case study: brand launch

Brow Balance

Let me introduce you to my baby... I am co-founder of a Cosmetics brand called Brow Balance. We worked for 2 years from idea to launch.. yes you're probably thinking "but Abbie, you've done this for 12 years so why did it take you so long to launch?"

Well you would be right in thinking that! But we went through 25 rounds of samples to get the perfect product, and we had to jump through a lot of hoops, technicalities, legalities and roadblocks to launch a Cosmetics brand in the UAE.

So what is Brow Balance?

Brow Balance offers eyebrow products that perfectly match individual tones. Each dual-ended product provides multiple benefits and is vegan, cruelty-free, and independently tested. We believe in the beauty of balance in every area of your life.

SHOP BROW BALANCE

As seen In Grazia

READ THE ARTICLE

What we did to create the brand...

I'm actually laughing to myself as I write this because there is SO much more than what I am about to show you below, but we would be here for hours if I went through every detail!

  • Product & Brand Creation

    This is the part that definitely took the longest! We went through 18 months of sampling and approvals, and building our brand identity so we could stand out in a crowded market.

  • Pricing & Commercials

    The biggest struggle for any startup brand is the commercial viability of it. There are large minimum order quantities to meet, so price, quantities and stock control was a major focus.

  • Launch Preparation

    We then set to work building a website. This is our store front and it was vital we got across our USP to e-commerce customers. We had 2 photoshoots and built a shade finder tool into our site.

  • Logisitcs

    5000 boxes doesn't sound like too much does it?! Well it turns out it's actually A LOT! We sourced a 3PL partner that could stock and deliver our products, we mapped out the whole customer journey to ensure the best service from start to finish.

  • Brand Awareness

    We built a waitlist of over 250 people before we had even launched the brand. We hosted an intimate launch event (on a very low budget can I add), to build hype before the launch. This meant on launch day we did 5x our forecasted sales!

  • Consistent Sales

    The hard part is then getting CONSISTENT sales. We are working hard on social media, paid advertising, new product development and building retailer and wholesale partnerships to keep the brand going. Would you believe me if I said the time before you launch is the easy part?

So when I say I totally get it, I'm not lying!

I understand the emotional rollercoaster bringing a brand to market is, and even with knowing exactly what I needed to do to launch Brow Balance, there isn't a day that goes by that I am not grateful for my co-founder. We kept each other sane, we validated each others ideas and gave ourselves A LOT of pep talks along the way. 

So why should you go through this process by yourself either? They say divorce and moving house are some of the hardest things to do in life, clearly that person had never started a business...