Marketing in The News: Doe Lashes
Since everyone else has posted about marketing during the pandemic and advertising during corona time, I decided to choose something different. I'm talking about shopping during quarantine. Specifically what I have been shopping for during quarantine.
I have chosen to write about a company that I've liked for a while now called Doe Lashes. What will be interesting about this post is that I will be bragging about this company even though I have not even tried their products yet.
This is a company that has captured me purely through their marketing strategy-- and my quarantine boredom. My thoughts on them have simply come from word-of-mouth, online reviews, and my own communication and purchasing experiences with the company.
Value Proposition of the Company
In America-- and many other parts of the world due to not only globalization, but colonization in the 1800's-- there is a wide focus on Eurocentric beauty standards: big and bold eyes, small noses, lighter skin. There are many facial features and beauty standards from different races and ethnicities that most mainstream beauty companies do not cater to. What most false eyelash companies tend to disregard is that their styles don't fit most eye shapes. Most false lashes are designed with the implications of Western beauty standards, and non-Asian eyes, in mind.
Speaking not only in generalities, but from personal experience, for people with Asian eyes, generic lash brands don't take into account monolids or even smaller eyes and smaller lid spaces. For people with smaller eyes, generic and even higher end falsies can be tricky-- with most of them not fitting right, having too thick of a band, and having too dramatic of a style that doesn't enhance or compliment the natural beauty that comes with monolids and different eye shapes.
That's where Doe Lashes comes in: Doe Lashes are a high-quality false lash company that designed their products specifically to be easier applied to people with smaller eyes and lid spaces. However, it is important to note that their lashes are not only designed for easier use for those with monolids, but anyone in general. These lashes would be perfect for anyone wanting to achieve a more natural every day look, or just for people who want more comfortable, non-irritating, lashes. Although the brand was formed with Asian women in mind, the founder of Doe Lashes spent months researching what makes the best false lashes-- and the result were falsies that are made of a combination of silk fibers and cotton that make them light-weight, durable, comfortable, and non-irritating.
Somehow, in all my internet stalking, I managed to find the founder's Pinterest page, where there is a board dedicated to inspiration for Doe Lashes, showing that even the brand aesthetics are based off of South Korean beauty products.
I chose this company, because not only does it relate to social media presence and how it intersects with (my) quarantine shopping habits, but I believe it also covers the importance of effective advertising on newer media-- in this case, specifically, newer social media platforms.
The Challenge Companies Face Today
One thing that a lot of companies struggle with is effective social media marketing. It's not enough to just have a social media presence. Your media on the platforms you choose should be ones that not only tell a story, but lead to an action. What also brings about the downfall of many social media advertising is companies' lack of adapting by having ads that aren't fit for the platform they're on.
Doe Lashes : Marketing Strategy
Doe Lashes follows every newfound marketing strategy that we've been learning about in our text. From Seth Godin's advice of coming up with a remarkable and unique "Purple Cow" product, to Gary Vaynerchuk's and Dave Kerpen's emphasis on the importance of listening to your customers, caring about them, and having an amazing online social media presence.
Instagram:
Doe Lashes has a very aesthetically pleasing Instagram feed, which is perfect for that platform. In addition, they also utilize Instagram stories to give more details about their company and it's mission.
Their Instagram ads are also effective, because not only are they visually enticing, but they feature several links that bring you to where to buy their products-- therefore creating an action.
Twitter:
Their Twitter account is very personable, and funny. It's like it's ran by a singular person. Their account very much resembles the iconic Wendy's twitter account, to where you get a humorous and responsive account, much like if this account was a friend of yours. This company recognizes that advertising is not always about selling your product, but it's also about being authentic and sharing your story. I think it fits very well for their company, and it especially fits in the current twitter climate.
TikTok:
Although their main page lacks posts, views, and likes, it's the videos they're tagged in that steal all the spotlight. When you search "doe lashes" on TikTok, several videos come up-- from popular Asian creators-- using or reviewing their lashes. Some of these are shown as paid ads, but others simply tag Doe in their captions.
