Impilo yeNkcubeko: Indlela iiBrand ezinje ngeGlossier kunye neThinx zifumana ngayo amakholwa amatsha

Umxholo

• Iimpawu ezijolise kwabasetyhini zilandela 'isicwangciso somdlalo wokuxhobisa'
• Ngaphezu, impilo yabasetyhini iye yanda ngaphaya komntu
• Abasetyhini bakwalindele ukuba ii-brand zigcine kwaye zihlale zinoxanduva
• Ekugqibeleni, iimveliso kufuneka zityalwe ngokupheleleyo kubafazi, nazo

Xa iphephancwadi iFortune lakhupha uluhlu lwalo lowama-2018 “40 Under 40” - “ukubekwa kwawo njengonyaka kwabona bantu banempembelelo kulutsha” - uEmily Weiss, umseki wenkampani yobuhle yehlelo uGlossier kunye nomngeneli wama-31, wangena ku-Instagram ukuze abelane ngeengcinga zakhe imbeko.

Umzi mveliso wobuhle obukhulayo, wazama phantsi komfanekiso we-headshot yakhe e-Fortune, ngoku waxabisa i-450 yeebhiliyoni zeedola kwaye wakhula, etyhola abatyali-mali awayebanga ukuba ekuqaleni bazithoba ubuhle bokuqalisa njengaye.

Ngenxa yokuba ubuhle, u-Weiss wabhala, "ayonto yanto; ngumjelo wonxibelelwano. Ndonwabe kakhulu ekugqibeleni ithathwa ngokungathí sina - oko kuthetha ukuba abantu basetyhini bathathwa ngokungathí sina. "

Size ukuthetha ngezi nkampani kungekuphela nje njengabanokuba ngabenzi bemali, kodwa njengomboniso we-zeitgeist- okanye nokuba ziiarhente ezinokubakho zotshintsho.

Iimpawu ezijolise kwabasetyhini zilandela 'isicwangciso somdlalo wokuxhobisa'

Ukulungelelaniswa kwe-Weiss tacit yempumelelo ye-brand yakhe kuxhotyiso lwabasetyhini ngokubanzi ngumzekelo obonisa ukutshintsha okubanzi kweenkampani kwindlela iimveliso ezithengiswa ngayo kubafazi, ngabafazi. Ngokwamkela ukuba abantu ababhinqileyo, njengabathengi, ngaphambili bebengakhonzwa kakuhle kwaye bengaqondwa kakuhle kwindawo yentengiso, iimveliso ezivelayo zibanga ukuba zihambelana nezinto ezaziphilwa ngabafazi njengangaphambili.

Nantsi into abathengi basetyhini abathengiswayo: Banokuthenga kungekuphela nje imveliso kodwa kunye nokuxhotyiswa okuvela kuyo kulondolozwe ngokukodwa ukuphucula impilo iyonke.

Nokuba kunguGlossier "akukho makeup makeup" mantra ("Ulusu Kuqala, Imakeyile yesiBini, Ncuma qho" ifakwe kwiipakethe zokupheka ezipinki); Umzi mveliso weFenty Beauty utshintsha-isiseko semithunzi engama-40; Umsebenzi weThathuLove ekuthiwa uyilo lwe-bra efanelekileyo ngokufanelekileyo; okanye unogumbe wezinto ezenzelwe wena kunye nezinto ezinokwenziwa ngokwezifiso ezinje ngomgca wokukhathalelwa kweenwele Umsebenzi woBuhle, ezi ntengiso zichonga njengezibuko elikhuselekileyo kwisaqhwithi esingenabuhlobo sokuthenga.

Banikezela ngelizwi eligunyazisiweyo kumava ababhinqileyo, kwaye banomzamo wokuzibandakanya kwi-CEO yabasetyhini abafana noWeiss, uJen Atkin, uGwyneth Paltrow, okanye uRihanna ukungqina.

Njengomseki-ntsebenziswano weThathuLove uHeidi Zak uxelele Inc., "Abasunguli babasetyhini baqala iinkampani kuba banomcimbi othile abahlangana nawo ebomini babo kwaye bacinga ukuba banokudala amava angcono." Size ukuthetha ngezi nkampani kungekuphela nje njengabanokuba ngabenzi bemali, kodwa njengomboniso we-zeitgeist- okanye nokuba ziiarhente ezinokubakho zotshintsho.

