![]() ![]() They’re doing it as a problem solving sort of habit and trying to understand like, this is what I’m struggling with, how do I solve that?Īn interesting thing to note, I think about your company’s progression is, and you have a strong background in performance marketing, and I think when you think about the concept of the, the problem solving and you think about performance marketing, and then you think about those principles and how that works in terms of your whole company’s culture and brand, might be interesting to really look at what you think has changed maybe in performance marketing from your historical background and how that’s applied differently today at Lumin. And I think that’s also another thing that he kind of recognized within men specifically, is that what skincare they’re not necessarily doing skincare is a self care habit. He was pretty lucky that his sister Chelsea, who’s now our head of customer experience, is like a super, super skincare aficionado, and does tons of research, knows so much about ingredients, that he was able to go basically go to her and say like, Hey, these are kind of the issues or the problems that I’m trying to solve for myself. I think he found it very difficult to kind of bridge that gap in kind of those situations when he would go and try to ask questions. And I think he experienced specifically going into department stores or beauty stores, like the Sephoras or the Ultas of the world and not really finding that it was like an approachable or easy conversation for him to have when he would go in with almost zero context into like what he should be putting on his skin, not knowing if he had dry or oily skin kind of like things that I think as women we find to be just kind of inherent to our self knowledge base. But kind of out of the notion of men’s skincare and just kind of overall wellness and hygiene habits, as it pertains to skincare, he felt it was kind of inaccessible. Lumin actually was founded by one of our co-founders, Ricky, who then brought on Darwish, our other co-founder, a few months afterwards. ![]() Would you share a little bit more about the origin story of Lumin? How long has it been around, and how are you arriving at where you are today? And I think something that’s overall been really exciting for me personally, joining the brand, maybe now nine months ago. ![]() And so we’re not wholly focused on the U.S in fact, the U.S only accounts for maybe half of our total kind of order volume right now. ![]() and I think the one kind of cool thing with Lumin is that, unlike a lot of American founded D to C brands, we are taking a global first approach. So looking into channels like TV or podcasts and things like that as we start to scale. What that kind of entails is interfacing very closely with the kind of our engineering team on things like website optimization, conversion rate optimization, managing all of our digital channels, as well as starting to explore larger brand partnerships, and managing offline. We are a premium men’s skincare company, we’ve recently kind of expanded into verticals, which I’m sure we’ll talk about a little bit more down the road in this call. I think the best way to start off is Priya, tell us a little bit about your role in your organization, and then we’ll go from there about learning about your brand. So we have both of those teams under my group and it’s very relevant for this conversation that we’re gonna have today. So I have the pleasure of working with our channel team that manages our agency relationships, and also all of the various media partners, publishers, affiliates, and companies that are making the referrals over to our brand side. I am responsible for strategic partnerships and I oversee the partnership team. So it’s really exciting for me to be able to see how far we’ve progressed and look back on where we were when we started the company 10 years ago. I’m Lisa Riolo and I am one of the co-founders of Impact. Want a look at Partnership Cloud’s analytical capabilities? Reach out to an Impact growth technologist at Here’s the full interview transcript: That’s why the Oak Digital team relies heavily on Partnership Cloud’s full-funnel analytics to keep the balance right, optimize ROI, and scale the partnerships and tactics that perform best. Measuring the contribution of a partner depends in part on which kind of sales they are driving, AOV, and a range of other factors. It also has different revenue models for its products, selling products on a one-off retail basis or via a free trial that rolls into a subscription. Lumin’s partnerships are varied and include both organic and paid promotion by premium publishers, traditional affiliates and deal sites, influencers, podcasters, and more. Getting the right mix of partner and offer ![]()
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