How This Beauty Brand Won Shoppers With Less Than A $10,000 Marketing Budget
Photo Credit: Inc.com, courtesy of EADEM
EADEM is a clean beauty brand challenging and redefining the beauty industry with their products. Their Smart Melanin Beauty, a first-of-its-kind technology, keeps melanin skin needs top of mind. According to EADEM, Smart Melanin™ Beauty is made by women of color chemists, vetted by women of color dermatologists, and tested on skin of different shades — resulting in science-backed, curated skincare that’s inclusive, cleaner, and actually made for us. Currently, the brand sells an assortment of cleansers and serums.
Most recently, EADEM launched into over 260 Sephora stores nationwide. Instead of relying solely on paid social media tactics, the brand founders, Marie Kouadio Amouzame and Alice Lin Glover decided to embark on a more nostalgic approach: a golden ticket giveaway. The big prize? A fully paid trip to New York City, where EADEM is headquartered.
According to Inc.com, “The EADEM team stuffed "tens of thousands" of product boxes--the brand's entire first batch of inventory sent to Sephora--with fliers inspired by the prepaid calling cards the founders' immigrant parents had used to phone family members back home when they were growing up. Each card contains a number that shoppers can text for a chance to win free EADEM products.” Inc. further reports, “The calling card giveaway is representative of inventive marketing in a post-cookies world. Creative strategies--like a giveaway that supports a brand's push toward omnichannel retail--stand to give companies a competitive advantage.”
Instead of emulating the marketing tactics most beauty brands deployed when entering retails (i.e. billboards, influencers, etc.), EADEM co-founders knew it would be better to pay homage to their community instead. And the results? So far it has been great. Inc.com reports that twenty-five percent of in-store shoppers have connecting with the brand online — whether that be on social media, SMS, or email. As it stands today, the cofounders have no seen any downsides into doing this giveaway. They aim to continue growing the brand in meaningful ways.