I-Cult Wellness: AmaBrands afana neGlossier neThinx athola kanjani amakholwa amasha

-Delile

• Imikhiqizo egxile kwabesifazane ilandela 'uhlelo lomdlalo wokunika amandla'
• Ngaphezu kwalokho, impilo yabesifazane yandile yadlula eyomuntu ngamunye
• Abesifazane nabo balindele ukuthi imikhiqizo iqhubeke futhi ihlale inesibopho
• Ekugcineni, imikhiqizo idinga ukuthi itshalwe ngokuphelele kwabesifazane, nayo

Ngenkathi umagazini iFortune ukhipha uhlu lwawo lwango-2018 “40 Under 40” - “ukubalwa kwawo minyaka yonke kwabantu abasha abanethonya kakhulu kwezamabhizinisi” - U-Emily Weiss, umsunguli wenkampani yezobuhle bezinkolo uGlossier kanye nabangenele lolu hlu lwama-31, waya ku-Instagram ukwaba imicabango yakhe ku udumo.

Imboni yezobuhle echumayo, wacabanga ngaphansi kwesithombe sakhe esikhulu eFortune, manje wayesenenani elingu- $ 450 billion futhi wakhula, edelela abatshalizimali abathi ekuqaleni wababukela phansi ama-startups amahle njengaye.

Ngenxa yokuthi ubuhle, kubhala uWeiss, “akuyona into engenamsebenzi; ngumsele wokuxhuma. Ngijabule kakhulu ukuthi ekugcineni ithathwa ngokungathi sína - okusho ukuthi abesifazane bathathelwa phezulu. "

Sizele ukuzokhuluma ngalezi zinkampani hhayi nje njengabafuna imali, kepha njengesibonakaliso se-zeitgeist - noma ngisho nalabo abangahle benze ushintsho.

Imikhiqizo egxile kwabesifazane ilandela 'uhlelo lomdlalo wokunika amandla'

Ukuhlanganiswa kwe-Weiss tacit kwempumelelo yomkhiqizo wakhe ekunikezelweni kwamandla kwabantu besifazane yisibonelo esisodwa esikhombisa ukuguquka okubanzi kwezinhlangano zokuthi imikhiqizo ithengiswa kanjani kwabesifazane, ngabesifazane. Ngokwamukela ukuthi abesifazane, njengabathengi, ngokomlando bebengasetshenzelwa kahle futhi bengaqondwa kahle ezimakethe, amabhizinisi aqhamukayo athi ahambisana nezinto ezingokoqobo eziphilwa ngabesifazane ngendlela engakaze yenzeke ngaphambili.

Nakhu okuthengiswayo abathengi besifazane: Abakwazi ukuthenga hhayi umkhiqizo kuphela kodwa futhi nokunika amandla okuqhamuka ekubeni kukhethwe ngokukhethekile ukwenza ngcono impilo isiyonke.

Kungaba yi-Glossier's "no makeup makeup" mantra ("Skin First, Makeup Second, Smile Always" ibhalwe emaphepheni abo abomvana); Ibanga lesisekelo se-Fenty Beauty esiguqula izisekelo ezingama-40; Inhloso ye-ThirdLove yokwakha ubhasikidi ofakwe ngokuphelele; noma uzamcolo wamabanga womkhiqizo owenziwe waba ngewakho futhi owenziwe ngezifiso kakhulu njengomugqa wokunakekelwa kwezinwele Umsebenzi Wobuhle, le mikhiqizo ikhomba njengechweba eliphephile esivunguvungwini esingenabungani sokuthengwa kwabathengi.

Banikela ngezwi eligunyazayo kokuhlangenwe nakho kwabesifazane, futhi banama-CEO angabesifazane abanesifiso njengoWeiss, uJen Atkin, uGwyneth Paltrow, noma uRihanna ukufakazela lokho.

Njengoba umsunguli weThathuLove uHeidi Zak etshele i-Inc., "Abasunguli besifazane baqala izinkampani ngoba banenkinga ethile abahlangabezana nayo empilweni yabo futhi bacabanga ukuthi bangakha isipiliyoni esingcono." Sizele ukuzokhuluma ngalezi zinkampani hhayi nje njengabafuna imali, kepha njengesibonakaliso se-zeitgeist - noma ngisho nalabo abangahle benze ushintsho.

Okuthi, kube lula, okuvumela ukuthi ama-brand enze imali hhayi kuphela kuzidingo zobuhle kepha nokunyakaza kwempilo yamanje.

