Mummy skin care brand Glow banking on post-COVID offline opportunities to raise brand awareness

By Amanda Lim

- Last updated on GMT

Glow is counting on events, pop-ups, and offline retail opportunities to increase its brand awareness after being hampered by COVID-19. [Glow]
Glow is counting on events, pop-ups, and offline retail opportunities to increase its brand awareness after being hampered by COVID-19. [Glow]

Related tags Skin care Singapore COVID-19 brick and mortar

A Singapore skin care brand targeted at mothers is counting on events, pop-ups, and offline retail opportunities to increase its brand awareness after being hampered by the COVID-19 pandemic.

The brand was founded in 2020 by Colleen Francisca-Mason, a former professional baker. The brand and its products are targeted specifically at mothers and focus on self-care and wellness.

“Our brand focuses on the rituals. It’s more than the ingredients – which are amazing – we encourage you to use these products as bookends of your day when you have five minutes. It’s a great product that can also be a self-care tool and I think women these days really resonate with that,”​ said the Formula Botanica graduate.

The brand currently has five products that can be used by women at all stages of their lives and is safe to use on babies and children as well.

The COVID-19 pandemic severely hampered Glow. For instance, the brand was hindered by logistical issues, which limited the brand from reaching an international audience.

This year, the brand is going full-speed ahead to raise brand awareness – something the company struggled with in the past two years because of the COIVD-19 restrictions.

“The day before the lockdown was announced, I had just collected the keys to my office. I was so excited and the next day I wasn’t allowed to go in. It was very tough to just be waiting and having my hands tied for a year,” ​said Francisca-Mason.

Speaking to CosmeticsDesign-Asia​, Francisca-Mason said the company’s strategy is simply to get its boots on the ground.

With such a saturated skin care market, being able to feel the product could be an important differentiating factor. Now that social restrictions have eased a great deal in Singapore and events and pop-ups are able to take place, Francisca-Mason is optimistic that 2022 will be a turning point for the brand.

In April, she was able to showcase the brand at the shopping event Boutique Fairs Singapore​, which made its return after two years.

“That’s the thing about the brand. People need to smell and feel, there’s a whole sensory experience that’s so important. At Boutique Fairs, I was so happy to be able to do that because there’s a lot of education that’s needed. This is not an impulse buy, something you buy because it’s pretty. Events are very, very important for me to be able to meet and speak to people in-person. Writing everything down on social media just didn’t work as well.”

The brand has been invited to set up shop at Takashimya, a department store along the shopping district of Orchard Road, for two weeks, which will be important exposure for the brand moving forward.

Additionally, the company is also in discussion with a private hospital group in Singapore to stock its products.

“That’s where my demographic is that its where we need to be. We’re trying retail to see how it goes. This period will be a lot of trial and error for us. Will it work just sitting on a shelf or will I need to do more events and be more personable? We’re going to try everything and see what resonates best.”

Furthermore, the brand is eager to introduce the brand with an official launch party, which Francisca-Mason says would likely take place in her own private residence.

“Well, it’s a beautiful home and it’s such a personal brand. There’s a very personal backstory to this brand. I’m not one of those big brands trying to push a product, I want to meet the people, my customers. I want them to be friends.”

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