You can market a product by making up a story and screaming it to a disinterested audience.
Or, like UR Bath & Body, you can hire women in crisis to be part of your workforce and create a meaningful WHY behind your brand. Marketing doesn’t need to focus on the products you sell but can be about the communities you support.
UR Bath & Body, a Boynton Beach, Florida beauty aids company hires at least half its workforce by finding women in crisis. In partnership with non-profits, halfway houses, and other faith-based organizations, they search out the woman they can help through steady work.
They want to do more than selling you soap and bath bombs. They want to make a difference in the world by being a socially conscious company. Think of them as a non-profit helping woman transition from crisis into the workplace. And, they sell soap.
Tracy Gunn was laid off from a job and decided it was time to create her own business in beauty products. But she wanted it to be more than just another company selling soap. Through a chance encounter in the Bronx at a woman’s shelter, she says the manager is hugging each woman as they left each morning, telling them you are strong, you are powerful, and you are beautiful. An idea bubbled to the surface.
UR Bath & Body was born.
Two women, Adira Rojas, and Jasmine are both examples of woman in crisis who have grown into positions of responsibility at the company. By telling their stories, not how good the soap is, the business has created a product to market to an audience of people who care about brands that can make a difference.
Tracy built her brand on how they can change lives, not how they can perfume your bath. Of course, the products have to be terrific, well packaged and made with great ingredients. But the real secret ingredient is their story. Like Carroll’s Kitchen in Raleigh, UR Bath & Body Co is making a difference. Learn more about this company at www.urbathco.com
When you know who you are serving, marketing flows more naturally because you are building a brand to help a community, not just selling soap. As Simon Sinek says, people buy why you do something, not just what you make.
Would you like to speak to a marketing professional to get help with your marketing? Click my calendar to schedule time to talk so I can understand what problem you are trying to solve. Or call me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo courtesy of UR Bath and Body Company, all rights reserved.