Yeyiphi, ngokufanelekileyo, evumela ukuba ii-brand zenze imali kungekuphela kwiimfuno zobuhle kodwa kunye nentshukumo yempilo yangoku.

Emva kwayo yonke loo nto, umbono wokuba iinyaniso zabasetyhini zingahoywanga okanye zingahlonitshwa ayiphelelanga kubuhle behlabathi. Njengokuba uGqirha uJen Gunter, umgxeki wexesha elide weenkampani zempilo ezinje ngeGoop, ebhale kwiThe New York Times, "Abantu abaninzi - ngakumbi abesifazana - kudala bejongelwa phantsi kwaye begxothwa ngamayeza."

Isithembiso nje semveliso siyanyanga ngaphakathi kwaye ngokwaso. Kwaye abafazi bafuna ukuzigcina beziphilisa.

Le mvumelwano yenkcubeko idale indawo enqwenelekayo yeemveliso ukuze ingene kwaye inike "izisombululo" ezinemfesane kunye nexesha. Sisesemzuzwini wokuziphucula ngokwakho, ngokusekwe kwimbono yokuba impilo yomntu inokuphuculwa okanye iphiliswe kummiselo wentlalontle efanelekileyo okanye kwimveliso.

Ezi, ke zona, ziye zaba bubulumko, kwabelwana ngazo kwaye zadluliselwa ukusuka emfazini ukuya emfazini. Cinga i-collagen efake i-serum kunye neziselo zokusela, ukutyhala izithako zobuhle "ezicocekileyo", isondlo esidityaniswe nentshukumo yendalo nozinzo. Ubuhle, kunye nokuzikhathalela, kuye kwahlanganiswa ngaphandle komthungo kukhathalelo lwempilo.

Ngaphezu, impilo yabasetyhini iye yanda ngaphaya komntu

Umthengi ongumfazi akasengomntu yedwa efuna ulungiso olufihlakeleyo kwiinkxalabo zempilo zabucala. Endaweni yokuba imicimbi yakhe yezempilo ihlale ihlawuliswa ezopolitiko okanye imiselwe ekuhlaleni. Intsingiselo: Iimveliso azikhethayo zikwathetha kwixabiso lakhe ngokubanzi kwezopolitiko. Ukuqala incoko kunye naye, iimveliso kufuneka zibethe kwimicimbi akholelwa kuyo ukuba ibonakale njengomlingani oxhobisayo kunye noluntu olufanelekileyo.

Kodwa ngokungafaniyo neendlela zangaphambili zokuthengisa kwabasetyhini (jonga umkhankaso weDove "Wobuhle Bokwenene", owawungena kwi-angst ngaphezulu kwamehlo angamadoda), ezi ntengiso zamkela amaxabiso avela kumlaza wobufazi olandelayo. Bajonge isicwangciso sokudlala, sokuvelana: unxibelelwano lomhlobo owaziyo onokunceda ukutyhila nokusombulula iinyaniso ezifihliweyo kunye nokungabikho kokusesikweni okubanzi.

Njengoko umphathi we-Thinx uMaria Molland Selby uxelele i-CNBC, "Abantu baya bexhalaba malunga noko bakubeka emzimbeni wabo" kwaye "yonke imveliso yethu iyahlambeka kwaye iphinde isebenze ukuze ilunge kumhlaba."

I-Thinx yayiyenye yeempawu zokuqala ezathi zatsiba kolu tshintsho ngo-2015. Njengenkampani ethengisa umgca wokufunxa ukufuma, iimpahla zangaphantsi ezitofotofo eziya exesheni, imveliso ithi umntu onxibayo akanabungozi kokusingqongileyo kuphela, bakwayimpilo- Uyazi. Iimpawu zemveliso yokuya exesheni ngokwesiko ke ngoko zibeka emngciphekweni wokuvela ngokuvumelanisa nezinto eziphambili zabasetyhini, ezibeka amaxesha njengengxaki ebanzi kwezentlalo.

Kwi-2018, NGOKUQHELEKILEYO iphehlelele iphulo lonyaka "lokuphelelwa lixesha lendlala", ithembisa ukuba kwipakethi nganye ye-ALWAYS ipads okanye iitampon ezithengwe kwinyanga elandelayo yoSuku lwaBasetyhini lwaMazwe ngaMazwe, umnikelo uyakwenziwa kumfundi odinga imveliso.

