Carol's Daughter: A Marketing 50 Case Study

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Photo: Tony Pettinato
Launching a newcomer in the health-and-beauty category is no easy feat, but when you have celeb spokeswomen such as Jada Pinkett Smith and Mary J. Blige, it makes all the difference.

Carol's Daughter, an African-American-oriented beauty brand, is steered by CEO Steve Stoute, who also credits a presence in Macy's and Sephora for helping. Such associations have catapulted the corporate story into media venues such as Newsweek and "The Tyra Banks Show."

"PR has been a tremendous asset for the brand," Mr. Stoute says.

Carol's Daughter uses a series of influential consumer blogs, such as DailyCandy, to promote awareness via mentions by the bloggers as well as paid ads via Translation, New York.

"We've been buying straight brand ads across different sites and embracing the blogging community," says Mr. Stoute, 38. The music-industry veteran has been involved in crafting marketing and brand strategy from the outset and brought in big investors, including Pegasus Capital Advisors, to help grow the $20 million brand.
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