Ngemuva kwakho konke, umbono wokuthi amaqiniso abesifazane awunakwa noma akahlonishwa awugcini nje emhlabeni wezobuhle. Njengoba uDkt. Jen Gunter, umgxeki wesikhathi eside wezinkampani zezempilo ezinjengeGoop, abhala kwiThe New York Times, “Abantu abaningi - ikakhulukazi abesifazane - kudala bakhishwa inyumbazane futhi baxoshwa yimithi.”

Isithembiso nje semikhiqizo siyelapha ngokwaso. Futhi abesifazane bafuna ukuqhubeka beziphilisa.

Lokhu kuvumelana ngamasiko kudale indawo efiselekayo yemikhiqizo ukuze ingene futhi inikeze "izixazululo" ezizwelayo futhi ezifika ngesikhathi. Sisesikhathini sokuzithuthukisa kwe-DIY, ngokuya ngombono wokuthi impilo yomuntu ingathuthukiswa noma yelashwe kusuka kumuthi noma umkhiqizo olungile.

Lokhu, futhi, kuba ukuhlakanipha, okwabiwe nokunikezwa kusuka kowesifazane kuya kowesifazane. Cabanga ngezibuyekezo ze-serum neziphuzo ezifakwe i-collagen, ukuphusha izithako zobuhle "ezihlanzekile", umsoco kuhlangene nokunyakaza kwemvelo nokusimama. Ubuhle, nokuzinakekela, kuhlangene ngokukhululekile nokunakekelwa kwezempilo.

Ngaphezu kwalokho, impilo yabesifazane yandile yadlula eyomuntu ngamunye

Umthengi wesifazane akaseyona into eyedwa efuna ukulungiswa okuyimfihlo ezinkingeni zezempilo ezizimele. Esikhundleni salokho, izinkinga zakhe zezempilo ziya ngokuya zisongelwa ngokwezepolitiki noma zinqunywa emphakathini. Okusho ukuthi: Imikhiqizo ayikhethayo ikhuluma nangamagugu akhe abanzi kwezenhlalo. Ukuqala ingxoxo naye, ama-brand adinga ukushaya izingqinamba akholelwa kuzo ukuthi zivele njengomlingani onika amandla futhi ofanele wesifazane.

Kodwa ngokungafani namasu wangaphambilini wokumaketha abesifazane (bheka umkhankaso weDove "Wobuhle Bangempela", obuzwelana kakhulu nombono wesilisa), le mikhiqizo yamukela amanani avela kugagasi elilandelayo lobufazi. Bahlose isu elidlalayo, nelinozwela: ukuxhumana komngani owaziyo ongasiza ukwembula nokuxazulula amaqiniso afihliwe nokungabi nabulungisa okubanzi.

Njengoba isikhulu esiphezulu sakwaThinx uMaria Molland Selby etshele i-CNBC, "Abantu bakhathazeka kakhulu ngalokho abakufaka emzimbeni wabo" futhi "yonke imikhiqizo yethu iyagezeka futhi isebenze kabusha ngakho-ke ilungele iplanethi."

UThinx ubengomunye wemikhiqizo yokuqala eyeqa ngalolu shintsho ngo-2015. Njengenkampani edayisa umugqa wezingubo zangaphansi zokuya esikhathini ezimunca umswakama, ntofontofo, lo mkhiqizo uqinisekisa ukuthi lowo ogqokile akagcini nje ngokuvikela imvelo, ubuye abe nempilo- uyazi. Imikhiqizo yomdabu yokuya esikhathini ngakho-ke iba sengcupheni yokuvela ingavumelani nezinto eziza kuqala zabesifazane, okubeka izikhathi njengezinkinga zomphakathi ezibanzi.

Ngo-2018, i-ALWAYS yethule umkhankaso wayo waminyaka yonke we “End Period Poverty”, ithembisa ukuthi ephaketheni ngalinye lama-ALWAYS pads noma ama-tampon athengwe ngenyanga elandela i-International Women’s Day, kuzonikelwa umfundi odinga umkhiqizo.

Ngenkathi i-ALWAYS phambilini yayihole izinhlelo zayo zokusiza (kufaka phakathi imikhankaso yokuqwashisa nge "Puberty Confidence"), umzamo we "End Period Poverty" wawubhekiswe ngokusobala ekusebenziseni amandla okusebenzisa abathengi, okwenza ukuzikhethela kwabo kokuthenga kube yingxenye yengxoxo enkulu yezishoshovu.

