Ubwino Wachipembedzo: Momwe Mitundu Monga Glossier ndi Thinx Amapezera Okhulupirira Atsopano

Zamkati

• Makina owunikira azimayi akutsatira 'dongosolo lamasewera olimbikitsira'
• Komanso, thanzi la amayi lakula mopitilira munthu payekha
• Amayi amayembekezeranso kuti ma brand azikhala otsogola ndikukhala odalirika
• Pamapeto pake, zopanga zimayenera kupezedweratu mwa amayi, nawonso

Magazini a Fortune atatulutsa mndandanda wawo wa 2018 "40 Under 40" - mndandanda wawo wapachaka wa achinyamata odziwika kwambiri pabizinesi "- Emily Weiss, woyambitsa kampani yokongola yazipembedzo Glossier komanso womaliza 31, adapita ku Instagram kuti agawane malingaliro ake pa ulemu.

Makampani opanga kukongola omwe akutukuka, adasinkhasinkha za chifanizo chake ku Fortune, tsopano anali ndi mtengo wa $ 450 biliyoni ndikukula, akunyoza azachuma omwe amati poyamba adasokoneza zoyambira zokongola ngati zake.

Chifukwa kukongola, a Weiss adalemba, "sichopanda pake; ndi ngalande yolumikizira. Ndine wokondwa kuti pamapeto pake amatengedwa mozama - zomwe zikutanthauza kuti amayi akutengedwa mozama. "

Tabwera kudzalankhula za makampani awa osati kungopanga ndalama, koma monga chiwonetsero cha zeitgeist - kapena omwe atha kusintha zinthu.

Makina owunikira azimayi akutsatira 'dongosolo lamasewera olimbikitsira'

Kugwirizana kwa Weiss pakupambana kwa mtundu wake pakulimbikitsa kwa amayi ndi chitsanzo chimodzi chodziwikiratu pakusintha kwakukulu kwamakampani momwe zinthu zikugulitsidwa kwa amayi, ndi akazi. Povomereza kuti azimayi, monga ogula, m'mbuyomu sanathandizidwe bwino komanso samamvetsetsedwa pamsika, zopangidwa zomwe zikubwera zimati zikugwirizana ndi zomwe akazi amakhala monga kale.

Izi ndi zomwe azimayi ogula amagulitsidwa: Sangathe kugula osati zinthu zokha komanso kupatsidwa mphamvu komwe kumachokera chifukwa chopangidwa mwapadera kuti athe kukonza moyo wonse.

Khalani a mantra a Glossier "osapanga zodzoladzola" ("Khungu Loyamba, Zodzoladzola Chachiwiri, Kumwetulira Nthawizonse") ndizolembedwera pazovala zawo zapinki zokoma); Makampani a Fenty Beauty amasintha maziko a mthunzi wa 40; Ntchito yachitatu yaLoveLove yopanga bra yolimba bwino; kapena kusefukira kwa zida zogwirizana ndi makonda ndi makonda monga makina osamalira tsitsi Ntchito ya Kukongola, izi zimazindikiritsa ngati doko lotetezeka pamphepo ina yosagwirizana ndi kugula.

Akupereka mawu ovomerezeka pazochitikira zachikazi, ndipo ali ndi maudindo akuluakulu azimayi ngati a Weiss, Jen Atkin, Gwyneth Paltrow, kapena Rihanna kuti atsimikizire izi.

Monga wothandizana naye wa ThirdLove Heidi Zak adauza Inc., "Akazi oyambitsa mabungwe akuyambitsa makampani chifukwa ali ndi vuto lomwe amakumana nalo m'moyo wawo ndipo amaganiza kuti atha kupanga bwino." Tabwera kudzalankhula za makampaniwa osati kungopanga ndalama, koma monga chiwonetsero cha zeitgeist - kapena omwe atha kusintha zinthu.

Zomwe, mosavutikira, zimalola kuti ma brand azipindulira osati pazosowa zokha komanso kayendedwe kabwino kaumoyo.

