:29,994 --> 00:17:32,754 Speaker 4: good result. That's one thing I think that if he 354 00:17:32,874 --> 00:17:35,194 Speaker 4: was to just get onto socials and talk about the 355 00:17:35,234 --> 00:17:37,954 Speaker 4: results that he got, everyone would just switch off a. 356 00:17:37,874 --> 00:17:40,674 Speaker 3: Bit because it also wouldn't be believable that's not what 357 00:17:40,754 --> 00:17:41,554 Speaker 3: he usually does. 358 00:17:41,914 --> 00:17:44,834 Speaker 4: So again, I think there's like two non negotiables, is like, 359 00:17:44,954 --> 00:17:47,634 Speaker 4: can they speak to the problem and the pain point 360 00:17:47,674 --> 00:17:50,833 Speaker 4: and actually genuinely endorse the products? But also secondly, do 361 00:17:50,914 --> 00:17:53,994 Speaker 4: they match like your brand and how you work a 362 00:17:53,994 --> 00:17:56,554 Speaker 4: similar way that like you would hire someone into a workforce, 363 00:17:56,554 --> 00:17:58,274 Speaker 4: you'd be like, do you have the skills, but also 364 00:17:58,314 --> 00:18:00,914 Speaker 4: are you going to be a good fit a culture fit? 365 00:18:01,194 --> 00:18:03,394 Speaker 2: Exactly do you align with the values now way of working? 366 00:18:03,434 --> 00:18:05,954 Speaker 4: I actually see influence and create a recruitment like quite 367 00:18:05,954 --> 00:18:09,714 Speaker 4: similarly when it's in that of is our way of 368 00:18:09,754 --> 00:18:12,474 Speaker 4: working going to align with yours? And he was like, 369 00:18:12,714 --> 00:18:16,034 Speaker 4: it's similar to indie like very where chaotic. We're bold, 370 00:18:16,114 --> 00:18:19,594 Speaker 4: like we want to do things differently, it's sort of unconventional. 371 00:18:19,634 --> 00:18:21,434 Speaker 4: We're happy to push a boundary. So we want to 372 00:18:21,474 --> 00:18:24,474 Speaker 4: partner with creators that mirror that energy and like enjoy 373 00:18:24,514 --> 00:18:26,314 Speaker 4: that wave, work fun so that we get the best 374 00:18:26,314 --> 00:18:28,034 Speaker 4: out of them and then we get the best business result. 375 00:18:28,034 --> 00:18:29,513 Speaker 4: And that's exactly what happened with Jack. So it was 376 00:18:29,834 --> 00:18:31,954 Speaker 4: actually wonderful to witness that was so much fun. 377 00:18:31,994 --> 00:18:33,514 Speaker 2: To create, and I liked. 378 00:18:33,394 --> 00:18:36,914 Speaker 3: The build up, Yes with everyone in the comments. 379 00:18:36,514 --> 00:18:37,994 Speaker 2: One even the power suit. 380 00:18:38,154 --> 00:18:41,674 Speaker 3: Oh my god, it was outstanding, so much fun. 381 00:18:41,514 --> 00:18:44,234 Speaker 2: To film, it was so good. It was really good. 382 00:18:48,914 --> 00:18:53,834 Speaker 3: So TBH has scaled massively. It's in over twelve hundred 383 00:18:53,914 --> 00:18:58,314 Speaker 3: retail stores. So when you have a thriving digital first community, 384 00:18:58,314 --> 00:19:01,034 Speaker 3: which is what you've had with TBH, what does that 385 00:19:01,114 --> 00:19:04,273 Speaker 3: physical retail shelf presence actually do for the growth that 386 00:19:04,354 --> 00:19:07,273 Speaker 3: social media can't And I guess now with boof as well. 387 00:19:07,114 --> 00:19:09,954 Speaker 4: Well, so much more than I ever could have imagined. 