"We've hit a plateau at Beardbrand, the direct-to-consumer business I launched 15 years ago. Our revenue is down from its peak. We've made mistakes. The beard care space has dried up. We've moved from a blue ocean of growth and opportunity to a red ocean of fierce competition. If Beardbrand grows, a competitor loses, and vice versa."
"Our name, Beardbrand, might be a problem in a marketplace that isn't growing. Yet we offer non-beard products, such as colognes, deodorant, and bar soap. We have a shampoo and conditioner, which we call a wash and a softener. We have hair styling products. So we are a men's grooming company, much more than beard care."
"Focus. We've done a lot of belt-tightening. We're focusing on what works and what doesn't. That's why we're leaning into Meta, our top customer acquisition channel. Meta is not a consistent home run, as ad performance is volatile and increasingly expensive. Still, within Meta there are opportunities. We can introduce more of our product categories and continue what we've been doing, only better."
"We're evaluating partnerships with Meta content creators to reach new audiences. I hope to increase our Meta ad spend by three times. Social media. We've historically done well with organic social media, yet we're struggling with it now. Engaging other content creators, notably on YouTube and TikTok, will likely be far more effective. Plus, we hope to learn from those creators and implement their ideas into our ad strategy."
Beardbrand has reached a revenue plateau after earlier growth, with mistakes contributing to the decline. The market has shifted from growth to intense competition, creating a red-ocean environment where one brand’s gains can mean another’s losses. Beardbrand is reframing itself as a broader men’s grooming company, offering non-beard products like colognes, deodorant, bar soap, and hair care. The company is tightening focus on what works and is leaning into Meta for customer acquisition, despite volatile and rising ad costs. It is exploring Meta creator partnerships, aiming to triple Meta ad spend, and expanding social efforts through YouTube and TikTok creator engagement and affiliate sampling.
#direct-to-consumer #customer-acquisition #meta-advertising #creator-marketing #mens-grooming-products
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