How tbh Skincare grows through authenticity
In this episode of The CMO Show we meet Rachael Wilde, Co-Founder and Head of Marketing at tbh Skincare, who’s managed to turn a science hack into a booming e-commerce business.
Listen in to hear the story behind the company's success and Rachael's tips for those who might find themselves on a similar path.
We’ve all dreamed about stumbling upon a unique insight or idea that will help us start a business, or even just innovate within our own role.
But when a moment like that actually arrives, are you prepared to take action?
In this episode of The CMO Show we meet Rachael Wilde, Co-Founder and Head of Marketing at tbh Skincare, who’s managed to turn that hypothetical into a booming e-commerce business.
For the uninitiated, tbh Skincare offers a breakthrough acne treatment that’s collecting a legion of passionate advocates online – including The Bachelor’s Abbie Chatfield.
It’s a brand with a very personal backstory, and one finding new and meaningful ways to connect with customers.
“Acne has such a direct link to self-worth, self-confidence, and mental health. I think unless you've experienced it firsthand, it is quite hard to relate to just how isolating that experience can be,” Rachael says.
“We want to give you the product to help you, but at the same time let you know this is not an overnight treatment. There are things we want to put in place to acknowledge the challenges our customers are going through, which is why we’ve partnered with mental health charity ReachOut Australia.”
Rachael says tapping into the emotions behind the brand and letting authenticity guide their decisions has helped tbh Skincare create demand, find the right partners and set themselves apart from other brands in the category.
“We're wanted to take this traditionally very clinical, dry, un-emotive category and actually talk to these customers in a way that they want to be spoken to,” Rachael says.
“We knew we were entering into a market that had a lot of noise, so instead of trying to talk to everyone and anyone we picked our ideal customer, we picked our niche, and we just stuck to it.”
Click play to hear the story behind the company's success and Rachael's tips for those who might find themselves on a similar path.
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Credits
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The CMO Show production team
Producer – Rian Newman
Audio Engineers – Ed Cheng & Daniel Marr
Got an idea for an upcoming episode or want to be a guest on The CMO Show? We’d love to hear from you: cmoshow@filteredmedia.com.au
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Transcript
Participants:
Host: Mark Jones
Guest: Rachael Wilde
We all love a right place, right time success story. Maybe you've dreamed about discovering that unique insight, that new idea, or an innovation that helps you start a company or a side hustle or even just innovate within your own role.
But what happens if that moment arrives?
What happens if you've found the new idea? What do you do next?
Hello and welcome back to the CMO Show. Mark Jones here. Great to have you with us. My guest today is Rachael Wilde. She's co-founder and head of marketing at TBH Skincare. Now, if you've not heard of TBH skincare, this is an e-commerce business with a patented treatment for acne breakouts and it's going absolutely gangbusters online.
Now TBH’s mission is a deeply personal one for Rachael. She has suffered during her own 13 year-long battle with acne. So what's interesting about this conversation is that while many brands in this space might think about acne as a clinical problem to solve, Rachael's really understood this at a very personal level. In fact, she can go way below the surface of her customer's skin.
It's a fascinating story. Enjoy my conversation with Rachael.
***
Mark Jones
Rachael, thanks for joining me.
Rachael Wilde
Thanks so much for having me.
Mark Jones
Now I've got to say, you guys are a really interesting company. The team came to me and they said, "Mark, you've really got to interview Rachael." So it's great to have you on board. Just set us up. For those of us who don't have any idea what you do and what TBH Skincare is, can you give us the elevator pitch?
Rachael Wilde
Absolutely. TBH Skincare delivers patented acne treatments to market via our own eCommerce website. We're actually a pure play eCommerce business at the moment. We've been in market for about two and a half years now. So we are a very, very new Australian based business. And my role within the company, I was one of the founding members and I head up the marketing. So I look after all of the front facing elements from the eCommerce customer experience to brand voice packaging, and even formulating new products.
Mark Jones
Amazing. Now I have no experience with this product for obvious reasons. I'm a middle-aged man who has no idea about this whole thing, just to call it out straight out of the gate. But I'm genuinely fascinated by this because part of the story, if you think about this from a brand at a marketing story was this comes from, if you don't mind me saying, a bit of a vulnerable place where you're quite well known for battling with acne and having skincare issues through your life. And so that was part of the story, wasn't it? Can you give us a sense as to how-
Rachael Wilde
It was.
Mark Jones
... all these sort of roads combined and created this organisation?