Ngelixa i-ALWAYS ngaphambili yayikhokele amanyathelo ayo obubele (kubandakanya `` ukuzithemba kokufikisa '') amaphulo okwazisa, iinzame ze "Period Poverness" yayijolise ngokucacileyo ekusebenziseni amandla enkcitho yabathengi, ukwenza ukhetho lwabo lokuthenga luyinxalenye yencoko enkulu yomzabalazo.

"Kulucelomngeni kumashishini nakwiinkokheli zeshishini ukuba ziwuchukumise lo mba ... ukuba uthengisa iimpahla zangaphantsi, mhlawumbi awufuni kudibana nempilo yokuzala." Umphathi we-CEO u-Meika Hollender e-Adweek

Kutheni le nto ezi zimvo zifanele ukuthengiswa ngoku? Inxalenye yombulelo ngokunyuka kwe-intanethi kunye neendaba zoluntu. Indlela yokuphila yabasetyhini kunye "neengxaki" zezempilo zixoxwa ngokuvulekileyo kwaye rhoqo.

I-intanethi kunye neendaba zosasazo zentlalo zokugubungela ngaphezulu, kudityaniswa nokusebenza ngamandla kobufazi, kuthetha ukuba abantu ababhinqileyo abakwi-Intanethi baxhamla ekuthetheni ngokungafihlisiyo ngamava abo. Emva kwayo yonke loo nto, owona mzekelo unempembelelo kutshanje wokuqonda kwabasetyhini ngokudibeneyo usabhekiswa kwifomu ye-hashtag: #MeToo.

Olu nxibelelaniso ikwaluluhlobo lolwimi ekwabelwana ngalo ukuba iibrand zizimisele ukulingisa, zisithi nabo, bayabuqonda ubomi babasetyhini kwaye banesisombululo esifanelekileyo.

Abasetyhini bakwalindele ukuba ii-brand zigcine kwaye zihlale zinoxanduva

Ngelixa olu nxibelelaniso luphakanyisiweyo lukwathetha ukuba iimveliso zinokukhulisa ulwazi lwabaphulaphuli babo kunye nezinto abazikhethayo ukulungiselela ukuzinikela okunje ngenkolo kwimveliso, ikwadala nolindelo lokuphendula kwiimveliso.

I-Glossier ngokukodwa ixhomekeke kakhulu kunxibelelwano lwabathengi kwi-Instagram kunye nodade wayo webhlog, kwi-Gloss. Izimvo ekwabelwana ngazo kula maqonga zinokucingelwa ukuba zinokufakwa kwiimveliso ngokwazo.

Xa uGlossier etyhila imveliso yayo entsha, ikhrimu yamehlo egama linguBubblewrap, yatshisa incoko phakathi kwabalandeli begama malunga nokusetyenziswa kwenkampani ukupakisha okugqithisileyo kunye neeplastikhi - kungathandeki xa kuthathelwa ingqalelo ukonakaliswa kwendalo. (Ngokwe-Instagram kaGlossier, utyikityo iiplagi ezipinki zeblue kwiodolo zabo ezikwi-Intanethi ziya kukhethwa kule hlotyana.)

Njengomnye umlandeli ka-Instagram ophawuleyo ngokunqamlezwa uphawu, “Khawufane ucinge ukuba unophawu lwenqanaba le-unicorn kwaye usebenzisa amandla akho amakhulu ukutyhala iplastikhi enye yokusebenzisa kangangoko unako. Nina niyinkampani yokujolisa yeminyaka eliwaka / gen z… ndicela nicinge ngeziphumo zokusingqongileyo. ” UGlossier uphendule kubalandeli abakhankanya ukuba "uzinzo luyeyona nto iphambili. […] Hlala ubukele ezinye iinkcukacha! ”

Njengokuba abathengi banokubhengeza imikhankaso ye-Intanethi yeenkampani zokwenza izithambiso ukuba zilandele ubuhle be-Fenty Beauty's-setting 40-shadow range, baziva bexhotyisiwe ukuba bacele umngeni kumaxabiso eempawu esele zikhankanyiwe njenge-ALWAYS.

Ngelixa intengiso ka-Thinx ka-2015 yanconywa njengempendulo yamanina kwishishini lemveliso yokuya exesheni, uphando olwenziwe ngo-2017 (ngophononongo lweGlassdoor) kwindawo yokusebenza yatyhila "inkampani yabasetyhini engabanikeli amandla kwaye ingabathobeli (uninzi lwabasetyhini) abasebenzi bayo." Kwakuloo nyaka mnye, owayesakuba ngumphathi we-Thinx u-Miki Agrawal wehla emva kwezityholo zokuhlaselwa ngokwesondo.