388 00:19:10,234 --> 00:19:13,194 Speaker 4: Like we were pure play e commerce as a brand 389 00:19:13,234 --> 00:19:15,994 Speaker 4: for three years and we'd built up a very loyal 390 00:19:16,074 --> 00:19:19,513 Speaker 4: customer base online and when we went into retail, we 391 00:19:19,514 --> 00:19:23,154 Speaker 4: went into price line first. I wasn't sure like how 392 00:19:23,194 --> 00:19:25,834 Speaker 4: we were going to perform, but we were really committed 393 00:19:25,874 --> 00:19:28,793 Speaker 4: to like that partnership and saw it. I think so 394 00:19:28,914 --> 00:19:31,714 Speaker 4: many founders and like small business owners see that shelf 395 00:19:31,754 --> 00:19:34,833 Speaker 4: space as like something completely separate to them, and it's like, 396 00:19:34,874 --> 00:19:36,793 Speaker 4: if you partner with the retailer, then you expect to 397 00:19:36,874 --> 00:19:39,714 Speaker 4: sell the products just because they're on the shelf. And 398 00:19:39,754 --> 00:19:41,273 Speaker 4: I think the way that we saw it was like 399 00:19:41,434 --> 00:19:44,714 Speaker 4: we are fully responsible for that sale, and we're happy 400 00:19:44,714 --> 00:19:47,994 Speaker 4: to like essentially bring it into the ecosystem in that 401 00:19:48,034 --> 00:19:50,394 Speaker 4: if it cannibalizes some of the online sales, like, that's 402 00:19:50,434 --> 00:19:54,794 Speaker 4: totally good with us. And so we went into price Line, 403 00:19:54,834 --> 00:19:59,634 Speaker 4: and our customer was dying to shop for our products 404 00:19:59,634 --> 00:20:03,114 Speaker 4: in that level of accessibility that Priceline offered, like if 405 00:20:03,154 --> 00:20:04,994 Speaker 4: you're in a regional place, you can get it. Like 406 00:20:05,034 --> 00:20:06,634 Speaker 4: if you are anywhere, you can get it. It's known 407 00:20:06,634 --> 00:20:07,994 Speaker 4: for good points. 408 00:20:07,674 --> 00:20:10,714 Speaker 1: But don't have to wait for it to ship to you. 409 00:20:10,834 --> 00:20:11,554 Speaker 3: Yes you can. 410 00:20:11,954 --> 00:20:13,434 Speaker 1: Oh, I know that they can have a sale in 411 00:20:13,434 --> 00:20:14,114 Speaker 1: a couple of weeks. 412 00:20:14,314 --> 00:20:17,714 Speaker 4: Yeah, So our revenue split went from like fully e 413 00:20:17,834 --> 00:20:22,074 Speaker 4: comm to nowadays it's eighty five percent retail. And that 414 00:20:22,274 --> 00:20:24,833 Speaker 4: is because we surveyed a whole bunch of our customers 415 00:20:25,194 --> 00:20:27,834 Speaker 4: and they said eighty percent of them said they'd rather 416 00:20:27,874 --> 00:20:30,714 Speaker 4: shop for skincare in store, which actually shocked a lot 417 00:20:30,714 --> 00:20:32,074 Speaker 4: of people because they were like, hang on a minute. 418 00:20:32,074 --> 00:20:34,194 Speaker 4: This is a gen Z customer group. And we've got 419 00:20:34,194 --> 00:20:36,234 Speaker 4: another brand in the York Street Brands group, which is 420 00:20:36,274 --> 00:20:39,594 Speaker 4: boost Lab, and they have a more mature customer segment 421 00:20:40,114 --> 00:20:43,314 Speaker 4: and they all shop online. So we've got a higher 422 00:20:43,354 --> 00:20:46,314 Speaker 4: like e comm split of business with boos Lab than 423 00:20:46,314 --> 00:20:49,394 Speaker 4: we do retail and tvahs are completely the other way 424 00:20:49,394 --> 00:20:49,954 Speaker 4: around that. 425 00:20:50,154 --> 00:20:51,274 Speaker 3: Yeah, that makes craz sense. 