Rachael Wilde
Yeah, absolutely. I never really set out to create a company of my own. It wasn't something that I'd really ever put on the vision board or anything like that, but it just was a very serendipitous occasion where I was actually working in the medical devices industry in marketing myself. Again, like you said, struggling with acne, I've had a long experience with acne ever since I was about the age of 13. And that I found myself being 21, working in my first full-time job, still suffering with acne. And I actually came across a technology within that field from one of our suppliers where they had this technology that could break through biofilm. And biofilm has a huge presence within hospital and healthcare in terms of treating infections. It's a really key part of, I guess, treating infections in the medical space.
But it's a novel technology in terms of it being able to break through biofilms protective layer. That's something that hasn't really been done in science before. This supplier had created this technology and patented it and that had the ability to do exactly that. So break through biofilm and treat the bacteria within. And they had a huge range of products ready to go into that hospital healthcare space. They work off a distribution model, so they work with a whole bunch of companies that are used to distributing into hospital and healthcare. And then they almost stumbled across the fact that it worked really well with acne and I just so happened to come across it, and selfishly was requesting a sample from the lab to try my own skin because I was dealing with a flare up and I'd read the science around it and I'm an avid beauty consumer, always have been. So I think I was just really interested personally to try it and I did try it.
Mark Jones
So it worked, right?
Rachael Wilde
Yeah, it did work. I got a sample from the lab, I loved it. And then my interest in digital marketing, my career in digital marketing had me intrigued from a business perspective as to what the opportunity was there. And long story short, I ended up pitching for the licencing rights and winning them to that product. And that was what essentially triggered the start of TBH Skincare. So not really planned, just all happened and just grabbed the opportunity with both hands.
Mark Jones
Yeah, very much a classic right place, right time. I guess just from a business point of view, why did they not want to do what you are doing? Was it just not their focus? It seems like they just left something on the table.
Rachael Wilde
They work with distributors anyway, so they very rarely go direct themselves to market. And this is not a space that they're familiar with. Beauty, eCommerce, it's not typically where they play. And even looking at their entire portfolio, this was one of so many products. So I don't think it was necessarily a particular focus. I think it was very much right place, right time, and I think they're really proud as well of what we've been able to do in that space and bringing our own expertise, even from a personal perspective as to how this product needed to be delivered to market in order to be really effective.
Mark Jones
So tell me about that meeting with the CEO. What was that like?
Rachael Wilde
Honestly I went in with a lot of naivety in the best way possible in that I was bright eyed, and bushy-tailed, and very young, and just very passionate about the cause. So I had a whole pitch in terms of what the potential of that product could be, what target market it could be served to via an eCommerce channel with a particular brand that really resonated with the customers. And that's actually all still true to date. And I think it was just that blind confidence in a way of being really excited about the product. I went in and pitched and I think it was a lot of that confidence that I guess took me all the way. But I also ended up co-founding the company with my mum who actually works on the operational side of the business. She's an accountant by trade, so she manages all the logistics and finance, which is great. So I not only had the marketing element down, we also had all of the numbers down at the same time.
Mark Jones
What do you think it was that they were looking for? Or are you saying it was basically they liked you and they could see, as you say, the accounting and the marketing side? Is that what tipped it over, do you think or something else?
Rachael Wilde
I honestly think that you can have a great scientific product, you can have the best formula in the world, and unless you understand how to deliver it so that it fits into the needs of that customer group, I think that's a really important element and I think that's something that maybe that is just so foreign to them having not dealt in that area at all. And I think being... I am the customer at the end of the day, and I think it was that knowledge and that insight that really they didn't have other partners, I guess, in this area that were able to offer that.
Mark Jones
Yeah. So obviously they were thinking to themselves, Well, this person knows what she's on about and to some degree and off you go. What do you do next? It's just fantastic to me that people will work up to a business pitch like this and then you get the yes. Right. Most people get a no before you get the yes. You get a yes. Now what? What do you do? Did you just go high five your mum in the car on the way home or what happened? Did you freak out?
Rachael Wilde]
A little bit. I think reality really sunk in and we were like, Okay, we are doing this. And it started with working out. We'd already sort of qualified how much money we were going to need to just get it off the ground in terms of ordering the initial stock, packaging the website, all of that. So I actually quit my full-time job immediately and jumped into preparing the business for launch and we ended up launching within six months. So from that, yes, six months later the product was in market. So it was a pretty short turnaround in terms of setting everything up and even bringing in other products to launch alongside it. So the first step was raising the money. The next step was really building the brand. So just creating essentially the whole framework, what it was going to look like, what the packaging was going to look like, and then essentially placing all the orders because the lead times are crazy. We needed to get all of that sorted ASAP essentially after we got that yes in the meeting.
