In this episode of Add To Cart, we are joined by Stacey Hollands from Lust Minerals
In this episode of Add To Cart, we are joined by Stacey Hollands, CEO and Creative Director of Lust Minerals, a high performance mineral make-up brand. Stacey was an experienced beauty consultant and used her knowledge to create the clean makeup products she felt were missing in the industry. Lust Minerals is vegan certified, paraben-free and Australian made – all non negotiables for Stacey. The brand launched in 2014 and hit $1 million in sales within the first 18 months. They continue to grow as an ecommerce powerhouse with turnover of more than $20m.In this chat, Stacey shares the story of how she launched her business just as influencer marketing was getting started (she gifted products to girls on The Bachelor) – lots of tips from that unique journey. She shares the learnings from her recent $300,000 rebrand and we find out why, for Lust Minerals, seven is the happy number.
“We’ve been dabbling with four plus, with 13 plus, with seven plus… I feel like seven is a happy number.”
Stacey Hollands
The why of influencer marketing
“When you’re working with an ambassador, is it just branding? Is it sales? Is it link clicks? Is it people to the website? I think understanding what you want to achieve from that particular ambassador first so then you’re not disappointed by the results.
Not only that, we think about the whole ecosystem. If we’re going to do a collaboration with an ambassador, we make sure we follow through with have some sort of campaign for them. If they’re talking about a particular product, we’re talking about a particular product and we really make sure that we really flow that whole ecosystem.
And I think trialling too. Years ago we used to say every ambassador needed to tag Lust in their story. And although they need to make sure it’s an ad these days and everything, tagging in every frame actually drops story views by half we found in a lot of cases. I know personally, if I share Lust content to mine, my stories drop. So it’s all about learning and understanding and getting that feedback from not only the ambassador, but doing your own research and just trialling things.
Getting back to what are you really trying to achieve from that particular person? Because not everyone’s going to generate your sales and you can’t look at everyone to generate your sales.”
Seven touchpoints
“Once you understand what you’re working with an influencer for, then you can build out the brief essentially.
I think what works really well for us is when we’ve created bundles for our ambassadors as well. So if they love a certain product, we create bundles, whatever they love, and or we can create collections on the website and make sure they link through to those as well. That always works really well for us. And just making sure what we’re posting and what they’re posting, you’re getting those touch points because if an influencer or a community member is seeing a product for the very first time. They need to see it seven times.
We really want to make sure that we get that ecosystem and they see it here and they see it there. We might even look for friends of the particular ambassador if their budget’s a little bit higher to make sure that we’re touching as many people as we possibly can and they’re seeing it that seven plus times to then want to visit the website and explore us further.”
Team players
“It’s cultivating a high performing team and onboarding a team that you want to be around. We go through quite an extensive onboarding process and really start to understand, you know, who we would bring into the team. I live at work, so I want to be around people who want to be there. And, you know, I’m a very open boss. know, if anyone’s got any troubles, we talk about it. If you’ve got a problem, I can help you with a solution. If you don’t tell me it’s your problem. you keep dealing with it. So I think just having a really open communication, our teams thrive in not only chaos, but the excitement of the growth and the amount of women we’re helping.”
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