Fiera concealer
FIERA CONCEALER SKIN
“We created a product for mature skin and filled a hole in the market. “The biggest thing that our team has learned in business so far is that if you really listen to your customers and give them the best products possible to suit their needs, the rest will take care of itself,” Duff explained. Their Biggest Lessons in Scaling a Successful Product That’s the power of word-of-mouth marketing: it has a ripple effect, and extends outward like a web. And it’s a theory that’s proving to be true, as Fièra’s monthly sales have over doubled since the beginning of 2020. “Every business has two options: either pay to rub shoulders with the ‘big brand dogs,’ or re-allocate that money into making a truly stellar product.” Duff’s theory is that a high-quality and deeply-beloved product will always win out in the marketing race over a product that has premier shelf space. “We thought about it in terms of where we wanted to allocate the business’s money,” Duff explained. And, while having your product on a major website like that of Sephora’s seems like a savvy business move – is it? How often do consumers really browse through dozens of brands on these major websites? But e-commerce is on the rise, and consumers still don’t feel comfortable returning to in-person shopping malls. Usually, consumers would discover new brands on a stroll through makeup and department stores, whether they stumbled into the aisles for fun or came to purchase something else. After all, if all of your friends can’t stop gushing about a product, aren’t you going to order it however you can? There’s never been a better time for this shift, thanks to COVID-19 and the changing landscape as to how consumers shop. “We knew that if our product was truly great, the selling would happen for us, through word of mouth.”ĭuff and Fièra Cosmetics are assuredly onto something. “We made a choice early on not to fall whim to the expensive store markups and the pay-to-play model that’s embedded in this type of retailer relationship,” explained Kate Duff, Fièra’s branding coordinator. They’ve made an intra-company pact to not sell in any retail locations, despite how tempting many brands will make that business move out to be. This niche isn’t the only way that they’re doing things differently. Meet Fièra Cosmetics: a makeup company that specializes in aging skin. But there’s one brand that’s blowing all of that out of the water, and proving that success comes down to customer satisfaction and online reviews. In fact, we’ve come to expect that any profitable makeup brand should have a leg up with these big name stores, which provide a platform for their success. When you think of the most successful makeup brands today, you know you can find them on the shelves at the most popular retailers: Sephora, Ulta, or alongside designer brands at your local department store. Read our advertising and contributor disclosure here. Total GirlBoss makes no warranties about the statements, facts and/or claims made on this article. We may receive commissions for affiliate links included in this article.