Mark Jones
I want to ask about the brand in a second, but a parallel track that I've just picked up on here is that in marketing we often do things for the first time. Its the first time we've launched a product, it's the first time we've done a certain type of campaign. Maybe it's the first time we've approached a market segment or even the first time we've pitched in your case and got a big yes. Marketing is full of firsts, and the great unspoken is that we to some extent making it up a little bit as we go along. Right. Because you can't lean on lived experience and in your case you've got some work experience inside of an organisation, so you know how these things go, but you've not launched a product, you've not done it all.
Rachael Wilde
No.
Mark Jones
So just give us a sense of how you approach that and do you have a particular model or process that you follow that's helped make it easier, or is it just pure suck and see?
Rachael Wilde
Yeah, I honestly just did the research a lot of the time myself. In hindsight, I think it would've been much easier to try and find some sort of a mentor who had already done something like this in this space that would've been smart. And I've got amazing mentors now. But yeah, really it was just trying to figure it all out for ourselves the first time. And even Bridget, who is my mom on the operational side of the business, she is an accountant by trade. She's never had to deal with manufacturers, to deal with that whole production cycle. I think the two of us went through such a steep learning curve, particularly in that first six months, and we really didn't have any idea what we were doing. And a lot of the time on the marketing side of things, it was just my gut leading me the whole time and my own research and stuff that I was doing. So yeah, pretty wild actually than we thought. I think you only go into these things though if you're naive enough to think it's going to come off.
Mark Jones
And to some extent, I think lived experience can be a hindrance because you start to overthink it, all the things that could go wrong, right?
Rachael Wilde
I think so.
Mark Jones
It sort of clouds your mind possibly. The other remarkable aspect of launching this product, if we sort get into the outcomes of your work, you had an incredible buzz ahead of the launch and you mentioned pre-ordering stock and getting everything up and running. How do you do that?
Rachael Wilde
So we did actually do a lot of pre-work in the lead up to our launch so that we had an audience to launch to. And that was, I think really key for us in that I didn't wait until we had the product in hand to then start marketing. We were doing trials with people from samples that we had from the lab. We were getting the before and afters, the testimonials. We were taking people behind the scenes in terms of when we went to the production line and saw the product being filled.
We took everyone on that experience with all the content we created and all of our social media stuff. So we started that very early on and it meant that when we launched, we had an audience there, we had results, we had testimonials, we had some proof to the product, and then it meant that we were able to get the product into customer's hands pretty quickly. And then we knew from the technology behind the product that in a way that hero product was almost going to sell itself.
Mark Jones
Particularly word of mouth, when friends tell friends and on it goes. We don't talk a lot about content marketing these days, but that feels very old school content marketing, get people excited in your idea, creating what sounds like a real diverse set of experiences for people to participate in. Tell me about your approach there. It sounds like Instagram on steroids possibly.
Rachael Wilde
Yes. It was a lot through Instagram and it was a lot of putting myself actually at the forefront of a lot of that content. So sharing my personal experience with the products. It was a lot of just me in front of camera telling people what I was doing in a day, what was happening with the business, how close we were to launch. People were really interested in that element of setting up the company. And I think we just had an engaged audience then to launch to. And even though it wasn't giant, it still had quite an impact when we did launch to even have that ready and sitting there and that a little bit of demand already there.
Mark Jones
The interesting thing as well, when you think about that audience and creating some engagement around that in you as the brand and starting to bring a consumer brand to life, it's not like this is a new category, this is a flooded category, There's a bazillion products out there and some of the articles I was reading in preparation for this, so one of the reviewers talked about clearing her shelf in preparation for testing your product or taking it on board, i.e. there's way too much clutter, let's simplify it. Which I know is a big part of your story. So what's your approach to, and probably I think your advice when it comes to entering a crowded market?
Rachael Wilde
Yeah, I think we knew that we were entering a lot into a market that had a lot of noise and we from the beginning said, we have a niche and we're going to stick to it. So instead of trying to talk to everyone and anyone, we picked our ideal customer and we picked our niche and we just stuck to it. And so we were speaking directly to someone and I think it helped. Obviously, our product is niche in that it's only for the acne category. And whilst we could have gone a bit broader with the other products, we've always stuck to that niche. So we say any single product that we release is suited to the breakout prone customer. So that ideally at the end of the day, we are the brand in this skincare space that is for acne prone people. And I think having that niche and staying true to it, even when it can be tempting to dive into other things, I think it's really important to always come back to that core of what are you here to do?
