“World-building” is one of the most common terms used in screenwriting and something I am deeply familiar with whether for a film or on retail shelves. Creating a world that captures a viewer’s heart, mind and undivided attention is no small feat, regardless of if it’s a story for a clique-filled high school campus, a Christmas rom-com, or an apocalyptic science fiction fantasy.
The process of world building is fueled by imagination, unbridled confidence, and a singular, unwavering vision that spawns rich character development, compelling story arcs, and maybe even a sequel (or two). It’s a skill I learned in my first career as a screenwriter in Los Angeles and a skill that draws direct parallels to product innovation, creative marketing, and retaining customer attention in all eras of a beauty business.
Tell a compelling story
Like film, beauty is about believing, and at its best, being transported to feel like you are the main character of your life. Building a successful beauty brand requires telling a compelling story that inspires people to buy in and trust the journey you are taking them on. When I launched Lashify, I had to convince consumers to try it because it was the first product of its kind in the marketplace. Like in screenwriting where writers create an environment from scratch, brands that are making a product that has never existed before must flesh out an entire plot where people can see themselves reflected in the narrative and using the product as a vehicle for transformation.
Article continues after video.
FEATURED VIDEO
882.1K
33
Video Player is loading.This is a modal window.
The media could not be loaded, either because the server or network failed or because the format is not supported.
Why OUI the People’s Founder Places So Much Value on Community
Inc Logo
This Morning
The daily digest for entrepreneurs and business leaders
SIGN UP
PRIVACY POLICY
Quince Wants to Follow Amazon’s Playbook. Its Platform Could Transform It Into a Tech Giant.
Collapse icon
Once I knew I nailed my initial product, I began building the world that gave my company context. In the early days, I used Facebook ads and Instagram Live to begin building the brand. I used all the techniques I learned as a film student and actor. For example, my Facebook ads looked like movie trailers to generate excitement. Then I added live demonstrations on how to use the product. In a short period of time, this helped me establish a clear lane and category.
The value of telling your brand story
Leveraging my screenwriting skills as a brand builder is even more crucial today as the ROI that comes from relying on influencers to help drive sales has become increasingly cloudy. The creator and influencer spaces are crowded, especially in beauty, making it essential to control the brand narrative.
One of the most important places to tell your story is on social media because the platforms allow you to build a community where you can tell your story and how your product seamlessly folds into a customer’s everyday life.
When you invest in storytelling and community building, you continue to fuel deeper customer engagement and sustained sales growth. In addition to purchasing products, customers can actively invest in the brand ecosystem you create, which we find drives repeat purchases that account for nearly 60 percent of all our orders.
Building a brand requires both the science of innovation and the romance of storytelling. The product must deliver on its promise, but making the customer the main character gives them a reason to care. When those elements work together, brands can create an emotional connection that keeps people loyal to the brand.