426 00:20:51,314 --> 00:20:53,754 Speaker 4: We want to go into store, but even when the 427 00:20:53,794 --> 00:20:56,674 Speaker 4: Milky Tone is sold out, the customers could get it online, 428 00:20:56,714 --> 00:20:59,034 Speaker 4: they could get it delivered the next day. They went 429 00:20:59,114 --> 00:21:02,354 Speaker 4: round to every single Priceline store. Priceline stores were sold out, 430 00:21:02,394 --> 00:21:04,674 Speaker 4: they would go to three stores to find one instead 431 00:21:04,714 --> 00:21:07,834 Speaker 4: of ordering online. So it was just these customer behaviors 432 00:21:07,834 --> 00:21:10,714 Speaker 4: of we leant into what the customers were telling us 433 00:21:10,794 --> 00:21:13,194 Speaker 4: they wanted to do, and we just followed that trend 434 00:21:13,234 --> 00:21:15,593 Speaker 4: all the way. And so if it meant then like 435 00:21:15,754 --> 00:21:18,394 Speaker 4: pushing more to retail than one hundred percent, like go 436 00:21:18,434 --> 00:21:21,634 Speaker 4: where the wind is taking you. Retail has just served 437 00:21:21,714 --> 00:21:25,034 Speaker 4: as like the most amazing physical touch point, but it's 438 00:21:25,114 --> 00:21:28,674 Speaker 4: driven by that like online ecosystem. The way that those 439 00:21:28,754 --> 00:21:33,194 Speaker 4: customers are navigating through beauty is that they're finding these 440 00:21:33,234 --> 00:21:36,674 Speaker 4: products on TikTok or with creators online, but then they 441 00:21:36,714 --> 00:21:38,513 Speaker 4: want to go and see them instore and shop them 442 00:21:38,554 --> 00:21:41,914 Speaker 4: in store and have that like physical availability. 443 00:21:41,394 --> 00:21:43,154 Speaker 1: When you shop. Do you shop like that? 444 00:21:43,234 --> 00:21:45,874 Speaker 3: If I say something online, I never like I buy 445 00:21:45,914 --> 00:21:46,474 Speaker 3: it then and there. 446 00:21:46,514 --> 00:21:49,194 Speaker 4: If I want it, I look up like where it 447 00:21:49,234 --> 00:21:51,194 Speaker 4: is near me, and I'll drive and get. 448 00:21:51,034 --> 00:21:53,514 Speaker 1: It because you want to see it, or just. 449 00:21:53,474 --> 00:21:55,434 Speaker 4: Because i'd rather have it, Like I don't want to 450 00:21:55,434 --> 00:21:56,994 Speaker 4: pay for postage. I don't know when it's going to 451 00:21:57,034 --> 00:21:59,194 Speaker 4: get to me. I just want to I usually would 452 00:21:59,194 --> 00:21:59,914 Speaker 4: want it that day. 453 00:22:00,274 --> 00:22:01,194 Speaker 1: I'm so lazy. 454 00:22:01,394 --> 00:22:03,034 Speaker 3: If they've got next days shipping, I'm like, I just 455 00:22:03,034 --> 00:22:03,594 Speaker 3: don't want to get it. 456 00:22:03,634 --> 00:22:05,114 Speaker 2: If they've got next day shipping and it's not going 457 00:22:05,154 --> 00:22:06,074 Speaker 2: to cost me too much. 458 00:22:05,954 --> 00:22:08,114 Speaker 3: I love it when it's free ship yeah, free shipping. 459 00:22:07,834 --> 00:22:08,594 Speaker 2: Free shipping down. 460 00:22:08,834 --> 00:22:09,474 Speaker 3: Yeah. 461 00:22:09,514 --> 00:22:12,874 Speaker 1: But moving back to TikTok. So your gen Z though, right, Like. 462 00:22:12,954 --> 00:22:15,594 Speaker 4: I'm on the cast on my in gen Z employees 463 00:22:15,634 --> 00:22:17,074 Speaker 4: tell me I'm millennial, so no. 464 00:22:17,154 --> 00:22:19,634 Speaker 3: I reckon you'r gen Z. That's gen Z behavior. Millennials 465 00:22:19,674 --> 00:22:22,354 Speaker 3: are very lazy. We would simply never get into our 466 00:22:22,394 --> 00:22:23,793 Speaker 3: car and go look for something. 