Gwen Stefani’s Gxve Beauty Launches Social Selling Platform – WWD

Gwen Stefani’s Gxve Beauty Launches Social Selling Platform – WWD

Gwen Stefani’s Gxve Beauty Launches Social Selling Platform – WWD

Gwen Stefani believes you get what you give.

When he began planning the launch of Gxve Beauty more than four years ago, his long-term vision for the brand always included a space that would allow Gxve buyers to interact and even make money as brand ambassadors.

Join The Gxve Community, the brand’s proprietary digital platform that will launch on Tuesday, five months after the brand’s debut in March.

Through the Gxve community, users from all walks of life, regardless of follower count or previous work experience, can become ambassadors of the Gxve, or “Gxvers” brand, earning 30% commission from Gxve products sold through their custom ambassador link.

The platform also gives Gxvers a look inside the brand’s and Stefani’s own exclusive content, including makeup tutorials and product training, and has open forums where users can discuss their passion for makeup with each other and directly with the brand.

“To be able to create a community and an opportunity where people can take what I have created, make it their own and make money out of it – that was the dream,” Stefani said in an exclusive interview. “I also want people to be able to come to a safe place where they can learn, share, teach and express themselves through makeup.”

This launch is a natural extension of the brand and of Stefani, who is no stranger to the art of hustle and bustle herself.

While achieving stardom with her musical prowess in the early Aughts, Stefani also launched her clothing and accessory lines LAMB and Harajuku Lovers, finally debuting her first fragrance, L by LAMB, in 2007.

“We all need a family, a community,” said Stefani, who officially began her beauty career working behind the counter of Ultima II, where she said the most rewarding aspect of the concert was helping customers. to feel beautiful.

Try to create the same joy with the launch of Gxve Community, while simultaneously passing the microphone to others to do the same. “If someone says, ‘Oh, you’re just selling something,’ I’m selling this feeling, which I know I can give you and that you can give to someone else.”

Consumers can sign up to join the Gxve community by selecting the “Ambassador Program” tab on the Gxve Beauty website, which will direct them to a form where they can enter their social media handles and a short answer explaining in detail why they would like to join.

“You don’t have to be a mega or micro-influencer,” said a spokesperson for venture capital firm and brand partner Gxve New Theory Ventures about why the brand sought to exploit consumers as ambassadors. “You can be a mom with three or four kids and just be passionate about putting on makeup, whether it’s going out of the house or not, and interacting with like-minded people.”

In tandem with the platform’s debut, Stefani, who will appear again as a coach in the upcoming season of NBC’s “The Voice,” which premieres September 19, is also launching Gxve Anaheim Line Pencil Lip Liners, available in three shades and on sale. retail for $ 20 each.

It also released two new shades of the brand’s Pout to Get Real Overlining Contour lip liner, which costs $ 22 per pencil and are available for purchase on the brand’s website and at Sephora, Gxve’s exclusive partner.

“It’s not necessarily a new way to sell makeup, but it’s a new way for Gxve to sell makeup,” said Allison Statter, managing director of Gxve’s partner, Blended Strategy Group, of the Gxve community.

“We are the first celebrity-backed brand to have a proprietary tool that we own and have created to build our community and create who can sell our makeup. This is our differentiator. This is what will make us stand out, ”continued Statter.

While Gxve Community is browser-based for now, plans to launch an app version are on the horizon.

“Traditional retailing and buying will always continue in multiple forms, both through department stores and through the Sephoras and Ultas of the world,” said the spokesperson for New Theory Ventures. “But there is also an entire economy of commerce that is done over the phone or on a computer, and I think brands that do it right can add value and gain access to consumers who may not get into a brick. e- mortar shop.

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