How To Use Organic Social Media Marketing To Grow Your Business

Summary

In this episode of Shopify's 'On Location' podcast, host Schwang Esther Shan interviews skincare expert and CEO of Deux Charlotte Parino. They discuss Parino's journey from TikTok fame to co-founding a science-backed skincare brand, Deux. The conversation delves into creating authentic content, the importance of brand transparency, and the impact of New York City's energy on the brand's ethos. Parino shares insights on building trust and community through storytelling and her approach to challenging industry norms.

Takeaways

• 🌟 Charlotte Parino is a skincare expert with a significant following on TikTok and co-founder/CEO of a skincare brand focused on honesty and science-backed products.
• 🛍️ The brand was co-founded with Joyce delos, a cosmetic chemist, and Mara Friedman, an expert in brand and community, aiming to be clinically vetted and price transparent.
• 🗣️ Charlotte emphasizes the importance of 'leveling with people' and not being afraid to have more conversations, even if it means admitting that answers can vary and depend on context.
• 🚫 The brand avoids contributing to the beauty industry's culture of shame, instead positioning itself as a 'too much information' brand that educates consumers on what their skin needs.
• 📹 Charlotte's background in media and tech, including launching Snapchat Discover, has influenced her approach to content creation, emphasizing storytelling and topical relevance.
• 🎥 TikTok's video editing suite was a draw for Charlotte, and she found success by crossposting content and leaning into the platform's storytelling capabilities.
• 📈 The brand's viral success on social media is attributed to educational content that is also entertaining, walking the line between informing and engaging the audience.
• 💡 Charlotte advises fellow founders to 'come with receipts' and not make claims without backing, emphasizing the importance of integrity in marketing and product claims.
• 💼 Drawing from her corporate experience, Charlotte stresses the importance of saving money, building connections, and being ready to launch a business with a solid skill set.
• 🏙️ New York City's energy and hustle have influenced the brand's authenticity and directness, embodying a 'blunt honesty' that is reflected in their products and messaging.
• 🔮 Upcoming product launches for the brand include a cleanser that challenges the notion of 'squeaky clean' and aims to destigmatize facial cleansing as part of a hygiene routine.

Q & A

What is the podcast 'Shopify on Location' about?

The podcast 'Shopify on Location' features special episodes where they discuss social media success, business strategies, and community building with various experts and entrepreneurs.

Who is Charlotte Parino and what is her role in the skincare industry?

Charlotte Parino is a skincare expert with a significant following on TikTok, known for her honest and well-informed videos. She is also the co-founder and CEO of a skincare brand that creates science-backed products.

What was Charlotte Parino's approach to creating content that resonated with her community?

Charlotte focused on creating content that was clinically vetted, price transparent, and honest, which was not commonly seen in the skincare industry. She shared her personal journey and knowledge, which resonated with people due to its authenticity.

What is the significance of the term 'too much information brand' as used by Charlotte Parino?

The term 'too much information brand' signifies Charlotte's commitment to sharing comprehensive and honest information about her products and the skincare industry, as opposed to providing simple or misleading answers.

How did Charlotte Parino's background in media and tech influence her content creation strategy on TikTok?

Charlotte's background in media and tech, including her experience at Snapchat, equipped her with skills in video editing and storytelling. This helped her create engaging and informative content on TikTok that resonated with viewers.

What type of content does Charlotte believe is effective on TikTok and why?

Charlotte believes that storytelling, topical content, and educational material that is also entertaining work well on TikTok. She emphasizes the importance of being genuine and not overly sales-oriented in the content.

How does Charlotte Parino approach the challenge of going against industry norms in the skincare industry?

Charlotte approaches this challenge by ensuring that her claims and marketing are backed by evidence and truth. She avoids using misleading terms and focuses on educating consumers to make informed decisions.

What advice does Charlotte have for founders who want to challenge industry norms without being intimidated?

Charlotte advises founders to come with facts, or 'receipts,' to back up their claims and to be authentic and true to themselves. She also encourages founders to do what comes naturally to them and to strengthen their unique identities.

How does Charlotte Parino view the role of social media in her brand's marketing strategy?

Charlotte sees social media as a powerful tool for free marketing. By creating content that is educational and engaging, she uses platforms like TikTok to build brand trust and community without feeling overly salesy.

What is Charlotte Parino's perspective on the importance of profitability for new founders and startups?

Charlotte stresses the importance of being profitable from the start, especially for consumer packaged goods. She advises new founders to be lean, scrappy, and to avoid the trap of raising large amounts of capital without a clear path to profitability.

How does Charlotte Parino's experience in New York City influence her brand and its approach to the beauty industry?

Charlotte believes that New York City's energy and hustle have greatly influenced her brand's authenticity and realness. The city's trendsetting nature and the connections she made there have helped to shape the brand's identity and success.