Codie SanchezFounder @ Contrarian Thinking

$0 - $48 Million In 1 Year?! #shorts

26 Jul 2023 · 1 min

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0:53

Codie Sanchez summarizes how skincare brand Spoiled Child reached $48 million in revenue in its first year by combining extensive customer data and AI-driven personalization with distinctive branding. The brand collected roughly 250,000 data points via focus groups and a two-minute questionnaire to tailor products, and used counter-positioned, playful branding (e.g., “stay immature”) to drive traffic and differentiation.

Questions this video answers

$48 million

250,000 data points

Two minutes

Chapters

This skincare brand launched 48 mil in revenue in year one. What was the secret? Data plus low level AI. It's called spoiled Child and they make people look young with skincare. Spoiled child used AI to deliver. They captured 250,000 data points from focus groups and customer data into a two minute questionnaire. Users would be asked about their preferences, age problems and a fun little questionnaire. And then it would say what if your makeup was tailored just for you? But how did they drive traffic in the first place? Better branding. Instead of saying fine lines and wrinkles, they said your routine is getting old and maybe that's why you look old. Stay immature. Intelligent skin care products that don't take agent very seriously. They use data for every customer to feel special with their custom solution. And they use branding and counter positioning to tell you it's not about wrinkles, it's about keeping that baby face. It's not just what you say, it's how you say it and to whom you say it.