The beauty brand created a small-batch sub-brand that it will market primarily through the founder's Instagram page, supplementing its wholesale and direct online sales

Indie brands are using innovative marketing tactics in order to catch the eyes of media savvy consumers. Among them is beauty brand Farsáli, implementing omnichannel tactics to strategically get its micro-batch sub-brand Farsáli Privé into the hands of beauty enthusiasts.

Farsáli's strategy has been that of many of today's top beauty brands, selling both online as well as in retailers like Sephora. However, for this new sub-brand, the strategy aims to maximize profits of direct-to-consumer channels. These small-batch products will only be available on their own ecommerce site and for limited amounts of time.

 

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In addition, rather than marketing the line on its own Instagram page, Farsáli's founder Sal Ali is using his personal accountant and clout as an influencer to connect with potential customers, and with good reason: “The followers on my page are more engaged fanatics and they want to see more out of the brand, so it’s a perfect avenue and it has more direct access to me,” Ali tells Glossy. “Privé is more about products I like to experiment with and not for someone who is necessarily a makeup lover.”

Farsáli


Lead image: Farsali via Facebook

Indie brands are using innovative marketing tactics in order to catch the eyes of media savvy consumers. Among them is beauty brand Farsáli, implementing omnichannel tactics to strategically get its micro-batch sub-brand Farsáli Privé into the hands of beauty enthusiasts.

Farsáli's strategy has been that of many of today's top beauty brands, selling both online as well as in retailers like Sephora. However, for this new sub-brand, the strategy aims to maximize profits of direct-to-consumer channels. These small-batch products will only be available on their own ecommerce site and for limited amounts of time.