Summary

In this episode, Yan interviews Ponchitta, founder of Ponch Cosmetics, about her journey from a skincare mishap to creating a successful, plant-based cosmetic brand. Ponchitta discusses acquiring her first customers through community events, the crucial role of email marketing in customer retention, and unique strategies that differentiate her brand. She also shares insights on future growth and the importance of maintaining strong community connections. Tune in to learn how Ponch Cosmetics leverages community and retention for success.

Transcription

Yan: Hello and welcome to the podcast. Today, we're joined by Ponchitta from Ponch Cosmetics. We'll discuss how they manage customer relations and invest in retaining customers. Let's start with the story behind the brand. Hello Ponchitta, how are you?

Ponchitta: Hi, Yan. I'm fine, thank you. How about you?

Yan: I'm well, thank you. So, tell us about your brand. How did it get started?

Ponchitta: When I was 16, I suffered a skin burn from using a very strong skincare product, which unfortunately left a scar on my face. After unsuccessfully searching for products to remove the scar, I embarked on a journey to find cleaner, more effective skincare solutions. Years later, this experience inspired me to choose cosmetics for a marketing class project, which eventually led to the creation of my brand.

Yan: Interesting! How did you acquire your first customers?

Ponchitta: Initially, my professor encouraged me to launch the brand. I organized a launch event, inviting about a hundred people. Fifty showed up, and I made about two thousand dollars in the first two hours. That success motivated me to host more events to build community, as I didn't have distribution channels at that time.

Yan: Were these physical events?

Ponchitta: Yes, they were all physical events.

Yan: At what point did you decide to venture into e-commerce?

Ponchitta: Not long after starting, I launched an online store to direct customers to my products. However, I continued hosting personal events to build and nurture my community.

Yan: How do you maintain contact with your community? Do you use social media, or is it mainly through emails?

Ponchitta: The community events were crucial for building my email list. I gathered email addresses at these events, which became the primary way I connected with my community and retained customers over time.

Yan: So, you invest heavily in email marketing?

Ponchitta: Yes, email marketing has been the most successful strategy for me. More people engage with my emails than with my social media content.

Yan: And how do you differentiate yourself from the competition?

Ponchitta: Our brand stands out because of our commitment to plant-based, organic, non-toxic, clean, and holistic products. We source our ingredients from Mexico, which is beneficial since we're based in Texas and have direct access to these natural resources. This proximity allows us to offer fresh and effective products that our competitors, who source ingredients from distant islands, cannot match.

Yan: That's fascinating. In terms of marketing, what unique strategies do you employ?

Ponchitta: Our approach focuses on leveraging our community. We started with in-person events, which helped us form strong, personal connections. These events evolved into a referral and brand ambassador program, where long-standing customers receive exclusive products and services, helping to attract new customers and strengthen our brand.

Yan: It sounds like you've built a strong community foundation. As you plan for future growth, do you find managing this community challenging?

Ponchitta: Currently, the community is manageable, but as we aim to grow into a global brand, we anticipate challenges. We're preparing for this growth and ensuring we can maintain control and direction.

Yan: Are you still hosting in-person events?

Ponchitta: Yes, we've adapted by hosting more pop-up events and online promotions, like our upcoming one for National Lipstick Day. These events have been instrumental in promoting our brand and expanding our reach.

Yan: That's a great success story, Ponchitta. It's exciting to see where your business will go next.

Ponchitta: Thank you, Yan. I appreciate your time and interest in our journey.