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Aggie Burnett Creative specializes in disruptive pr and marketing strategies for the beauty and wellness space. Embracing a start-up mentality, we tap into imaginative and unconventional marketing methods that utilize your available resources to build explosive campaigns. Learn more about our services here.

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Visit the blog and check out a range of guides, articles and how-tos for your beauty business

sahajan founder

Women In Beauty You Should Know: Lisa Mattam, Founder of Sahajan

mented cosmetics

Women In Beauty You Should Know: KJ Miller and Amanda Johnson, Founders of Mented Cosmetics

aimee majoros

Beauty Biz Expert You Should Know: Aimee Majoros, Owner and Publicist at Aimee PR

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  • How Family Tradition, Scientific Rigor, and Sephora's Beauty Accelerate Gave Roots and Wings to Sahajan, a skincare line based in Ayurveda. ✨ I first experienced the magic of Sahajan when I was pregnant with my son, furiously and liberally applying the Ritual Body Oil Lisa had sent me all over my stomach to prevent stretch marks. I went through that bottle reeealll fast. Needless to say, I gave birth with nary a stretch mark where I had slathered the oil, and was forever grateful to Lisa and her magical body oil for preserving one aspect of my pre-baby body. ✨ I credit the efficacy of this product to Lisa's meticulous application of scientific rigor to a natural product line. For those that don't know, it's not common to find a green brand that has extensive clinical data backing their product effectiveness like Sahajan does. The brand is truly a marriage of Lisa's two backgrounds—ayurveda principles stemming from her South Indian upbringing and a career built on data in the pharmaceutical industry. ✨ It's no wonder that after applying to Sephora's Accelerate program 6 months post launch, Sahajan was included in the lineup amongst 7 other brands (even though Canadian brands weren't even supposed to be considered for this program)! ✨ Click the #linkinbio to read our interview with Lisa. She shares how her daughter inspired the creation of Sahajan, her tips on tackling the challenges of being mom and CEO, and the shift she made to digital pr that exploded her business.
  • I had a blast speaking about “The Art of a Pitch” @six_degrees_society “How to Build a Life And Business That You Love” retreat in Woodstock, NY a couple of weeks ago! We had such a great group of women, with unique backgrounds and in all in different stages of their business. ✨ The thing that I always like to emphasize when teaching this topic is that pitches don’t only have to pertain to media. A well-thought out, well-written pitch can be applied to anything: getting your brand into a retailer, landing that dream position, or just snagging an upgrade on your next flight. Here are some things we touched on during the panel: ▪️What human desires good pitches feed into. ▪️How to make your subject line newsworthy and clickable, or relatable ▪️The exact anatomy of a pitch with pitch script examples ▪️Credibility markers with some on-the-spot exercises ▪️Media Relationship Building ✨ We had a number of great questions, one of which was, can you offer exclusivity to a media outlet? ▪️This was a really great question actually. Offering exclusivity used to be a common practice amongst brands and media outlets eager to be the first to break the news, or, if the brand was new, they would offer exclusivity in hopes of getting in their dream outlet. ✨ However, this is now an outdated practice for a few reasons. For one, the speed of sharing via social media has pretty much made exclusivity obsolete. It’s too easy for a story to get out before it reaches the exclusivity date. Add to that the constant shifts happening in print magazines and newspapers right now, and following through on an exclusivity is difficult. Lastly, as a brand, even if all goes well, it limits your coverage significantly and may slight competitor media outlets. ✨ #linkinbio to learn more about #theartofapitch ✨ Thanks again to @emilyamerrell and @naomimdudu for having me at the retreat! 📸: @dianadaviscreative
