6 Brand Scaling Strategies Used By WOW Skin Science
"Products are built in factories, but brands are built in people's minds", is what Manish Chowdhary quoted as WOW started prioritising brand building
Brand Building Is Paramount
Manish realised that modern consumers prefer influencers over traditional celebrities. He advises brands to incorporate a few campaigns without celebrities and then reintroduce celebrity endorsements
Celebrities Are Not Everything
According to Chowdhary, overpricing can deter consumers, while underpricing can increase the time and cost required to achieve desired results. Access to analytics and data science enables startups to determine the best times to adjust pricing based on market dynamics.
Pricing Is Necessary
In beauty, innovation is vital for growth, but finding the balance between new ideas and product stability is key. Customers value consistency.
“Less Is More”
For any D2C brand, packaging plays a huge role in creating the first positive impression and the initial excitement for the product.
Packaging Sets You Apart
While online offers flexibility in growth strategy, offline requires a substantial commitment. Brands should view offline as just another channel to gain repeat customers, allowing founders to track “top of mind” metrics quarter by quarter.
Don’t Rush Into Offline Expansion
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