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  • “We wanted to wear the nudes and neutrals that many women live their lives in, and when we couldn’t find it, we decided to make it ourselves.” - KJ ✨ 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?
  • This Father’s Day, I am celebrating my husband 💁🏻‍♂️, who has stepped boldly into the role of Dad to his mini-me 👨‍👦, making bath 🛀 time super silly, customizing guitar 🎸 solos, starting a Father-son weekly tradition of picnicking ⛱ in the park (while mom gets to work), and being the most reliable partner this new mom could ever ask for, even when I was a deer-in-headlights hot mess the first couple of months. 💗 Most importantly, I feel lucky to have a partner who will teach our son how to treat women with respect and honesty, and who will teach him to stand for the improvement of human rights. ✊ Who are you celebrating this Father’s Day?
  • 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 😂)
  • I first met Aimee over a deskside at the old Conde Nast offices in Times Square when I was a 21-year-old beauty assistant at Glamour Magazine, and she a budding pr agency owner. Truth be told, I don’t remember those desksides very well, but she does! Apparently I was very straight-faced in demeanor and never featured her brands' products (I don’t remember this and it certainly wasn’t intentional!) ✨ Then, ironically, while I was working as a marketing associate at a fun, home gifts start-up, the company hired her as their publicist, and our paths crossed again. We worked on many campaigns together there, and even did desksides together. I grew very fond of Aimee—her kindness, gregarious stories, and even more gregarious style drew me in and we became fast friends. ✨ When I created Nomaterra Fragrances, Aimee generously guided me in my outreach to editors until I could hire her as my publicist. Much of what I know and how I practice pr now, I learned from Aimee. She’s humble yet damn good at what she does, so much so that she has clients who stay with her for 5 years+, something unheard of in our industry. ✨ Last March, over gluten-free chocolate cookies 🍪 at Maison Kayser, I offered my help to Aimee with desksides for her brands, and the rest is history. Now, Aimee and I partner on some brands together, crafting forward-thinking influencer and ambassador campaigns, blowing up pop-up launch parties in Soho, and modernizing media outreach—we have an absolute blast working together. ✨ Aimee's pr days started at Estee Lauder and L'Oreal, working on brands like La Mer and Aramis, and since launching Aimee Majoros PR, she's helped make brands like One Love Organics, Kahina Giving Beauty, and Parfums de Marly household names in the beauty world. Even if you're not a beauty entrepreneur, you'll enjoy the captivating interview with her #linkinbio —Aimee shares her tips on getting into Vogue, when her calligraphy skills saved a DKNY fragrance launch, and the 11 products she can't live without (yes, there's that many!) ✨ #linkinbio to read the interview! #womeninbeauty #womeninbeautyyoushouldknow #beautyentrepreneurship

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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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