  • I first met KJ and Amanda last year at WeWork, when they were just about to launch Mented Cosmetics. Over the course of a couple of hours, we discussed influencer marketing, blog strategy, and partnering with retailers. They also shared their mission with me—to become the go-to luxury brand for women of color who have too long been treated like an afterthought in the world of beauty. They were their own customer, and their passion was palpable. ✨ However, what stood out to me the most was what I’ve unofficially now dubbed the “beauty founder trifecta.” Over the last 9 years of being in the beauty industry, I’ve discovered that certain founders have three things that make them really special—a strong mission to change convention, a clear and thorough understanding of their target audience and their brand’s point of differentiation, and a stellar product. ✨ When I notice these three criteria, I sense they’re going to do big things. More importantly though, I get jazzed because I know they will challenge the status quo of the beauty industry and empower thousands upon millions of women with their purpose. And that’s exactly what Amanda and KJ are doing with Mented. ✨ In our latest installment of Women in Beauty You Should Know, Amanda and KJ share the marketing strategy that’s been pivotal in their business, what their morning routine looks like, and the one book they're reading right now that has encouraged them to be brave and pursue what they desire. #linkinbio to read more. #beautyentrepreneurship #womeninbeauty #womeninbeautyyoushouldknow
  • One of the most commonly asked questions I get from beauty brand entrepreneurs 💄preparing to launch their business is, “When do I start talking about my business?” ✨ While there are no set guidelines for this, a good rule of thumb is, after you’ve trademarked your brand name, defined your differentiation factor (the thing that makes you unique from other brands), and have either placed your purchase order for production or purchased ingredients to do in-house. ✨ However, be careful not to wait too long. I usually recommend brands start dropping hints on social and talking about their brand concept with friends, family, and people who are in your target audience three months in the advance. This also gives you an opportunity to notice which messaging resonates most with others. ✨ When did you start talking about your brand? Was it the right choice?
  • I’ve been really into yellow recently, so when @hiddenharmonyworld shot the Kahina Oil Cleanser in this beautiful ensemble, I had to share it! #repost ・・・ Oil rich routine to brighten a rainy dull day in Chicago . 👑Cleanse Kahina Cleansing Oil 👑Exfoliator Dr DG Alpha Beta Peel 👑Bathing Misting Ausome/Whamisa Moisturizing Mist 👑Serum Asarai Retinol 👑Sealing Darphin 8 Flower Nectar . . #kahinagivingbeauty #asarai #drdennisgross #ausome #whamisa #darphin #beautysleep #hiddenharmonyworld #beautybalm #flatlay #ecoluxe #skincarediary #nightskinroutine #skincareaddict #skincarejunkie #skincareregime #skincareblogger #skincareproduct #skincareroutine #beautyroutine #chicagoblogger #instabeauty #instablogger #bblogger #bbloggers #beautyblogger #beautybloggers #beautycommunity
  • A former client of mine, a fashion/beauty email marketing tech company recently emailed me writing, “The conversation we had about our target person (Natalie) was incredibly helpful. So much so that we’ve focused the site to be entirely around her and her needs. Thanks again for all your help scoping this out!” 👩 It took us no less than 6 hours to define their target customer. 👀 Why? ❓ Because your target audience is so much more than just demographic stats like age and sex. It’s the things that keep her up at night. It’d the book he’s reading and the apps he’s using. It’s their personal desires and struggles. ⭐️ What I’ve found working with brands is that this is the one area of marketing that is either misunderstood or overlooked. ✨ I get it, sometimes those target profile questionnaires can get boring after the first 5 questions. But having a clear vision of your expected customer base will increase your business’ chances of success. 💫 By defining your target customers for your business you can: ✨ - better determine if there are enough potential goal customers for your products or services. ✨ - Tweak your business idea to better meet you customers’ needs and desires ✨ - Target your marketing efforts to reach you most promising prospects, and ✨ - Craft your marketing message appropriately — using the right tone, language, and attitude to appeal to your best prospects. 📝 Your distribution, marketing, and media strategy will be defined by your target customer profile. 📈 How many of you have struggled with defining your target audience? (P.S. No, your target audience can’t be males and females, ages zero and up 😂)

About Me

AB Creative believes that products and services should be experienced, not sold. Our mission is to empower you with a customized content roadmap that helps solve your business challenges with written content tailor-made for your audience.
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