Celebrity User of Young Company’s Product Asked For Endorsement to Propel Business to Next Level
If a new company is fortunate enough to attract a celebrity customer, asking for an endorsement usually garners greater public attention. Lily.B Skincare received even more than a supportive statement from a celebrity user of the products. The two-year old business actually signed singer/songwriter Colbie Caillat to a contract as company spokesperson.
Lily.B has already attained successful market penetration for its line of naturally healthy daily skincare products. Liz Bishop, who has over 20 years of experience in cosmetics and pharmaceuticals, started the company in Arizona during 2010. Her focus is on providing products rich in protective antioxidants combined with skin nourishing ingredients. Lily.B products contain no harsh chemicals, dyes, fragrances, or parabens.
The targeted market for Lily.B is women in their 20s and 30s. The company’s everyday skincare routines are aimed at reducing the aging affects on skin of stress, diet, and irregular sleep. Dermatologists endorse the Lily.B cleanser, moisturizer, sunscreen, and facial wash items. The new business worked hard to attain shelf space at Costco. Now Lily.B intends to stand out in the skincare crowd by introducing Caillat to the marketing concept.
Beauty product companies often have celebrity spokespersons. How this arrangement unfolded for Lily.B offers some insight for young entrepreneurs just starting a business. Bishop met with Caillat, who had been using the Lily.B products for a while. By developing a warm personal relationship with the Southern California musician, forging a marketing partnership was an easy step.
Lily.B is sponsoring the 50-city tour of Colbie Caillat and Gavin DeGraw in 2012. The road trip is deploying social media, product giveaways, and public speaking opportunities. Substantial business growth is expected for Lily.B by branding with Caillat.