A peek behind the curtain of the winning Trinny London marketing strategy

Premium beauty brand Trinny London has enjoyed a rapid rise within not just the UK’s beauty market, but worldwide. Founded by TV presenter, author and fashion expert Trinny Woodall in 2017, the business has become one of Europe’s fastest growing beauty brands in just a few short years.??

A unique approach to marketing is undoubtedly one of the drivers behind the almost overnight success of Trinny London. The brand is known for its active social media presence, led by founder Woodall herself – offering what TL describes as “warm, authentic and witty advice daily – whether it’s makeup application or business guidance. She encourages people to evolve, by inspiring and entertaining them in a language that resonates with how they’re feeling.”?

In a recent profile piece with the brand’s Chief Marketing Officer Shira Feuer, social entertainment marketing software specialist Dash Hudson found out a little more about the winning Trinny London marketing strategy.??

A ‘digital-first brand’?

Trinny London made the decision to prioritise its online marketing strategy from day one. Although the team didn’t realise it at the time, this proved to be a particularly canny move with a global health crisis on the horizon.??

The brand’s expertise within the digital space has not only helped it weather the Covid-19 storm – but it’s also helped the company to stay agile in a rapidly evolving market.??

It’s all about community engagement??

At the heart of Trinny London’s digital-first strategy is community engagement and organic, exponential growth of the brand’s network of followers. The beauty favourite’s customers have become its most influential brand ambassadors, which of course is something that every marketer dreams of achieving.??

CMO Shira Feuer explains that the brand has a dedicated team for building, strengthening and nurturing interpersonal connections:?

“Our community team, which sits within our marketing team, responds to every single comment and is working every day to engage with our audience across all social channels.”?

Trinny London’s community team also actively manage the Trinny Tribes, a network of localised Facebook Groups. This has proved pivotal in galvanising customer support in order to accelerate word-of-mouth marketing.??

And during the pandemic, the brand struck upon the idea of offering virtual appointments for make-up consultations – which proved to be a hit with customers.??

A marketing strategy built on solid data?

According to Feuer, the Trinny London marketing strategy relies heavily on quality data for decision making. Every action is backed by cold, hard numbers, which reinforces everything the brand does across owned and earned initiatives. The team is able to move at speed and track progress of every campaign using clear objectives and KPIs.??

An unbeatable marketing team?

Lastly, Feuer credits her marketing team for the growth of the brand’s following online. She explains that when hiring marketers, she looks for those who are “scrappy, curious and having a growth-mindset”.??

Alongside building a strong, skilled team, she also emphasised the importance of creating the right culture and ensuring that each team member can feel the impact of their work.??

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