467 00:22:23,634 --> 00:22:25,234 Speaker 2: Like absolutely not. 468 00:22:26,154 --> 00:22:29,074 Speaker 3: We are the people that buy things sometimes without even 469 00:22:29,114 --> 00:22:31,513 Speaker 3: looking up other people's reviews. If we see one thing, 470 00:22:31,554 --> 00:22:33,874 Speaker 3: we're like sold purchase. I think we're probably the best 471 00:22:33,874 --> 00:22:35,313 Speaker 3: people to buy because we don't know, you. 472 00:22:35,314 --> 00:22:37,234 Speaker 2: Don't care, Probably good people to market to yeah. 473 00:22:37,274 --> 00:22:41,674 Speaker 3: But so moving back to TikTok specifically, how does that 474 00:22:41,994 --> 00:22:46,474 Speaker 3: drive immediate sales not just sort of general awareness versus 475 00:22:47,074 --> 00:22:50,234 Speaker 3: Instagram or at the moment, I would say it's very 476 00:22:50,354 --> 00:22:53,834 Speaker 3: much through that micro community. So when we launch a 477 00:22:53,834 --> 00:22:56,874 Speaker 3: new product, for example, like that product seeding and having 478 00:22:56,994 --> 00:23:00,434 Speaker 3: multiple forms of content like appear in people's feeds from 479 00:23:00,474 --> 00:23:05,714 Speaker 3: different pockets of the algorithm, that directly like translates into 480 00:23:05,754 --> 00:23:07,834 Speaker 3: sales in the store. And we can take people sort 481 00:23:07,834 --> 00:23:10,274 Speaker 3: of the whole way through the funnel. So whilst we 482 00:23:10,354 --> 00:23:12,514 Speaker 3: might still be focusing more on like that top level 483 00:23:12,594 --> 00:23:16,154 Speaker 3: awareness and brand building, we've got these other creators almost 484 00:23:16,194 --> 00:23:18,834 Speaker 3: on the platform like doing some of the education and 485 00:23:18,874 --> 00:23:22,994 Speaker 3: like product awareness, and then we also send creators into 486 00:23:23,114 --> 00:23:26,714 Speaker 3: store to show like the product in the store and 487 00:23:26,714 --> 00:23:28,274 Speaker 3: how you can buy it in the store, and maybe 488 00:23:28,274 --> 00:23:31,553 Speaker 3: like where it's available, and all of that actually like 489 00:23:31,834 --> 00:23:34,033 Speaker 3: fully leads to cut the customers into the store to 490 00:23:34,074 --> 00:23:37,434 Speaker 3: but get like pied piper following them, Yeah, to get it. 491 00:23:37,434 --> 00:23:39,354 Speaker 4: It's a visual thing of oh, I've seen this person 492 00:23:39,434 --> 00:23:41,754 Speaker 4: go into the store to get it, and so I 493 00:23:41,794 --> 00:23:43,394 Speaker 4: know where it's available, and I know that's how to 494 00:23:43,434 --> 00:23:46,513 Speaker 4: buy it, and immediately like we've set these campaigns live 495 00:23:47,074 --> 00:23:49,954 Speaker 4: and then like boom in retail, that product like skyrockets 496 00:23:50,034 --> 00:23:51,034 Speaker 4: up in the category. 497 00:23:51,314 --> 00:23:54,754 Speaker 3: That must be so satisfying. Yeah, and also so interesting 498 00:23:54,794 --> 00:23:56,594 Speaker 3: though to actually see data sort of play out in 499 00:23:56,634 --> 00:23:57,074 Speaker 3: real time. 500 00:23:57,154 --> 00:24:01,834 Speaker 4: Yeah, and again like that will change a month change, 501 00:24:01,834 --> 00:24:03,554 Speaker 4: but yeah, that's what we're seeing this year. 502 00:24:03,794 --> 00:24:08,834 Speaker 3: You're very good at launching. Maintaining growth is a completely 503 00:24:08,834 --> 00:24:11,914 Speaker 3: different challenge. So once the initial buzz fades, what would 504 00:24:11,914 --> 00:24:15,234 Speaker 3: you say is the key strategy for keeping conversation going 505 00:24:15,274 --> 00:24:19,194 Speaker 3: and ensuring that you're sort of getting repeat purchases from people. 