In addition, Doe's content is constantly evolving and adapting to changes. When the quarantine was being implemented, Doe came out with a fun and quirky mask to sell on their site that even matched their brand aesthetic.
Doe Lashes also has an amazing reputation in customer service. They are very interactive with all of their customers, and have a guarantee to respond to every direct message and or email their get. I even messaged Doe Lashes, asking them a couple questions for this post. They responded in less than 10 minutes with an answer addressing each one of my questions! Doe also has a 100% satisfaction guarantee; if within 30 days you don't like the product, you get a full refund.
Another thing I liked about this company was the transparency in all that they do. They had good intentions with the product from the beginning, with the founder wanting to make this product when he noticed his girlfriend complaining about the lashes she used.
The brand even made a Twitter thread explaining the birth of the company, and where their core values are stemmed from.
This is what Doe Lashes does right. Doe Lashes is purely an online store, so they have to have a social media presence, because they don't have representation in actual retail stores or pop-up shops. Not only is their company on all the current and popular social media platforms that are relevant to their audience-- Facebook, Instagram, Twitter, and even TikTok-- their presence on these social media outlets are all different to match the individual nature of each platform. This is imperative to social media marketing, so that your ads don't get ignored, or become annoying to the user.
A Foundation in Marketing
It should be no surprise that Doe Lashes is so prominent and effective in their social media marketing, since their founder actually has a background in marketing. The company's founder, Jason Wong, has a knack for discovering internet trends, and has made his success in finding viral content. The best example of this would be a product from one of his businesses promoting meme-themed merchandise. The Holy Meme Bible, being the most popular, is a product that I think any kid a part of Gen-Z would instantly recognize.
In conclusion, Doe is a company that effectively markets to their audience, and cares about what their target market has to say-- creating, and sustaining, loyal customers (like me) who become obsessed with their brand.
Doe Lashes Website: https://www.doelashes.com/
TikTok: https://www.tiktok.com/@doelashes
other links:
https://adage.com/article/cmo-strategy/how-brands-can-make-most-tiktok/2221676
I have chosen to write about a company that I've liked for a while now called Doe Lashes. What will be interesting about this post is that I will be bragging about this company even though I have not even tried their products yet.
This is a company that has captured me purely through their marketing strategy-- and my quarantine boredom. My thoughts on them have simply come from word-of-mouth, online reviews, and my own communication and purchasing experiences with the company.
Value Proposition of the Company
In America-- and many other parts of the world due to not only globalization, but colonization in the 1800's-- there is a wide focus on Eurocentric beauty standards: big and bold eyes, small noses, lighter skin. There are many facial features and beauty standards from different races and ethnicities that most mainstream beauty companies do not cater to. What most false eyelash companies tend to disregard is that their styles don't fit most eye shapes. Most false lashes are designed with the implications of Western beauty standards, and non-Asian eyes, in mind.
Speaking not only in generalities, but from personal experience, for people with Asian eyes, generic lash brands don't take into account monolids or even smaller eyes and smaller lid spaces. For people with smaller eyes, generic and even higher end falsies can be tricky-- with most of them not fitting right, having too thick of a band, and having too dramatic of a style that doesn't enhance or compliment the natural beauty that comes with monolids and different eye shapes.
That's where Doe Lashes comes in: Doe Lashes are a high-quality false lash company that designed their products specifically to be easier applied to people with smaller eyes and lid spaces. However, it is important to note that their lashes are not only designed for easier use for those with monolids, but anyone in general. These lashes would be perfect for anyone wanting to achieve a more natural every day look, or just for people who want more comfortable, non-irritating, lashes. Although the brand was formed with Asian women in mind, the founder of Doe Lashes spent months researching what makes the best false lashes-- and the result were falsies that are made of a combination of silk fibers and cotton that make them light-weight, durable, comfortable, and non-irritating.
Somehow, in all my internet stalking, I managed to find the founder's Pinterest page, where there is a board dedicated to inspiration for Doe Lashes, showing that even the brand aesthetics are based off of South Korean beauty products.
