Nearly 20 years ago, Lisa Price began mixing up fragrances and creams in her kitchen. Word caught fire and Carol’s Daughter was born.
Initially, she would have one-on-one discussions with clients at flea markets and in her living room when they inquired about getting more product. Today, she engages customers through social media.
“It’s very important to me to listen to what the customer wants and create things that she needs. I’ve always enjoyed having those conversations.
Now, it may be through Twitter rather than at a flea market, but it’s still real and authentic,” said Price, 50.
Carol’s Daughter maintains its popularity by being an innovator — from providing products made with natural ingredients to launching entertainer Mary J. Blige’s first fragrance “My Life” on television’s Home Shopping Network (HSN) and breaking that network’s fragrance record by selling 60,000 units in one day. The innovation continued with the launch of its performance hair care franchises Monoi and Chocolat in 2011. Price’s products are sold in more than half a dozen Carol’s Daughter stores; and in addition to HSN, touts Macy’s and Sephora among its retail partners.
Even with such a great distribution strategy, the company stays ahead of the curve. “People are hungry for information,” Price said. “Customers research on Facebook, look up YouTube videos and read online reviews before even stepping into the store. Consumers are very savvy. In business, you have to continuously innovate the ways you operate and the ways you speak to your customers.”