A few weeks ago I was was invited to high tea and got a sneak peek at Gina Tricot Exclusive Collection 2015. The lovely collection is kept in white, light grey and nude shades, with added sequins. Perfect for students, confirmand & wedding celebrations. See how gorgeous Sandra is in a couple of dresses here and Tina Maria in the white pants and glitter top here. You can finde the collection in stores and online right here. I’m gonna go down and try something from the collection later today, stay tuned on Snap Chat (emiliedelance) and see what I end up with .
“The future is allerede here – it’s just not evenly distributed.” I start today’s blog post with this quote by William Gibson. I love to be motivated by quotes. They are small reminders in a busy life, that what you are doing is right . Here in the initial phase, much of my time is spent on contacting, researching and hold meetings. I’m really passionate about helping customers in the beauty, fashion and lifestyle industry.
There are many who ask about the company and I am just SO happy for the interest! Here are some of the questions I have received:
“What is it that glow: repeat anyway?”
glow:repeat is a new form of marketing and branding agency. As previously Nordic Manager of e.l.f. Cosmetics, I, together with my team, tried to build up a brand, which was unknown in Scandinavia. Over 120,000 followers on social media, millions of visits to our websites, a customer club with over 20,000 members and a sky-high PR value, were just some of the things we were working with. This experience I’m now taking with med for new brands.
We call it “Social Marketing” and it is not just social media, as many might think at first, but really to be social IRL! Brands need to go out and be with their customers, build relationships with influencers, be proactive and think differently in terms of marketing. You could say that traditional marketing is changing, because both the customers and the moment of purchase has changed. You know the scenario yourself We get inspiration from many places and form our own personal mix. Right from instagram, youtube, pinterest, snapchat, celebrities, magazines to our favorite blogger etc. Therefore it is important for a brand to be sharp on all fronts, and it can be hard to do it all alone.
It is not enough just to be present on social media. You also need to create some relevant content and add value to your customers. About 80% of what we do in at glow occurs offline, so we have some content we can put online. With the right people, and in a context you can relate to. I love to plan, execute and measure results. With a track record from e.l.f., it is actually something we have succeeded with, not just ideas.
My partner Torben, originally trained as a graphic designer and has worked in the advertising industry. The past several years, he has specialized in IT and also operates a recognized software company Ayipa.
We are also a pair in private for over 12 years, and some years ago, we were in Ukraine and opened an IT development, which we both draw great benefit from. We had for a long talked about uniting our two skills, and a late evening in December, we came up with the name glow:repeat, Torben designed it of course ;).
This means that we can also handle e-commerce, SEO, all technical and layout solutions for customers. Right now, for example, we are working on two new web shop systems for a customer. The amazing thing is that it’s all in one place! We have both a showroom, beauty studio, produce videos and pictures. Write exciting newsletters and press releases, build webshops, social media management, organise events, etc. Through my many years as a blogger, I am lucky to have a large network in the fashion and beauty industry. I know how it is, to have both hats on, as a brand and as a blogger.
“When will your website be up?”
We are actually not officially opened quite yet. (There will be a launch party with colorful drinks, balloons and palm trees on our rooftop, I promise ). We are already lucky to have gotten customers and soon more will join, which I look forward to telling you more about. What you can’t see is that we have built up a large customer website, that only customers can log in and see. Here are project pages, statistics, helpdesk, news and more. I enjoy it all to be transparent to our customers, so they can follow the development and the results we build. Fortunately it is in place, and I am looking forward to showing you our website when it is ready..
“Why has not instagram and facebook for glow?”
It’s actually quite deliberate. Our task is to build our clients’ social media, therefore we have chosen not to have glow profiles, but you can find our our work via the hash tag #glowrepeat and feel free to follow me privately on emiliedelance.
“Is it only Denmark you are focusing on?”
