Episode summary:

In this conversation, Janis Thomas, Managing Director of Look Fabulous Forever, discusses the importance of catering to a mature audience in the beauty industry.

She shares insights on the brand's mission to celebrate mature beauty, the challenges faced by older consumers, and the need for representation in marketing.

Janis emphasises the significance of building knowledge about customer needs, the role of educational content in engaging customers, and the impact of user-generated content in fostering community.

The discussion also touches on effective marketing strategies that prioritise customer journeys and trust-building. Janis also shares insights on driving repeat purchases, the significance of customer acquisition strategies, and the role of educational content in enhancing user experience.

The episode then explores the impact of quizzes on customer engagement, the importance of personalisation in the shopping journey, and the four pillars of customer loyalty that go beyond traditional discount strategies.

Key takeaways:

• Authenticity in branding is crucial for customer trust.
• Customer feedback is integral to product development.
• Educational content is key to customer engagement.
• User-generated content helps build community and trust.
• Diversity in marketing teams is essential for representation.
• Understanding customer journeys enhances marketing effectiveness.

• Quizzes can serve as valuable tools for customer engagement.
• Personalisation should cater to both new and returning customers.
• Community building fosters customer loyalty and advocacy.

• Variable rewards can create excitement and engagement.
• True loyalty is built on relationships, not just discounts.