In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty.

Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing.

The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the beauty industry.


TAKEAWAYS:
- Aliett’s background in modeling provided her with insights into the beauty industry.

- The launch of makeup patches disrupted traditional beauty application methods.

- Social media, particularly TikTok, played a crucial role in brand awareness.

- Diversifying marketing strategies is essential in response to platform changes.

- The Taylor Swift effect significantly boosted brand visibility and sales.

- Retail partnerships are tailored to meet different customer demographics.

- Community engagement is vital for brand loyalty and growth.

- Female founders face unique challenges in securing investment.

- Innovative product development is key to staying relevant in the beauty market.

- Maintaining a startup mentality helps in adapting to market changes.


Where to find Aliett Buttelman:
Linkedin: https://www.linkedin.com/in/aliett-buttelman-9a662312b/
​Website: https://letsfazit.com/

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it


SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry.

She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends.

Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry.

TAKEAWAYS:

- Christina's background in marketing and advertising laid the foundation for her entrepreneurial journey.

- Le Mini Macaron specializes in gel manicure products, making at-home nail care accessible.

- The brand's target customers include both experienced gel users and newcomers to DIY manicures.

- Kickstarter was a crucial platform for launching the brand and gaining initial traction.

- COVID-19 significantly boosted the demand for at-home beauty solutions, including nail care.

- Education is vital for customer experience, especially for first-time gel users.

- The brand employs various marketing strategies to enhance customer acquisition and retention.

- Creating a consistent brand experience across multiple channels is essential for success.

- The brand aims to uplift its community, focusing on both consumers and team members.

- Christina advocates for more programs to help newcomers enter the beauty industry.

Where to find Christina Kao:
Linkedin: https://www.linkedin.com/in/christinasheenkao/
​Website: http://www.leminimacaron.com

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it


SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix.

Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora.

She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key factor in the brand's success.


TAKEAWAYS:

- Amy's lifelong passion for beauty began with her family's history in the industry.

- Skinfix originated from a healing ointment formula created in the 1870s.

- The brand's initial retail strategy focused on mass distribution for eczema treatments.

- Target provided significant support for Skinfix's launch, but the brand later transitioned to Sephora for better scaling opportunities.

- Sephora's in-store support and marketing strategies greatly benefited Skinfix's growth.

- Skinfix prioritizes high-quality formulations with active ingredients at functional levels.

- The brand's differentiation lies in its clean, clinical approach to skincare.

- Skinfix has built a loyal customer base due to its effective products and strong brand identity.

- The evolution of Sephora's support tools has positively impacted Skinfix's marketing efforts.

- Amy is passionate about educating consumers on the importance of product formulation.


Where to find Amy Gordinier:
Linkedin: https://www.linkedin.com/in/amy-gordinier-b6178156/
​Website: http://www.skinfixinc.com/

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it


SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, Alli Ball, founder of Food Biz Wiz, shares her journey in the food industry and how she helps emerging brands succeed in wholesale.

She emphasizes the importance of understanding market fit, finding the right channels, and optimizing operations. Alli discusses the challenges of getting attention from wholesale buyers and the difficulties of the distributor-retail model.

She also provides insights on driving velocity in retail and recommends tools and strategies for success.

TAKEAWAYS:

- Understanding market fit and pricing is crucial before entering wholesale.

- Finding the right channels, such as brick-and-mortar retail, food service, hospitality, and e-commerce, is essential for success.

- Optimizing operations and production is necessary to meet demand and deliver on promises.

- Getting attention from wholesale buyers can be challenging, requiring old-fashioned methods like phone calls and networking.

- The distributor-retail model can be difficult and cash-intensive, with challenges in finding co-packers, brokers, and managing chargebacks.

- Free tools and strategies, such as connecting with store staff, demos, and social media marketing, can help drive velocity in retail.

Where to find Alli Ball:
Linkedin: https://www.linkedin.com/in/aball/
​Website: http://www.foodbizwiz.com

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it


SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, Kait interviews Rick, a partner at Howler Brothers, who shares his journey from private equity to brand building.

He discusses his early career at Yeti Coolers, where he developed innovative marketing strategies that helped establish the brand. Rick emphasizes the importance of brand identity and community in marketing, and how his experiences as an investor have shaped his approach to business.

He also highlights the significance of environmental sustainability and the role of personal connections in both investing and brand development.

TAKEAWAYS:

- Rick transitioned from private equity to brand development.

- He played a key role in marketing strategies at Yeti Coolers.

