New brands are crossing categories and taking a stick format.
The brand, called WYOS, an acronym for Write Your Own Story, is set to debut on its website on January 18, with five inventory units priced from $16 to $24. , cleansers, moisturizers, shaving sticks, and shampoos are all stick types.
The idea for the brand came to the co-founder, a L’Oreal graduate, as a result of changing consumer behavior. “We are both obsessed with consumers,” said CEO and co-founder Jamie Glassman. “Consumers are on the move and traveling more. Gen Z consumers are not used to a five-day work week. I wanted to.”
The market research also pointed to the products Gen Z consumers buy most, whose brands are universal in their appeal. Wendy Charland, Chief Operating Officer and Co-Founder of WYOS, said: “We have launched five products and will continue to expand once the formula is ready.”
Our products are cruelty-free, waste-free and TSA friendly. Glassman and Charland have not commented on sales figures, but industry sources estimate that his first year on the market will bring him up to $15 million from his $10 million.
Focusing on consumer behavior is also reflected in WYOS’ retail strategy. “Our position in retail is where the consumer is,” said Charland. “For us, it starts with social selling, direct selling, telling them exactly where they are. The shopping journey isn’t linear, but from there it builds brand awareness, and by the end of the year he’s looking forward to 2024. We plan to expand to physical stores over time.”
A brand’s influencer strategy is no different. “We’re not a brand with a face. Rather, we want creators with microfollowers who have a loyal following for who they are,” said Charland. It’s not a beauty brand, it’s genderless, we really look for partners who have authentic voices, so we don’t script what they say.”
However, product experiences also work well socially. Charland predicts that the hero of the brand will be face masks. “It’s very visual and TikTok-ready,” she said. “Plus, when I’m wearing a mask, it always messes up. This really solves it. It dries pretty quickly.”
Purpose has also played a role in the conception of the brand. “We’re launching with a pledge of value, a kind of terms and conditions of our brand that must be signed in order to buy the brand,” he said Glassman. “It’s all about acting with a little more respect for each other. Not only will they be able to buy brands, but he will donate $1 to the Madhappy Foundation, which aims to advance mental health.”