Newsletter 35: Thinking of a Cole'r way to $ucce$$💸
HEY CONVERSION QUEENS 💸👑
Have you ever wondered how a beauty brand can turn cultural authenticity into a competitive advantage?
This week, we’re exploring the inspiring story of Ami Colé and its founder, Diarrha N'Diaye-Mbaye. By solving the unique needs of melanin-rich skin through clean beauty and storytelling rooted in culture, Ami Colé redefines inclusivity in the beauty industry. Let’s break it down!
SIS, LET’S CATCH A CASE
COLE WAY TO SUCCESS
Ami Colé was founded in 2021 by Diarrha N'Diaye-Mbaye, a first-generation Senegalese-American inspired by her upbringing in Harlem and her mother's beauty salon. With a deep understanding of the beauty industry from her experience at Glossier and L'Oréal, N'Diaye-Mbaye noticed a glaring gap: clean beauty brands often failed to address the unique needs of melanin-rich skin. This realization led her to create Ami Colé, a brand that champions inclusivity while delivering clean, effective, and skin-enhancing products specifically designed for people of color. The name “Ami Colé” honors her mother and her Senegalese roots, reflecting the brand’s connection to culture and community.
Ami Colé’s core audience is individuals with melanin-rich skin who prioritize clean beauty without compromising performance. The brand addresses their unique concerns—finding products that suit their skin tone and texture—by focusing on skin-enhancing formulas and inclusive shade ranges. To engage this audience, Ami Colé employs a range of marketing strategies, including authentic cultural storytelling, strategic partnerships, and targeted campaigns that amplify their mission. The brand’s thoughtful packaging and messaging further reinforce its commitment to authenticity and inclusivity.
In a saturated beauty market, Ami Colé stands out by solving a fundamental problem: providing clean beauty products that truly work for people with melanin-rich skin. Its focus on authentic connections, thoughtful solutions, and a clear mission has positioned it as a trailblazer in the beauty industry.
POSITION YOUR BRAND TO WIN
1. 💸👑 Address Pain Points with Tailored Solutions. Ami Colé’s success lies in its ability to directly address the unique needs of melanin-rich skin, a demographic often overlooked in the beauty industry. By creating products specifically designed to enhance and celebrate darker skin tones, the brand fosters a sense of inclusion and builds loyalty among customers who feel seen and valued. This targeted approach not only fills a critical gap in the market but also establishes the brand as a trusted authority in addressing underserved needs.
2. 💸👑 Enhance the Shopping Experience with Personalization. Personalization is key to Ami Colé’s seamless customer journey. Tools like interactive shade finders help customers confidently choose the right products for their skin tone, reducing decision fatigue and returns. Auto-replenishment options for popular products simplify repeat purchases, creating a hassle-free experience that drives customer satisfaction. By making the shopping process intuitive and tailored, the brand builds trust and strengthens its relationship with consumers.
3.💸👑Leverage Strategic Partnerships to Expand Reach. Strategic retail collaborations and targeted digital campaigns amplify Ami Colé’s visibility to new audiences. Partnerships with major retailers like Sephora introduce the brand to established customer bases, while digital ads focus on reaching health-conscious, beauty-savvy consumers. These efforts not only increase brand awareness but also create multiple touchpoints for customers to discover and engage with the brand, driving growth and sales.
BRANDS THAT MADE OUR SH/T LIST
LUCKY SAINT ON ITS MISSION TO CREATE A ‘DAILY HABIT’ AS IT DRIVES NEXT PHASE OF GROWTH
They want consumers to see them as more than substitution for alcoholic beer, and become a beverage relevant to any moment of the day.
L'OREAL WANTS TO MEASURE THE SKIN CONCERNS YOU CAN'T SEE YET
The beauty giant is looking to assess consumers' unique skin concerns not just the present but most importantly the future.
BECOME A $1 BILLION BRAND IN 2 YEARS
Let's see Fabletic's plan to make it possible
1. 💸👑 The Thrive Grant: Cadence Cash offers $5,000 quarterly to small businesses making a positive impact on their communities, especially those serving underrepresented groups. Eligible businesses must demonstrate community impact and meet basic operational criteria. Apply here!
2. 💸👑The Awesome Grant: The Awesome Foundation offers $1,000 micro-grants monthly to individuals and groups with innovative, impactful ideas. Applications are open year-round and require no strings attached, giving recipients full creative freedom. Apply here!
3. 💸👑The Big Idea Grant: YippityDoo offers a $1,000 monthly grant to women entrepreneurs in the U.S. to support their business ventures. Eligible applicants must be women aged 18 or older, with businesses at any stage. Recipients also receive a one-year membership to a wealth mindset coaching group. Apply here!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