Kupatula apo, lingaliro loti zowona zazimayi zimanyalanyazidwa kapena kusalemekezedwa sizongokhala kudziko lokongola. Monga momwe Dr. Jen Gunter, wotsutsa kwanthawi yayitali pamakampani azaumoyo monga Goop, adalemba mu The New York Times, "Anthu ambiri - makamaka amayi - akhala akumasalidwa kwanthawi yayitali komanso kuchotsedwa ntchito ndi mankhwala."

Lonjezo chabe la zopangidwazo ndi zochiritsira zokha. Ndipo akazi amafuna kuti azingodzichiritsabe okha.

Mgwirizanowu wachikhalidwe wapanga malo oti anthu azisangalala nawo ndikupatsanso "mayankho" achifundo komanso munthawi yake. Tili munthawi yakudzisinthira kwa DIY, kutengera lingaliro loti thanzi la munthu limatha kuchiritsidwa kapena kuchiritsidwa ndi mankhwala oyenera kapena mankhwala.

Awa nawonso amakhala anzeru, amagawana ndikugawana kuchokera kwa mkazi kupita kwa mkazi. Ganizirani ma collagen omwe amalowetsa ma seramu ndi ndemanga zakumwa, kukakamiza kwa "zoyera" zosakaniza zokongola, zakudya zophatikizika ndimayendedwe achilengedwe ndi okhazikika. Kukongola, ndi kudzisamalira, zakhala zosakanikirana ndi zaumoyo.

Komanso, thanzi la amayi lakula mopitilira munthu payekha

Wogula wamkazi samangokhala gulu lokhalo lomwe likufunafuna chinsinsi chazovuta zawo. M'malo mwake, mavuto ake azaumoyo amakula kwambiri pandale kapena pamakhalidwe. Kutanthauza: Zinthu zomwe amasankha zimayankhulanso pazandale zake. Kuti muyambe kukambirana naye, ma brand akuyenera kugunda pazinthu zomwe amakhulupirira kuti ziziwoneka ngati othandizira komanso othandizira azimayi.

Koma mosiyana ndi njira zam'mbuyomu zotsatsa zachikazi (onani Kampeni ya "Kukongola Kwenikweni" kwa Nkhunda, yomwe idakopa chidwi cha amuna), ma brand awa akutengera mfundo kuchokera ku chikazi chotsatira chachikazi. Akuyang'ana njira yamasewera, yachifundo: kulumikizana ndi bwenzi lodziwitsa lomwe lingathandize kuwulula ndikukhazikitsa zowona zobisika komanso kusowa chilungamo konse.

Monga CEO wa Thinx a Maria Molland Selby adauza CNBC, "Anthu akuda nkhawa kwambiri ndi zomwe amaika mthupi mwawo" ndipo "chilichonse chomwe timapanga chimatha kugwiranso ntchito ndipo chimatha kugwiritsidwanso ntchito kotero ndichabwino padziko lapansi."

Thinx analinso m'modzi mwazinthu zoyambirira zomwe zidalumphira kusintha uku mu 2015. Monga kampani yogulitsa mzere wovala chovala chovala chovala chinyezi, chovala chomasuka cha msambo, malonda ake akuti wovalayo samangokhala wokomera chilengedwe, amakhalanso athanzi- ozindikira. Mitundu yazinthu zamtundu wakusamba chifukwa chake imakhala pachiwopsezo chimawoneka kuti sichiyanjana ndi zomwe akazi amazitsogolera, zomwe zimakhala ngati vuto lalikulu pagulu.

Mu 2018, ALWAYS idakhazikitsa kampeni yawo yapachaka ya "End Period Poverty", ndikulonjeza kuti paketi iliyonse ya ALWAYS pads kapena tampons zomwe zidagulidwa mwezi wotsatira Tsiku la Akazi Padziko Lonse, chopereka chidzaperekedwa kwa wophunzira amene akusowa mankhwala.

Ngakhale ALWAYS anali atatsogoza kale ntchito zawo zachifundo (kuphatikizapo kampeni ya kuzindikira za "Kutha msinkhu"), zoyeserera za "Kutha Kwa Nthawi Yotsalira" zimayang'ana kwambiri pakugwiritsa ntchito mphamvu zogwiritsa ntchito kwa ogula, ndikupangitsa kusankha kwawo kugula kukhala gawo la zokambirana zazikuluzikulu.

