Here, founder Jaimee Lupton explains how she marries social media marketing with a physical retail strategy to keep up the momentum going.
“You really can’t compete with the reach and foot traffic they have as established names. It’s our goal to make luxury hair care more accessible and we’re able to do that with these retailers considering the distribution they offer. Despite our considerable social media presence, physical retail is still a lot of people’s entry point to the brand because of how our products stand out on the shelf.
When it first launched in New Zealand, Monday Haircare — with its sleek, pastel-pink bottles, organic formulation and mission to make luxury hair care more accessible — it surpassed its sales forecast 40 times, selling six months worth of stock in four weeks.But even in more saturated masstige markets like the U.S. and U.K., momentum remains strong. The brand said it has shipped almost a million units to the U.K. to keep up with post-launch demand.
Part of that success is thanks to social media, where the company shares behind-the-scenes videos, educational content, and campaigns featuring local influencers — known as Monday Muses — who help spread the word. These are creatives with engaged social followings and interesting day jobs, such as“For us it’s about finding a way to bring our physical retail and digital marketing strategies closer together.