It’s been awhile since we’ve had a really exciting beauty launch, so when Tracee Ellis Ross – Curly Queen of Hollywood – announced she was stepping her stiletto in the hair care ring the naturals went wild. Myself included! If I’m being honest, I was definitely wishing I was the chemist on the job.
I digress…
Tracee’s launch strategy for Pattern Beauty was executed to perfection and the results speak for themselves. The brand completely sold out of 9 skus the day of their website launch. Independent beauty brands dream of success like this! Here are 3 lessons from the Pattern Beauty launch that you can apply to your own beauty brand.
Get clear about the problem(s) you want to solve
*image captured from the @patternbeauty instagram page
Tracee knew the market was missing a natural hair care brand that felt like it was created by someone within the natural hair community. While there are quite a few naturalista built brands, few have addressed the most common natural hair woes. With Pattern we got:
A huge tube of conditioner because no curly girl uses just a dime size.
3 different conditioners to address the level of moisture and TLC your curls need – a made-for-you experience with mass market logistics.
Oils to seal the cuticle… because curly girls know the importance of locking in moisture on thirsty strands.
Wash day accessories – we love our tools and there are some that are very specific to the natural community. Detangling brush, microfiber towel, hair clips… a Youtuber’s dream.
Pattern beauty really considered every problem the natural community faces. You have to have an intimate understanding of your customer to meet their needs this well.
Build First, Sell later
*image captured from the @patternbeauty instagram page
The roll out for Pattern Beauty was so seamless and stealthy. It definitely paralleled a Beyonce drop for the natural hair community. There’s really only one way to pull off such a successful launch on short notice… Build a platform.
Sure Tracee’s platform is built on her celebrity, but social media has made it incredibly simple and easy to make a name for yourself without fame. It wasn’t fame alone that made this successful. If Tracee wasn’t already known for unapologetically embracing her curls, this launch would have flopped for sure. Popularity means nothing if you haven’t truly established your lane. You have to decide what you want to be known for and start taking action behind making it happen.
If skin care is your thing start showing your skin care routine and discussing how you select the products you use.
If hair is your thing, start showing how you care for your hair and how you style it. What ingredients does your hair love?
Maybe you’re the girl that spends just as much time and attention on your body care as others spend on their skin and hair. Tell us all about how you do that. How often do you dry brush? What do you use to exfoliate? How do you prevent alligator skin in the winter?
Establish yourself as an authority on what you love… do it with your unique personality… consistently… and you’ll be well on your way to building a platform that is ripe for selling out whatever you release on launch day.
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Shhhhh….Keep your business to yourself and don’t rush the process
*image captured from the @patternbeauty instagram page
Whatever you do, don’t say a word about your product before you are ready to launch. Tracee made no mention of Pattern Beauty until it was time for the launch countdown (1 week out). It wasn’t until the launch promo began that she revealed more about the journey and the team behind it. So instead of telling your audience what you’re working on, use your platform to make your potential customers tell you to get to work.
A store attendant at a local beauty supply told Tracee his customers often come into the store with a picture of her in hand hoping to achieve her look. Long before there was Pattern Beauty, there were people using Tracee as their hairspiration. That’s the kind of influence you want to have before you launch.
Your skin should be #goals. Your hair should be #goals. Your body care should be #goals. Building that buzz around your personal brand is far more impactful than prematurely spilling the beans on your product development.
While you’re actively working on getting your product ready for the market, don’t rush it. Tracee said Pattern Beauty was 2 years in the making with over 75 rounds of samples. Don’t get me wrong… it doesn’t have to take you 2 years or tons of samples to get your product right. You just never want to rush to the market before you know you have a winner. I know the saying is all press is good press, but the last thing you need as a new brand is a less than stellar product creating static for your reputation before you really take off.
Take your time, get the product right, let a few people try it out, get noticeable results of your own and THEN prepare to launch. It doesn’t matter how long it takes as long as you are doing your part and working toward a win.
Reference – Entrepreneur, Hold the Ish: How Tracee Ellis Ross Created a Company for Hair Like Hers
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My name is Desiree, but my clients call me Desi. I develop high end beauty products and I build ICONIC beauty brands. I am The Glam Scientist. Applications are now being accepted for Idea to Icon – my new 12 month incubator program where I work with you step by step to achieve your goal of launching your beauty brand in 2020. Open enrollment ends February, 2020. Click here to apply today!