Now, Lulu’s Holistics prides itself on having a complete line of products catering to the skincare needs of the whole family, albeit still with a special focus on women’s needs.
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I myself get acne, and razor bumps, so we definitely know how to cater to our customers’ needs,” says Deannee.
In fact, my mother and I are the first customers for our products. “We are Black women, and we know what our community needs. Eight months later, we opened our first store in Florida.”īecause Lulu’s products were originally conceptualized and developed for personal use, they have a particular appeal to the needs of Black women. “I was inspired and posted her creations on Instagram, and by the end of the day, we already had 500 orders. “My mom Janet, who is a vegan, created her own skincare line in the kitchen for personal use,”remembers Deannee.
Possibly the best part about the skincare products offered by Lulu’s Holistics-apart, of course, from the fact that they are all-natural and vegan-is that they weren’t originally created for profit. “We make products that actually work, hence our continued growth.” “Lulu’s main marketing strategy is showing real people real results,”explains Deannee, the younger half of the duo, whose main task is to operate the warehouses for the products her mom makes in their own kitchen. Indeed, Janet “Lulu” Frederick and Deannee Santiago are living witnesses to the power of creating a product that sells itself, allowing the business owner to focus on manufacturing and making sure there’s enough supply to meet the demand. While the mother-daughter team behind Lulu’s Holistics respects the marketing hustle, they urge business owners to realize that no amount of advertising spent can ever take the place of a solid business idea executed with careful precision. “Creating the next-generation affordable luxury fashion brand has been our commitment, and that’s been our life mission,” Winters said.Even with the impact of the coronavirus pandemic, businesses around the world are estimated to have spent an aggregate of US$517 billion on advertising alone in 2020. The remaining items it sells come from outside designers. The Lulus line- items designed by the company-makes up 85% of the site’s inventory. Targeting a generation keen on affordable luxury with demand for off-the-runway designs, Lulus changes its inventory frequently to keep up with the short lifespan of the latest styles. “They’re not guessing, they’re actually buying what the customer wants,” Liaw explained. Lulus is super-disciplined on test and measure.” Lulus tests and measures by adding 30 to 50 new items to its website every day and gauging customer feedback. The apparel market is going through turmoil right now,” said Eric Liaw, general partner at IVP. “We are massive believers in the tailwind behind e-commerce penetration. Investor IVP has bet on other e-commerce brands such as the Honest Co. Winter credits the brand's success by focusing on customer service and building an engaged community on social media.
Lulus' attire ranges from $16 to $300, turning it into a hit with Instagram-loving customers.
“Our goal is to give our customers a bit of luxury without the price tag,” Winter told Forbes.
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