"Ndizovuta kuti mabizinesi ndi atsogoleri amabizinesi akhudzidwe ndi nkhaniyi ... ngati mukugulitsa zovala zamkati, mwina simukufuna kuyanjana ndi uchembere wabwino." - CEO wa Sustain Meika Hollender ku Adweek

Nchifukwa chiyani malingaliro awa ali opindulitsa makamaka tsopano? Mwinanso chifukwa chakwera kwapaintaneti komanso malo ochezera. Moyo wa amayi ndi "zovuta" zaumoyo zimakambidwa momasuka komanso pafupipafupi.

Kugwiritsa ntchito intaneti komanso chikhalidwe cha anthu pakuchulukitsa, kuphatikiza zomwe zikuwonjezera kukondoweza kwachikazi, zikutanthauza kuti azimayi pa intaneti ali ndi mwayi wolankhula momasuka za zomwe akumana nazo. Kupatula apo, chitsanzo chaposachedwa kwambiri chazidziwitso zamagulu azimayi chimatchulidwabe mu mawonekedwe a hashtag: #MeToo.

Kugwirizana kumeneku ndi mtundu wachinenero chogawana chomwe maina amafunitsitsa kutsanzira, kunena kuti nawonso, amamvetsetsa miyoyo ya azimayi ndipo ali ndi yankho losavuta.

Amayi amayembekezeranso kuti ma brand azikhala otsogola ndikukhala odalirika

Ngakhale kulumikizana kwakukuloku kumatanthauzanso kuti ma brand amatha kutsitsa zomwe omvera awo amadziwa komanso zomwe amakonda kuti akwaniritse kudzipereka kwachipembedzo pazinthu, kumapangitsanso chiyembekezo chakuyankha mlandu pazopanga.

Makamaka Glossier adalira kwambiri kulumikizana kwa ogula pa Instagram ndi mlongo wake blog, Into The Gloss. Malingaliro omwe agawidwa pamapulatifomu pambuyo pake amatha kuganiziridwa kuti amalowetsedwa muzogulitsa zokha.

Glossier atavumbulutsa chinthu chake chatsopano kwambiri, kirimu wamaso wotchedwa Bubblewrap, adayatsa zokambirana pakati pa omwe akutsatira malonda zakugwiritsa ntchito kampaniyo ma phukusi ochulukirapo ndi mapulasitiki - osakhala okongola kwambiri polingalira za kuwonongeka kwa chilengedwe. (Malinga ndi Instagram ya Glossier, zikwama zapinki zosindikiza zaubweya m'madongosolo awo apakompyuta sizisankhidwa nthawi yotentha.)

Monga m'modzi wotsatira wa Instagram adanenapo zakudulidwa kwa chizindikirocho, "Ingoganizirani kukhala ndi chizindikiritso cha unicorn ndipo mumagwiritsa ntchito mphamvu zanu zazikulu kukankhira pulasitiki imodzi yokha momwe mungathere. Achinyamata ndinu kampani yakuchita zaka zikwizikwi / gen… chonde taganizirani za zovuta zachilengedwe. " Glossier adayankha otsatira ake kuti "kukhazikika ndikofunika kwambiri. […] Khalani okonzeka kuti mumve zambiri! ”

Monga momwe ogula amatha kuyatsa kampeni zapaintaneti zamakampani opanga zodzikongoletsera kuti azitsatira mtundu wa Fenty Beauty wokhala ndi mthunzi wa 40, amadzimva kuti ali ndi mphamvu zotsutsana ndi malingaliro azinthu zomwe zatchulidwazi monga ALWAYS.

Pomwe kutsatsa kwa Thinx mu 2015 kudayamikiridwa ngati yankho lachikazi pamsika wazogulitsa kusamba, kafukufuku wa 2017 Racked (kudzera pamawonekedwe a Glassdoor) pazantchito adawulula "kampani yachikazi yomwe imapondereza komanso kupeputsa antchito ake (azimayi ambiri)." Chaka chomwecho, Miki Agrawal, yemwe anali mkulu wa Thinx, adatsika pantchito atawanenera kuti amamuzunza.

