How an Emmy-Nominated Host is Flipping the Script on the Beauty Industry to Resonate with Digital Natives

We’re used to celebrities being multi-talented by now. Just when you were envious of Emma
Stone’s acting skills, you found out she could power a ballard with the best of them–and
dance like a pro as well. All the while speaking to real people in the real world to reveal her
vulnerabilities and fight with anxiety and depression.

But another thing we’re used to, as digital natives in a tech-saturated world, is a changing
concept of celebritydom. Kids of today don’t just want to grow up to be pop stars–they
want to be entrepreneurs, as well. YouTubers, social media stars, TV presenters who can
wear a lot of hats–and look good in them too.

The latest in a long line of this highly skilled breed to prove that she’s more than a one-trick
pony is Bianca de la Garza. As an Emmy-nominated producer and former talk show host,
noticed for beating out Saturday Night Live on several occasions in the rating war.

Beyond rack
Bianca smoking a syringe in the IN LOVE photoshoot, and placing a face mask over a
pineapple shows that the traditional beauty narrative is outdated and needs to be thrown
out. Along with the rest of the misogynistic behavior women have endured for centuries.
“The fruit wearing a mask to me demonstrates how we would never think to change that
bumpy skin on a pineapple because that’s how nature intended it. Well, what about us? We
should be embracing our skin, our looks, in our own natural state as we were also
designed,” de la Garza says.

Have a pre-launch press strategy
This is easier said than done, yet even if you don’t have the magnetism of a late night TV
star, you can still build up anticipation for your product before launch and start to pique
interest. Tease your potential target. Give them snippets of information and a taste of
what they can expect to receive.

Nearly 75 percent of startups fail within the first year. Not because their product is bad or
their business plan weak, but because they fail to build up anticipation before launch.
BDG has already attracted press from the likes of Forbes, INC, and Boston Common. And
Bianca’s counterculture, INLOVE Magazine feature acts as a pull strategy to attract press
and draw audiences to her website.

It doesn’t matter if your product isn’t ready yet. This part is about capturing pre-sales and
adding an already engaged prospect to your mailing list, so that when you are ready to
launch, you’ve got an interested buyer base.

Be a brand on a mission
It’s important to have purpose. But now more than ever, audiences are swayed by the
greater good. So, be sure to have a mission. Social responsibility is high on the list of
today’s consumer, with 73 percent of millennials opting to pay a premium for products
from socially salient brands. Speak to this key trend and you’ll set yourself up to succeed.

Start a conversation
de la Garza is producing content with her production company to catalyze a discussion
about beauty. Your brand may not be beauty. But think about what makes sense for you
and start a conversation. Have we been too dependent on plastic in society? Share
material and educate people on the effect it’s having on our planet.

Your research shows that most millennials haven’t saved for a pension yet? Start pulling
in facts and stats and show them where to begin. Get people talking about a wider issue
and make sure your company’s voice is heard.

Broadcast with influencers
With the Facebook algorithm change prioritizing content from family and friends over
corporate announcements, influencer marketing has never been more important. Their
content mimics that of friends and pushes its way to your target’s news feed. You’ll also
give your brand credibility and encourage trust. 84 percent of women read peer reviews
online before buying. So make sure your product is endorsed by the right influencer.
BDG is currently onboarding influencers to represent different lifestyle categories relevant
to their target demographic – self-assured women of the world. For your company, the
audience may be different, but the point is the same.

The Takeaway
e-Commerce companies have a lot to learn from Bianca de la Garza. Research your
market, find a need, and make sure your narrative is spot-on. Once you have these
pieces in place, be sure to seek press and build anticipation for your product. Get the
right people talking in the right places and your stock will fly off the shelves from day
one.