Hair Craft Co is a premium men’s hair care brand helping millennial men look great. Co-Founder Leo Carrillo III left his job to work on Hair Craft Co. full time in 2020. One month later, the world shut down with the pandemic. Sales dropped to 25% of what it used to be. Demand plummeted. They were 100% reliant on Amazon to capture demand for their hair products. But demand plummeted as no one was going outside, or needing product to use in their hair. They were forced to create a demand generation platform--a stand alone brand outside of Amazon. They worked with Instagram influencers, professional athletes, and building Facebook into a profitable channel. They tested creative -- from expensive photo shoots to simple user generated content. Sales off of Amazon now account for 30% of sales, between email, SMS, and advertising on facebook and instagram. Leo shares his experiences in great detail, and how he has bounced back to have a surge in sales, unlocking growth from new channels, and preparing for new product launches.
LINKS:
Hair Craft Co website: https://haircraftco.com/
Hair Craft Co on Instagram: https://www.instagram.com/haircraftco/
CONVERSATION HIGHLIGHTS:
00:50 - How Leo founded Hair Craft Co out of college
07:48 - Why Leo deleted his product listing on Amazon, even with hundreds of reviews
09:49 - What the customer education process looks like for new customers
17:19 - How Leo and Hair Craft Co are building their brand on channels outside of Amazon
21:10 - How Leo leverages data gathered from a Quiz to improve their product