I chose this company, because not only does it relate to social media presence and how it intersects with (my) quarantine shopping habits, but I believe it also covers the importance of effective advertising on newer media-- in this case, specifically, newer social media platforms.
The Challenge Companies Face Today
One thing that a lot of companies struggle with is effective social media marketing. It's not enough to just have a social media presence. Your media on the platforms you choose should be ones that not only tell a story, but lead to an action. What also brings about the downfall of many social media advertising is companies' lack of adapting by having ads that aren't fit for the platform they're on.
Doe Lashes : Marketing Strategy
Doe Lashes follows every newfound marketing strategy that we've been learning about in our text. From Seth Godin's advice of coming up with a remarkable and unique "Purple Cow" product, to Gary Vaynerchuk's and Dave Kerpen's emphasis on the importance of listening to your customers, caring about them, and having an amazing online social media presence.
Instagram:
Doe Lashes has a very aesthetically pleasing Instagram feed, which is perfect for that platform. In addition, they also utilize Instagram stories to give more details about their company and it's mission.
Their Instagram ads are also effective, because not only are they visually enticing, but they feature several links that bring you to where to buy their products-- therefore creating an action.
Twitter:
Their Twitter account is very personable, and funny. It's like it's ran by a singular person. Their account very much resembles the iconic Wendy's twitter account, to where you get a humorous and responsive account, much like if this account was a friend of yours. This company recognizes that advertising is not always about selling your product, but it's also about being authentic and sharing your story. I think it fits very well for their company, and it especially fits in the current twitter climate.
Although their main page lacks posts, views, and likes, it's the videos they're tagged in that steal all the spotlight. When you search "doe lashes" on TikTok, several videos come up-- from popular Asian creators-- using or reviewing their lashes. Some of these are shown as paid ads, but others simply tag Doe in their captions.
In addition, Doe's content is constantly evolving and adapting to changes. When the quarantine was being implemented, Doe came out with a fun and quirky mask to sell on their site that even matched their brand aesthetic.
Doe Lashes also has an amazing reputation in customer service. They are very interactive with all of their customers, and have a guarantee to respond to every direct message and or email their get. I even messaged Doe Lashes, asking them a couple questions for this post. They responded in less than 10 minutes with an answer addressing each one of my questions! Doe also has a 100% satisfaction guarantee; if within 30 days you don't like the product, you get a full refund.
Another thing I liked about this company was the transparency in all that they do. They had good intentions with the product from the beginning, with the founder wanting to make this product when he noticed his girlfriend complaining about the lashes she used.
The brand even made a Twitter thread explaining the birth of the company, and where their core values are stemmed from.
This is what Doe Lashes does right. Doe Lashes is purely an online store, so they have to have a social media presence, because they don't have representation in actual retail stores or pop-up shops. Not only is their company on all the current and popular social media platforms that are relevant to their audience-- Facebook, Instagram, Twitter, and even TikTok-- their presence on these social media outlets are all different to match the individual nature of each platform. This is imperative to social media marketing, so that your ads don't get ignored, or become annoying to the user.
A Foundation in Marketing
It should be no surprise that Doe Lashes is so prominent and effective in their social media marketing, since their founder actually has a background in marketing. The company's founder, Jason Wong, has a knack for discovering internet trends, and has made his success in finding viral content. The best example of this would be a product from one of his businesses promoting meme-themed merchandise. The Holy Meme Bible, being the most popular, is a product that I think any kid a part of Gen-Z would instantly recognize.
In conclusion, Doe is a company that effectively markets to their audience, and cares about what their target market has to say-- creating, and sustaining, loyal customers (like me) who become obsessed with their brand.
Doe Lashes Website: https://www.doelashes.com/
TikTok: https://www.tiktok.com/@doelashes
Instagram: https://www.instagram.com/doe.bby
Twitter: https://twitter.com/DoeLashes
Facebook: https://www.facebook.com/mydoelashes/
Search Results
Twitter Rehttps://twitter.com/DoeLashes
https://adage.com/article/cmo-strategy/how-brands-can-make-most-tiktok/2221676
