Michael Malinsky is the co-founder and CEO of WUNDER2. A digital advertiser by trade, he developed the colour cosmetics brand to tap into a social media-savvy customer base.
Launched in 2015, this small (relatively unknown) digital native brand developed cult status and grew 30-fold in 2016 alone.
It’s not just Wunder2’s NPD that has helped the brand grow, but it’s unique marketing style.
Here Malinsky talks to Cosmetics Business about the importance of Facebook, the two levels of trust and the personal touch.
"I’ve been amazed by Facebook from its very conception as an ad platform.
In my past career, I did a lot of affiliate business for other companies and have always been fascinated with the granularity of detail that you can target customers on the platform.
We knew there was an opportunity to use this tool to create a beauty brand, but it’s not as easy as it seems.
A lot of people research online and maybe buy products that they already know, but very few people actually purchase a product they don’t know online.
So we had to work extra hard to deploy authenticity and trust. Not to the point of just curiousity, where they may pick it up in store, because when we started our brand we were not even in-stores yet. We had to create purchases with our ads and with our content.
To make digital advertising effective, it’s a combination of being passionate, almost crazy, about the creative yet being scientific towards the results. Don’t get overly attached to something if it doesn’t
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