The brand brings genuine innovation in the false eye-lash application category and a tool kit that sets the customer up for success. Having been selling consistently online for about nine months, going into bricks and mortar stores has been fundamental in growing Sarah Jean, says Brisbane-based company founder, Sarah Baker.
“After launching in March 2016, I spent the first couple of months generating media coverage and obtaining independent reviews. Thus, when I provided the product information to a potential stockist, it wasn’t just me pitching how good the products are. Some stockists reorder within a matter of weeks, which is fantastic. I wanted to offer great margins, affordable ordering options and everything a stockist needs to sell the products including marketing materials and training,” Sarah tells esprit Magazine.
“Looking after my current stockists by being responsive and checking in is a priority. Securing more stockists, including online retailers, salons and spas, and of course larger chains and department stores is also part of my growth plan. The products are
well made, beautifully packaged, small, and most importantly, they offer a solution to a common problem: they make eyelash application at home easy. The products complement existing makeup and brow products and services, and have a lot
of appealing attributes that other lash products just don’t have - making them an attractive addition for stockists.
“I’ve received interest internationally so exploring overseas options is also part of my plan. People all over the world wear lashes so the opportunity for expansion is massive; it’s just making sure I’m well researched, well planned and ready for whichever locations I expand to.”
The key innovation is what Sarah describes as “the world’s first party eyelash glue that applies like a mascara.” This signature product, the eyelash adhesive, is unlike any other lash glue, having a mascara style brush. This applies just the right amount of adhesive to the real lashes without any mess. Using the kit’s tweezer applicator tool, lashes can be placed and clamped together. The rubber tips on the tweezers don’t stick to the adhesive. It’s a truly unique and mess free way to apply false eyelashes easily.
“By applying the adhesive to your real lashes and not just the strip on the false lashes (the traditional method), the area you’re applying the adhesive to is greater and thus the lashes are easier to apply and stay on longer,” says Sarah. To remove: “Gently peel them off and massage your real lashes with a foaming face cleanser and water to remove the adhesive.”
For more information and to view the tutorial visit www.sarahjean.com.au.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.