506 00:24:19,834 --> 00:24:24,273 Speaker 4: Number One with retention in general and repeat purchases is 507 00:24:24,314 --> 00:24:27,513 Speaker 4: a good product. Yeah, So you know, like I always 508 00:24:27,514 --> 00:24:30,313 Speaker 4: say that as like a fundamental like there's no replacement 509 00:24:30,394 --> 00:24:33,114 Speaker 4: for a good product. But I think the number one 510 00:24:33,154 --> 00:24:35,394 Speaker 4: thing that you need to do is like keep those 511 00:24:35,514 --> 00:24:39,594 Speaker 4: customers engaged and keep meeting them where they're at. And 512 00:24:39,634 --> 00:24:42,114 Speaker 4: I think if you just set and forget, like people 513 00:24:42,114 --> 00:24:44,593 Speaker 4: think of retention as like I'm going to set up 514 00:24:44,594 --> 00:24:46,234 Speaker 4: an email flow and keep it on or like an 515 00:24:46,314 --> 00:24:47,074 Speaker 4: SMS reason and. 516 00:24:47,434 --> 00:24:50,194 Speaker 3: One annoying email every week and hope for the best 517 00:24:50,594 --> 00:24:52,034 Speaker 3: off a ten percent off here and there. 518 00:24:52,434 --> 00:24:56,194 Speaker 4: Yeah, and I think retention is like customers don't stop 519 00:24:56,234 --> 00:24:59,714 Speaker 4: buying products from brands that they still feel connected to. Yeah, 520 00:24:59,754 --> 00:25:02,554 Speaker 4: so how do you maintain that connection? And I think 521 00:25:02,554 --> 00:25:04,754 Speaker 4: that there's a few different things. I mean, for us, 522 00:25:04,834 --> 00:25:07,074 Speaker 4: we bring people in really behind the scenes of like 523 00:25:07,154 --> 00:25:10,354 Speaker 4: the brand building. They feel quite connected to like how 524 00:25:10,394 --> 00:25:12,554 Speaker 4: we got to where we are today. They've witnessed that 525 00:25:12,634 --> 00:25:15,674 Speaker 4: whole journey, so they're like almost in on it with us. 526 00:25:16,234 --> 00:25:18,273 Speaker 2: And I think like that level of connection. 527 00:25:17,954 --> 00:25:21,513 Speaker 4: On social has really helped like foster that ongoing like 528 00:25:21,554 --> 00:25:22,434 Speaker 4: brand loyalty. 529 00:25:22,674 --> 00:25:23,754 Speaker 1: Yeah, I was talking to you. 530 00:25:24,394 --> 00:25:28,314 Speaker 3: I don't even remember when it was, but you mentioned 531 00:25:28,434 --> 00:25:30,914 Speaker 3: that and we were talking about this. You said that 532 00:25:30,954 --> 00:25:33,594 Speaker 3: there was a problem and rather than try to sort 533 00:25:33,634 --> 00:25:35,874 Speaker 3: it out behind the scenes, you jumped. 534 00:25:35,514 --> 00:25:37,194 Speaker 2: Onlines that was the rebrand. 535 00:25:37,394 --> 00:25:39,954 Speaker 3: Oh and you just literally just spoke to the audience 536 00:25:39,994 --> 00:25:42,513 Speaker 3: and took them along for the ride. That's such a 537 00:25:42,514 --> 00:25:43,674 Speaker 3: good example of that, I think. 538 00:25:43,834 --> 00:25:45,794 Speaker 4: Yeah, And it can feel very scary at the time 539 00:25:45,874 --> 00:25:47,593 Speaker 4: because you're like, oh my gosh, what is every I'm 540 00:25:47,634 --> 00:25:51,154 Speaker 4: going to think? But people love vulnerability, they will love that, 541 00:25:51,274 --> 00:25:54,034 Speaker 4: and then you're also sharing that part of the business 542 00:25:54,114 --> 00:25:54,594 Speaker 4: with them. 543 00:25:54,794 --> 00:25:56,994 Speaker 2: Yeah, and you're letting them in, then they're connected. 