How To Create A Viral Product And Sell Out Over 30,000 Units
A Shopify Masters interview with Jen Yu and Alex Penfold, the couple who founded the men's skincare brand Jaxon Lane (Jackson Lane in the auto-captions). They say the idea began when Alex kept borrowing Jen's sheet masks, so they bet on 30,000 sheet masks made in Korea and positioned the brand openly for men. They cover product development, the role of long-term PR, celebrity gifting that reached Nick Jonas, a Wall Street Journal mention about six months in, micro influencers, choosing a focused trade show, and working with a life partner. Sponsor: Shopify, which produces the show and is named in the description with a free trial offer. PARTIAL COVERAGE: this note is based on the opening, the PR and influencer sections, the trade show section and the closing advice on partnerships, and may not cover every point in the roughly 38 minute video. Business claims are the guests' own and not independently checked. Nothing here is medical or skincare treatment advice.
Executive Summary (TL;DR)
A Shopify Masters interview with Jen Yu and Alex Penfold, the couple who founded the men's skincare brand Jaxon Lane (Jackson Lane in the auto-captions). They say the idea began when Alex kept borrowing Jen's sheet masks, so they bet on 30,000 sheet masks made in Korea and positioned the brand openly for men. They cover product development, the role of long-term PR, celebrity gifting that reached Nick Jonas, a Wall Street Journal mention about six months in, micro influencers, choosing a focused trade show, and working with a life partner. Sponsor: Shopify, which produces the show and is named in the description with a free trial offer. PARTIAL COVERAGE: this note is based on the opening, the PR and influencer sections, the trade show section and the closing advice on partnerships, and may not cover every point in the roughly 38 minute video. Business claims are the guests' own and not independently checked. Nothing here is medical or skincare treatment advice.