A recent article in Allure magazine, the beauty addicts go-to for the hottest products on the market today, referenced 2 Kannaway skincare products- Kannactiv and Cannabis Beauty Defined. First of all- Wow! We have officially arrived. If you’ve never picked up the magazine, don’t worry- just know that it is an honor to be mentioned among the ranks of luxury brands and mass-marketed brands that have been around for decades- iconic brands that everyone recognizes.
Why is this important to us? We are in a class all by ourselves right? It’s easy to feel that way when you know how amazing our ingredients are, how naturally sourced they are, and how safe and effective they are. However, when consumers make a decision to buy a new skincare line, they are comparing us to every other product they have ever used or considered using- both natural and otherwise. Testimonials from friends, articles in prominent magazine, celebrity endorsements, advertising… all of this affects the buying decision. Because we don’t have traditional advertising, press mentions like this one in Allure, and word of mouth advertising is of major importance to promoting our products.
How do you know if someone needs the endorsement of a magazine to buy the product? Should we even have to go there to sell a product? Yes and no. My experience from over 20 years in the cosmetics and skincare industry has shown a few absolutes that you can count on…
If your customer is not sold on the product and its ingredients alone, you can pull out articles like this to back you up. This is the “tough customer”, the “doubting Thomas” so to speak. They have been around the block perhaps and tried “everything”- from the natural to the artificial, from drug store, to informercial to luxury department store brand, so they are skeptical. Don’t try to argue with them, just give them a sample, point out the articles in Allure, Vogue, and other sources so they can do their own homework. This customer appreciates that you respect their history- even if it was trial and error. We’ve all been there in one way or another.
If your customer is looking for skincare with natural ingredients, hemp and herbal extracts and has already done their research, no need to incorporate the articles. Some consumers don’t care about what others think about their product choices- it’s rare, but these are the people that are focused elsewhere and skincare has not been a major priority. What a difference they will see upon using Cannabis Beauty Defined for the first time! However, keep it simple with this type of customer. Do not sell them everything all at one time because they will not use it and will possibly return it. Start with their priority and the basics they need to see a difference. They have not established a routine yet and this will enable them to see how easy it is to use every day.
The point is to keep these articles in your arsenal of back up material when you need it. Know when to use them and when not to use them, just like you would with a medical journal article or website on various topics that concern people we talk to daily. Every one is different and a cookie cutter approach to selling our products doesn’t work. Once your customers realize that you care about them and their concerns, vs. having your own agenda, they will trust you and become a lifelong client and potential business partner in the future. You never know! It all starts with the beginning of your relationship together… you have one chance to make an impactful first impression that will set up your future together. Make it count and make sure it comes from the heart!