{"id":1139,"date":"2020-11-17T18:49:02","date_gmt":"2020-11-17T18:49:02","guid":{"rendered":"https:\/\/totalgirlboss.com\/how-fiera-cosmetics-is-raising-the-ranks-without-big-name-help\/"},"modified":"2020-11-17T19:56:09","modified_gmt":"2020-11-17T19:56:09","slug":"how-fiera-cosmetics-is-raising-the-ranks-without-big-name-help","status":"publish","type":"post","link":"https:\/\/totalgirlboss.com\/how-fiera-cosmetics-is-raising-the-ranks-without-big-name-help\/","title":{"rendered":"How Fi\u00e8ra Cosmetics Is Raising the Ranks Without Big Name Help"},"content":{"rendered":"\n

When you think of the most successful makeup brands today, you know you can find them on the shelves at the most popular retailers: Sephora, Ulta, or alongside designer brands at your local department store. In fact, we\u2019ve come to expect that any profitable makeup brand should have a leg up with these big name stores, which provide a platform for their success. But there\u2019s one brand that\u2019s blowing all of that out of the water, and proving that success comes down to customer satisfaction and online reviews. <\/p>\n\n\n\n

Meet Fi\u00e8ra Cosmetics<\/a><\/span>: a makeup company that specializes in aging skin. This niche isn\u2019t the only way that they\u2019re doing things differently. They\u2019ve made an intra-company pact to not<\/i> sell in any retail locations, despite how tempting many brands will make that business move out to be. \u201cWe made a choice early on not to fall whim to the expensive store markups and the pay-to-play model that\u2019s embedded in this type of retailer relationship,\u201d  explained Kate Duff, Fi\u00e8ra\u2019s branding coordinator. \u201cWe knew that if our product was truly great, the selling would happen for us, through word of mouth.\u201d <\/p>\n\n\n\n

How to Mimic This in Your Own Business<\/b><\/p>\n\n\n\n

Duff and Fi\u00e8ra Cosmetics are assuredly onto something. After all, if all of your friends can\u2019t stop gushing about a product, aren\u2019t you going to order it however you can? There\u2019s never been a better time for this shift, thanks to COVID-19 and the changing landscape as to how consumers shop. Usually, consumers would discover new brands on a stroll through makeup and department stores, whether they stumbled into the aisles for fun or came to purchase something else. But e-commerce is on the rise, and consumers still don\u2019t feel comfortable returning to in-person shopping malls. And, while having your product on a major website like that of Sephora\u2019s seems like a savvy business move – is it? How often do consumers really browse through dozens of brands on these major websites?<\/p>\n\n\n\n

\u201cWe thought about it in terms of where we wanted to allocate the business\u2019s money,\u201d Duff explained. \u201cEvery business has two options: either pay to rub shoulders with the \u2018big brand dogs,\u2019 or re-allocate that money into making a truly stellar product.\u201d Duff\u2019s theory is that a high-quality and deeply-beloved product will always win out in the marketing race over a product that has premier shelf space. And it\u2019s a theory that\u2019s proving to be true, as Fi\u00e8ra\u2019s monthly sales have over doubled since the beginning of 2020. That\u2019s the power of word-of-mouth marketing: it has a ripple effect, and extends outward like a web. <\/p>\n\n\n\n

Their Biggest Lessons in Scaling a Successful Product<\/b><\/p>\n\n\n\n

\u201cThe biggest thing that our team has learned in business so far is that if you really listen to your customers and give them the best products possible to suit their needs, the rest will take care of itself,\u201d Duff explained. \u201cWe created a product for mature skin and filled a hole in the market. We also created that product really, really well.\u201d <\/p>\n\n\n\n

Duff went on, \u201cYou don’t have to do business the way everyone else does anymore! The internet has really permitted all business owners to do business their own way, as long as they  have a great product that can back it up.\u201d<\/p>\n\n\n\n

Fi\u00e8ra operates entirely online, which has continued to boom through the pandemic. They promise free shipping and a money-back guarantee on returns, which eliminates any concerns around buying-before-trying.<\/p>\n\n\n\n

