Shopify Masters How To Create A Viral Product And Sell Out Over 30,000 Units
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Jul 15, 2025 Jen Yu and Alex Penfold, co-founders of Jaxon Lane, a men's skincare brand, reveal their journey of innovation in a traditionally female-dominated industry. They discuss the power of strategic PR and celebrity endorsements, like Nick Jonas, to catapult their brand. The duo shares insights on crafting effective marketing strategies that attract a premium male audience. They tackle the evolving landscape of men's skincare and the challenges of balancing business with family life, emphasizing authenticity and customer loyalty as cornerstones of their success.
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Leverage PR for Growth
- Use PR consistently and strategically, including gifting celebrities, for long-term brand exposure.
- Combine PR with ads and email marketing to build momentum after initial publicity.
Bold Branding Attracts Attention
- Bold branding like naming a product 'bro mask' attracts male customers and sparks curiosity.
- Balance fun branding with premium positioning for wider retailer acceptance.
Authentic Ambassadors Matter
- Choose brand ambassadors who are authentic fans to ensure genuine promotion.
- Avoid influencers who are only motivated by money, to maintain credibility.