And for us it was to serve that breakout prone customer. And when we looked at what was available in the market to that customer, they had their traditional pharmaceutical options, which have the salicylic acid, the benzoyl peroxide, all the classic treatments you buy on shelf in a pharmacy that are tailored to that acne category. They have the product offering. On the other side of things, you've got these consumer centric cult brands that were offering this whole lifestyle element to the customer of you get to be part of a community and you get to have these quirky branded products that you have fun using.
And we wanted to be the blend of both. So we went in sort of with that as our focus of we're going to take this traditionally very clinical, dry, unemotive category and we are going to be the brand that actually talks to these customers in a way that they want to be spoken to. And that was the strategy from the start. And I think that the fact that we just focused on that, even making it the brand voice was very specific, all of that, we knew who we were targeting. And I think just sticking to that really helped us cut through.
Mark Jones
And as you said before, you are the ideal customer. And I imagine in some sense you're speaking to yourself.
Rachael Wilde
I am, yes, very much so.
Mark Jones
Tell me about the authentic angle here. People talk about being human, being authentic, being real. And I'm interested from a brand point of view, emotions are always what drives, in fact any product in any category, but particularly here, and we did touch on it at the beginning. But describe for me that emotion for one of your customers in the acne category. What are they going through? How did you tap into that in a way that respected them for who they are and didn't exploit the vulnerability of being in that place?
Rachael Wilde
Yeah, well that's exactly it. I think having had the personal experience myself, I mean, you look at the data that is now around the link between mental health and acne and it's so clear. So there is a stat that basically says people who suffer with acne are 63% more likely to experience depression within their first year of experiencing symptoms. And acne has such a direct link to self-worth, self-confidence, mental health. I went through that myself as a teenager, I know exactly what that's like. And I think unless you've experienced it firsthand, it is quite hard to relate to just how isolating that experience can be. So we wanted to address that because it's such a big piece and being the customer, I had experience going into a doctor's room, explaining the issue of suffering with acne, being handed a pill, and then your prescription and then just leave the room.
There's no check in with how you are dealing with the other elements that go with it. How are you feeling? And all of these other things that's not addressed. And that's what we wanted to address. And as you said, you don't want to exploit that. And I think as a brand, we just came in with a really clear goal of wanting to address that without... We're not using that to make a quick sale. It's more about we want to give you the product to help you, but at the same time we're going to let you know this is not an overnight treatment and there's other things that we want to put in place for you that are going to help you get through that treatment process because it is difficult. So for us, that was partnering with a mental health charity. We partnered with ReachOut Australia, we use a lot of their resources in a lot of our materials.
So even from the beginning we were putting in these cards in our boxes that spoke to the fact that they're not alone when they're experiencing this problem. They're actually in the majority of the population. But here are some mental tools that you can practise to help you through the process. Things like meditation, positive affirmations, we directed them to apps that they could download and use, and just having that as part of when you receive the products, you also receive this element of, I guess, care in terms of this is not going to be easy, but we're here to help you through that process. And that actually has nothing to do with our product offering, but it has everything to do with how we wanted to treat the problem as a brand. So I think it really came from a personal understanding of what these customers require and the sensitivity that they require in the treatment of the issue. So yeah, I think that's really how we went about it.
Mark Jones
That is definitely the key word, sensitivity. It's very hard from a psychological perspective to arrive at that insight purely through data. I suspect there has to be a human judgement . Tell me about engaging Abbie Chatfield as an influencer who's been open about her own acne struggles. How did you use that influencing strategy, but in a very personal way and connect this other concept here about being really sensitive to who these people are and treating those people? So draw that together for us.
Rachael Wilde
Yeah, influencer marketing is a great strategy for any eCommerce business, but for us it was one that was difficult because we wanted to remain an extremely authentic brand that is core to who we are. And there is the perception that influencer marketing is relatively inauthentic in terms of people are paid to promote a product, whether they use it or not themselves, they spruik it, and it's sort of like this commercial game that happens.
Mark Jones
It's a great irony, isn't it?
