This week on the pod, we chat with Lillie Sun, growth marketer for Three Ships, a female-founded vegan skincare company on a mission to make clean beauty accessible to all.
How Three Ships stands out from the competition: 👇
🛍 Retail presence
Three Ships isn’t a DTC first brand. They focused on Canadian retail in their first three years, getting into two hundred local retailers in Toronto, plus bigger stores like Hudson’s Bay, Holt Renfrew, and Chapters/Indigo.
"With skincare, one of the hypotheses we had initially was that people want to see it, they want to touch it, they want to test it on their hands before they purchase, and there was just no way of doing that online at the time."
The retail presence also provided clout, "going on to a brand’s website and seeing that they’re available at all these retailers does add a layer of credibility."
🤓 Product understanding and knowledge
Three Ships invests heavily in upfront education before customers make a purchase.
Organic social is a significant part of their education strategy using infographics and ingredient breakdowns in their content.
Email is another key channel, using their welcome and post-purchase flows to focus on education.
🤯 The benefits of an educated customer
"When they buy [our product], they fully understand what they’re purchasing."
"They’re buying a product for their skin type, so we don’t see a lot of returns or customers who don’t like the product."
"We see a lot of retention because they’re choosing something that’s right for their skin, and they’re staying with it."
🤝 Non-scaleable customer engagement
"When we have new Instagram followers, we send almost all of them a personalized DM. And we get hundreds of followers a day. When we’re on our lunch break, we’re in the DM’s sending a personalized welcome message to our new followers."