In this episode, Eric sits down with Susan Allen, co-founder of Here We Flo, about their unique approach in the personal care market. They discuss the brand's emphasis on sustainable, natural products for period care and wellness, and its appeal to Gen Z through humour and inclusivity. Susan also touches on the brand's expansion into physical retail markets in the UK and US and the role of sustainability in their business model. This episode offers insights into developing a distinct brand voice and strategy in a competitive market.
In this insightful episode, we join Susan Allen Augustin, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness.
Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights how Hereweflo effectively employs humor, inclusivity, and storytelling to captivate a wide range of customers, especially the Gen Z audience. Additionally, she delves into the brand's deliberate expansion into retail, covering both UK and US markets, highlighting the significance of a physical presence as a vital complement to their online platforms.
A significant part of the conversation is dedicated to the role of sustainability in Here We Flo's business model. She talks about how brands need to meet customers where they are in their sustainability journey, and how being sustainable is not an ‘ego thing’. Join us in this episode to explore Here We Flo's unique marketing philosophy and discover insights that can help your brand thrive in a competitive market.
Watch the video version of this podcast on Youtube▶️: https://youtu.be/_JjI-KKt2jc
🖊️Mentioned in the show:
📕Chapters:
(00:00:00) - Intro
(00:03:20) - Favorite challenger brand
(00:07:30) - Here We Flo’s Plans for 2024?
(00:09:30) - How does Here We Flo come up with “good ideas”?
(00:13:20) - Effect of ‘culture’ on marketing
(00:22:39) - Here We Flo on Sustainability behavior
(00:32:00) - How to think above the line?
(00:36:17) - Lightning Round ⚡
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Susan Allen Augustin of Here We Flo in this episode.
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Watch the video version of this Podcast on YouTube.
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