How AR is revolutionising the beauty industry & Tash's 5 TOP TIPS for community building

Hello friends,

A heartfelt thank you to everyone for your supportive responses to the news of DTC Live being acquired by Rebecca Worsley of Rainy City.?

Your engagement and feedback continue to be the cornerstone of our community's strength and vibrancy.

One message stood out profoundly amidst your kind words, and I thought it worth sharing:

"You attached meaning to this phrase that everyone seems to be talking about - building community. I'll never be able to do what you do, but I'm confident this brought value to my life."

Of course, community is the buzzword of the now, and the past few years, with the most successful brands being powered by community, and others such as Indu, who I shared the stage with at the CEW Tech Summit, making significant investing in building a community a priority.

Back in 2021, I would have also found the word ‘community’ a bit baffling, and not really been sure how to do it or what it really meant.

I thought it would be helpful if I shared some practical advice based on my experience of building this community.?

This sentiment echoes what I believe about our community: it's bigger than any one individual and thrives on shared purpose, interests and values.?

In the early days of DTC Live, it was at first astounding to me, and subsequently deeply fulfilling to see many of you who met through DTC Live continue to meet independently, forge business relationships, and nurture friendships.

Many of you know how much I love the DTC Live ‘besties’ friendship between Adam of True Classic and Laurence Booth Clifford from The Mothership, which only came about thanks to DTC Live.?

This is the essence of a true community - a place you can go where you know that even if you show up alone, you will be welcomed, meet others on a similar journey to you and create connections that extend beyond the initial meeting place and into real-world collaborations and support.

Hello everyone, Rebecca here!

As Tash already mentioned, thank you so much for all of your kind messages this week, and for your warm welcome, we are really proud of the DTC Live community and are excited for it to continue to grow - we have big things in store!

Last week, I was lucky enough to attend the gorgeous Elle Sera lunch at The Ivy. Big thanks to Elissa and Kelly for having me. If you haven’t tried the golden pills yet, ladies – you’re missing out!

Also on the agenda was of course planning all things DTC Live, with 2 main tasks ahead: the Gamechangers workshops and DTC Live New York!

If you’ve ever feel overwhelmed by all the tasks in e-commerce? We call it "tactical overwhelm." Many brands dive deep into this world, wondering, "What’s next?" Our next step that we usually recommend to brands is the Gamechangers workshop, and the best part? It’s FREE!

Gamechangers has definitely been a hit with the DTC Live Community so far, with over 150 brands benefiting from our growth workshops. Our next session is on July 18th at Westworks in West London. So if you want to stay ahead with trends, new tech, and effective D2C marketing tactics, just hit reply to this email as we only have 2 spaces left!

If you are looking to attend one of our larger award-winning events, and perhaps a trip abroad, why not join us in NYC, on September 13th at the Highline at The Standard??

DTC Live is about connecting people and making real-life connections, so we thought why limit it to the UK? That’s why we are collaborating with Underground Ecom (an incredible retention solution), to help us navigate the US market, and expand to a city which is home to over 300 startups.?

And, last but not least…don’t miss out on Rainy City's exclusive event for premium and established beauty brands on July 24th.?

The evening promises a unique dining experience with hand-selected cocktails, delicious food, and inspiring conversation – a perfect chance to learn, connect, and be inspired.

Please fill out the following information if you’re interested in joining us :)

Now onto today’s topics?

How Are AR and VR Revolutionsing the Beauty Industry?

Tash’s FIVE TOP TIPS for community building

How Addison Ross achieved 19x increase in sales?!

Why values work on Tiktok just as well as Trends

How Are AR and VR Revolutionising the Beauty Industry?

It has always been important to leave a positive lasting impression of your brand. However, with so many competitors and the advancement of new technologies, it has become increasingly more difficult. This is why it is now more about how you create an immersive experience.

Imagine trying on make-up, experimenting with hairstyles, and testing out skincare routines—all from the comfort of your sofa. Nowadays, from AR virtual try-ons to VR beauty consultations, these technologies are transforming how we shop for beauty products online.

But are they worth the investment for beauty brands, and how can they be effectively integrated into e-commerce strategies?

Firstly, let's get into why AR and VR are essential for beauty brands.

Enhanced Product Visualisation and Confidence: One of the coolest uses of AR in beauty is virtual try-ons. You can see how that new lipstick shade will look on you before you buy it, so there is no more guesswork. This technology boosts customer confidence and cuts down on returns. For instance, Sephora’s Virtual Artist lets you try on thousands of make-up products and even gives you personalised tutorials. L’Oréal Paris offers a similar AR try-on feature for both make-up and hair colour, helping you find your perfect look in real-time or through a selfie.

