DTC Community and Partnerships: Lynn Power from MASAMI Haircare | D2C Stories

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Get ready for a quick recap of our chat with Lynn Power, founder of both haircare brand Masami and the brand community Conscious Beauty Collective!

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The Power of Community and Partnerships

In the 16th episode of the D2CVille Podcast, we had a very insightful conversation with Lynn Power, founder of the natural haircare D2C brand Masami.

After spending many years with huge names in the advertising world, Lynn started her haircare brand in 2019.

She now rocks the haircare vertical, leveraging her years of experience and her brand community, Conscious Beauty Collective.

You can listen to the episode on Spotify, Google, or Apple Podcast!

🌈 Who is Lynn Power? Lynn's vast experience in advertising spans diverse brands, but her passion lies in beauty. She says beauty uniquely combines emotional and rational aspects, requiring a balance of left and right-brain thinking.

🧴 Masami. Her path took an unexpected turn when she met James, her co-founder, and together they refined formulations and embarked on the branding process to create MASAMI, a brand addressing the needs of models with colored and treated hair.

💼 Complementary skills. Lynn handles commercialization and operations, while her co-founder James focuses on formulations.
🔄 Advice: Seek a complementary partner, not a clone.

📈 Growth channels. Masami maintains an active digital presence on Facebook, Instagram, TikTok, YouTube, and Twitter, exploring paid advertising on these platforms.

😬 High customer acquisition costs on Facebook. Lynn said they had a CAC of over $100! That’s why they’re using Facebook for retargeting while focusing mostly on Pinterest to get website traffic.

🎯 Automated targeting on Amazon. Lynn says that their automated targeting outperforms manual efforts when it comes to Amazon. But she says this is not the case on Facebook.

👥 Men value their hair. Despite not actively targeting men, about 40% of their customers are male, showcasing the brand's gender-neutral appeal. 

🤝 Brand partnerships. Lynn highlights the effectiveness of brand partnerships, emphasizing collaboration with clean skincare and jewelry brands through activities like blogs, and giveaways live streams. These partnerships have played a crucial role in achieving organic growth, connecting with the right customers, and expanding reach.

🏄‍♂️ Conscious Beauty Collective. A pop-up of indie clean beauty & wellness brands that started in San Francisco.
Lynn's realization that collective efforts can significantly amplify social impact, reaching close to a million followers collectively, underscores the power of collaboration and highlights a commonality among self-funded founders, lacking significant marketing budgets and investors, creating an opportunity for mutual support.

🆇 TWEETS OF THE WEEK

1. Can’t argue with that

2. 🤝

3. I’m here for the memes…

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