In this episode, we meet Lisa Guerrera, CEO and Co-Founder of EXPERIMENT.
EXPERIMENT is a Gen Z focused and sustainable skincare brand that is for the chemistry-curious consumer.
Lisa discusses the importance of making products people can connect with and not only making it look good (or postable!), but making sure it delivers results.
Topics covered
- Transforming passion into business
- Skincare consumers and culture
- Clean makeup trend
- Influencer marketing
- Role of TikTok, Youtube, and Instagram
- Starting in retail
Takeaways
- Make products that people can really relate to.
- Identify places of confusion for consumers and make it clear and transparent to build trust between the brand and customer.
- By understanding their consumers deeply, EXPERIMENT’S go-to-market was immensely social media heavy.
- Gifting to influencers was key to their success, as well as making influencers feel involved in the development of the product
- Tiktok is great for top of funnel. People trust it more than Instagram. Youtube videos have the most staying power.
- Brand marketing can change culture and be part of culture
Please let us know your thoughts about the episode!
Where to find Lisa Guerrera:
Linkedin: https://www.linkedin.com/in/lisa-guerrera/
Website: https://experimentbeauty.com/
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
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