Personalised Shopping Experiences: AR and VR can make your shopping experience more personal. By analysing your data and preferences, brands can recommend products that match your style, skin type, and colour palette. Charlotte Tilbury’s Magic Mirror, for example, lets you experiment with different make-up shades and get personalised recommendations.

Interactive and Fun Shopping: Shopping should be fun, and AR and VR make it just that. You can spend time trying out different looks, sharing them with friends, and getting their opinions. This keeps you engaged and creates buzz on social media.

Reducing Product Waste: AR and VR help reduce product waste by letting you try before you buy. This means more informed choices, greater satisfaction, and fewer returns—good for your wallet and the environment.

How can you best integrate AR and VR?

1. Product Launches and Campaigns: Use AR for product visualisation during launches and create VR experiences for exclusive virtual beauty events. This generates excitement and allows customers to explore new products in detail. Charlotte Tilbury’s Magic Mirror, for instance, helps customers experiment with new shades seamlessly.

2. Seasonal and Holiday Campaigns: Develop AR gift guides and virtual try-on experiences to help customers find the perfect presents during peak shopping periods like Christmas and Valentine's Day.

3. Influencer Collaborations: Partner with influencers to create AR or VR content that they can share with their followers, generating buzz and expanding your brand's reach. Imagine an influencer using L’Oréal’s AR feature in their stories—instant engagement!

4. Personalised Virtual Consultations: Offer virtual beauty consultations using AR and VR to provide one-on-one advice and personalised product recommendations. This mimics the in-store experience and builds a strong customer relationship.

5. Social and Interactive Shopping: Create AR filters and mini-games to encourage social sharing and engagement. Develop VR shopping experiences that allow customers to shop with friends in a virtual space, enhancing the social aspect of shopping.

Most importantly, this new technology is not just important for beauty brands but also for all industries. Take clothing for example, fashion retailers can offer customers the ability to see how garments will fit and look on different body shapes and sizes, helping customers make informed purchasing decisions and reducing the likelihood of returns. It’s like having your own personal shopper.??

Tash’s FIVE TOP TIPS for community building

As you all know DTC Live is a community based on 3 core pillars - inspriation, education and connection.?

Over the last year and a half, we are really proud of how much it has grown and how we always made sure to stick to those key values.?

So, what are my FIVE TOP TIPS when it comes to building a community?

Consistency is Key: Our commitment to showing up consistently through our weekly newsletters and a regular rhythm of events has been instrumental. This reliability has not only nurtured our community but has also ensured that you know what to expect and when to engage. We’ve grown to many thousands of readers and participants, a testament to the trust and expectation we've built together. Producing a newsletter like this is no mean feat, and all of us who contribute to it are so proud of it.?

Teamwork Makes the Dream Work: DTC Live was conceived from a simple idea shared between my partner Steve and myself during a spirited night in Ibiza. It has since been shaped by incredible individuals like Rachel, our original partnerships manager, and Shivali, whose significant contributions have helped sculpt DTC Live into what it is today. Shivali's journey with DTC Live even provided her with the foundations to create her own agency, Shaded.

Empowering Our Members: We've always believed in sharing the stage. By empowering community members and inviting diverse voices to contribute, we’ve ensured that DTC Live is a wellspring of varied and valuable knowledge. Over the years, this has included our own team members, from Dan Mason, our former head of performance and Tim, through to speakers from our partner agencies such as Rainy City, Quickfire, Underground Ecom that maybe at one point we would have seen as competitors, until we understood that in a community, an abundance mindset brings more people together and powers growth.?

Delivering Value: In the ever-evolving world of e-commerce technology, we've endeavored to bring you the latest and most innovative solutions. Over the years, we’ve engaged with hundreds of tech partners and suppliers to keep our community at the cutting edge. As such, we are known for being home to innovative solutions.?

Connecting people: I often find myself at events running around like a headless chicken. Of course, anyone who runs events know that you spend your time making sure that people are having a great time and also, I like to personally connect people. At every event, I make it a point to facilitate personal connections. It’s not just about networking; it's about creating meaningful interactions that could lead to fruitful collaborations.

As we continue to grow and evolve, the essence of what makes DTC Live special will remain unchanged. We are more committed than ever to fostering an environment where education, inspiration, and meaningful connections flourish.

How Addison Ross achieved 19x increase in sales?!