"Kuyinselele kosomabhizinisi nabaholi bamabhizinisi ukuthinta lolu daba ... uma uthengisa izingubo zangaphansi, mhlawumbe awufuni ukuzihlanganisa nempilo yokuzala." - Isikhulu Esiphethe uMeika Hollender e-Adweek

Kungani le mibono ithengiswa ngokukhethekile manje? Ngokwengxenye sibonga ukukhuphuka kwe-inthanethi kanye nemithombo yezokuxhumana. Izindlela zokuphila zabesifazane kanye "nezinkinga" zezempilo kuxoxwa ngazo ngokungafihli futhi njalo.

Ukuthambekela kwe-intanethi nemithombo yezokuxhumana ngokweqile, kuhlangene nobushoshovu bayo obushubile besifazane, kusho ukuthi abesifazane abaku-inthanethi banconyelwe ukukhuluma ngokukhululeka kakhulu ngamava abo. Ngemuva kwakho konke, isibonelo sakamuva esinomthelela kakhulu sokuqonda okuhlangene kwabesifazane sisabizwa ngesimo se-hashtag: #MeToo.

Lokhu kuxhumana futhi kuluhlobo lolimi okwabelwana ngalo ukuthi imikhiqizo ilangazelele ukulingisa, iqinisekisa ukuthi nabo, bayayiqonda impilo yabesifazane futhi banesisombululo esikahle.

Abesifazane nabo balindele ukuthi imikhiqizo iqhubeke futhi ihlale inesibopho

Ngenkathi lokhu kuxhuma kukhulisiwe futhi kusho ukuthi imikhiqizo ingakumba ulwazi lwezithameli zabo kanye nezintandokazi zabo zokuthuthukisa ukuzinikela okufana nenkolo kumkhiqizo, futhi kudala ukulindelwa kokuziphendulela kwemikhiqizo.

I-Glossier ikakhulukazi ithembele kakhulu ekusebenzisaneni kwabathengi ku-Instagram nakwibhulogi likadadewabo, Into The Gloss. Imibono eyabiwe kulezi zingxenyekazi kungacatshangwa ukuthi izofakwa kwimikhiqizo uqobo.

Ngenkathi iGlossier yethula umkhiqizo wayo omusha sha, ukhilimu wamehlo ogama lakhe linguBubblewrap, yashisa ingxoxo phakathi kwabalandeli bomkhiqizo maqondana nokusetshenziswa kwenkampani ukupakisha ngokweqile kanye namapulasitiki - ayiyinhle kangako uma kucatshangelwa ukonakaliswa kwemvelo. (Ngokuya nge-Instagram kaGlossier, izikhwama zesikhwama ezibomvana eziboshwe nge-oda yazo eziku-inthanethi zizokhethwa kuleli hlobo.)

Njengoba omunye umlandeli we-Instagram ephawule ngokunqanyulwa kwalo mkhiqizo, “Zicabange unophawu lweleveli ye-unicorn bese usebenzisa amandla akho amakhulu ukududula ipulasitiki yokusebenzisa eyodwa ngangokunokwenzeka. Nina bantu niyinkampani yeminyaka eyi-millennial / gen z… sicela ucabange ngemiphumela yezemvelo. ” UGlossier uphendule abalandeli wathi "ukusimama kuba yinto ebaluleke kakhulu. […] Hlala ubheke ukuthola eminye imininingwane! ”

Njengoba nje abathengi bengaqhumisa imikhankaso eku-inthanethi yezinkampani zokwenza izimonyo ukulandela isisekelo se-Fenty Beauty sokubeka uhla lwama-40-shade, nabo bazizwa benamandla okuphonsela inselelo amanani wemikhiqizo eshiwo ngenhla njenge-ALWAYS.

Ngenkathi ukumakethwa kukaThinx ngo-2015 kunconywe njengempendulo yabesifazane embonini yomkhiqizo wokuya esikhathini, uphenyo olwenziwe ngo-2017 (ngeGlassdoor reviews) ngamandla ezindawo zokusebenza luveze "inkampani yabesifazane eyehlisa amandla futhi ibabukela phansi abasebenzi bayo (iningi labesifazane)." Ngawo lowo nyaka, owayeyisikhulu esiphezulu seThinx uMiki Agrawal wehla esikhundleni ngemuva kwezinsolo zokuhlukumeza ngokocansi.

