Hawthorne's CEO, Brian Jeong, discusses how they're disrupting men's personal care by using technology to personalize product recommendations for a historically 'clueless' consumer base. The episode emphasizes that accessibility goes beyond pricing, focusing on education and ease of use to demystify grooming.
Key takeaways
Leverage technology to personalize product recommendations, especially when targeting consumers who perceive a category as complex or overwhelming.
Prioritize customer education and ease of use as key pillars of accessibility, rather than solely focusing on price point.
Employ a direct-to-consumer (DTC) model to gain greater control over brand messaging, customer relationships, and data.
Develop a compelling brand narrative and story to resonate with your target audience and build loyalty in a competitive market.
Focus on personalized experiences to make personal care less intimidating and more approachable for new or uninitiated customer segments.
Men's grooming brand Hawthorne is spicing up the men's personal care market, using technology to provide a personalized experience and catering to men who don’t know much about grooming products. CEO and co-founder Brian Jeong shares the origins of Hawthorne, as well as why accessibility in the personal care space involves more than just lowering the price point. Learn more at retailgetsreal.com.
