Newsletter 6: Inside: tips on fading your brand's competition like a pro ✅
HEY CONVERSION QUEENS 💸👑
Here's to another Monday and remembering you deserve joy before responsibility, yet you're fully capable of both sis.
Today, I'm super excited to dive into our next case study on Topicals. This disruptive, Gen Z and Millennial brand successfully carved out a robust brand position in the saturated skincare market by intertwining authenticity, community engagement, and social responsibility with their innovative product offerings.
So if you're a brand looking to replicate similar success, let's dive in…
SIS, LET’S CATCH A CASE
Fading the Competition Like Topicals
Topicals, a skincare brand founded by Olamide Olowe in 2020, has had a significant impact in the competitive skincare market through unique branding, targeted marketing strategies, and community-centric initiatives. Their strong presence on social media, particularly on Instagram and TikTok, has allowed them to engage with Gen Z and Millennials through relatable content featuring real customers and influencers with diverse skin types.
Topicals highlighted the importance of science-backed products through their founders' dermatology backgrounds and transparent ingredient lists, fostering trust. Engaging with the community and mental health advocacy also strengthened their brand image and connection with consumers.
Topicals' journey highlights key lessons for brands entering crowded markets. Authenticity, inclusivity, and effective social media use are essential for connection and visibility. Combining product efficacy with social responsibility is vital.
Topicals has effectively positioned its brand in the competitive skincare market by blending authenticity, community engagement, and social responsibility with innovative products. To replicate this success, brands should prioritize genuine messaging, use social media for authentic engagement, and integrate causes that resonate with their audience into their brand ethos.
POSITION YOUR BRAND TO WIN
1. 💸👑 Authenticity and Inclusivity Drive Connection: Modern consumers value brands that are genuine and inclusive. Topicals’ focus on real, diverse skin conditions and their inclusive marketing strategies struck a chord with underserved demographics, showcasing the power of authenticity in building trust and loyalty.
2. 💸👑 Utilize Social for Direct Engagement: Effective use of social media can rapidly elevate brand visibility and engagement. Topicals’ creative and interactive social media presence demonstrated that platforms like Instagram and TikTok are not just for advertising but also for building a community and fostering direct communication with consumers.
3. 💸👑 Combine Product Equity with Social Responsibility: Beyond effective products, consumers are increasingly looking for brands with a purpose. Topicals’ dual focus on delivering scientifically-proven skincare solutions while advocating for mental health showed that integrating social responsibility into a brand’s core operations can enhance loyalty and differentiation in a crowded market.
BRANDS THAT MADE OUR SH/T LIST
HER JUICE BAR BRINGS SEXY BACK TO FEM CARE
Her Juice Bar proves it's the sh/t by positioning its product names to sound like bar orders rather than “down-there” products. With the stigmas and taboo around feminine care, this allows women to care for this region without shame or embarrassment.
KOPARI PROVES IT'S POSSIBLE TO STAND OUT IN A CROWDED MARKET
Kopari proves it's the sh/t by ensuring their cult-favorite sun tanners double as an effective elixir to mix into moisturizer, makeup or sunscreen for warmth and a boost of hydration. This is a smart approach because it allows the brand to diversify past being a “sun care” brand and test adjacent categories.
MCDONALD'S LAUNCHES FASHION PROGRAM FOR BLACK DESIGNERS
McDonald's proves it's the sh/t with the launch of the Black & Positively Golden (B&PG) Change of Fashion program to increase the number of black designers in the industry, which currently sits at just 7.3%. Despite the lack of tie in to McDonald's ethos, it does reminds us that brands have incredible investing power to spark social change,
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