Ekugcineni, imikhiqizo idinga ukuthi itshalwe ngokuphelele kwabesifazane, nayo

Uma ama-brand efuna ukukhuluma ngamaqiniso anamuhla ezimpilo zabesifazane, kuvela ukuthi lokhu kubandakanya ukufaka amanani abantu angahle aphonsele inselelo izinkampani ezifanele - kanye nemali yabo engenayo.

Muva nje, ngenkathi imikhiqizo eminingana ebhekiswe kwabesifazane ivuma ukusayina incwadi yomphakathi esekela amalungelo okuhushula isisu, eminye yenqabile. Njengoba isikhulu esiphezulu seSustain uMeika Hollender (owasungula futhi wasayina le ncwadi) ephawula, “Kuyinselele ukuthi osomabhizinisi nabaholi bamabhizinisi bathinte lolu daba… uma uthengisa izingubo zangaphansi, mhlawumbe awufuni ukuzihlanganisa nempilo yokuzala.”

Kuyacaca ukuthi abesifazane bayakuthokozela ukutshala kubona uqobo kanye nemali yabo. Futhi ngokwakha umkhiqizo ongaphendula umuzwa wokunganakwa, unikeze amandla omphakathi ocatshangelwayo, futhi wenqabe izinkambiso zendabuko, umkhiqizo ungathinta - futhi uthembele - kwabesifazane ngamandla abo okusebenzisa.

Futhi luhlobo lwamandla angakhombisa izindlela ezintsha zokuziphatha embonini futhi akhanyise okuhlangenwe nakho okubukelwe phansi, kuyilapho futhi ebeka ama-CEO njengo-Weiss ku- "40 Under 40."

Sekuyisikhathi futhi sokuyeka ukucabanga ngokuthenga njengokuwuthanda ngokweqile. Ingabe kumayelana nokuthola i-serum ephelele ye-hyaluronic, ngokwesibonelo, noma ikakhulukazi ukuthokozela kokuthola umkhiqizo ofanele olwandle lokuphoxeka okungapheli?

Ngabe ukuthenga iphenti likaThinx kumayelana nokuthola izinto ezingamelana nomswakama, noma kuvumela umuntu wesifazane oye wazabalaza buthule ngezikhathi zakhe ukuthi azame enye indlela yokukhulula, yokuqothula? Ngabe ukwethembeka kuthembiswa ngowesifazane onemibala kuFenty Beauty kumayelana nokuthola ukwakheka okuhle kwezimonyo, noma kungukuzinikela kumkhiqizo wokuqala oveze ithoni yesikhumba sakhe njengempahla kunokuba yisithiyo?

Ngalo mqondo, isithembiso nje semikhiqizo siyelapha ngokwaso. Futhi abesifazane bafuna ukuqhubeka beziphilisa.

Kepha kufanele futhi sikwamukele ukuthi lolu hlobo lokwelashwa lokuthenga lubeka engcupheni yokuba nokuhlangenwe nakho okuphilayo okuxhashazwayo okusetshenziswe njengecebo lokuthengisa.

UWeiss nontanga yakhe bathembele kulezi zindaba ezijwayelekile zobufazi ukugcina inzalo emikhiqizweni yabo. Kwenzekani lapho izikhalazo eziguqukayo zabesifazane ziqondiswe kule mikhiqizo okuthiwa ilungele abesifazane?

Umbono wokuthi abesifazane ekugcineni "bathathwa ngokungathi sína" awukwazi ukuqala futhi uphele ngokulinganiswa kwezigidigidi zamadola, kepha kunalokho ngomuzwa wokuthi imikhiqizo iyakwazisa ukuxhumana okuqotho nalabo izimpilo zabo nezifiso zabo ezibumbe imikhiqizo nempumelelo yabo.

Kwabesifazane ababona umkhiqizo owenziwe ngomfanekiso wabo - abazalwa ngokuhlangenwe nakho kwabo kanye nezifiso zabo - ukunamathiselwa kwabo ku-DNA yomkhiqizo kuyaqondakala. Ukwehlisa leso sibopho, ubeka engcupheni elinye idilowa eligcwele izethembiso ezingafakwanga, bese lifakwa esikhundleni salo ku-declutter olandelayo.

Le mikhiqizo kungenzeka ukuthi yakha idumela ekulaleleni. Kwabesifazane, ingxoxo ayikapheli.

UVictoria Sands ungumbhali ozimele ovela eToronto.