INDIE ROSE BOTANICALS.
Bree Kahmann wanted her business to look just right. This wasn’t just one goal amongst many goals for this new beauty brand. It was critical for success. Great products need to tell their story and one of the most accessible places to tell a great story is Instagram. This was at the heart of the strategy Bree developed as part of her NEIS training at Holmesglen.
Instagram is free, but that’s not to say it isn’t work. Bree built the aesthetic for Indie Rose Botanicals well before launching in May 2019 and as with most things, you get out what you put in. “Lots of people ask me why I love using Instagram,” says Bree. “Instagram has a really big ROI (return on investment). People see your content regularly and interact. I’ve made lots of wonderful connections. Instagram is a great way to introduce people to your brand and a great way to send people to your website to capture leads.”
Bree is enthusiastic about the power of Instagram and happy to share her tips. “Start off by doing free webinars to learn how to use Instagram for your business. Just remember Instagram is a visual platform and you need to have high quality photos. Don’t worry about how many followers you have! Worry about your engagement,” says Bree. “In a short time, Instagram has been great for networking and we have 150 of our product samples going out in a subscription box in this month.”
Bree’s passion for a cleaner type of cosmetic started ten years earlier, when she was a successful hairdresser. Bree found herself having multiple health concerns. It wasn’t until much later she realised the toxic ingredients in the products she loved and recommended were a major factor in the 6-month illness that left her bed-bound and in extreme pain. Bree says “A massive part of my recovery was suggested by a fantastic specialist, recommending a detox of my home and body, as my symptoms suggested toxicity. When I started to read the backs of my hair and beauty products I was in shock to discover that even some of the most natural brands still contained toxic ingredients.”
Bree began a personal mission and as her knowledge of natural and alternative therapies grew, so did her passion for creating a new brand with these qualities that women could embrace.
Indie Rose Botanicals describes itself as ‘self-care for the modern day goddess’. The range includes Australian-made Eco-Luxe Bath & Body Care products, that are gentle for sensitive skin types. The Goddess Body Range is nut-free, dairy-free, gluten-free and also suitable for sensitive skin types. Small batch manufacturing of products ensures fresh, naturally active ingredients.
Bree presents her products with the right appeal and presence for her market. A strong aesthetic on Instagram is one of the best ways to grow an account, build a following and show off your brand’s unique style and tone. Bree has created a visually-cohesive Instagram feed, using a muted colour palette of pinks and earthy tones, which is carried through to the productʼs packaging and the website.
For anyone starting a new business, especially a consumer product based business, the good news is you don’t need to be a professional photographer to find your brand’s look and nail your aesthetic. Think about how you want to present your brand and products. What will your audience understand from the images you have in mind? Browse your competitor’s feeds – what works and what doesn’t? It is important to consider what types of photos you can deliver routinely to support your story. Can you consistently shoot light and bright? Will you be able to access the backgrounds you have in mind? There are numerous free and inexpensive online stock libraries available where you can download images to support your story and voice. Easy-to-use design tools like Canva can help you to build and strengthen your brand.
Ecommerce brands have a lot to gain from showcasing their products on Instagram. Thanks to Instagram highlights, you can do it front-and-centre on your profile, creating separate story highlights for seasonal collections, BTS (behind-the-scenes), product launches and more.
If you want to inform and excite your audience with your unique products, have a plan for social media and work at it. Follow Bree’s lead, creating a beautiful and harmonious Instagram aesthetic to turn visitors into followers and engaged followers into customers.
Do you have a great new business idea for a job that you love? NEIS is an Australian Government sponsored new business training program, to assist with self-employment. Use the postcode finder for your local provider and contact them for a chat.