Tierney Wilson, head of strategy and consulting at January Digital, called the launch rollout “unique,” compared to other beauty product launches. That’s particularly due to Thrive’s minimal focus on awareness, thus far. 

“Instead, the mission and product take center stage, and the branding of both is very intentional,” Wilson said. “Though the reach can be much lower [by taking this approach], the credibility it signals and loyalty it [potentially] creates with customers are seemingly immense.”

While Thrive Causemetics hasn’t put influencers at the helm of its marketing, Wilson said the brand can use them while still staying true to the brand. “I can imagine there are plenty of influencers and creators who are happy to organically partner with Thrive Causemetics, simply because their personal missions are aligned with the brand’s mission,” she said.

Read the full article here.

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