![]() “We focused on Glitter Lip Kit shades that I deemed diverse in that looked great on the darkest to lightest skin tones. On April 10, 2017, self-funded Stay Golden Cosmetics officially launched as a brand separate from To Be Golden. Stay Golden Cosmetics founder Danielle “Danz” Edmond ![]() Not too long after the show, a sensuous video set to music showing the Glitter Lip Kit on lips of different women went viral. Edmond didn’t think it would be a huge deal, but the product popped in social media posts and, at $20, provided an affordable means of achieving the sparkly lip look makeup artist Pat McGrath popularized by putting it on Bella Hadid for Atelier Versace’s fall 2016 show. To Be Golden’s website had a boutique section with a smattering of items. Edmond sold hair extensions under the line uQueen and branding services under the firm To Be Golden. ![]() The company dabbled in various enterprises. In 2013, Edmond established Danz Distributors LLC. The job wasn’t thrilling to her, and she was itching to strike out on her own. In college, Edmond studied marketing and healthcare, and ended up in health administration at a hospital. In 2011, she tested her event orchestration skills by organizing a reggae concert in Harare, Zimbabwe featuring musician Lutan Fyah. Instead of being out front at events, though, she was interested in orchestrating them behind the scenes. At 19, she was signed by Jamaican modeling agency Pulse. “We definitely need to be one with our community.”Įdmond didn’t stick to a straight path to becoming a beauty entrepreneur. They’ve rebounded quite a bit and grew 2% from April 5 to May 16, primarily driven by eyebrow and lash product purchases. In the initial quarter of the year, The NPD Group’s data revealed makeup sales dipped 22%. Stay Golden Cosmetics has been resilient as makeup has been struggling with pandemic-era beauty consumers having fewer reasons to wear it as they avoid offices and restaurants. Currently, the brand is registering about 200 orders daily and on track to surpass the $1.4 million in sales it generated last year. Amid the lockdown, its sales doubled from April 1 to 13 compared to the same stretch a year ago. Stay Golden Cosmetics’ strategies have worked. “We definitely need to be one with our community, and we need to do a better job of honoring our community because they really have our backs.” It’s been a great experience to be able to connect with our community in a totally different way,” says Edmond. “We are getting to know our customers: their names, their families, and what they’re doing right now. This year, it’s on track to exceed that amount. Powered by its Glitter Lip Kit, Stay Golden Cosmetics generated $1.4 million in sales last year. Stay Golden Cosmetics also threw digital parties DJ’ed by Kevin Crown in March and April with as many as 100 attendees to make the best of the shelter-in-place situation. Members of its small team-there are five people in-house and 15 people if outside contractors are included-touched based with up to 300 people a day through Facebook and Instagram direct messages as well as email. Stay Golden Cosmetics’ communications went far beyond the single customer. The brand sent her a bouquet of flowers and produced a video for her to lift her spirits. A customer responded to the email and shared she’d contracted coronavirus. On March 21, she emailed a recipe for immunity-boosting garlic tea grounded in the traditions of her home country, Jamaica, to Stay Golden Cosmetics’ customers. Edmond opted for a personal approach to outreach. Stay Golden Cosmetics pulled back from salesy messaging, cut marketing by 50% and didn’t push promotions outside its core audience. ![]() Instead of reversing course, she decided to emphasize aspects of her New York-based business that existed before anyone had heard of COVID-19: its links to her Caribbean heritage, close relationships with customers and fun vibe embodied by its popular Glitter Lip Kit. ![]() As the pandemic took hold, Stay Golden Cosmetics was faced with a tricky dilemma: How could a makeup brand associated with going out and having a good time remain relevant during a serious, scary period in which people remained in?įounder Danielle “Danz” Edmond realized quickly she couldn’t ignore the external circumstances. ![]()
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