As the company continues to grow and develop its offering, it’s making a big push toward content and storytelling to help consumers learn what Violet Grey is and what it stands for, said CEO April Uchitel.
“I was a huge fan of Violet Grey before I joined, but I had never really shopped Violet Grey,” said Uchitel. “I really wanted to unpack that, and it led me to discover a lot of our foundational pillars — and if I wasn’t aware of them, I’m sure our audience wasn’t aware of them. So what we’ve done is really dig into these pillars to make sure that we can animate them and bring visibility to some of the things that we assume are straightforward that might not be.”
In this week’s episode of The Glossy Beauty Podcast, beauty editor Priya Rao sits down with Uchitel to discuss how Violet Grey differentiates itself from other retailers, how it’s using editorial content to make luxury seem more accessible and how it’s strategizing to build brand awareness….
