Market research also pointed them to which products Gen Z consumers were buying the most, though the brand is universal in its appeal. “We looked at which categories Gen Z was using the most, and where we can offer the product benefits in a stick format,” said Wendy Charland, chief operating officer and cofounder of WYOS. “We’re launching with the five products, and we’ll continue to expand as the formulas are ready.
Focusing on consumer behaviors has also informed WYOS’ retail strategy. “Our position on retail is to be where the consumers are,” Charland said. “For us, that’s starting with social selling, direct selling, communicating to them exactly where they are. The shopping journey is not linear, but that’s where we’re going to start building brand awareness, and we do have plans to expand into physical retail at the end of the year and into 2024.
Added Glassman, “Our content creators are our consumers, and they’re telling their stories through the brand and our marketing efforts will back that up.”
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