Wonder

Research Outline

Prepared for Rachel D. | Delivered August 13, 2019

Vitner's Daughter Marketing Strategy

Goals

Describe the marketing strategy of the skincare brand Vitner's Daughter, with a specific focus on their use of celebrity or influencer marketing tactics in order to inform the marketing strategy of a similar brand that is preparing to launch. 

Early Findings

OverviewVitner's Daughter was created by April Gargiulo in March of 2014. 
It has seen rapid growth; from 2016 to 2017 it saw sales growth of over 150%.  
Founder Gargiulo focuses on consistency, quality, and premium ingredients. 
Gargiulo also focused on a single product launch, instead of a multi-step product line. 
While CAP Beauty was the first retail store to offer the brand, right away Gargiulo focused on "retailers across merchandise segments", as long as the retailer's brand fit with Vitner's Daughter's brand. 
The first big marketing break came when Gargiulo was featured in The Gloss. After that story, orders soared and more luxury retail shops started carrying the product. 
Marketing StrategyGargiulo herself manages the company's social media. 
The company focuses on Instagram, with very little attention to Facebook or Pinterest. 
She focuses on telling the brand's story. 
Online customer reviews, both of regular customers and celebrities, seem to be the basis of the brand's marketing success. 
Celebrity EndorsementsAll celebrity endorsements have been unsolicited. 
Influencer MarketingGargiulo states that the company does not have an official Influencer Marketing program. 