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S6 E6: The Little Makeup Brand Who Could: How Jones Road Conquered DTC
Limited Supply
The power of limited edition products and brand recognition
Creating limited edition products can create high demand and customer engagement, as seen through the success of the 'Bobby kit' with a new shade, which sold 25,000 units and generated significant demand for its return. Featuring a prominent figure, such as Bobby, in advertising can enhance brand recognition and performance, with over 50% of ads featuring her. This demonstrates the value of building brand association with a product, as well as the effectiveness of building customer lists for sales events, as observed in the success of other brands during Black Friday.
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