Rachael Wilde
It is, yes. And we wanted to leverage that channel, of course as an eCommerce business, but we again needed to approach that in a very specific way. So the way we went about it was we were only working or pitching to work with influencers that we knew had suffered with acne or were suffering with acne so that we had to know that they understood the problem. We also made it mandatory for them to trial the products for three weeks minimum before committing to a partnership with us. And they had to provide some sort of a before and after or tell us that the products had genuinely worked for them. And I think that strategy of, I guess not trying to work with again anyone and everyone, but only picking out the ones that were true to the brand really helped.
And Abbie was one of them. She was the key one that we pulled out early on because she was really suffering with her skin. She was being extremely transparent about it on social media, which is rare with influencers. So we knew that she had a level of trust with her audience and that she also wouldn't promote the product unless it had genuinely worked for her. So we got her to trial the products, but it took a long time to convince her to actually try the acne hack cream that we have. And I remember emailing her management, because I was watching her try all these different skincare on her Instagram, and I messaged him and I said, "You just have to get her to try this one product. She needs to stop using all this other stuff on her skin. Just get her to use this one product. I swear it's going to work."
And anyway, she ended up using it and then she got really, really good results. And then we had her sort of hooked emotionally in the brand. And then even though we were a small brand and we were up against... There were competing brands offering her deals, but she chose to work with us because there was a genuine sort of love and appreciation for what we had.
Mark Jones
That's amazing. I think when you get that sort of partnership in a true sense, it can really transform your business. I am also curious about it from a marketer's point of view, influencer marketing and other forms of digital marketing appeal to our very short attention spans, and speaking personally, our lack of patience. And if you're a business owner, you want to drive results, let's make this thing work. Come on, let's get it going. So how did you wrestle with the patience required for the strategy you just described?
Rachael Wilde
To be honest, it was pretty brutal because we couldn't get the branded product into the influencers hands until after we launched. So there was a period between sort of launch and being able to use the influencers that it was a bit of a dip because we were waiting for that traction with the influencers. And I think again, we just copped that because we knew that it was important to do it right. It's definitely not easy. The difference though is that you'll become impatient and not get the results that you ultimately want because the influencers will be rushed or the partnership will be rushed. It's not authentic. And we've seen that happen in certain circumstances. So I think it's really important to always go for longevity over quick wins a lot of the time.
Mark Jones
We were talking before about making it up, but you've just demonstrated a real commitment to a decision that you made, having not done it. So I guess one of the lessons I'm taking away is you've also got to back yourself when you-
Rachael Wilde
Always.
Mark Jones
... are right. And that seems to be a really strong thing.
***
Mark Jones
Isn't it interesting that in community, and you are creating a product for a community and you're part of a community is another takeaway for me, is that we are looking for more than transactions. We're actually looking for relationships. And when we see an evidence of a valuable relationship, we feel like that you are part of our community. You're one of us. And that's an interesting aspect into the way you're doing business. You must to some extent sometimes feel like you are the brand police. I imagine there'd be lots of things that come along. You should totally do a collab with us now. Can you stick TBH on this new TV show or whatever random thing. Is that right? Do you find yourself saying no a lot?
Rachael Wilde
Yeah, I do. And I think it's an instinctive thing. It's something I'm protective of because I think being the customer and almost being the brand that I am almost the brand that I've created. I am quite protective over what we agree to and what we're part of and what it means and everything else. I think there's so much value in the brand that you are able to build and it has to be authentic. And I am a bit of the brand police in terms of if it doesn't fit the personality of the brand, we don't do it. And it is hard at the same time to balance that with commercial outcomes sometimes, because you might want to say yes to something that might generate revenue, but long term it doesn't fit what the brand is aiming to build. And that's a really hard sort of balance to strike when you're operating a startup that has cash requirements essentially.
Mark Jones
That's exactly right. And I think anyone who's not in the space that you're in would find it a little difficult to understand the mental load of that, the thinking that goes into which way do we go here and there's like five different possible outcomes if I choose the wrong road. So I think props to you for really thinking through that and being a good brand police person. Now, dumb question before we begin to wrap up here, TBH, to be honest, am I getting that right?
Rachael Wilde
You're partly correct, but actually in the context of the brand, it stands for ‘the biofilm hack’ because that's what the core product does, is it hacks into the biofilm and treats the bacteria. So we called it the biofilm hack and labelled at TBH. But that was in entirely intentional because we wanted, again, to represent that blend between the science and then the consumer aspect where it was like TBH was slang, it represented honesty, authenticity. We knew people were going to pick it up as to be honest, but then when you actually delve into the brand further, there's a complete scientific meaning behind the brand name. So it was the blend of both. Yeah.
