These are the best bits from last month at FDD…
Love Island’s Molly Marsh featured RapidLash, Germany’s ‘Bachelorette’ attended our Ardell event, and our very own social superstar Madison went to a TikTok event to get the latest on the social platform’s updates… These are all the best bits from the last month at FDD!
TikTok ‘Always In’
Madison, from our PR + Social Media team, attended the ‘Always In’ TikTok event in September… With a panel of TikTok experts, such as Tiffany & Co’s Luisa Richardson, Axel Arigato’s Sam Holden, and TikTok’s very own brand strategist Duana Holland, the event gave Madison an insight into the latest on the platform and what we should be doing to connect with our brand audiences as best as we can.
As a business, we love to attend courses and events like this – they help to keep us on our top game so we can be the best at what we do!
RapidLash thriving…
September marked the 6-month anniversary of our RapidLash DTC website… Having launched back in March, the website has come a long way and continues to grow month by month. With a well-populated blog, increasing sales, and an ever-growing newsletter base, the website has been the perfect project to boost the UK RapidLash community.
Run by our very own marketing team, the RapidLash newsletter has an average open rate which is almost double the average percentage across all industries! A different newsletter is sent every Thursday and content comes in many forms, varying from lash-care guides and RapidLash routines to exclusive discounts and influencer testimonials… Whatever the week, the newsletter aims to supplement the customer, providing them with either inspiration, tips/advice, joy, or a handy discount code and a nudge to make a purchase!
On top of this milestone, RapidLash also received a brilliant mention last month: Love Island’s Molly Marsh, who starred in season 10 of the infamous reality show and has over 668k followers on Instagram, featured our RapidLash mailer on her story! With such a wide social reach and a big presence in current media, this is an amazing influencer connection for us to make and our PR + Social team is looking forward to working with the mega-influencer more closely going forward.
Ardell x The Little Scarlett Door
On Friday the 21st of September, we hosted an Ardell event at The Little Scarlett Door in London! The event was designed to promote and launch Ardell’s latest product: Seamless Underlash Extensions… Seamless Underlash Extensions is an at-home lash kit designed to be applied under the natural lashes. It lasts up to 10 days and comes in 3 trademark Ardell styles; Faux Mink, Wispies and Naked!
With over 350 guests invited, including press, buyers, and influencers, the evening was a big success; we had a great turnout, and each room of the venue was full of chatter, energy, lots of pictures, and, of course, lashes! From free branded cocktails and tasty canapés to the perfect photo spots, such as a branded shower cubicle and a photobooth, the guests were treated to a night of fun and we were so happy to see everyone socialising as they enjoyed the evening.
For a full rundown of the event, check out this blog post: Ardell x The Little Scarlett Door: an event to remember
EcoStyle: the viral gem
Our PR + Social team work hard to create and boost brand awareness through influencer marketing, such as gifted mailers and paid collaborations. By working with influencers, particularly those with between 10,000 and 500,000 followers, we can push our products to the right people through authentic and inspiring content that speaks to the consumer in their language… Last month, we collaborated with @cle_makeup, a male makeup influencer with over 98k followers! In the post, which received hundreds of likes, Cal explains how he does his trademark gelled hair look and explains the benefits of EcoStyle Olive Oil gel!
Lots of our products are also featured in brilliant organic content (content shared by social media users without any gifting or paid work). This content, as well as paid/gifted content, helps to boost brand awareness and enables our brands to reach more of the right people. EcoStyle is already very well-known in the world of textured haircare and, with slick hairstyles for all hair types trending on TikTok and Instagram, it’s not unusual for the cult hair gel to go viral across social media without any intervention!
September was a particularly good month for organic EcoStyle content, with various influencers sharing videos touting EcoStyle as their go-to gel. Examples include this sleek middle part bun tutorial shared by Alisha Kaur, an influencer with over 160k followers, this post by Camilla Frederikke which has over 83k views, and this post with 65k views by @moon.azad.
That’s all for this month but we can’t wait to see what next month has in store for us and our brands! Keep an eye out for our next monthly update and make sure you check out our other blog posts here.
By Sophie Corderoy