Sara Foster on Favorite Daughter's expansion to 'multiple categories'
Mar 7, 2024
auto_awesome
Sara Foster discusses the success of Favorite Daughter clothing line, expansion into beauty with lip oils and fragrances, clean fragrance development process, future plans for the brand in providing everything for customers, and preference for customer events over influencer collaborations.
Favorite Daughter by Sara Foster successfully expanded into beauty products, showing the brand's versatility and adaptability.
Collaborating with established partners like St. Jane ensures Favorite Daughter's fragrances are clean and effective, resonating with customers.
Favorite Daughter's future plans hint at a comprehensive lifestyle brand, aiming to provide customers with a diverse range of products and experiences.
Deep dives
Sarah Foster's Career Evolution and Diversifying Ventures
Sarah Foster discusses her multifaceted career journey, from acting to launching brands and venturing into tech. She shares how stepping out of her comfort zone led to unexpected opportunities and paved the way for multiple ventures. By accepting challenges and embracing new roles, she and her sister explored various career paths, from creative directing a tech company to launching their clothing brand, Favorite Daughter.
Favorite Daughter's Inclusive Fashion Approach
Sarah Foster highlights the success of Favorite Daughter by catering to women who aren't traditional fashion enthusiasts. The brand appeals to working women seeking stylish yet practical attire, avoiding hyper-expensive luxury fashion. Emphasizing authenticity, Sarah and her sister ensure Favorite Daughter's designs reflect their personal style, resonating with customers on a relatable level.
Entry into the Fragrance Industry
Favorite Daughter's venture into fragrance with scents like 'Grecian Nights' and 'Italian Summers' aligns with Sarah Foster's belief in the significance of fragrance as part of personal style. Collaborating with trusted partners like St. Jane ensures clean, efficacious fragrances that resonate with customers. The brand strategically plans to distribute fragrance samples with clothing orders to enhance customer engagement.
Marketing Strategy for Fragrance Launch
The marketing plan for Favorite Daughter's fragrance launch includes leveraging social media platforms like TikTok and engaging influencers to amplify brand awareness. The brand focuses on community engagement and grassroots marketing by prioritizing customer relationships and feedback. Sarah Foster's hands-on approach extends to personally engaging with customers and aligning marketing efforts with the brand's authentic values.
Exploring Future Brand Expansion
Sarah Foster hints at Favorite Daughter's expansion into diverse product categories, potentially including denim, accessories, and even home goods. The brand's vision aims to provide a comprehensive lifestyle experience for its customers, fostering a sense of inclusivity and community within the 'Favorite Daughter World.' With fragrances as a stepping stone, Favorite Daughter anticipates a holistic brand evolution across various consumer segments.
Though actor, podcaster, investor and brand founder Sara Foster never intended to launch a clothing line, it turns out she's quite good at it. Four-year-old Favorite Daughter, which she and her sister Erin Foster created in partnership with Centric Brands, was profitable by year two, she said. In 2023, the brand tiptoed into beauty, launching a duo of lip oils with Saint Jane, the "clean" beauty brand founded by Casey Georgeson. Now, with Georgeson's help, Favorite Daughter is launching its first two fragrances — one for each sister. Sara Foster's signature is called "Grecian Nights," while Erin Foster's is "Italian Summers."
"We knew we wanted the packaging to be a beautiful moment. And we knew we wanted the fragrance to be the cleanest, but with real efficacy — that's a problem with clean fragrances; they don't last," Sara Foster said, regarding the fragrance development process.
On this week's episode of The Glossy Beauty Podcast, Sara Foster discusses the road to launching a brand, the brand's expansion into beauty, the type of partners she wants to work with and the reason she prefers a customer event over an influencer blowout. According to Foster, beauty isn't the last new category you'll see from the brand. "I think, eventually, Favorite Daughter will be providing everything for you," she said.
Get more from Glossy with the daily newsletter, sent out each weekday morning. Visit glossy.co/newsletters to sign up.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