With e.l.f. I was responsible for Denmark, Norway and Sweden and we have chosen to do that for our new customers as well. I have both Hanne which is Norwegian and Wera which is Swedish on my team. We have learned that it is most effective if you make a combined Scandinavian strategy. Besides that, we also have a large network of bloggers and the press in all three countries. The reason we have chosen to assemble the team in Copenhagen, is that we daily can share experience, share content and it’s just great to have a Nordic team in one place. It is both motivating and provides a team good spirit. The girls travel to Norway and Sweden, almost monthly, to keep in touch and be updated. We would like to extend to Finland and Germany, in the near future.
“What about Beauty Academy CPH, do you still have that?”
Part of the challenge with e.l.f. Cosmetics was that it was a non-advertising brand. That means no money spent on commercials, TV and advertisements. Our task was to think differently, and not do the same as other beauty brands. Here we had the idea of our very own beauty studio. We needed a nice place to style people, some beautiful facilities to take pictures in and we often had to say no to tasks because we lacked the crew of makeup artists for different tasks. Everything from fashion week to photo shoots, events and more. Therefore Beauty Academy CPH, became a great opportunity to get educate some talented girls, get brand ambassadors and a team we could use for various tasks. We developed training material with a high international level, and on our first class, we trained six talented girls who all work with beauty today. It was absolutely fantastic and YES we will continue forward with the beauty studio, together with new makeup brands. It is a great gathering point, both in terms of beauty products, but also for fashion and lifestyle brands. With e.l.f. we experienced, that If we put a picture up of a makeup look, quickly the follower base asked: Where are the earrings from? Where can I buy the dress? And it’s great if it’s brands that you have in the house, so you can do cross-branding.
I will finish with another quote, that you probably know “If you do what you always did, you vil get what you always got” at best … and at worst, the things you usually do, doesn’t work anymore, because the market is constantly changing.
I hope it gave you an explanation of what it is we’re doing. If you have any questions or would like to know more, please contact me. I am always keen on a chat and a cup of coffee .
Trench: Weekday Pants: Mango – Bag & Shoes: FR//S 247365
I am otherwise a little color boom, but recently I have shopped some more classic numbers in black, grey, white and nude colors. I’m just digging the trench coat! It is fab with both dresses and a pair of tight pants, like here. The cute round bag is from my customer FR//S 247365. It’s just so nice and I love metal detail below . I’m considering buying it in white too, perfect for summer. The shoes are also from FR//S, but they will first be in stores July/August, loving the croco print, and they come in two heel heights. The high ones I have on here, and a slightly lower heel too.
Last Monday was dedicated to Beauty Academy CPH all day! We started with a makeover on sweet Helle, who also was also going to the Elle Style Awards. We have a number of private bookings on makeup styling, before a big party or an event. It’s always so nice to meet new people . When Hanne had made her red carpet ready, Muse Me Channel stopped by with lovely Laura, Sandra and Ilirida, they too had to be styled before the party! Wow girls had so great outfits on . There will soon be a video about it.
Sweet Ditte and Josephine also dropped for a glass of bubbles, so cozy! The time flew by, Hanne, Wera and I also had to get ready before going to the DR Concert House, where the award show was to be held. It was so great to be away with the girls, the days are long at the office with glow:repeat, so some bubbles and networking, made an ordinary Monday magical! See more pictures here.
The other day I went to high tea at the Avenue Hotel. Here it was a happy reunion with Helle, whom I had not seen for a while. Helle is the designer of the new jewelery brand Enough. After many years in the apparel business, Helle searched for a change, both personally and job related. A several month long trip in India, opened up new dreams and the jewelery slowly took shape. They are all handmade by a jewelry family in India, which Helle has become good friends with. I met Helle before and after the process, and wow a difference in her radiance! It’s amazing how changes in life can cause one to flourish.
At thehigh tea Helle showed the delicate jewelry, pretty bracelets, necklaces and earrings with beautiful stones. We were so fortunate to be able to choose a piece of jewelry, I was immediately drawn to the green onyx. Onyx is a calming stone, and is said to alleviate worries and make you feel comfortable. It is also said to encourage wise decision-making and promote endurance and power. Beautiful they are .
I admire that Helle has changed her life and the outcome of these fine jewelry! See them all here.