Newsletter 17: Who's got those $UMMERTIME MILLION$đź’¸?
HEY CONVERSION QUEENS 💸👑
As we kick off another week of transformation and growth, I want to share with you an inspiring case study that perfectly encapsulates the power of authenticity, storytelling, and strategic marketing.
Today, we're diving into the journey of Summer Fridays, a skincare brand that skyrocketed to success by leveraging the personal brands of its founders, Marianna Hewitt and Lauren Gores. In a market where competition is fierce and customer loyalty is hard-won, Summer Fridays has managed to carve out a unique space by staying true to its mission and creating a deeply engaged community.
This case study is filled with actionable insights that will help you think differently about how you position your own brand in a saturated market. Let’s dive in and uncover the magic behind Summer Fridays!
SIS, LET’S CATCH A CASE
THEY'VE GOT THOSE $UMMERTIME MILLION$
Summer Fridays, a skincare brand that has swiftly garnered a devoted following, was co-founded by influencers Marianna Hewitt and Lauren Gores Ireland in 2018. The duo, leveraging their vast experience in beauty and wellness content creation, recognized a gap in the market for clean, effective, and aesthetically pleasing skincare products. They sought to create products that not only delivered results but also catered to the modern consumer's desire for simplicity and transparency.
Targeting a core audience of millennial and Gen Z women who are conscious of the ingredients in their skincare products, Summer Fridays positioned itself at the intersection of luxury and approachability. Their flagship product, the Jet Lag Mask, quickly became a cult favorite, thanks to its multi-functional use and impressive results. The brand's sleek, Instagrammable packaging and minimalistic design resonated deeply with their audience, making their products a staple in many skincare routines.
To drive conversion, growth, and sales, Summer Fridays leveraged a multi-faceted marketing strategy. They capitalized on the power of influencer marketing, tapping into the founders' extensive networks to generate authentic buzz. User-generated content played a significant role in their strategy, as real-life testimonials and glowing reviews from everyday users created a sense of community and trust around the brand. Additionally, Summer Fridays prioritized transparency and education, frequently sharing the story behind their products, the benefits of each ingredient, and tips for use through engaging social media content and blog posts.
This approach to marketing not only boosted their visibility but also strengthened their brand positioning in a saturated market. By focusing on clean ingredients, effective results, and a strong visual identity, Summer Fridays established itself as a brand that consumers could rely on and feel proud to support. Their ability to blend authenticity with strategic marketing tactics has set them apart and paved the way for sustained growth and loyalty.
POSITION YOUR BRAND TO WIN
1. 💸👑 Leverage Personal Branding: The co-founders' established presence as influencers provided a solid foundation for launching the brand, demonstrating the importance of personal branding in building trust and initial momentum.
2. 💸👑 Emphasize Transparency and Community: By prioritizing transparency about ingredients and product benefits, and fostering a sense of community through user-generated content, brands can build deeper connections with their audience.
3. 💸👑 Strong Visual Identity Matters: Consistent and aesthetically pleasing packaging and branding can significantly enhance a product's appeal, making it more likely to be shared on social media and attract new customers.
BRANDS THAT MADE OUR SH/T LIST
THE “INSTAGRAM BRAND” SECURES THE BAG
Summer Friday continues to prove that it's the sh/t by securing a large investment from TSG, the backer of Huda Kattan's Huda Beauty and Hempz. Although the brand gave up a majority stake to TSG, the founders have no plans to take a minority role in leading the brand's continued growth. And Queens, that's how it's done!
CHEERS TO… 6.5% CAGR
Our long-term friend, Denim (yes like blue jeans) is proving it's the sh/t with US sales improving 32% YOY and global CAGR sitting at 6.5%. Even brands like American Eagle are seeing a 35% spike in sales despite taking 26% loss last year. This is a friendly reminder that “those tables always turn” when you're strategic.
BEETLEJUICE, BETTLEJUICE,
BETTLEJUICE!
NYX is proving it's the sh/t by partnering with Bettlejuice ahead of it's new movie theatre release reminding us that collabs and nostaglia are still THAT GIRL.
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
