Aliett Buttelman’s Blueprint for Turning Viral Moments into Retail Success with Fazit Beauty

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In this episode of Shelf Talks, host Roberta interviews Aliett Buttelman, co-founder of Fazit Beauty, discussing her journey from helping other brands launch and grow to diving into entrepreneurship herself and advancing into the beauty industry. 

She explores the innovative product development of makeup patches, the importance of viral marketing and influencer engagement, and the strategic retail partnerships that have propelled the brand's growth. The conversation culminates in the impactful moment when Taylor Swift wore their glitter freckles, showcasing the power of celebrity endorsements in the beauty market. 

Aliett highlights the sacrifices and hard work that led to the brands recognition. She shares insights on leveraging viral moments, the importance of humanizing the brand, and the different retail strategies employed with Urban Outfitters and CVS. Aliett also outlines future growth plans, including retail expansion and product innovation, while providing valuable advice for aspiring founders on navigating the retail landscape.

Major Takeaways:

• The initial product offerings were focused on clean skincare before transitioning to cosmetics - you can always pivot!
• TikTok was a key platform for brand awareness and community building
• The importance of maintaining authentic relationships with retail buyers
• Leveraging viral moments can significantly boost brand awareness
• Humanizing the brand creates a deeper connection with consumers
• Different retail strategies are needed for different types of stores
• Listening to other founders can provide valuable insights and support
• Creating a unique assortment for each retailer enhances brand appeal

Chapters

00:00 Introduction to Faze It Beauty
02:52 Foundational Journey of Aliett Buttelman
05:57 Innovative Product Development and Market Entry
08:54 Viral Marketing Strategies and Influencer Engagement
11:53 Retail Expansion and Strategic Partnerships
14:50 The Taylor Swift Moment and Its Impact
22:56 The Journey to Brand Recognition
26:01 Leveraging Viral Moments for Growth
30:11 Humanizing the Brand Experience
32:38 Retail Strategies: Urban Outfitters vs. CVS

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