Personal care brand Recess is only two months old, but it’s already figured out how to drive revenue through two key strategies: Instagram and pop-up shops. Specializing in clean, biodegradable face, body, and hair wipes, Recess is capitalizing on a growing market—the cosmetic wipes category saw 10 percent growth from 2016 to 2016, reaching $473 million.
Currently, half of Recess’ revenue comes from Instagram, with followers growing 30 percent since first launch. The brand aims to connect with consumers in a personal way, by partnering with influencers. “It usually takes about seven brand impressions for a lead to become a customer and make that first purchase. Since before launch, we partnered with influencers to generate buzz and feedback on the products,” CEO Jackie Stauffer tells Glossy.
Pop-ups also provide necessary exposure for Recess, allowing the brand to reach new customers and offer exclusive products, such as their new total body wipe that will launch at the end of August. “Retail isn’t going anywhere, and for those that don’t know about us, coming into the pop-up gives us a way to connect and learn about us,” says Stauffer.
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Photo: @myrecess.co via Instagram