I didn't plan to go to Sephora yesterday. I certainly didn't plan to spend $50 on shampoo and conditioner. But after learning about Living proof, I was so inspired that it happened in a spontaneous, must have sort of way.*
You see, yesterday the good folks over at Wolff Olins hosted a breakfast. The theme?
How do you build a brand from the ground up in a down economy? How do you launch a product that solves a real problem in consumers’ lives? How do you create big impact in a high-investment category with a small marketing budget? How do you stay relentlessly focused on your vision no matter what?
They invited their client, Rob Robillard, CEO at Living proof, a company whose mission is to solve the toughest beauty challenges through the use of cutting edge science AND then provide extraordinary customer experiences. So despite the products high price point in this economy, they are thriving. Thriving as in they sold 40,000 units in less than 30 minutes. It is an amazing feat on many levels. The reason as I see it? Yes, they have a great product; a product that is revolutionary. (They use PolyfluoroEster, the first new anti-frizz technology in over 30 years. Other brands use silicone, which weighs down hair.) But what makes their brand really champion others is they have focused on their consumer.
They have a corporate policy to answer every phone call and email. They send out free samples. They listen. They have invested in the research, the design, the packaging and the product and therefore, they got results. They value their customers on every level, which is ground breaking for a CPG company. It is definitely a new and refreshing way to enter the beauty segment and I hope others in the industry follow Living proof's lead and success.
*Perhaps I was a bit too enthusiastic. I failed to look inside the goodie bag they gave on our way out, which had a travel size shampoo and conditioner and a full size styling cream. Hey, it will actually be perfect for my trip to LA next week. Right?