Q: How did you find a manufacturer?
A: I researched companies on the Internet and started cold calling a variety of labs until I found the ones that were the best fit for tarte. It was important that their focus was natural healthy ingredients and that they were flexible.
Q: Through what markets are you selling?
A: I initially launched tarte at Henri Bendel and beauty.com. Now, we’re available at Sephora, Bergdorf Goodman and over 200 stores nationwide. In December 2003, we launched our website, tartecosmetics.com, and in February 2005 I made my first live appearance on QVC. I had a hard time finding stores in the beginning. Just keep knocking on as many doors as possible and never take no for an answer. If I did I’d be out of business today.
Q: What secrets have you learned in terms of publicity and marketing your product?
A: Its how it’s delivered that makes all of the difference. There are two key audiences we take into account: the media and the customer. Both groups are extremely tough, but without them on your side, your products won’t sell. Working with my pr & marketing teams, we do everything possible to ensure that our story is told the way we want. While that might not always happen, we do have complete control over our website—the most accurate portrayal of tarte and a great arena for viral marketing. We send newsletters and monthly emails to our customer base and do quarterly contests to keep it exciting. In the beginning you need to act as your own publicist and send your product to editors and magazines to spread the word. If you’re creative about the way you send your product you have a much better chance of getting it in the right hands. Editors have so many products cross their desks each day - make sure yours stands out.
Q: How did you begin marketing on QVC?
A: When QVC initially approached us, we turned them down because we knew we weren’t ready for such a large distribution. We’ve always been very careful about our growth (and still are). We didn’t want to launch without being prepared. Since we’ve launched, our distribution has increased tenfold and I’ve learned so much. If you can’t get your foot in the door, they have “open call” days where you can go and show your products in hopes of getting them on air.
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