544 00:25:57,074 --> 00:25:59,114 Speaker 4: They're going to stay with you, you know, like and I 545 00:25:59,154 --> 00:26:02,714 Speaker 4: think that is so powerful in terms of keeping that 546 00:26:02,794 --> 00:26:06,674 Speaker 4: customer engage. But also it's all of these like that's 547 00:26:06,674 --> 00:26:08,794 Speaker 4: where the tree and based content and like all these 548 00:26:09,314 --> 00:26:11,354 Speaker 4: you know, additional things that we do throughout the year 549 00:26:11,394 --> 00:26:13,754 Speaker 4: come in because we're keeping them engaged and like we 550 00:26:13,874 --> 00:26:16,154 Speaker 4: keep interacting with them all the time. We're always front 551 00:26:16,194 --> 00:26:18,994 Speaker 4: of mind. But then you also need to innovate. And 552 00:26:19,034 --> 00:26:22,033 Speaker 4: I say this, like if you enter into like a 553 00:26:22,114 --> 00:26:25,634 Speaker 4: relationship in your early twenties, like what you need from 554 00:26:25,634 --> 00:26:27,914 Speaker 4: that relationship like is going to. 555 00:26:27,874 --> 00:26:30,354 Speaker 3: Evolve vastly different in vastly different. 556 00:26:30,394 --> 00:26:32,954 Speaker 4: And so as a brand, like you also have to 557 00:26:33,034 --> 00:26:35,554 Speaker 4: evolve with that customer group what they need and what's 558 00:26:35,594 --> 00:26:37,954 Speaker 4: moving in market and what else they're being offered, like 559 00:26:38,354 --> 00:26:40,954 Speaker 4: and it's up to you to almost innovate and cannibalize 560 00:26:40,994 --> 00:26:44,434 Speaker 4: yourself before a competitor does. And that way, you're also 561 00:26:44,994 --> 00:26:47,834 Speaker 4: not giving them any reason to go anywhere else because 562 00:26:47,834 --> 00:26:49,833 Speaker 4: you're keeping up to date with what they need and 563 00:26:49,874 --> 00:26:51,674 Speaker 4: being like the best partner for them. 564 00:26:51,754 --> 00:26:54,114 Speaker 3: Yeah, if you had someone like if I was sitting 565 00:26:54,114 --> 00:26:58,074 Speaker 3: across from you and I was like, I've got a 566 00:26:58,114 --> 00:27:00,474 Speaker 3: really great product that I want to launch, but I 567 00:27:00,514 --> 00:27:04,954 Speaker 3: feel very lost. What is one piece of advice that 568 00:27:05,034 --> 00:27:09,394 Speaker 3: you would give me for cutting through the noise and 569 00:27:09,554 --> 00:27:11,234 Speaker 3: launching in twenty twenty six. 570 00:27:12,154 --> 00:27:14,554 Speaker 4: I'm gonna sound like a broken record, but I would 571 00:27:14,594 --> 00:27:18,074 Speaker 4: be saying, like, what's the pain point you're solving? Like 572 00:27:18,114 --> 00:27:21,234 Speaker 4: if you ever lost? And I say this to my 573 00:27:21,674 --> 00:27:24,674 Speaker 4: team actually in the office now, like when we're brainstorming things, 574 00:27:24,994 --> 00:27:26,714 Speaker 4: maybe we're like we don't know what to do with 575 00:27:26,874 --> 00:27:29,634 Speaker 4: this launch or whatever it is, like tell me why 576 00:27:29,754 --> 00:27:32,474 Speaker 4: someone's going to buy this, Like why, like that is 577 00:27:32,514 --> 00:27:34,474 Speaker 4: the reason that you're you're doing well? 578 00:27:34,474 --> 00:27:35,513 Speaker 1: Why would you buy this? 579 00:27:35,674 --> 00:27:36,954 Speaker 2: Like why would you buy this? 580 00:27:37,074 --> 00:27:40,194 Speaker 4: And being really real with that and also seeking out 581 00:27:40,234 --> 00:27:43,354 Speaker 4: like that really clear cut feedback from people who are 582 00:27:43,394 --> 00:27:45,714 Speaker 4: going to give it to you, because that is the 583 00:27:45,714 --> 00:27:48,234 Speaker 4: compass that will guide you, will tell you everything you 584 00:27:48,274 --> 00:27:50,194 Speaker 4: need to know. It will show you the mistakes that 585 00:27:50,194 --> 00:27:52,754 Speaker 4: you were about to make before you make them. And 586 00:27:52,834 --> 00:27:54,874 Speaker 4: so if anyone's lost, I say, like, you need to 587 00:27:54,914 --> 00:27:57,754 Speaker 4: go talk to your customer and the honest customers who 588 00:27:57,834 --> 00:27:59,274 Speaker 4: get people that you're going. 