OUR WHY?
To help ambitious, women-led beauty brands make a difference to people and the planet, and elevate the category.
20% Growth won’t make you a Big Beauty Brand
Your fans love your products, then why aren’t you a $100 million dollar beauty brand?
Is your emerging beauty brand growing fast enough?
20%-30% growth is highly unlikely to help you cross the chasm & join the $100 million beauty brand club.
-In the first 8-10 years, you should grow at least 100% yoy, to realize your dreams of becoming a big beauty brand.
But, what’s the challenge?
-It is not pricing or distribution
Tried all of the below?
1. Marketing activities: digital marketing, trade & consumer shows, PR & ads etc.
2. Online courses: It isn’t about going through the motions but about deliberation by someone who has done it for years & for dozens of brands.
Knowing is 5%, Doing is 95%
3. Piecemeal approach: Solutions in isolation-pricing, promotion, packaging, website, social media-can get you incremental results but not step-change.
Your Brand Challenge:
Awareness + Emotional Resonance( Glue of memory and instigates action)
Flip the brand challenge: Emotional resonance( LAFS) will lead to awareness with minimum investment
Emerging market is a blessing in disguise for early stage brands
Solution is an
ENVIED BEAUTY BRAND
HOW AN ENVIED BRAND DELIVERS?
By evoking (LAFS) love at first sight with both the lead and the early mainstream consumers, motivating them into becoming your tribe, drastically reducing your cost of content and media while increasing marketing ROI due to emotional resonance for accelerating the right consumer acquistion for profitable growth.
Before you invest in any marketing activity from SEO to creative campaigns, digital marketing, content or consumer shows, etc., it is critical that you create an envied brand first to maximize the ROI on any marketing initiative and leapfrog into the next phase of profitable growth.
FEATURED IN
An Envied Beauty Brand has a purpose at its core, offering the core promise of an envied brand story that evokes love at first sight for all consumers and stakeholders & is the envy of all who cannot get their hands on the brand.
An Envied Brand delivers
Lower cost of consumer acquisition, higher loyalty, higher consumer lifetime value, with tribes, even higher loyalty and lifetime value, higher profitability with premium pricing, easier listing with retailers and direct to consumer success
Creating an Envied Beauty Brand involves creating Love At First Sight with 2 shifts:
Element of Surprise + Emotional Resonance
with a 5-step process involving
Brand Purpose, Brand Strategy, Brand Story, Brand Personality & Brand Tribe
and a 3rd shift for penetrating mainstream:
Strategic Pricing
and a 4-stage strategy evolution from early market to the mainstream.
Brand Strategy
(Back from the future strategy)
Brand Strategy helps achieve your short and long term goals leading to your vision, with an envied brand at the center, driving the core strength of your brand at every touchpoint, internal and external, while focusing on an opportunity within the matrix of competition, consumer, category, and channel and one that you are uniquely placed to take advantage of, validated by a success signal that delivers higher profitability.
Lifecycle Strategy
Pre(Launch) Strategy
Growth Strategy
Portfolio Strategy
Situational Strategy
Reform Strategy ( Startup)
Revitalize Strategy ( Turnaround)
Refocus Strategy (Align)
Reinvent Strategy (Paradigm)
Content Marketing Strategy
Briefcase Content Marketing Strategy
Creative Campaign Idea Design
AIM BIG™ Creative Campaign
Education Campaign
OUR WORK
TESTIMONIALS
Rohit helped me crystallize my brand's point of difference and reason for being. I hired him to help with brand story and the result of his insightful questions, research and advice was a clarified direction for my company that I believe will lead to better resonance with potential customers and higher profitability. He is an independent thinker in an industry that is full of trend followers. Thanks Rohit!
Allison Callaway, Founder @ Activist Collective Skin Care
Rohit helped us formulate and conceive a brand story that embodies our mission. He helped us think about how we structure our narrative and present us to the world. He is accessible and flexible— exactly what you need for such an important role.
Jeremy Gardner, CEO and Founder @ MadeMan
Rohit demonstrated an in-depth understanding of the beauty industry along with an ahead of the curve knowledge of branding concepts. He helped refresh our brand with a brand story that has yielded noticeable changes in business results in a short period of time. We have formed a great relationship since we first started working together.
Linda Zaurrini, CEO @ LaVigne Natural SkinCare
I had the wonderful experience of working with Rohit in 2019-20 in order to create a new story for my brand, Clean Kiss. I knew I found the right partner to work with right away as he stood out from the sea of other marketing consultants offering to help me design a new brand story. His approach was truly remarkably different from the others. He operates from facts not opinions; data vs. hunches. He is willing to customize to your individual needs. As a brand founder I needed his expertise in the skincare/beauty industry to move my brand to the next level. He went above and beyond our deliverables to help me execute on my brand story. I highly recommend Rohit if you are looking for a partner to help you take your brand to the next level.
Jodie Pappas, Founder @ Clean Kiss
Rohit has great insights and strategies to grow a brand through evangelism marketing. He has certainly helped us in becoming more laser focused in our brand priorities and communication with a wholesome brand story. I would highly recommend his services for any company or brand looking at creating a powerful brand story that will build a strong community around it.
Julius Lim, Founder @ B&B Labs
Our Blogs
CELEBRITY BEAUTY BRAND FORMULA ANALYSIS AND STRATEGY RECOMMENDATIONS
Which celebrity beauty brand strategy and positioning is the most profitable and successful? Celebrity beauty brands encash fame into fortune. Fenty beauty did close to $600 million in 18 months of launch. Kylie Cosmetics was valued at $1.2 billion when Coty bought a...
HOW TO BE AN ENVIED BEAUTY BRAND
Envied Beauty Brand? An envied beauty brand is a brand owner's love and pride and a non-brand owner's envy. An envied brand starts its consumer love affair with love at first sight. An envied brand connects with the target audience at first sight, evoking the...
CLUBHOUSE MONETIZATION, BEAUTY BRANDS AND CONTENT
Clubhouse monetization has all the content creators, including those in beauty, excited in anticipation. The app introduced the tipping option for 65K users a couple of days back, but that's just the start of the various monetization options to be rolled out by the...
CLUBSHOUSE-PRODUCT, BRANDS AND MONETIZATION
Clubhouse audio app has quickly permeated into the living rooms, dining rooms, and even its users' bathrooms, with a Guinness world record attempt at simultaneous showering on February 23, 2021! A valuation of $1 billion makes it one of the latest silicon valley...
BRAND GROWTH STRATEGY
A brand's growth strategy is divided into two consecutive phases, early growth and late growth, the second and third types of brand lifecycle strategies, right after brand launch strategy.Brand Lifecyle Curve with Growth Strategy Focus A growth strategy during...
BRAND LAUNCH STRATEGY
Brand launch strategy is one of the five types of "brand lifecycle strategy," one of the various brand strategy classes.5 Brand Lifecycle Stages and Types of Strategy There are five stages in every brand's lifecycle. Each stage represents a different kind of and...
WHY FEW INDIE BEAUTY BRANDS GROW BIG?
Why a few Indie beauty brands grow big but the majority don't? Is there a method beyond product innovation that could be applied by every Indie beauty brand to increase their probability of success? I am absolutely delighted and honored to present an in-depth Q&A...
BRAND PURPOSE-WHY, WHAT AND HOW?
What is Brand Purpose, what isn't, how to find it, and is it important to have one? Brand Purpose could be used for your positioning especially if it is also a cause. This article covers, amongst other topics, -Definition of brand purpose -Where does purpose sit in...
PRESTIGE VERSUS LUXURY BEAUTY BRANDING
Prestige and luxury beauty branding isn't the same. These terms are used interchangeably even though substantial difference exists between the two. According to Professor Bernard Dubois and Sandor Czellar's published paper in 2002 on luxury brands vs prestige brands,...
KATE SOMERVILLE CEO AND CIRCCELL FOUNDER ON MEANING AND FUTURE OF LUXURY BEAUTY
What's the meaning and future of luxury beauty? Below is a deep-dive on the meaning and future of luxury beauty with Reuben Carranza, CEO, Kate Sommerville-an iconic luxury beauty, skincare brand, sold across the most prestigious retailers and clinics across countries...