Ever wondered how some DTC brands achieve phenomenal growth in a short span of time?

We are pleased to share the success story of Addison Ross, who achieved a notable 19x increase in sales over the past four years.

Addison Ross, known for their excellence in wholesaling, decided to expand their presence in e-commerce. However, they needed expertise and confidence to make this transition effectively.

The result?

A significant 19x increase in sales.

So how did they do it, and what can we learn from their success?

In 2019, Addison Ross partnered with Sweet Analytics, starting with an initial annual e-commerce revenue of less than ￡100,000. Sweet Analytics provided a robust Customer Data Platform and strategic consultancy, focusing on five growth levers: Data, Product, Channel, Internationalisation, and Brand.

Let’s get into it

Data-Driven Decision Making

Customer data has been foundational to Addison Ross' growth strategy. It guided key decisions, ensuring targeted and effective customer acquisition strategies. By understanding their customers better, they could market more effectively.

Product Expansion

The introduction of new product categories was crucial. This expansion diversified their offerings and positively impacted core metrics like Average Order Value (AOV) and customer repeat rates (AOC). By broadening their product range, Addison Ross enhanced their competitive edge.

Channel Diversification

From 2019 to 2023, Addison Ross diversified their marketing channels significantly. They expanded from traditional digital platforms like Facebook and Google Ads to include direct mail, affiliate partnerships, and influencer collaborations. This strategic diversification broadened their market reach and maintained optimal Customer Acquisition Costs (CAC).

International Expansion

International markets, particularly the US, played an important role in Addison Ross' growth. By 2023, US sales had exceeded UK figures, highlighting their successful international market penetration. Rapid developments in the EU and Australia further supported their global expansion strategy.

Brand Strengthening

Brand development has been central to Addison Ross' success. Their strategic focus on enhancing brand identity and optimising Conversion Rate Optimisation (CRO) significantly improved organic social reach and customer engagement. This focus on brand strength translated into sustained growth and market leadership.

“Sweet Analytics has been instrumental in our journey, providing invaluable insights and strategic support that have propelled our growth in the competitive e-commerce landscape,” says Harry Ross of Addison Ross.

So, if you're a D2C brand looking to maximise your marketing potential and achieve growth through data-driven strategies, talk to Sweet Analytics - [email protected]

Why values work on Tiktok just as well as Trends

TikTok is synonymous with viral trends and catchy challenges, but at BizKids, we’ve proven that values and consistency resonate just as powerfully—and even more sustainably.

Launched during the 2020 lockdown, Biz Kids was created to teach children the essentials of entrepreneurship, financial literacy, and personal development—the kind of lessons I wish I’d learned in school. Fast forward to February 2023, we relaunched Biz Kids on TikTok with a mission to make these critical life skills fun and engaging for kids everywhere.

Our strategy? Focus on core values instead of chasing trends. This approach has struck a profound chord with our audience. Just over a year later, we’ve amassed nearly 100,000 followers and reached peak monthly viewership of 5.5 million, largely Gen Alpha kids aged 8 - 15..?

Remarkably, we’ve achieved this without ever jumping on a single TikTok trend. Our audience appreciates the consistency and the developing storylines centred around our Biz Kids and our values.

Every Monday at 4:30 PM, my daughter and I host TikTok lessons covering everything from financial literacy and money-making to personal growth.

?Our "Clay Bead Bracelet Business" model has inspired hundreds of children across the UK to turn a simple ￡30 Amazon bead kit into ￡300. This transformation from a modest investment to significant earnings is a powerful lesson in entrepreneurship that we hope will stay with these kids for life.

Our value-driven content doesn’t just attract viewers—it makes a tangible impact. Many of our young followers, including those from disadvantaged backgrounds, join Biz Kids not only out of personal interest but to support their families.?

Knowing that our lessons are helping kids make a real difference in their lives adds profound meaning to our work.

We’ve demonstrated that TikTok isn’t just for the latest dance craze or humorous skit. By focusing on purpose over profit, we’ve created content that educates and empowers young minds. And guess what? It’s working.

Our followers appreciate that our lessons go beyond making quick money; they’re about understanding the principles of money, business, and personal growth. We’re on a mission to inspire the next generation of entrepreneurs and show that meaningful, value-driven content can achieve incredible reach and impact.

That's it for this week!?

Thank you for reading :)?

To help continue to build the DTC Live community, please forward this email on to someone you think might like it.

?We'll be back with more growth strategies and insights for eCom and tech brands next week.