“Go To Market” strategies building relevance & customer loyalty- A must read if you are a Beauty brand Business owner

One of the main challenges that any brand faces is to establish its “Go To Market” strategy in new markets.

There are few hacks which starts prior to establishing your “Go To Market” strategy.

Pre-check on Product- Market fit

This is crucial phase of any market entry penetration process. Every brand post analyzing the market potential and market gaps, need to understand whether the product would be able to generate initial trials or enter the homes of the first time buyers. Which market segment would be more willing to try new products or brands. What price will this segment be willing to pay for the product? What is population size of that segment in that territory or region.

These primary questions would define your “market segmentation” which forms the basis of the “Go To Market” strategy.

Product- Price Market fit.

As a part of your GTM formulation, checking on price elasticity becomes important. Check on the competition pricing model and search for gaps which can be addressed by your product. ?Different strategies

-?????? Skimming price strategy

-?????? Market penetration strategy

-?????? Customer acquisition strategy.

This week’s article will talk about an unique way to building your brand’s community and capture attention and win loyalty of your everyday customers.

This week, a look at a new strategy in which brands bring customers into the fold before products are launched, sending them lab samples and taking their feedback into consideration during the product formulation process.

Case study: Brand “Curie”

In June 2022, personal-care brand Curie formed the "Sniff Club."

The concept took shape as the result of an email sent by founder Sarah Moret. In the wake of a March 2022?"Shark Tank" appearance, the brand was inundated with new customers, many of whom liked Curie not only for its deodorant and body care, but also for its story.

The Story:

Sarah Moret came up with the idea of starting Curie after growing tired and frustrated with chemical-filled products.

Her struggle to find an all-natural and aluminum-free deodorant led to the birth of Curie.

The first product Moret launched was an aluminum-free deodorant.

?So she started an email series, titled "Founder Fridays," in which she'd share behind-the-scenes glimpses of what Curie was working on, as well as bits of her life: her wedding, a trip she'd taken, a conference she'd spoken at.

These emails were well-received, sometimes eliciting hundreds of replies. In one, Moret included a note at the bottom of the email, sharing that her team had been testing a new scent and was looking for additional feedback on it.

An outpouring of responses came through, and Curie's "Sniff Club" was born.

The Club started with 50 members, with people chosen based on "the thoughtfulness of their response,"

Members were engaging by sharing how Curie had an impact on their live."paragraphs— all these personal, cool stories.

The brand Curie used these stores as User generated content to giving credits to the members of the sniff club.

For its two most recent scents, Coconut Nectar and Juniper Eucalyptus, the brand sent around 30 Sniff Club members lab samples to test.

They then brought the respondents for focus group discussion via Zoom discussions with the brand.

The members feedback are taken seriously and actioned upon.

Prior, the Club inspired Curie to change its deodorant packaging —?the cap is now "less flimsy," based on feedback.

The Sniff Club has since grown to almost 1,000 members.

Through a form on the brand's website, interested customers can apply to join. Curie's customer support team also invites people to join.

But as the number of available samples is consistently small, sampling is offered to Club members on a first-come, first-served basis.

Curie typically sends new products to Sniff Club members 3-4 months in advance of their launch dates and does not require them to sign NDAs.

My Strategic Insights

The key learning here is not only pre testing of ?“To Be Launched” product or packaging but an understanding on “How to market the product or brand once launched.

Feedback loops and communication with the engaged fans push the brand’s loyalty and create loyal fans.        

The User Generated content (UGC) brings Authenticity in brand’s existence and attract more aspiring consumers to become a part of the Brand’s community.

Few Hacks for engaging with community- Blueprint.

a)?? Use Instagram's Close Friends feature to share sneak peeks of upcoming products.

b)?? tap about 50 people to receive lab samples of an upcoming fragrance based on interaction with Instagram posts.

c)??? Send them the samples and invite them for Group discussion via zoom call and look for insights from the discussions.

d)?? Appreciate and thank the participants for their feedback and time by offering discounts on your existing procucts or complimentary products.

e)?? Urge the participants to test the final product by making a video or a reel and sharing their feedback.

f)???? Promote the UGC videos on the social media for creating social trust and relevance.

One of my latest projects is the development of the retail accelerator for beauty brands called Adhara Retail which is a one-stop retail accelerator for testing brands in retail, Pop-ups & provides expert consulting in Retail leasing, staff training & retail ops, and franchising to scale your brand.

Adhara retail is a place wherein you can see and shop “All the new to market Beauty brands”.

Few brands to mention are HNCo scented candles, LOS, Botany Bar skincare, Newkee skincare along with a range of fashion accessories and bags/clutches.

A destination which promises women to – Glam like a star.

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If you are a business owner operating in the beauty/fragrance genre & want to grow your business & need a retail expert to help you achieve your “Vision to Reality” framework then feel free to write to me at [email protected] & schedule a discovery listening call over a #coffeechat.

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