Retention Chronicles Sergio Tache (Dossier): Carving your own space in an industry
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Nov 14, 2022 Sergio Tache, Founder and CEO of Dossier, built an affordable perfume brand from an e-commerce and investment banking background. He talks about spotting big beauty margins, prioritizing quality production, solving online scent discovery, using influencer video and UGC, transparent “inspired by” labeling, and simple UX plus post-purchase flows to drive repeat discovery.
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How Mentorship Helped Sergio Enter Ecommerce
- Sergio transitioned from investment banking to ecommerce after mentorship and brainstorming with a friend from Adore Me.
- That friend acted as mentor while Sergio ran day-to-day operations for his first hair and beauty business.
Lower Friction With Generous Returns
- Do remove friction and offer a risk-free returns policy to overcome inability to smell online.
- Dossier ships full 15ml bottles with a small sample, accepts open returns no-questions, and refurbishes or donates returned bottles.
Video Lets Influencers Educate About Scent
- Video outperforms static posts for storytelling because it gives time to educate and explain scent profiles.
- Sergio notes video lets influencers narrate why a fragrance works, leading to over 15,000 pieces of content mentioning Dossier.