589 00:27:59,194 --> 00:28:00,033 Speaker 2: To tell you what you need to hear. 590 00:28:00,074 --> 00:28:02,754 Speaker 1: Message me, I'll give you the red or truth about things. 591 00:28:02,874 --> 00:28:05,354 Speaker 4: Yeah, and that's good and that's helpful. And I think 592 00:28:05,554 --> 00:28:07,833 Speaker 4: if you're lost, like come back to what is the 593 00:28:07,834 --> 00:28:10,914 Speaker 4: thing that I'm solving for my customer follow that always, always, 594 00:28:10,914 --> 00:28:11,994 Speaker 4: it will never lead you astray. 595 00:28:12,234 --> 00:28:16,754 Speaker 3: I love that, right. I want to finish on what 596 00:28:16,794 --> 00:28:19,874 Speaker 3: you think about some other viral brands or beauty products 597 00:28:19,914 --> 00:28:21,074 Speaker 3: that have launched this year. 598 00:28:21,434 --> 00:28:22,474 Speaker 1: Love them or think. 599 00:28:22,274 --> 00:28:25,834 Speaker 3: That they're overhyped, But I've chosen overseas ones because I 600 00:28:25,914 --> 00:28:29,794 Speaker 3: was like, you know, I don't want you to exactly 601 00:28:30,754 --> 00:28:33,714 Speaker 3: the Wonderskin all Day lips stained peel off. 602 00:28:34,034 --> 00:28:36,514 Speaker 2: I have tried that myself. I like it. 603 00:28:36,674 --> 00:28:39,354 Speaker 3: Yeah, yeah, I didn't think it was over hyped. 604 00:28:39,754 --> 00:28:42,194 Speaker 4: I think like I've seen other things come out now 605 00:28:42,234 --> 00:28:46,714 Speaker 4: that I've probably already moved on to, So maybe worth 606 00:28:46,754 --> 00:28:50,194 Speaker 4: the hype before in that time period, but maybe not now. 607 00:28:50,394 --> 00:28:55,314 Speaker 3: The Road Glazing mist I've never tried that, neither of I, but. 608 00:28:56,754 --> 00:28:58,914 Speaker 2: I think that their products are really beautiful, so I'd 609 00:28:58,954 --> 00:28:59,794 Speaker 2: say worth the hype. 610 00:29:00,194 --> 00:29:04,754 Speaker 3: Keristas Gloss, Absolute Glaze Drops, worth the hype. I reckon 611 00:29:05,114 --> 00:29:06,314 Speaker 3: Flur Vanilla Skin. 612 00:29:07,314 --> 00:29:09,754 Speaker 2: I loved that. I'm just a hype girl. 613 00:29:09,994 --> 00:29:12,674 Speaker 3: My God, I love this Yere You're like, everything's great. 614 00:29:13,154 --> 00:29:18,274 Speaker 2: I really loved that sense. Oh so beautiful. Okay, I'm jealous. 615 00:29:18,914 --> 00:29:20,554 Speaker 3: House Labs Foundation. 616 00:29:20,474 --> 00:29:21,914 Speaker 2: Yes, I use it. I'm wearing it now. 617 00:29:21,994 --> 00:29:24,274 Speaker 1: Oh my god, work, You're very glowy. 618 00:29:24,394 --> 00:29:27,914 Speaker 4: House Labs is worth the hype. I love all of 619 00:29:27,994 --> 00:29:28,674 Speaker 4: their products. 620 00:29:28,674 --> 00:29:30,314 Speaker 1: Okay, you really are a hype woman. 621 00:29:30,394 --> 00:29:32,594 Speaker 3: Yeah. Sorry, I'm going to need to find the Eggners 622 00:29:32,634 --> 00:29:35,034 Speaker 3: shit on Victoria Beckham Foundation. 623 00:29:35,314 --> 00:29:36,034 Speaker 2: Haven't tried it. 624 00:29:36,074 --> 00:29:37,754 Speaker 1: One hundred and eighty dollars. 