I wanted to write this to put a different perspective on the withdrawal of Anastasia Beverly Hills Collaboration from a "Galentines Day" brow kit. Also to those reading - I am an Consultant with Rodan and Fields.
After I announced on LinkedIn a "Galentine's Day" brow kit, which included six of Anastasia Beverly Hills's most popular brow products, which was an exclusive to Rodan + Fields. Anastasia fans reaction on twitter recently brought about them withdrawing the collaboration between her brand and RF.
Just before this withdrawal - I had spent sometime writing an Articles on the new direction of D2C business models (Direct to Customer). If I were to ask you over coffee which brands do you recognize as direct-to-consumer(D2C), you might also mention Hello Fresh, Dollar Shave Club, Glossier, Barkbox.
In the article I discussed "So I have had the opportunity to see this first hand. How nice is it that I am part of the cutting edge in business disruptors. I joined in Feb 2017 and really have thoroughly enjoyed the being able to work with a very collaborative community. I have wholeheartedly enjoyed the experience in being an entrepreneur with a D2C company when we go beyond the products that we sell."
I also spoke about "Looking at the big picture, the message here is to streamline any and all processes your customers go through on their path to purchase. As a D2C company, I am not pawning the shopping experience off on a retail partner; I own the experience, myself."
There have been other business articles also discussing the benefits of a D2C channel which I had read and could see the substantial value in removing the brick and mortar store or department store consultants.
Implementing A Subscription Model For Direct-To-Consumer (D2C) Sales Growth Haseeb Tariq Forbes Councils Member Forbes Communications Council
Why Direct to Consumer Is Becoming an Important Retail Channel Written by Claire Hopwood Last updated April 10, 2019
What is the difference between B2C and D2C?
In my research I also understood the benefits of using a D2C (Direct to Consumer) where a business sells directly to customers as opposed to having your goods sold via a retailer/wholesaler. B2C (Business to Consumer) refers to the process of selling products and services directly between consumers who are the end-users of its products or services.
D2C - Company sells ---> Customer ( company ships direct to the customer without middleman)B2C - Company ---> Middleman/Wholesaler ---> Customer
There was also another LinkedIn article I had written last year on How to Win with a Customer Centric Brands and Word of Mouth Advertising , in May 2019. So what is interesting is there seems to be rather differing opinions in the non traditional growing business model.
"It's unfortunate that misconceptions about our business model have led to negative sentiment surrounding a pilot designed to celebrate women. Rodan + Fields is proud to deliver dermatology-inspired products through our powerful Consultant community."
Now what do you do as a brand or a business owner. This is the rather more complex part. With most things you have always people with an aversion for change. I for one focus on the positives that I can do to contribute to my own community. I personally have seen my own growth as a business owner, and change from owning a Construction Company to now a Prestige Skincare company.
I have seen changes in those who work around me in collaborative environment. They grow, and their own self esteem flourishes. The ability to speak in public, to develop their own personal business goals. They can see a growth path for their success, and along with me we all enjoy the consultant community.
So what do I do? I stay focus on myself I have created more self-worth. I am really what I think about all day every day. Focusing on my energy on positive thoughts that reflect who I want to be even if I don't see that person yet. I always remain on the focus that it is really not my business what others are doing.
So I continue to work on this "different style of delivery of products" and focus on the Pull marketing strategy as opposite to a Push strategy.
What is the difference between push and pull marketing strategy?
The primary difference between push and pull marketing lies in how consumers are approached. In push marketing, the idea is to promote products by pushing them onto people. ... On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products.
Using more micro influencers in a communities who actually use the product, have testimony with the benefits of the products along with a connection to those within the community who are also users of the products has proven to be extremely beneficial. With **Euromonitor in 2019 naming the prestige skincare brand Rodan + Fields the no 1 selling skincare in North America.
So for me I have always been able to sift through the white noise - I can see that there was potential for greater brand awareness in this collaboration between two beauty brands. But in life everyone is entitled to choose to do things their way. So I shall conclude by posting our RF official statement below and try to focus on the positives.
A spokesperson for Rodan + Fields responded to the concluded test in a statement to Buzzfeed, writing, "It's unfortunate that misconceptions about our business model have led to negative sentiment surrounding a pilot designed to celebrate women." Buzzfeed later posted an alleged screenshot of an email sent to Rodan + Fields consultants, and in the letter, it was confirmed that due to "negative sentiment surrounding misconceptions on the business model, Rodan + Fields has officially decided to end the offer today (Feb. 7) at 5 p.m. PST."
In an emailed statement to NYLON, Rodan + Fields wrote, "Core to our entrepreneurial roots, Rodan + Fields is always looking to find a way to provide new opportunities for our Consultants and Consumers. Rodan + Fields collaborated with the Founder and CEO of Anastasia Beverly Hills, Anastasia Soare, a fellow female entrepreneur, to create a limited-time pilot. It's unfortunate that misconceptions about our business model have led to negative sentiment surrounding a pilot designed to celebrate women. Rodan + Fields is proud to deliver dermatology-inspired products through our powerful Consultant community."
So what ever your business goals - stay focused on your outcome. Dream Big, work smart, stay focused and surround yourself with the right people
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