The Product Launch Strategy That Earned Glamnetic Millions
Shopify Masters episode - Shopify's own show - in which host Shuang Esther Shan talks with Ann McFerran, founder of Glamnetic, about the launch strategy behind magnetic eyeliner lashes. McFerran describes leaving a lonely career as a commission artist, spotting that friends could not apply false lashes, and finding magnetic eyeliner as the white space. She taught herself product development from YouTube, sampled over 150 vendors and 100 samples before two produced the right prototype, started with only about 10,000 dollars and 100 units per SKU, and learned photography herself to keep costs down. Within about a year of launch Glamnetic earned 50 million dollars in revenue and drew partners like Sanrio, Sephora and Ulta Beauty. Her core advice: ideas are common, so take the first step before you are ready. PARTIAL COVERAGE: this summary highlights the product development and launch lessons; later marketing and partnership details are not covered. These are the founder's own claims, not independently verified, and nothing here is business advice.
Executive Summary (TL;DR)
Shopify Masters episode - Shopify's own show - in which host Shuang Esther Shan talks with Ann McFerran, founder of Glamnetic, about the launch strategy behind magnetic eyeliner lashes. McFerran describes leaving a lonely career as a commission artist, spotting that friends could not apply false lashes, and finding magnetic eyeliner as the white space. She taught herself product development from YouTube, sampled over 150 vendors and 100 samples before two produced the right prototype, started with only about 10,000 dollars and 100 units per SKU, and learned photography herself to keep costs down. Within about a year of launch Glamnetic earned 50 million dollars in revenue and drew partners like Sanrio, Sephora and Ulta Beauty. Her core advice: ideas are common, so take the first step before you are ready. PARTIAL COVERAGE: this summary highlights the product development and launch lessons; later marketing and partnership details are not covered. These are the founder's own claims, not independently verified, and nothing here is business advice.