625 00:29:37,794 --> 00:29:38,914 Speaker 2: Not worth the hype. 626 00:29:38,914 --> 00:29:39,834 Speaker 1: Okay, there we go. 627 00:29:40,834 --> 00:29:44,794 Speaker 3: The Biodance Biocollagen Real Deep mask. It's like the glass skin. 628 00:29:46,994 --> 00:29:51,394 Speaker 4: I've used their masks, but not that one because I 629 00:29:51,474 --> 00:29:54,314 Speaker 4: heard people were breaking out from it, so it was scared. 630 00:29:55,514 --> 00:29:57,914 Speaker 1: The break hat Queen doesn't need to be breaking out. 631 00:29:58,954 --> 00:30:02,354 Speaker 3: It wouldn't be a very good brand owner of you. 632 00:30:02,354 --> 00:30:04,394 Speaker 1: Your breads weren't working. 633 00:30:04,154 --> 00:30:07,034 Speaker 2: Yes, so I would say I'm like a medium on that. 634 00:30:07,194 --> 00:30:09,314 Speaker 3: It doesn't give you glass skin, but nothing does. That's 635 00:30:09,394 --> 00:30:12,554 Speaker 3: just like marketing Glossier lip glaze. 636 00:30:13,154 --> 00:30:14,394 Speaker 2: I haven't tried it. 637 00:30:14,554 --> 00:30:19,634 Speaker 3: Finally, the Metacube booster device they recently got Kendle and 638 00:30:20,074 --> 00:30:23,674 Speaker 3: one of the other Kardashians to living under a do 639 00:30:23,754 --> 00:30:25,954 Speaker 3: an ad for them. So that's why I'm like, they've 640 00:30:25,954 --> 00:30:28,994 Speaker 3: got some coin, because those girls are not doing ads 641 00:30:29,034 --> 00:30:30,074 Speaker 3: for under a milk? 642 00:30:30,274 --> 00:30:32,194 Speaker 2: No, So what does it do? 643 00:30:33,194 --> 00:30:36,154 Speaker 3: It's good, I just was. I'm always curious. It's like 644 00:30:36,154 --> 00:30:38,874 Speaker 3: a It's a three hundred dollars device that helps different 645 00:30:38,914 --> 00:30:42,314 Speaker 3: products penetrate into your skin. It sounds gimmick even as 646 00:30:42,354 --> 00:30:44,034 Speaker 3: I'm saying it, gel. 647 00:30:43,954 --> 00:30:46,394 Speaker 2: Use that I've seen it. I think I've seen it. 648 00:30:46,394 --> 00:30:48,074 Speaker 1: It's like it looks like a dildo kind of. 649 00:30:48,634 --> 00:30:51,434 Speaker 4: It's almost like it looks like an led light over 650 00:30:51,474 --> 00:30:52,874 Speaker 4: your face, you run over your face. 651 00:30:52,954 --> 00:30:55,794 Speaker 2: Yet, yes, I've seen that. I don't know about that. 652 00:30:56,154 --> 00:30:56,634 Speaker 1: I like it. 653 00:30:56,674 --> 00:30:57,234 Speaker 3: I bought one. 654 00:30:57,434 --> 00:30:58,074 Speaker 1: I like it. 655 00:30:58,274 --> 00:31:00,554 Speaker 3: You like it, but I haven't used it consistently enough 656 00:31:00,594 --> 00:31:01,754 Speaker 3: to tell you if it actually works. 657 00:31:02,754 --> 00:31:04,474 Speaker 1: But the Kardashians swear by it. 658 00:31:04,994 --> 00:31:07,874 Speaker 2: Some serious cash right Wait, Rach. 659 00:31:08,314 --> 00:31:10,794 Speaker 3: Thank you so much, thank you, thank you so much, 660 00:31:10,874 --> 00:31:13,914 Speaker 3: and I'm so excited to see everything that's in store 661 00:31:13,954 --> 00:31:16,594 Speaker 3: for you and your brands next year. 662 00:31:16,754 --> 00:31:18,154 Speaker 2: Thank you, and you biz. 663 00:31:18,154 --> 00:31:20,074 Speaker 3: If you loved this chat and you want more of 664 00:31:20,114 --> 00:31:23,034 Speaker 3: this industry insight and beauty goodness, make sure you're following 665 00:31:23,114 --> 00:31:25,794 Speaker 3: us on TikTok and Instagram. At you beauty pod so 666 00:31:25,834 --> 00:31:27,914 Speaker 3: you never miss a thing. Thank you so much for 667 00:31:27,954 --> 00:31:30,114 Speaker 3: listening to the formula. We'll catch you next time.