Buzzy Skincare Line Summer Fridays Has Thrived During COVID—This Marketing Pivot Was Key
Co-founder Lauren Gores Ireland gives us the inside scoop.
“We truly just started, and never really looked back.”
—Lauren Gores Ireland, Co-Founder of Summer Fridays
Just because a market is saturated doesn’t mean you shouldn’t try to disrupt it. Let’s take the beauty industry for example. It’s a $532 billion market, which might seem too daunting to even attempt breaking into, but here’s the kicker: women are leading the way!
When it comes to gender equality at the highest level, the beauty industry comes out on top. In fact, it officially outranks every other profession in terms of the highest percentage of women seen on the board and in executive positions.
Unfortunately, that number is still only 29%, so clearly, we still have a long way to go. But the good news is that women aren’t waiting for the doors to open; they’re carving out their own niche and taking a slice of that billion-dollar pie for themselves.
Lauren Gores Ireland is one of them. The co-founder of the buzzy skincare brand Summer Fridays broke the influencer mold and turned her online community into brand ambassadors. But it’s the brand’s unique marketing initiatives during COVID that has really set them apart from their competitors.
Knowing that people would be stuck at home for summer Fridays this year, Lauren and her co-founder Marianne Hewitt decided to put the summer back into summer Fridays with comfort house calls.
We’re talking a cake collaboration with Sweet Laurel Bakery inspired by their Jet Lag face mask; a Craig’s Vegan Jet Lag-inspired ice cream called Vanilla Cloud, which comes with a mini mask; and a co-branded limited edition collage kit and photo filter with Tezza Barton. So smart!
At our recent Small Business Summit, Dell Technologies brought the co-founder of Summer Fridays and the founder and CEO of Create & Cultivate, Jaclyn Johnson, together for a conversation on how the beloved skincare brand has pivoted its marketing strategy due to COVID, why networking has been key to their wild success, and what the power of social media marketing can really do.
In fact, thanks to DWEN (Dell Women’s Entrepreneur Network), Dell is enabling women entrepreneurs across the globe to succeed by helping them navigate business challenges. DWEN has a proven ability to facilitate meaningful connections and bridge access to fellow entrepreneurs and advisors, technology, new markets, and resources needed to scale.
If you missed the conversation at our Small Business Summit, you’re in luck. Below, we’ve compiled all the most memorable quotes from the session. So, get out your notebooks because class is now in session!
On launching the business right away…
“We had the idea and, quite literally, that afternoon we were already taking steps toward creating a business.”
“We truly just started, and never really looked back.”
On tapping into your immediate network…
“Once you have an idea and you start asking people, even within your friends-and-family circle, a lot of times, they know someone who knows someone who can connect you, whether that’s to a lab or a manufacturing facility.”
On knowing when it’s time to bring on a team…
“You get to a point where you realize you can’t do everything.”
“Once you’re with a retailer like Sephora, you can’t operate without a proper team behind you.”
On seeking out mentorship opportunities…
“I know that we would not be where we are today without the mentors who really helped guide us.”
“Jen Atkin of OUAI was significant for us. She’s the one that introduced us to Sephora. She guided us when we had big questions.”
“Jamie Kern Lima of IT Cosmetics very kindly sat down with us for hours one day and just gave us so much information and advice, which was so incredible.”
On investing in your own business…
“Before you’re making money, you have to put money into the business.”
On the power of social media marketing…
“It’s remarkable what you can do in the beginning, without a ton of money, on a channel like Instagram.”
“Trying to reach out to the networks that you have, doing gifting, sending things out to people, and investing in getting that product out to people is really helpful.”
“Now that we have grown, whether they’re our close friends or someone that we don’t know, we do pay influencers, and that is now part of our strategy.”
“What Instagram is best for is getting out the message so people can see it and it makes them want it.”
On networking with other brands…
“Reaching out to other brands that feel native to your brand is a really great way to grow.”
Learn more about Dell's Women's Entrepreneur Network (DWEN) at DWEN.com.
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How To Go From Being Best Friends To Successful Business Partners
Collaboration over competition.
A lot of us have a friend who we've considered doing business with. Along the way, you've likely heard a lot of backlash about getting into business with a friend, and in turn ruining your friendship. Because nobody wants that, and we want to inspire women collaborating with one another, we're highlighting five dynamic BFF duos who have taken ideas, brought them to life, and created profitable and successful businesses. In honor of International Day of Friendship, take note of the following friends turned business partners to get inspired and ready to collaborate.
Marianna Hewitt & Lauren Gores- Summer Fridays
The bloggers turned entrepreneurs launched their skincare brand, Summer Fridays, earlier this year. Starting with just one product, the Jet Lag Mask, the social-first brand has skyrocketed to success. The duo knew they'd be the ideal set of business partners because they both felt that something was missing from the skincare market. They took matters into their own hands and together they curated something with good-for-you ingredients.
Devin Brugman & Natasha Oakley- Monday Swimwear
@tashoakley
Bikini connoisseur Natasha Oakley and Devin Brugman expanded their brand from blogging to a full swimwear line, Monday Swimwear. The two are also known for promoting body-positivity and wanted to create a line of high-end swimwear that made everyone feel good, regardless of their body type. They're best friends who travel the world together and continuously roll out new products to share with the world.
Gabi Gregg & Nicolette Mason- Premme
@premme.us
Plus-size industry leaders Gabi Gregg and Nicolette Mason are known for breaking rules and pushing boundaries. They created Premme, a trend-forward line of plus-size clothing after recognizing that the fashion industry was lacking just that. They incorporate the wants and needs of plus-size women into every piece. With their experience as fashion editors and design consultants along with their friendship, the two decided to team up and address these gaps in the fashion market.
Lauren Conrad & Hannah Skvarla- The Little Market
The Little Market is an online fair trade shop founded by Lauren Conrad and Hannah Skvarla, where beautiful products created by artisans across the globe can be purchased. Their artisan partners improve the quality of life throughout their communities in ways such as business training, literacy workshops, health programs and more, all while caring for their families. Both founders wanted to empower women artisans through purchases.
Katrina Scott & Karena Dawn- Tone It Up
@karenadawn
Karena and Katrina are experts in fitness, nutrition, and wellness. Their love for those three interests inspired them to create Tone It Up, an online destination and lifestyle brand that now reaches millions of women committed to wellness through content, social media, meal plans, exercises programs, and more. Their common interests and healthy business relationship have led them to now being the owners of a multi-million dollar brand with 40% growth year over prior year.
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