Amy Gordinier discusses how to thrive at Sephora

The Omnichannel Marketer

In this episode of the Omnichannel Marketer, Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix.
Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora.
She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key factor in the brand's success.
TAKEAWAYS:
- Amy's lifelong passion for beauty began with her family's history in the industry.
- Skinfix originated from a healing ointment formula created in the 1870s.
- The brand's initial retail strategy focused on mass distribution for eczema treatments.
- Target provided significant support for Skinfix's launch, but the brand later transitioned to Sephora for better scaling opportunities.
- Sephora's in-store support and marketing strategies greatly benefited Skinfix's growth.
- Skinfix prioritizes high-quality formulations with active ingredients at functional levels.
- The brand's differentiation lies in its clean, clinical approach to skincare.
- Skinfix has built a loyal customer base due to its effective products and strong brand identity.
- The evolution of Sephora's support tools has positively impacted Skinfix's marketing efforts.
- Amy is passionate about educating consumers on the importance of product formulation.
Where to find Amy Gordinier:
Linkedin: https://www.linkedin.com/in/amy-gordinier-b6178156/
​Website: http://www.skinfixinc.com/
Where to find Kait Stephens:
Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
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