Scaling Brands: Advice from Dermalogica's Jane Wurwand

"It may have to just be very targeted with your message. It's got to be tight and targeted... Don't lighten up on that. Go heavy on that. You've got a great message."

• Jane advises focusing on targeted messaging to reach the right audience.
• Consistency and persistence are key in building social media traction.
• Leverage the unique value proposition to engage followers.

"And partnerships, partnerships, partnerships... reach out to baby brands... Those brands will often promote you... little things like that actually can have a cumulative effect over time."

• Jane stresses the value of forming partnerships with complementary brands.
• Collaborations can increase visibility and attract new customers.
• Proactively reaching out can lead to mutually beneficial opportunities.

"We had to introduce that many products because skincare, as we saw it, was a regimen... It also set us apart because you couldn't just grab one product and it would do everything."

• Jane shows that sometimes offering multiple products is necessary to meet customer expectations.
• Understand your industry and decide if a single product suffices or if a range is needed.
• Differentiation can come from a comprehensive product offering.

"I would not go to a big supermarket... Because they could eat you alive with... the amount of product you'd have to supply... So niche, small, niche tight."

• Jane advises against expanding into large retailers prematurely.
• Focus on smaller markets that you can supply without overextending.
• Gradual scaling allows better control over costs and production.

"I wish I'd known sooner that there are no real experts out there... You know your business the best... There's no one that's gonna run your brand or love your brand the way you do."

• Jane highlights that founders should trust their own knowledge and intuition.
• While external advice can help, no one understands your business like you do.
• Believe in your vision and lead with confidence.

"Tell, don't sell... You're not ready to sell until I am ready to buy... I want to understand what it does... We did that through education."

• Jane advises focusing on educating customers rather than hard selling.
• Build emotional connections by explaining the benefits and value.
• Use education as a tool to create demand and trust.

"Education, education, education... Make sure there's plenty of it on your site and in your materials... You've niched your initial distribution to farmers markets... Niche, small, niche tight."

• Jane emphasizes the importance of educating customers about unique value propositions.
• Target specific, smaller markets where the product resonates strongly.
• Build customer relationships through direct engagement and sampling.

"I would think one would be enough to manage until you feel really strongly you've got your, you've got it worked out, and then expand to the second."

• Jane advises focusing on perfecting one location before expanding.
• Premature expansion can increase overhead and operational complexity.
• Stabilize and ensure profitability before scaling up.

"What we realized was they weren't just coming for the education, they were coming for the community... It's connection, it's community, it's sisterhood... Don't underestimate this community aspect."

• Jane suggests focusing on creating a sense of community to attract and retain customers.
• Encourage events and workshops to bring like-minded people together.
• Leverage social media to strengthen community bonds.

"But focus is the number one word I would use. Focus, focus, focus. We didn't introduce makeup, we didn't introduce hair products... Everyone told us diversify... No, no, no, skin care, skin care, skin care."

• Jane emphasizes focusing on a specific niche to channel efforts efficiently.
• Startups should resist the urge to diversify too soon.
• Secure the core market before expanding.