• The Simple 4th Ave. Market Equation: Don't "Leverage" Community -- Invest In It
    4th Ave. Market is a two-year-old D2C grounded in a century-old tradition and business model. The e-retail platform for hair, beauty and personal care products for consumers of color is recreating digitally the Black-owned and supported business districts that ran parallel to and in the face of Jim Crow. The model is simple: give and get support from your own community. Co-founder and CEO, Salim Holder, brings to the venture years of experience with legacy brand building while bringing out of history a very simple lesson: Don't "leverage" community, invest in it.
  • Ideal Image MedSpas Build Back Better
    Do I really look like that? Staring at our imperfect mugs on ZOOM meetings for the last year drove many to seek professional cosmetic help. The problem for the medical aesthetics Med Spa retail chain was a ton of demand and no supply during lockdowns. But as Ideal Image's CEO David Prokupek tells us, the company quickly accelerated its emerging virtual consultation system that primed customers for the eventual return of physical engagements. The telehealth platform now serves over 25,000 people a month. And as retail slowly reopened, Med Spas are already performing 75,000 procedures a month. It is a …
  • SmileDirect Aligns Brand/Performance Mix With Every Video Screen
    SmileDirect has a lot of explaining to do. The maverick D2C smile straightening product is a long, involved sell, where leads can take up to two years to convert. And so CMO John Sheldon is expanding mindshare on every TV, CTV, Social video screen that can tell a good video story. It is a big brand play that remains anchored in D2C obsession with performance, by keeping CPMs tethered to the bottom line.
  • Show-And-Tell And Sell: Pour Moi Has Breaking News for TV Advertisers
    Founder and CEO of climate-oriented skincare Pour Moi, Ulli Haslacher, has always been a show-and-tell marketing purist. She built the D2C brand via shopping channel appearances. And she is a walking demo herself - keeping one hand treated with traditional products and the other moisturized with a Pour Moi mixture tuned to her current climate. But during the pandemic, Ulli turned the limitations of remote video to an advantage by marketing Pour Moi into countless local TV news segments.
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