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I’m getting older (aren’t we all!) and often get super frustrated when trying to find clothing, and skin care that is targeted to me, but uses younger faces and bodies. I want to see things using my type of skin. Or my type of body.
I first heard about our guest Gemma Ede’s range Conviction when someone I love following on Instagram - Emma John, talked about how she was using the product on her skin. Emma’s an incredible stylist and has influenced me before. Last time it was a white linen shirt!
Using micro-influencers such as Emma to help promote her range wasn’t the initial way Gemma used influencers. She initially started with an agency that offered “big name” or “big following” influencers, and while these all produced good traffic to her website, they often didn’t result in sales, and weren’t the target market Gemma believed she had created her product for: Women over forty needing skincare that was easy to use, felt good and gave her results.
Her ads often use her own face, or the faces of her customers, with their own stories, and she’s building a range of engaged fans who are helping her sell her product with their own delight.
In this podcast we talk about how Gemma came to create a skincare range, what she’s learned about marketing it, and what’s up for her next.
(AND for the record - I love and really rate her product. And no - she didn’t pay me to say that!)
In this episode we cover:
Important Links
Follow Conviction on Instagram
Buy your copy of Be a Spider, Build a Web
Become a part of the MAP IT Marketing facebook group
Register interest for Rachel’s content coaching programme
Join the My MAP IT Marketing Strategy School
See omnystudio.com/listener for privacy information.
Founder of Conviction
From marketing professional of 16+ years to ecommerce business owner.
Founder of Conviction - a disruptive entry to the skincare market focused on helping people get epic skin at any age without complexity of routine.
Launched in Dec 2021, the cool thing about this business is the purpose at its core. It's selling skincare sure - but who people become, how they feel about themselves, and self belief, is where it's centred and the 'why' behind where it started. Being an enabler for greater lust for life, for bolder choices and better wellbeing overall.
Cool fact about me....hmmm - I'm an artist in whatever spare time life allows these days! Graffitti inspired portrait art that can be found at www.strutandswagger.com - recently turned my artworks into NFTs to dabble in the crypto world....
F45 and 4.45am starter every morning - sets me up mentally and emotionally for great productive days.
