Behind the Scenes (NedySkin): The Social Media Strategies we used to to sell close to a thousand pieces of cosmetics in One Month
In the midst of 2020, my younger sister approached me with a dream – she wanted to launch her own skincare line and requested my assistance in making it happen. Being well-versed in e-commerce and having acquired expertise through my work at the vgc group, I was thrilled to embark on this journey. Not only was I engaging in an activity I enjoyed, but I also had the opportunity to support someone dear to me – my own sister. Filled with excitement, we wasted no time and dove right into it.
By the time we introduced NedySkin to the world, we were astounded to discover that we had sold over 800 cosmetic products within the first month, all through organic means without any advertisements. It was an exhilarating time for us.
In this blog, I aim to recount the various steps we took to achieve this impressive feat of selling nearly a thousand cosmetics in the initial month of our launch.
Pre-Launch Phase:
Research: Before delving into anything, our first step was thorough industry research. We examined statistics, global cosmetic brands, and prominent names within the industry. Eventually, we focused our attention on Ghanaian cosmetics brands that we believed were performing well. We discussed and documented our findings, noting both what we admired and disliked about those brands. I encouraged my sister to keep track of everything from the very beginning. As we began documenting, we compiled a list outlining what we wanted to see in our brand and the specific market gap we aimed to fill. Our goal was to create an organic skincare line tailored to young adults of both genders, emphasizing the use of natural ingredients without artificial chemicals. We sought to provide products that would deliver a satisfying experience, promoting smooth skin and skin brightening without any intention of promoting skin bleaching.
Branding: Another crucial aspect of our preparations was researching containers and seeking advice from other founders of cosmetic brands regarding their availability. Although we initially chose a specific type of container, we faced challenges in securing a long-term supply. Consequently, we decided to commence with the available options and focus on rebranding in the future.
High-Quality Products: My sister commenced her search for a suitable place to learn about organic cosmetics. Our philosophy revolved around offering products of exceptional quality, incorporating natural healing herbs, and presenting them in a modern and appealing manner to young adults. Through my network, I connected with a dear friend who had over three decades of experience in the industry. She possessed extensive expertise in creating high-quality and organic products for the international market. We formed a partnership with her, as she not only created our first line of products but also intended to train my sister through her existing program. The collaboration was highly successful, and we were immensely pleased with the products she crafted for us. From the outset, she took our ingredient preferences and our research on young adults’ interests into account, resulting in the development of oils and creams that felt contemporary, luxurious, and yet organic.
Packaging: While our manufacturing partner assisted us with the primary packaging, we desired to design our own covers for the containers. We drew inspiration from a particular skincare company catering to a similar market on another continent, admiring their branding and packaging. Hence, we embarked on crafting our own covers, deriving significant inspiration from their work. As they say, there is nothing new under the sun! (laughs)
Sample Testing: As soon as we received the samples from our partner, we began using the products ourselves, and our entire family loved them. Knowing the tremendous effort invested in their creation, we had full confidence in their medicinal properties and contemporary appeal.
Initial Marketing and Testimonials: Now came my favorite part: marketing. I encouraged my sister to compile a list of her friends who were micro-influencers and ordinary individuals with a moderate following on Instagram, Facebook, or any other trending social platform for young men and women.
In the exciting realm of marketing, we encountered a pivotal phase: initial marketing and sampling testimonials. This part of the process brought me immense joy. I urged my sister to compile a list of her friends who were micro-influencers, as well as everyday individuals with modest followings on platforms such as Instagram and Facebook, but possessed a strong influence on WhatsApp or within specific groups of young adults. Our confidence in the quality of our product led us to ask them to try our skincare line and provide feedback – and they did just that.
Additionally, I must emphasize that my sister herself was a micro-influencer, already having an audience on Instagram, Facebook, and Snapchat. During the pre-marketing stage, even before our official launch, I encouraged her to begin discussions on topics relevant to young people, such as embracing one’s natural beauty and the negative effects of skin bleaching. She shared her research and insights on these subjects through Instagram stories and Snapchat, fostering engagement and anticipation among her audience. By involving her community in our journey, we built excitement as we progressed toward the product launch.
During this period, we established our official social media accounts and commenced posting content to engage with our audience.
Launch and Post Launch
As I shared this blog with my sister, she exclaimed in amazement, “Wow, we really did all that!” It didn’t feel like work because we genuinely enjoyed every step of the process. Let me pick up where I left off last week.
Photoshoot and Videography: With our containers, sample products, and branded covers ready, my sister, Betty, embarked on creating captivating video content showcasing our products. We also conducted a photoshoot to capture stunning imagery for the launch. Additionally, we enlisted the help of brand ambassadors and micro-influencers to take photos and create engaging videos. To ensure authenticity, we allowed them creative freedom in their content creation. It was an exciting endeavor, knowing that our products were of high quality and had a delightful fragrance. While we didn’t repost every single piece of content on our official social media handles, we did highlight these reviews from our influencers.
Social Media: We utilized social media as a platform to announce our launch and started sharing content from our micro-influencers. The response was overwhelming, with pre-orders flooding in from customers eager to try our products. The pre-orders came in earlier than expected, providing us with the funds necessary to finance production. Social media became the catalyst that amplified all our previous efforts. It reinforced my belief that technology is a powerful tool for business owners, capable of magnifying their endeavors. On social media, we adhered to the principle of posting valuable content, including testimonials, informative videos, and product demonstrations. Consistency was key in order to engage with our customers and promptly respond to their inquiries.
Price Point: We approached pricing with great care, considering our target market and aiming to ensure affordability. To cater to a wider range of customers, we created two or three variations of certain products, giving people the option to choose according to their preferences and budgets.
Influencer Marketing: The success of our initial micro-influencer campaign, combined with the quality of our products, attracted the attention of other influencers who expressed interest in promoting our brand. This further bolstered our marketing efforts after the official launch.
Offline/One-on-One Marketing: Recognizing the importance of local expansion, we incorporated offline marketing strategies. We enlisted the help of some student friends who were in need of extra income and tasked them with door-to-door marketing of our products.
Resellers and Wholesale: In addition to our sales team, we established partnerships with a few individuals who purchased our products on wholesale terms for reselling purposes.
Discount Sales and Promotions: To generate more sales and attract customers, we regularly offered bundled promotions and discounts. We created product bundles such as “Male Set” and “Female Set” to provide customers with complete skincare solutions tailored to their specific needs. Furthermore, we ran promotional campaigns aligned with occasions like birthdays, Valentine’s Day, Mother’s Day, Father’s Day, and more.
In conclusion, we recognized the importance of building a community around our brand, understanding that it would have a lasting impact. With this in mind, I encouraged my sister to delve into researching community-building strategies and implementing them to establish a strong global brand originating from Africa. I firmly believed in the exceptional quality of our products, envisioning the potential for NedySkin to expand internationally.
Our confidence in the brand’s excellence was validated by the orders we received from other African countries. Additionally, customers from the United States, Europe, and Canada also purchased NedySkin products. This global reach further affirmed our belief that NedySkin had the capacity to thrive on an international scale.
By prioritizing community engagement and utilizing effective strategies, we aimed to foster a loyal following and cultivate a brand that transcended borders. NedySkin’s success story serves as a testament to the remarkable impact a dedicated community can have in propelling a brand from Africa to the world stage.