Business of Fashion: How to Build a Beauty Brand With Just One Product
When a beauty brand launches with just one product, the stakes are high. The founders behind Summer Fridays, Vintner’s Daughter and other successes offer tips on how to get it right on the first try.
Beauty is an industry of extremes. There is either “no makeup makeup” or the full range of contouring, highlighting, baking and lining. Similarly some brands launch with dozens of products and others launch with a single item.
Some brands, including Vintner’s Daughter (face oil) and Augustinus Bader (moisturiser) believe by focusing marketing on a single “hero” product, they can build a loyal customer base who will also buy their second, third and 10th items.
“Summer Fridays is introducing new iterations on its first big hit, a common strategy among single-product brands. Augustinus Bader recently introduced travel-sized bottles and a duo pack of its hit moisturiser that came our a year ago, which comes in regular and rich formulas, and will this summer introduce versions for body with lotion and cream. Cassandra Grey, founder and artistic director at Violet Grey, said Augustinus Bader was ‘the most successful new-to-market launch of all time’ at the retailer.