Newsletter 19: The COOLA way to build a 💸money-making brand!
HEY CONVERSION QUEENS 💸👑
As we kick off another week, I wanted to dive into a brand that's doing an incredible job of standing out in a crowded market: Coola.
This sun care brand, founded with a deeply personal mission, has not only captured the hearts of health-conscious consumers but also carved out a powerful niche in the wellness industry.
Together, we'll explore how Coola leverages its founder's story, targeted audience engagement, and unique positioning to drive growth and sales.
SIS, LET’S CATCH A CASE
SURF-INSPIRED SPF THAT'S CLEAN, GREEN AND UNSTOPPABLE
Coola, an innovative SPF brand, was founded by Chris Birchby in 2007. With a background deeply rooted in surf culture and a passion for healthy living, Birchby sought to create a sunscreen that was not only effective but also eco-conscious. His vision was to develop a product that combined organic ingredients with high-performance formulations, appealing to a health and environmentally conscious demographic. Birchby's personal experiences with the sun's damaging effects, especially on his parents, who battled melanoma, further fueled his commitment to creating a protective yet nourishing sunscreen.
Coola's core audience consists of health-conscious, eco-friendly consumers who prioritize both skin care and environmental sustainability. This group includes outdoor enthusiasts, wellness advocates, and beauty aficionados who seek products that align with their values. Coola leverages a multifaceted marketing strategy to reach and engage this audience. Their tactics include influencer partnerships, social media engagement, and content marketing, all showcasing the brand's commitment to organic ingredients and sustainable practices. Influencers, particularly those in the health and wellness space, play a crucial role in promoting Coola's products, lending authenticity and credibility to the brand. Social media platforms, especially Instagram, are used to share vibrant, sun-soaked visuals and user-generated content, fostering a community of loyal customers.
The brand's unique positioning is reinforced through strategic collaborations and limited-edition releases, often partnering with like-minded companies and personalities to broaden their reach. By emphasizing the dual benefits of skin protection and eco-consciousness, Coola effectively differentiates itself in a crowded market. Their transparent ingredient lists and commitment to cruelty-free practices further enhance their appeal to a discerning consumer base.
In a saturated market, Coola's success story highlights the importance of a strong brand narrative that resonates with consumer values. By aligning their products with the lifestyle and values of their target audience, Coola has established a loyal following and achieved substantial growth. Their journey underscores the power of authentic marketing and the ability to carve out a niche through a clear, compelling brand story..
POSITION YOUR BRAND TO WIN
1. 💸👑 Personal Experience as a Catalyst: Leveraging a founder's personal story can create a powerful brand narrative that resonates with consumers on an emotional level.
2. 💸👑 Strategic Partnerships: Leveraging influencers and collaborating with like-minded brands can enhance credibility and broaden market reach.
3. 💸👑 Transparent Marketing: Clear communication about product ingredients and eco-friendly practices can differentiate a brand in a crowded marketplace and build consumer trust.
BRANDS THAT MADE OUR SH/T LIST
OLLY'S FIRST MENOPAUSE SUPPLEMENT AIMS TO ADDRESS SYMPTOMS IN AS LITTLE AS 24 HOURS
Olly — one of the mass market’s most prominent supplement players — is looking to bring its know-how to the menopause category.
WALMART MOVES TO INTEGRATE HAIRCARE BY ASSORTING ACCORDING TO HAIR TYPE
Walmart is moving to arrange its haircare merchandise by hair type and phase out multicultural haircare sections long criticized as limiting consumer reach and sales of products placed within them sold primarily to Black shoppers.
SEPHORA AND TIKTOK ARE PARTNERING TO HELP BEAUTY MARKETERS MAKE MORE INCLUSIVE BRANDED CONTENT
For the second year, Sephora and TikTok are partnering on a program to help beauty brands make better, more inclusive branded content with creators. This year, Sephora and TikTok decided to focus on matching brands with musical artists to make popular songs that can be used in TikTokvideos.
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
