In this episode, we meet Lisa Guerrera, CEO and Co-Founder of EXPERIMENT.
EXPERIMENT is a Gen Z focused and sustainable skincare brand that is for the chemistry curious consumer.
Lisa discusses the importance of making products people can connect with and not only making it look good (or postable!), but making sure it delivers results.
Topics covered
Transforming passion into business
Skincare consumers and culture
Clean makeup trend
Influencer marketing
Role of TikTok, Youtube, and Instagram
Starting in retail
Takeaways
Make products that people can really relate to.
Identify places of confusion for consumers and make it clear and transparent to build trust between brand and customer.
By understanding their consumers deeply, EXPERIMENT’S go-to-market was immensely social media heavy.
Gifting to influencers was key to their success, as well as making influencers feel involved in the development of the product
Tiktok is great for top of funnel. People trust it more than Instagram. Youtube videos have the most staying power.
Brand marketing can change culture and be part of culture
Please let us know your thoughts about the episode!