Mark Jones
It's got layers, a bit like skin if you can appreciate a bad pun, there.
Rachael Wilde
Yeah, exactly.
Mark Jones
Yeah. So good. Last thing I wanted to touch on was sustainability. It's a non-negotiable for brands now, and it's a thing that you've got to walk in terms of putting together products, packaging the whole supply chain. How are you approaching that challenge?
Rachael Wilde
Every decision that we make when we bring out a new product, a new piece of packaging, anything that we do, it is always a consideration. And we always do whatever is within our means to make sure that our impact on the environment is neutral or positive. And we have done quite a bit for the fact that we're a startup, Even the types of materials we pick in our packaging, all of our tubes are made from sugar cane resin. So they've got a lower footprint to begin with because they're made from a renewable source. We've even partnered with a manufacturer who makes the tubes and they power their factory off a solar farm that they actually have on site. So they offset their emissions at the factory. That same company actually they were the first company in Australia to ever set up a sustainability forest.
So they own their own plot of pine trees, which is 20,000 pine trees. And within that we sponsor a plot of 1500 and that actually offsets 1.5 million regular plastic tubes per annum, which is a lot more than we produce. We've been part of planting their new forest, even looking at all the elements of what goes into our box, and is it made from recycled material, can it be recycled? Even the serum bottles made from 50% recycled plastic. So everything that we're doing, we're considering it. And I think that there's always more to be done, and I think as we get bigger, we'll be able to do even more in terms of how we're able to contribute in that space. So yeah, it's always a key part of decision making.
Mark Jones
In general, how much do you think sustainability factors into decisions around which beauty product to purchase?
Rachael Wilde
I think that when you're talking to a Gen Z market, it is almost a non-negotiable. They want to see that something is being done in terms of sustainability. So I think maybe it depends right now in terms of the demographic that you're talking to, but it's becoming more and more important. I think there's a stat that says about 68% of millennial shoppers would pay more for a product that is sustainable verse one that's not. And I think that those stats are only going to grow. So it is a really important thing to be doing even commercially.
That's not why we do it because a lot of the time at the moment, sustainable options aren't necessarily commercial. But again, part of building value in a long term brand and community and having customers trust you and choosing that that's the way you want to operate as a business I think is really important.
Mark Jones
To wrap it up, what would you say to other marketers? What advice would you have for people who find themselves needing to take a bit of a risk, bit of a punt, go with your gut? What's your advice for, I guess, I'm thinking about maybe somebody who's listening who is more conservative by nature and just prefer to keep things ticking along? You're definitely not in that category. So what would you say?
Rachael Wilde
Oh, I think you absolutely have to back yourself. And I think you've got to ask yourself what happens, because I think you can't... If you're going to commit to something, commit to it wholeheartedly because you're only going to do it detriment by not doing that. So either go for it or don't go for it at all. And I think you got to sit there and weigh up, what happens if I don't do anything and then what's the possibility if I do this and it goes really well? And at the end of the day, not everything will go to plan, but the learning experience that's part of some of those, quote unquote, "failures", I think is just as valuable as a win sometimes. So you are always wiser for trying and you're going to give yourself the best shot of succeeding if you believe that you're going to pull it off. So you absolutely have to back yourself.
Mark Jones
That's great. Good advice, Rachael Wilde, co-founder and head of marketing at TBH Skincare. Thank you so much for joining us.
Rachael Wilde
Thank you so much for having me.
***
So there you go. That's my conversation with Rachael. What an interesting brand that's built on authenticity. And Rachael's origin story, of course, is so key to the success of this brand. And then you've got the whole social story working with influencers and the name itself, Biofilm Hack, not to be confused with, ‘to be honest’, although of course that plays pretty nicely too.
I also like the fact that she's really backed herself and the advantage of going through it all a bit naive, as she said, was really key to it as well. And finally, stick with your strategy. Don't try to be everything to everyone. Right? Stay in your lane, as we like to say. So that approach has helped her create products for a really strong community. And I think that setting them up for enduring success.
So that's it for this episode of The CMO Show. Thank you so much for joining us. Make sure you check us out on the web at ImpactInstitute.com.au. Like and subscribe on all the channels. Tell your friends. Tell your mom. And of course, make sure you come back and check out the next episode. That's it for this time. Thanks for joining us. We'll talk to you soon.