How to Support Word-of-Mouth Marketing of Your Product<\/b><\/p>\n\n\n\n

As Duff has stressed, the best way to spur word-of-mouth marketing amongst your customers is to create a product worthy of being recommended! <\/p>\n\n\n\n

To make sure this is being done well, LISTEN to your customer base, and make changes based on their feedback. Fi\u00e8ra is very transparent with their customer reviews on their website, confidently committing their \u2018Results\u2019 tab<\/span><\/a> to specifically what customers are saying. Hundreds and hundreds of honest reviews are there for the reading. This bold stake bridges word of mouth marketing – new customers, or those who are just browsing, can read firsthand from other customers, and get the recommendation from them \u2018directly\u2019.<\/p>\n\n\n\n

As for building a loyal customer base, Fi\u00e8ra practices what they preach. \u201cRather than having the airbrushed, photoshopped, young models that other makeup brands feature, we actually have models that represent our customer alias!\u201d Duff explained. \u201cWomen aged 60-70 grace our website imagery.\u201d <\/p>\n\n\n\n

Take it from Fi\u00e8ra: gone are the days that you need serious cash to get in with the big name retailers. All you need is your laptop and a truly great product. Get it into the hands of customers who need it most, and you\u2019re in great shape – as long as you continue to listen to them and create high-quality products for them.<\/p>\n","protected":false},"excerpt":{"rendered":"

When you think of the most successful makeup brands today, you know you can find them on the shelves at the most popular retailers: Sephora, Ulta, or alongside designer brands at your local department store. In fact, we\u2019ve come to expect that any profitable makeup brand should have a leg up with these big name…<\/p>\n","protected":false},"author":23,"featured_media":1138,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[157],"tags":[],"uagb_featured_image_src":{"full":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"thumbnail":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-150x150.jpg",150,150,true],"medium":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-300x300.jpg",300,300,true],"medium_large":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"large":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"1536x1536":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"2048x2048":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"post-thumbnail":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-80x75.jpg",80,75,true],"goodlife-thumbnail":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-80x75.jpg",80,75,true],"goodlife-grid":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-320x270.jpg",320,270,true],"goodlife-latest":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-320x225.jpg",320,225,true],"goodlife-latestshort":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-320x170.jpg",320,170,true],"goodlife-vertical":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-320x301.jpg",320,301,true],"goodlife-gallery":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-320x150.jpg",320,150,true],"goodlife-galleryvertical":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-320x301.jpg",320,301,true],"goodlife-poststyle1":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"goodlife-thumbnail-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-40x150.jpg",40,150,true],"goodlife-thumbnail-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x150.jpg",160,150,true],"goodlife-thumbnail-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x18.jpg",20,18,true],"goodlife-grid-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x301.jpg",160,301,true],"goodlife-grid-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"goodlife-grid-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x16.jpg",20,16,true],"goodlife-latest-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x301.jpg",160,301,true],"goodlife-latest-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"goodlife-latest-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x14.jpg",20,14,true],"goodlife-latestshort-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x301.jpg",160,301,true],"goodlife-latestshort-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"goodlife-latestshort-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x10.jpg",20,10,true],"goodlife-vertical-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x301.jpg",160,301,true],"goodlife-vertical-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"goodlife-vertical-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x26.jpg",20,26,true],"goodlife-gallery-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x300.jpg",160,300,true],"goodlife-gallery-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",365,300,false],"goodlife-gallery-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x9.jpg",20,9,true],"goodlife-galleryvertical-small":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-160x301.jpg",160,301,true],"goodlife-galleryvertical-2x":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a.jpg",366,301,false],"goodlife-galleryvertical-mini":["https:\/\/totalgirlboss.com\/wp-content\/uploads\/2020\/11\/pkg5-1-5a33613a-20x21.jpg",20,21,true],"goodlife-poststyle1-small":["https:\/\/totalgirlboss.com\/wp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