Ekugqibeleni, iimveliso kufuneka zityalwe ngokupheleleyo kubafazi, nazo

Ukuba ii-brand zifuna ukuthetha ngezinto ezikhoyo kweli xesha lobomi babafazi, kuyacaca ukuba oku kubandakanya ukubandakanya amaxabiso abantu anokuba ngumceli mngeni kumashishini adibeneyo - kunye neengeniso zabo.

Kutshanje, ngelixa iintlobo ezininzi zabasetyhini bevuma ukutyikitya ileta yoluntu exhasa amalungelo okuqhomfa, abanye benqabile. Njengoko u-CEO we-Sustain u-Meika Hollender (owadala kwaye watyikitya le leta) ephawula, "Kuyingxaki koosomashishini kunye neenkokheli zoshishino ukuba bawuphathe lo mba ... ukuba uthengisa iimpahla zangaphantsi, mhlawumbi awufuni kudibana nempilo yokuzala."

Kucacile ukuba abantu basetyhini banomdla wokutyala imali kubo bobabini ixesha kunye nemali. Kwaye ngokwenza imveliso enokuphendula imvakalelo yokungahoywa, inikeze amandla oluntu olucingayo, kunye nokuchasa imigaqo yesiqhelo, uphawu lunokucofa-kwaye luxhomekeke- kubafazi ngamandla abo enkcitho.

Ikwaluhlobo lwamandla olunokunyanzela imigaqo-nkqubo emitsha yokukhanya kunye nokukhanyisa amava abekelwe bucala, ngelixa bekwazisa ii-CEO ezinje ngoWeiss kwi "40 Under 40."

Kulixesha lokuba uyeke ukucinga ngokuthenga njengezinto ezingenamsebenzi. Ngaba ngenene kukufumana i-hyaluronic serum egqibeleleyo, umzekelo, okanye ngaba ngakumbi kukuzonwabisa kokufumana imveliso elungileyo kulwandle lokuphoxeka okungapheliyo?

Ngaba ukuthenga iipantini zeThinx kuphela malunga nokufumana izinto ezifanelekileyo ezinganyangekiyo ukufuma, okanye ngaba ivumela umntu wasetyhini othe cwaka wasokola namaxesha akhe ukuba azame ukukhulula ngakumbi, ukumisela enye indlela? Ngaba ukunyaniseka kuthenjiswe ngumfazi onemibala kubuFenty Buhle malunga nokufumana ukwakheka okufanelekileyo, okanye kukuzinikela kuhlobo lokuqala oluchaze ulusu lwayo njengeasethi kunokuba ibe ngumqobo?

Ngale ndlela, isithembiso nje semveliso siyanyanga ngaphakathi kwaye ngokwaso. Kwaye abafazi bafuna ukuzigcina beziphilisa.

Kodwa kufuneka siyiqonde into yokuba olu hlobo lonyango lokuthenga luyababeka emngciphekweni wokuba namava abekiweyo ahlaselwe njengecebo lokuthengisa.

U-Weiss kunye noontanga bakhe baxhomekeke kula mabali aqhelekileyo obufazi ukugcina umdla kwiimveliso zabo. Kwenzeka ntoni xa izikhalazo eziguqukayo zabasetyhini zijolise kwezi zinto ekuthiwa zilungele abantu ababhinqileyo?

Uluvo lokuba abasetyhini ekugqibeleni "bathathelwa ingqalelo" alunakuqala kwaye luphele ngoxabiso lwezigidigidi zeedola, kodwa endaweni yoko benoluvo lokuba uphawu luxabisa unxibelelwano olunyanisekileyo kunye nobomi babo kunye neminqweno yabo eyile imveliso kunye nempumelelo yabo.

Kubafazi ababona uphawu olwenziwe ngomfanekiso wabo - abazalwa ngamava abo kunye neminqweno yabo - ukunamathela kwabo kwimveliso ye-DNA kuyaqondakala. Ukwahlula loo bhondi, ubeka emngciphekweni enye idrowa ezele zizithembiso ezaphukileyo, kuphela endaweni yayo kwi-declutter elandelayo.

Ezi ntengiso zinokuba zakhe igama ekudumiseni. Kubafazi, incoko ayikapheli.

UVictoria Sands ngumbhali ozimeleyo ovela eToronto.