Pamapeto pake, zopanga zimayenera kupezedweratu mwa amayi, nawonso

Ngati malonda akufuna kuyankhula ndi zenizeni za moyo wamayi, zikuwoneka kuti izi zikuphatikiza kuphatikiza malingaliro amunthu omwe angatsutse mabungwe ogwira ntchito - komanso ndalama zawo.

Posachedwa, pomwe mitundu ingapo yakutsogolo ya azimayi idavomereza kusaina kalata yapagulu yothandizira ufulu wochotsa mimba, ena adakana. Monga Sustain CEO Meika Hollender (yemwe adalemba ndikulemba kalatayo) akuti, "Ndizovuta kuti mabizinesi ndi atsogoleri amabizinesi akhudzidwe ndi nkhaniyi ... ngati mukugulitsa zovala zamkati, mwina simukufuna kuyanjana ndi uchembere wabwino."

Zikuwonekeratu kuti amayi ali okondwa kuti azigwiritsa ntchito nthawi yawo komanso ndalama zawo. Ndipo popanga chinthu chomwe chitha kuyankha kumverera kwanyalanyazidwa, kupereka mphamvu zamagulu olingaliridwa, ndikukana miyambo yazikhalidwe, mtunduwo ukhoza kugunda - ndikuwadalira - amayi chifukwa chogwiritsa ntchito mphamvu zawo.

Ndi mtundu wamphamvu womwe ungapangitse kuti makampani azitsata zatsopano ndikuwunikira zomwe zidachitidwa, komanso kuwongolera ma CEO ngati Weiss pa "40 Under 40."

Imakhalanso nthawi yoti musiye kuganiza zakugula ngati chizolowezi chopusa. Kodi ndizokhudza kupeza seramu yabwino ya hyaluronic, mwachitsanzo, kapena ndichosangalatsadi kuti mwapeza chinthu choyenera munyanja yokhumudwitsidwa kwanthawi yayitali?

Kodi kugula zipinda zamkati za Thinx kumangotenga zinthu zabwino zosagwira chinyezi, kapena zimaloleza mayi yemwe wakhala akulimbana modekha kuti ayesenso zina? Kodi kukhulupirika kumalonjezedwa ndi mkazi wamtundu wa Fenty Kukongola pakungopeza zodzoladzola zabwino, kapena ndikudzipereka ku mtundu woyamba womwe umalongosola khungu lake ngati chothandiza osati cholepheretsa?

Mwanjira imeneyi, lonjezo lokhalo lazogulitsa limakhala lothandiziramo lokha. Ndipo akazi amafuna kuti azingodzichiritsabe okha.

Tiyeneranso kuvomereza kuti chithandizo chamankhwala chamtunduwu chimawonekeranso pachiwopsezo chokhala ndi mavuto omwe adakumana nawo ngati njira yogulitsa.

Weiss ndi anzawo amadalira nkhani zofala zachikazi izi kuti akhalebe ndi chidwi ndi zinthu zawo. Kodi chimachitika ndi chiyani pamene madandaulo akusintha kwa azimayi akulunjikitsidwa kuzinthu zomwe amati ndizokomera akazi?

Lingaliro loti amayi pamapeto pake "amatengedwa mozama" silingayambe ndi kutha ndi kuwerengera kwa madola biliyoni, koma ndikumverera kuti ma brand amayamika kulumikizana moona mtima ndi iwo omwe miyoyo yawo ndi zikhumbo zawo zidapanga malonda ndi kupambana kwawo.

Kwa amayi omwe amawona chikwangwani chopangidwa m'chifaniziro chawo - chobadwa kuchokera pazomwe adakumana nazo komanso zokhumba zawo - kulumikizana kwawo ndi DNA yazogulitsa kumamveka. Kuti muchotse mgwirizanowu, mumayika pachiwopsezo china chosungira malonjezo, kenako ndikulowetsani wina wotsutsa.

Izi mwina zidadzipangira mbiri pakumvera. Kwa akazi, zokambiranazo sizinathebe.

Victoria Sands ndi wolemba pawokha wochokera ku Toronto.