S2. Ep. 217 Building a Brand (and Brick + Mortar) Through Community and Culture, with Rachel Liverman Founder of GLOWBAR
"I really care about helping people feel confident in their skin. We instill confidence through skincare, but I believe it has a much greater impact on the world. When we feel good, we do good,” says Rachel Liverman, Founder and CEO of Glowbar. Rachel shares the mindset shifts necessary for launching and growing a business that resonates with today's consumers. From generating pre-launch buzz on social media to navigating the challenges posed by COVID, her story is a testament to resilience, innovation, and community engagement.
Rachel shares her entrepreneurial journey—a narrative rooted in her family's legacy in skincare and her decade-long experience in the industry. She founded Glowbar with a desire to simplify skincare, offering 30-minute, fluff-free facials that are not only trustworthy and affordable but are also results-oriented. As Glowbar expands, Rachel discusses her strategies for winning over new markets.
Key takeaways:
Recognize Industry Gaps: Rachel identified a need for time-efficient, trustworthy, and affordable skincare services. Look for unmet needs within your industry as opportunities for innovation.
Focus on Differentiation: Glowbar differentiates itself by offering results-driven treatments without the traditional spa fluff. Find what makes your business unique and emphasize that.
Adapt to Challenges: The pandemic posed significant challenges for Glowbar. Rachel's proactive stance on lobbying for reopening protocols and improving technology during the shutdown demonstrates the importance of adaptability.
Local Community Marketing: For brands expanding into new markets, engaging with the local community through events, partnerships with local businesses, and targeted social media strategies can be effective in building a customer base.
Quotes
"The beauty of Glowbar and this industry is that as humans, we are social beings. We need community. We need these human touch points and we thrive in that." (25:27 | Rachel Liverman)
"[My team] gets that grassroots marketing is what drives this business. They understand that community outreach drives this business. It's that hustle. And so, we've been really fortunate. But It's something I really believe in. (34:30 | Rachel Liverman)
Connect with Rachel Liverman:
https://www.instagram.com/rachelista/
https://www.instagram.com/glowbar/
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