- Building a brand is about establishing a personality.

- Good people can iterate on imperfect ideas.

- Community and shared experiences are vital for brands.

- Investing in early-stage companies can enhance operational skills.

- Rick emphasizes the importance of environmental sustainability.

- Connecting with people is a core strength for Rick.

- The evolution of marketing strategies is crucial for brand success.

- Understanding customer journeys across channels is essential.

Where to find Rick Wittenbraker:
Linkedin: https://www.linkedin.com/in/wittrick/
​Website: http://howlerbros.com/

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it


SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode, Kait interviews Danny Taing, founder of Bokksu, who shares his journey from studying Japanese in Japan to creating a successful omnichannel brand that bridges cultures through Japanese snacks.

Danny discusses the evolution of Bokksu, the importance of customer feedback, the challenges of the subscription model, and the acquisition of Japan Crate to enhance their retail presence.

He emphasizes the significance of building strong brands and the need for a focus on retention in the current market landscape.

TAKEAWAYS:

- Danny's journey began with a love for Japanese culture and snacks.

- Bokksu started as a subscription box and evolved into an omnichannel brand.

- Customer feedback is crucial for product curation and brand messaging.

- The subscription model offers built-in retention but has its challenges.

- Acquiring Japan Crate accelerated Bokksu's retail expansion.

- Retail requires different strategies compared to DTC.

- Danny is passionate about bridging cultural gaps through food.

- Sharing food experiences can help promote brands.

- The industry needs to focus more on sustainable growth and unit economics.

- Danny believes strong brands will thrive in the evolving market.


​​Where to find Danny Taing:
Linkedin: https://www.linkedin.com/in/dannytaing/

​Website: https://www.bokksu.com

‍
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

‍
SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode, Rachel, founder of Rootine, shares her personal journey and the inspiration behind her brand. She discusses the lack of innovation in the holistic health industry and how Rootine aims to bring science-backed solutions to the market.

Rachel explains the customer journey and the different products offered by Rootine. She also talks about the importance of her role as a mom in shaping the brand and connecting with her target audience.

Rachel shares her strategy for launching in different channels, including Amazon and TikTok, and the impact of her personal brand on the success of Rootine. She emphasizes the power of content creation and thought leadership in building a strong online presence. Rachel also discusses the challenges and opportunities of expanding into retail and the importance of community building and education in the wellness industry.


TAKEAWAYS:

- Rootine aims to bring science-backed solutions to the holistic health industry, which is lacking in innovation.

- Rachel's personal journey as a mom and her own health issues have shaped the brand and connected with the target audience.

- Content creation and thought leadership have been instrumental in building Rootine's online presence and driving organic growth.

- Expanding into different channels, such as Amazon and TikTok, has allowed Rootine to reach a wider audience and drive sales.

- The challenges and opportunities of retail expansion in the wellness industry require strategic thinking and understanding of the target customer.

Don't miss our next episode for more insights into the world of omnichannel marketing!

​​Where to find Rachel Soper Sanders:
Linkedin: https://www.linkedin.com/in/rachel-soper-sanders/

​Website: https://rootine.co/

‍
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it

‍
SUBSCRIBE TO THE OMNICHANNEL MARKETER
www.theomnichannelmarketer.com

In this episode, Shray Joshi, founder of Good Peeps, discusses the shift to retail media and the importance of digital retail marketing for CPG brands.

He explains the concept of a retail media network and how it encompasses third-party marketplaces, retailer. coms, and underlying technology platforms.

Shray shares strategies for driving retail traffic, such as sponsored search, paid ads, and influencer content. He emphasizes the significance of organic influencer partnerships and collaborations in building brand awareness. Shray also highlights the challenges of media attribution and the need for better integration across different retail channels.

Highlights Include:
- Digital retail marketing is a crucial aspect of CPG brands' marketing strategies, with retail media networks playing a significant role.

- Retail media networks include third-party marketplaces, retailer.coms, and underlying technology platforms that offer advertising opportunities.

- Strategies for driving traffic to retail include sponsored search, paid ads, and influencer content.

- Organic influencer partnerships and collaborations are effective in building brand awareness and driving traffic to retail.

- Media attribution remains a challenge in the retail industry, and better integration across different retail channels is needed.

Don't miss our next episode for more insights into the world of omnichannel marketing!

​​Where to find Shray Joshi:
Linkedin: https://www.linkedin.com/in/shrayjoshi
​Website: https://www.thepeeps.co/

Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it