“With all the challenges on the digital marketing side, we are seeing companies try to find other ways to increase brand reach to acquire new customers.”Īdditionally, these partnerships also give consumers the opportunity to test the product prior to purchase, a challenge that many digitally native brands face. These channels, she said, are growing more popular as digital marketing becomes more expensive and competitive. Polly Wong, president of DTC marketing agency Belardi Wong, said that this type of marketing strategy can be an effective way to target potential customers. Sexual wellness brand Maude, on the other hand, has some of its products, like condoms and vibrators, sold at mini-bars and gift shops at certain hotels.
Canned mix drinks brand Tip Top Cocktails, for instance, is one of several food and beverage companies that Delta Airlines began offering on board to travelers. Much like Curie, other startup brands have been leveraging partnerships with non-retail companies to raise brand awareness. Other Curie products, which are priced at around $14 for a deodorant spray and $16 for a whipped body wash, can also be found on Curie’s website, Amazon, Anthropologie, Nordstrom, QVC and Bloomingdales. Moving forward she said the company will continue to explore more partnerships with fitness companies and brands that have a similar customer demographic as Curie.
Moret said partnerships at popular gyms like SoulCyle and Equinox help people associate Curie with a healthy and active lifestyle. “I see Equinox is such a strong brand and they have such a strong following.” Equinox really is like a way of life - as cheesy as that sounds,” Moret said. “I think Equinox members care a lot about their health, not only their fitness. The co-branded deodorant spray will be available for purchase online through Curie’s website and The Shop at Equinox. Curie’s exclusive new scent with Equinox is inspired by the gym’s popular eucalyptus towels. Its partnership with Equinox has been in the works for the last couple of years, even prior to the pandemic. “I would compare it to almost like a billboard.
“To us, it’s more of a marketing thing than a sales channel,” said Sarah Moret, founder and CEO of Curie. Year-to-date from 2021 to 2022, the company has seen 400% year-over-year growth. Founded a little over three years ago as a “clean, performance-based” body care brand, Curie said members of these high-end fitness clubs align with its target customers. After inking its deal with SoulCycle, Curie saw locker rooms as an opportunity to bring the brand in front of more people.
0 kommentar(er)
