Chris Hobson founder @ Rare Beauty Brands

In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands.‍Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels. ‍In this episode, we discussed  retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry.‍‍Topics coveredOmnichannel distribution strategyStarting in luxury retailersThe rise of Korean beautyUsing retail for profitable trialImpulse purchase price pointsImportance of social  media contentCollaborations with influencersTips for sell-through across channelsFocus on productRetail associates‍TakeawaysThe company has since expanded internationally, partnering with distributors in different countries to reach a global audience.The channel strategy has evolved over time, with a focus on expanding into new markets and reaching a wider customer base.The brand decided to initially focus on the assisted sale channel to gain credibility and educate consumers about their product category.Amazon is viewed as a place where consumers can learn about the brand and check ratings and reviews.DTC (Direct-to-Consumer) channel is used strategically to engage with consumers and gain insights.The different channels work together to reinforce each other and provide a seamless brand experience for customers.While retailers may share high-level consumer information with the brand, there is a limitation to the depth of data they can access.Building a successful business requires both online and offline presencePlease let us know your thoughts about the episode!‍Where to find Chris Hobson:Linkedin: https://www.linkedin.com/in/christopherhobson/ ​Website: https://rarebeautybrands.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com