Key

• Jack Black Skincare: A men's skincare brand founded in 2000.
• Direct-to-consumer (DTC): A sales model that sells directly to consumers.
• Kelp: A type of marine plant with skincare benefits.
• Kickstarter: A popular crowdfunding platform for launching new projects.
• Michelin Stargazer: People who are passionate about cooking and camping.

Abstract

In this episode of How I Built This Lab, Jeff and Curran Dandurand, the co-founders of Jack Black Skincare, were invited to offer advice on the practical problems faced by three entrepreneurs. In the highly competitive market, the Dandurand couple believes that a successful brand needs to balance both Direct-to-Consumer (DTC) and offline retail. They also shared their lessons learned in sales, product development, and team building during the early stages of entrepreneurship. During the program, the three entrepreneurs were facing challenges such as product promotion, channel expansion, and community building. Jeff and Curran provided them with practical advice based on their own experiences, such as participating in trade shows, finding independent sales representatives, and collaborating with local businesses. In addition, they emphasized the importance of the brand story and how to build brand culture through content marketing and community activities.

Insights

In a highly competitive market, entrepreneurs need to find a differentiated positioning and make full use of various channels for promotion. At the same time, building a brand community and establishing an emotional connection with users is the key to enhancing brand loyalty. In addition, this episode also demonstrates the guiding significance of experienced entrepreneurs to new startups and the commonalities among different industries.

Opinions

01 "Combining Online and Offline"

A strong brand needs to have a strong presence both in physical stores and online. Consumers want to touch, feel, and try products before purchasing.

02 "Focus on Early Sales"

In the early stages of a company's development, the sales process is crucial. One needs to actively participate in trade shows, find independent sales representatives, and do everything possible to promote sales.

03 "Build a Brand Community"

Build a brand community through website content, user-generated content, etc., to showcase brand culture and establish an emotional connection with users.

In-Depth

Entrepreneurs of Men's Skincare Brand Jack Black Share Experiences: How New Brands Can Break Through in a Fierce Market

In the latest episode of How I Built This Lab, Guy Raz invited Jeff and Curran Dandurand, the co-founders of the men's skincare brand Jack Black Skincare, to provide business advice to three entrepreneurs. Jack Black Skincare was founded in 2000 and successfully carved out a niche in the era when the men's skincare market was not yet highly regarded. Now, as the skincare market becomes increasingly competitive, the experiences of the Dandurand couple are undoubtedly of great reference value for new brands.

Market Environment Changes: From Blue Ocean to Red Ocean

Jeff Dandurand admitted that it would be extremely difficult to start a men's skincare brand from scratch now. On the one hand, there are numerous competitors in the market, and retail space is being squeezed. On the other hand, more and more brands are choosing the DTC (Direct-to-Consumer) model, bypassing traditional retail channels.

Nevertheless, the Dandurand couple still believes that both online and offline channels are indispensable for a strong brand. Consumers want to experience products in person before purchasing, and physical stores can provide such an opportunity. Therefore, how to find a balance between the two is a question that new brands need to consider.

Entrepreneurship Advice: Sales First, Diverse Channels

During the program, the three entrepreneurs presented their respective challenges. Among them, Cold Current Kelp is a female-founded kelp farming and skincare company located in Maine. The founder, Inga Potter, is a marine biologist. She wants to know how to make better use of advisory resources in the early stages of the company's development.

Curran Dandurand advised Inga to first clarify her own needs and find advisors with entrepreneurial experience in the beauty field and expertise in lean operations. Jeff Dandurand emphasized that sales are crucial. One needs to actively participate in trade shows, find independent sales representatives, and establish connections with potential retail partners.

Regarding the products of Cold Current Kelp, the Dandurand couple suggested highlighting the skincare benefits of kelp and considering conducting clinical studies to prove the effectiveness of the products. In addition, they also advised Inga to establish connections with local entrepreneurs in Maine and seek their guidance and support.

Brand Building: Story First, Community at the Core

Another entrepreneur, Ashley Gold, founded the home tableware brand Aum Attand. She wants to know how to find target customers. The Dandurand couple believes that the product line of Aum Attand is too broad and advised Ashley to focus on the core products and first build brand awareness in the local market.

They suggested that Ashley actively collaborate with local boutiques and high-end hotels in Park City and use the consignment method to let more people get in touch with Aum Attand's products. In addition, they also advised Ashley to visit potential retail partners in person and show them the unique features of the products.

For Brent Fischer, the founder of the camping cookware brand GoSo Cookware, the Dandurand couple advised him to build a brand community through website content, user-generated content, etc., and establish an emotional connection with users. They also advised Brent to actively participate in outdoor activities, interact with potential customers, and provide useful camping cooking tips.

Forward-Thinking: Differentiation, Experience, and Community

In a highly competitive market, new brands need to find a differentiated positioning and provide a unique user experience. Jack Black Skincare was able to succeed back then largely because it seized the gap in the men's skincare market. The kelp skincare concept of Cold Current Kelp, the high-end positioning of Aum Attand, and the camping cookware of GoSo Cookware all reflect the idea of differentiation.

In addition to the product itself, the brand story is also crucial. The marine biology background of Cold Current Kelp, the transformation story of Aum Attand, and the camping sentiment of GoSo Cookware can all resonate with consumers.

Moreover, the community is the cornerstone of brand loyalty. Building a brand community through content marketing, user interaction, offline activities, etc., and establishing an emotional connection with users is the key to enhancing brand competitiveness.

All in all, in the fierce market competition, new brands need to find the right positioning, tell a good story, provide a good experience, and build a good community to stand out in the market.