This was also before conversations about how influencers should be compensated became commonplace, said Park. Before TikTok stars made money through brand deals and the platform’s creator fund started in summer 2020, content creators were more willing to partner with brands for free as a “symbiotic” relationship to build clout for both parties, according to Joon Park, a senior cultural strategist and Gen Z and beauty specialist with Omnicom-owned culture consultancy Sparks & Honey. This initial content also came without the hefty partnership pricetags attached to similar collaborations now. “We grew with (these influencers),” said Schott, adding that creators such as D’Amelio have stuck with the brand. D’Amelio has emerged as a TikTok star with 143 million followers and she sits atop a recent ranking from Forbes as the highest TikTok earner at $17.5 million. The brand started creating content on TikTok in 2020, inviting creators such as Charli D’Amelio to make content on the teen-friendly platform. Starface’s rise can be traced to its early use of TikTok as a marketing tool. Bordainick's other entrepreneurial projects have ranged from a zero-waste body wash to a political funding organization, according to his LinkedIn.īordainick also told Schott that TikTok was “about to be major” and that the brand should use the platform to promote its products, she said. Bordainick, who went on to co-found Starface with Schott, “loved early stage ideas”-and when Schott told him about her idea, “Brian got it,” she said. “I felt like I must not know what I’m doing.”Ī friend introduced Schott to Brian Bordainick, who at the time was the guy Schott’s close friend had started dating (he ended up marrying her friend, and Schott officiated the wedding). She thought that everyone around her must be wondering why she hadn’t found a product to keep her skin in check. “I had full-blown acne in my twenties,” said Schott, and this made her feel inadequate at her job. When Schott first thought of starting Starface, she was the beauty editor at Elle in New York writing articles about entrepreneurs and trends in 2016. “When you give yourself a cute decorative sticker, it changes your attitude to (acne) over time.”īelow, more on Starface’s origin story, marketing strategy and what lies ahead. The feedback that Starface gets most often from consumers is, “I look forward to my next pimple,” said Schott. The brand’s stickers, which come in a refillable yellow box that has been compared to an AirPod case, contrast with the beige and translucent patches produced by most competitors such as Hero Cosmetics’ Mighty Patch and Australian brand Zitsticka. Each patch consists only of hydrocolloid, a moisture-retentive dressing used to absorb pus and reduce redness. The company’s first product was a pimple patch called Hydro-Stars, which are small yellow stickers in the shape of a star. But the main difference between Starface and its rivals is how its patches look-“cute,” in the words of co-founder Julie Schott. Like many of its competitors, Starface wants to destigmatize acne. The nearly 3-year-old New York-based brand, which started online and now sells in stores, is part of a fragmented pimple patch market that is rising in popularity as more young consumers look for gentler solutions to acne. Skincare brand Starface is gaining traction by making pimples fun. Restrictions and other terms apply.Brands on the Rise is a regular Ad Age feature spotlighting the marketing and business tactics of successful challenger brands. Plan automatically renews until cancelled. Offer valid for three months after eligible device activation. This offer is not available if you or your Family Sharing group have previously accepted an Apple TV+ one-year-free offer. Only one offer per Apple ID and only one offer per family if you’re part of a Family Sharing group, regardless of the number of devices you or your family purchase. Apple TV+ is £4.99/month after free trial.To get the newest features, make sure your devices are using the latest software versions.Apple Fitness+ requires iOS 14.3 or later, iPadOS 14.3 or later, watchOS 7.2 or later, and tvOS 14.3 or later.A subscription is required for Apple Fitness+.View full terms and conditions of offer here. Only one Promotion Product per eligible Mac or eligible iPad per Qualified Purchaser.
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