Julep's ambassadors are helping with the spring promotion of the double-cleanse program, which includes Love Your Bare Face Oil, Love Your Bare Face Stick and a Konjac sponge.
Who needs influencers?Julep is calling on its best customers to become brand ambassadors. To support new product launches at Ulta, where the brand entered 250 doors last June, Julep will roll out an ambassador program that relies on loyal customers spreading the word to their networks to get people in the store and shopping.“We’ve always known the most important influencer in life is the one you know — your friend,” said Jane Park, founder and chief executive officer of Julep. “The way companies can reach customers is different today than ever before. It’s combining the community that used to be part of Tupperware clubs with influencers…the last five years we grew from celebrities to YouTube influencers, and now there’s even more democratization of that.”During a beta test in January, 100 Julep brand ambassadors in five markets — Chicago, Dallas, Houston, San Diego, Seattle — used their local networks to support the launch of the brand’s K-Beauty skin-care set, Korean Skincare Made Simple Kit, at Ulta during the retailer’s annual January skin-care event.And it worked, Park maintained. The approximately 50 doors that used Julep Brand Ambassadors saw 100 percent sell-through of the kit.“We’re using marketing dollars to geo-focus. We’re thinking in a very nuanced way about being hyper-local and hyper-personal,” Park explained. “We posted on social [media] asking people, ‘Hey we love you and how enthusiastic you are…and we want to leverage what you guys love about us,’ and asked if they were willing to help us out."She said that within 24 hours of the brand opening up the ambassador application process, about 500 hundred customers applied. Using geo-targeting, the group was capped at 100.No ambassador received monetary compensation, but they each received an initial box of training materials so they felt “confident and knowledgeable,” Julep T-shirts and product to share with friends and family to get their circles excited. They were also the first to hear about all Julep happenings from products to events, as well as gain access to a private Julep Facebook group that regularly held one-on-one training meetings with Park.“They had different tasks like handing out the samples in-store…each week they were given new tasks, [like] taking a picture of the cash wrap and hashtagging it to show they were out there and supporting the brand,” Park said, noting that the first wave of ambassadors resulted in triple the amount of customers applying to take part in the program.It’s not the first time Julep has tapped into its consumer base to help with business decisions. Julep regularly calls upon a group of VIP customers to give their input on upcoming products and try them before they’re released. When Julep launched at Ulta, one product exclusive to the retailer was an Ultamate Fuchsia nail polish that was created with help from customers in Ulta’s Ultamate Rewards Program.Julep has selected 50 ambassadors in the program to help with their spring promotion of the brand’s double-cleanse program, which includes Love Your Bare Face Oil, Love Your Bare Face Stick and a Konjac sponge. Each ambassador selected was provided with four oil and Konjac sponge deluxe sample sets to share with friends and encouraged to share a “shelfie” of the product showing how they “love their bare face” with a dedicated hashtag. Additionally, they will host Double Cleanse parties to introduce the brand and the K-beauty cleansing items to their community.“It was about them connecting with their social network…telling their friends, posting about the products and sharing products they had with their friends and telling them to go to their local Ulta. It wasn’t so much what was happening in the store, as what was happening online and in their living rooms,” Park said. “In a lot of bigger companies this action couldn’t happen. There is power in unlocking smaller communities in more personal ways.”
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia