Launching a Brand Direct to Consumers

Launching a new product online and going direct to consumers has become a popular strategy for new brands. Yes it eliminates the lengthy process of being accepted by the brick & mortars, but it also provides a direct connection to the customers’ experience while keeping full control over the brand experience. Millennials and Gen Y’ers make up more than half of all D2C purchases. Millennials are most likely to consider your company values before making a purchase and Gen Y’ers look for affordability. 

Dual-Shave brand launch direct to consumers

Dual-Shave is the 1st FDA-cleared Medicated 2 in 1 Shaving Cream & Acne Facial Soap. The company’s founder created a product designed to solve a variety of skin issues while simplifying skincare regimens. In addition to solving problems for the consumer, company values such as social responsibility, no animal testing, healthy living and recycling were important messages.  The D2C launch plan allowed for the brand to start selling immediately while building a valuable community via social media marketing. Ultimately, Dual-Shave plans to launch in retail stores later and will have an established brand to support sales. 

After developing the company brand and package design, we created a mobile-friendly website that is more than just a shopping site. It embodies the values of the company and its founder, and is a repeat destination for helpful information and tips for improving self care and understanding the variety of benefits of the product.  

What’s the difference between shaving lotion and shaving foam?  Am I shaving correctly? How do sleep habits and laundry affect my skin? Why Dual-Shave has taken a stand against animal cruelty.

The full brand strategy included an aggressive SEO plan, solutions for inventory management and fulfillment, and a digital marketing campaign. A marketing plan for D2C must leverage the advantages of having control over the message and the direct connection to consumers so we developed a call for consumer review, a micro influencer program and an email follow-up campaign.   

Having multiple shopping channels is also important so we launched Google Shopping, an Amazon marketplace store page and shoppable posts on Instagram. The company has full control over pricing and promotions as well as messaging so they can very nimbly make changes or create offers that reach a targeted audience quickly. 
D2C is a fast track to launching a brand and products. With a smart launch plan and experienced technical guidance, it can put your company on the road to sales quickly.  Here’s a closer look at the Dual-Shave launch project. If you are considering a D2C strategy and have questions, get in touch.

About: De Ivett

With over 25 years in advertising, graphic design, interactive media, software development and programming, De brings her creative and technical talents to lead the 5D Spectrum team. A well-respected voice in the industry, she has served as a technology and branding panelist for several industry conferences including Digital Hollywood.

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