TECH

In The Post-iOS 14 Update Era, What Acquisition Strategies Work For Brands Just Getting Off The Ground?

Last year, Cristina Bagozzi, formerly VP and head of the owned brand business at clean beauty retailer Follain, launched fragrance brand Emmotiv with $25,000 from her personal savings. In its first couple of months, outreach to her network and local press mentions jumpstarted sales. Now, she's exploring further strategies to accelerate Emmotiv's sales, …

Rachel Brown·April 10, 2023·1 min read

The 30-second read

Last year, Cristina Bagozzi, formerly VP and head of the owned brand business at clean beauty retailer Follain, launched fragrance brand Emmotiv with $25,000 from her personal savings. In its first couple of months, outreach to her network and local press mentions jumpstarted sales. Now, she’s exploring further strategies to accelerate Emmotiv’s sales, including hiring a press agency, partnering with like-minded collaborators and paying for social media advertising.

“I am fully self-funded, so my investments come from my income and will be modest to start. This makes finding efficiency much more critical since I’m trying to protect profitability,” says Bagozzi. “The calculus is different when tapping into personal savings, so I would be super interested to know how others are approaching this.”

To know how other leaders of cash-strapped brands just getting off the ground—those roughly 2 years old or younger without large external capital infusions—are building their customer bases, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 16 brand founders and executives the following question from Bagozzi: What customer acquisition tactics have been most and least efficient for you?

The players

2 mentioned

Brand

AS Beauty

Founded2019

HQNew York, New York, United States

Revenue Range$150M+

Investor

T Investment

Founded2021

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TECH

In The Post-iOS 14 Update Era, What Acquisition Strategies Work For Brands Just Getting Off The Ground?

Rachel Brown·April 10, 2023·1 min

The 30-second read

Last year, Cristina Bagozzi, formerly VP and head of the owned brand business at clean beauty retailer Follain, launched fragrance brand Emmotiv with $25,000 from her personal savings. In its first couple of months, outreach to her network and local press mentions jumpstarted sales. Now, she’s exploring further strategies to accelerate Emmotiv’s sales, including hiring a press agency, partnering with like-minded collaborators and paying for social media advertising.

“I am fully self-funded, so my investments come from my income and will be modest to start. This makes finding efficiency much more critical since I’m trying to protect profitability,” says Bagozzi. “The calculus is different when tapping into personal savings, so I would be super interested to know how others are approaching this.”

To know how other leaders of cash-strapped brands just getting off the ground—those roughly 2 years old or younger without large external capital infusions—are building their customer bases, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 16 brand founders and executives the following question from Bagozzi: What customer acquisition tactics have been most and least efficient for you?

Continue reading

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4 min · Polly Blitzer

The Beauty Industry Roles AI Will Kill, Create And Reconstitute

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