Inside the Launch of a New Beauty Brand
This week, Cassie and Erica sit down with Quani Burnett, Founder and CEO of Soft Rows, a new texture-first hair care brand reimagining cultural beauty staples, currently in its pre-launch stage as part of the Sephora Accelerate 2024 program. In this episode, Quani explains how her passion for inclusivity in the beauty space led to her consulting for and working with many incredible brands like Youth to the People, and making a real impact in the industry. She then walks us through her journey taking the leap to build her own beauty brand, Soft Rows, and shares how her team is thinking about their authentic marketing strategy both pre- and post-launch, working to become a true community-led brand.
Here's a peek at what we cover in this episode:
[00:04:44] - Quani walks us through her experience from physical therapy to content creation and writing, eventually transforming her passion for inclusivity in the beauty space into a role consulting for and working with incredible brands like Youth to the People. She also shares the brand story behind her new beauty brand, Soft Rows.
[00:20:30] - Quani shares how her team at Soft Rows is thinking about their messaging and authentic marketing strategy pre- and post-launch, and how they're infusing community into the core of the brand.
[00:31:58] - Quani explains how building her brand in public and being present in every stage is allowing Soft Rows to truly thrive ahead of their launch.
Grab a drink and listen in to this week's Marketing Happy Hour conversation!
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Other episodes you'll enjoy if you enjoyed Quani's episode:
Online to Offline: Translating Brand Messaging Across All Channels | Kewanna Donaldson of Glossier
A "Friends-First" Approach to Building Brand Community | Payge Taylor of amika
UGC is The New "Word-of-Mouth" (+ Excellent Early Career Advice) | Andrea Linhares of Sephora
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Connect with Quani: LinkedIn | Instagram | Founder's Newsletter
Follow along with Soft Rows: Instagram | TikTok | softrows.com
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Connect with Co-Host Erica: LinkedIn | Instagram
Connect with Co-Host Cassie: LinkedIn | Instagram
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