Why Boost Lab went all-in on digital marketing and data

No one would recommend starting a business as a pandemic hits. Yet that’s just what happened with beauty business, Boost Lab. Moving rapidly from the original retail concept to online was less of a pivot and more of a necessity for the brand.

With the original concept to grow the brand and sales through retail stores and online, the retailer suddenly needed to become a digital-first business from the outset.

“Our early work in retail outlets included chemists, but Covid reset that expectation. Our plans for expanding these retail arrangements and partnerships were shelved early in 2020 and the move to digital became our primary focus,” Boost Lab CEO, Craig Schweighoffer, said.

Today, digital remains core to the business, even as the brand plans to open concessions and its own stores in the near future. Now boasting of a solid digital foundation, the expansion into retail will be about incremental revenue and customers.

“Digital is here to stay because it supports our brand promise, which is very powerful and straightforward: Providing quality skincare and accessible price points in a simple way. Digital in particular makes that promise meaningful to customers,” Schweighoffer told CMO.

On the innovation front, a selfie-based artificial intelligence (AI)-powered skin analyser provides customers with skin information and the brand with data that is already partially qualified.

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