In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands.
Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels.
In this episode, we discussed retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry.
Topics covered
Omnichannel distribution strategy
Starting in luxury retailers
The rise of Korean beauty
Using retail for profitable trial
Impulse purchase price points
Importance of social media content
Collaborations with influencers
Tips for sell-through across channels
Focus on product
Retail associates
Takeaways
The company has since expanded internationally, partnering with distributors in different countries to reach a global audience.
The channel strategy has evolved over time, with a focus on expanding into new markets and reaching a wider customer base.
The brand decided to initially focus on the assisted sale channel to gain credibility and educate consumers about their product category.
Amazon is viewed as a place where consumers can learn about the brand and check ratings and reviews.
DTC (Direct-to-Consumer) channel is used strategically to engage with consumers and gain insights.
The different channels work together to reinforce each other and provide a seamless brand experience for customers.
While retailers may share high-level consumer information with the brand, there is a limitation to the depth of data they can access.
Building a successful business requires both online and offline presence
Please let us know your thoughts about the episode!
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