Kayla Houlihan - Tribe Skincare (Part 2)

LADY-BRAINS

We’re thrilled to have Kayla from Tribe Skincare back on the podcast! We first chatted in February 2021 at a time when she was embarking on a complete redesign of Tribe Skincare’s visual brand identity. In this follow-up chat, we learn how the branding project went $100k over budget, how Tribe had its first six figure sales day ever during the relaunch, how, after many conversations and negotiations, her dream retailer Mecca decided not to pick up the brand, and how Kayla took this rejection and used it to build out an entirely new arm to the business instead.

You'll learn:

• The impact of going $100k over budget on cash flow, and where Kayla pulled back on spend across the rest of the business
• Kayla’s new approach to influencer marketing, and why she’s investing more in content creation than paid posts
• Why Kayla had to change the messaging and marketing around the rebrand after her customers responded differently than expected
• How she cold emailed Jo Horgan, the founder of MECCA, which led to a series of meetings with buyers about being ranged in store
• How Kayla pivoted the business into wholesale, and her successful sales strategies for getting brands on board
• Getting the 5 year business itch

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