📦 - Experiencing Coachella FOMO? 🎡

DTC 540 - Benefit Cosmetics x Scrub Daddy Collab, Lucy’s Amazon Refresh, and CRO Tip Friday, April 19, 2024 Anyone else out there Google EVERYTHING?! Good morning, Coachella is in full swing, and we’re seeing a ton of fun brand activations as hordes of fans and influencers head to the desert. A few of our favorites? Neutrogena’s SPF stations and Poppi’s partnership with TikToker Alix Earle to promote their new Lemon Lime soda. 🍋 The prebiotic soda brand cheekily renamed the event ‘Coachearlea’ and decorated a house for the influencer and her friends to create lots of branded UGC. 📸 Here’s what you’ll find in today’s DTC: - We break down why the Benefit Cosmetics and Scrub Daddy collab makes sense. - Learn how the Pilothouse Amazon team refreshed this nicotine gum brand’s Amazon page for higher conversions. 📈 - And… a way to quickly boost your landing page’s CRO. You’re reading this newsletter along with new subscribers from: Herzog Jewelers, Babalar, and Olfactory NYC. 👋 BRAND PARTNERSHIPS 😃 Why The Benefit Cosmetics x Scrub Daddy Collab Makes Sense Have you heard about this unlikely partnership? Benefit Cosmetics and Scrub Daddy have teamed up to create a limited edition kit called [the Cleaning POREfessionals mini set](, which is now available to purchase on the beauty brand’s site. At first glance, there doesn’t seem to be much synergy between these two big brands, but it actually makes a lot of sense. Think about it: Scrub Daddy is a multi-million dollar cleaning brand after their 🦈 Tank TV show appearance. Its product lineup has rapidly expanded in the past few years to include color variations of its famous smiley sponge and other cleaning supplies like microfiber cloths. For the collaboration, Scrub Daddy was tasked to create a specific microfiber cloth to go in a value kit with two of Benefit’s POREfessional products: their face primer and clay mask. Since the cosmetic kit targets consumers interested in pore care and deep cleaning their skin, the microfiber cloth complements the product bundle nicely. Why this is a win for both brands: Benefit Cosmetics gets to include another product that addresses a common customer pain point (clogged pores) while providing newness to encourage an uptick in sales. Scrub Daddy will gain exposure to the beauty brand’s following since the product will be sold and promoted on the Benefit Cosmetics website and TikTok Shop. And…they also get a valuable use case for their microfiber cloths. 👀 Our prediction? If the demand is there, we wouldn’t be surprised if Scrub Daddy expanded into the beauty category, offering reusable makeup remover pads, exfoliating mitts, and cleansing puffs to generate more revenue. 💰 The takeaway? This is an excellent example of how you can test demand for a new product in a different vertical through a strategic collaboration. 🤝 AMAZON 🚀 Lucy’s New Amazon Build That Converts Lucy was facing a problem. The nicotine gum company recently rebranded, modernizing [their website]( to appeal to its target audience. However, they didn't have the time or resources to revamp their Amazon store presence, which resulted in old branding and dated A+ content. [Lucy's old Amazon page with outdated branding] The solution? Lucy tasked the [Pilothouse Amazon team]( to turn their new branding into a beautiful Amazon listing that converts. 📈 The team started by getting Lucy access to Premium A+ Content and creating a compelling Brand Story section. From there, they worked with the Lucy team to understand the following factors: ✅ Main selling points of their product ✅ Top pain points of consumers ✅ Unique differentiators in the marketplace ✅ Any specific education points that need to be included By understanding the product and the consumer mindset, the Pilothouse team was able to build a cohesive A+ Content that not only looks amazing but also converts. 💯 What we love about this A+ Content: First, this [new landing page's]( bright and bold green and blue colors create contrast and make it easy for customers to skim. The Welcome to Lucy section at the top of the fold introduces the brand and makes the shopper feel welcomed immediately, saying, "where no one will shame you for your love of nicotine." The second section hits on the main differentiators of Lucy: it has a more robust flavor, better texture, and comes in a package that is easy to open (a primary complaint of their competitors is difficult packaging). The Choosing a Strength / How Do I Use Section are designed to set the customer up for a good experience. If a consumer has a good first experience, that means repeat business (and more five-star reviews). ⭐ 💡 Simple sections like this can do wonders for ensuring positive reviews and customer retention. These components work together to create an experience that caters to the customer journey and helps increase conversions. 🌐 IN THE SOCIAL SPHERE When creating landing pages, spend less time promoting your product and more time explaining how the customer will look or feel better after using it. Can't view the image? [Click here]( 📰 NEWS - Meta AI [released a new AI assistant powered by the Llama 3 model](. - TikTok [launched TikTok Notes in Canada and Australia to compete with Instagram](. - Advertisers [will be able to run ads on X’s rival Threads later this year.]( - TikTok [launched TikTok Lite in France and Spain, an app that pays users for watching videos](. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](