Tailor Skincare is a direct-to-customer online retailer selling a unique range of skincare products. Tailor’s customer base is mainly located in New Zealand, with a relatively small proportion of sales made to Australia, America and the UK. Aside from selling direct online, Tailor also sells wholesale to retailers throughout New Zealand.
Tailor’s goal is to grow from being a boutique brand with mainly localised sales, to a mainstream brand with international awareness and predominantly international sales.
When we first met with Tailor Skincare’s founder, Sara Quilter, the business was at a delicate stage in its development. Sara had been developing the business on the side for the past few years and had reached the stage where she was ready to take it to the next level. Tailor already had an existing eCommerce website that, while achieving sales, was ultimately hard to use which reflected poorly on the brand. The brand itself was disjointed and the product labels had been created internally due to budget limitations. Despite these shortcoming’s Sara had created great products and Tailor had amassed a small but loyal following.
Advertising in the skincare industry has been selling false promises and a negative perception of beauty to women since the 1950’s. This coupled with a wider cultural shift toward customer empowerment has resulted in a skincare consumer that doesn’t respond well to direct marketing. The modern skincare consumer is proactive, they seek information and validation before making a purchase. Our marketing solution was to implement a strategy that focused on Content Marketing, Brand Affiliates and Social Media. We leveraged Tailor’s internal resources to produce a consistent flow of informative and supporting content that provided added value to their customers. This content included Blog articles, eBooks and demonstration videos which were placed on the website and promoted via Social Media and the Tailor eMail Newsletter.
Tailor has gone from strength to strength and has so far achieved 154% growth in their first 12 months. The Tailor story doesn’t end here, we are currently working with them to implement 27 exciting new initiatives that are designed to grow the Tailor brand, improve its customer experience and expand the business into international markets.