Bonjour Millionaire, 

My new thing is iced coffee with milk and coconut syrup. I'm disgusting! Washington coffee hits sooo hard but don't let me move back here no matter what I say. I cannot be that far away from a Sephora ever again. Promise me. The closest Sephora was an hour and a border patrol away. Remind me I can order coconut syrup to Florida.

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EVENT OF THE WEEK:

BFCM ad strategy workshop, incoming, Tuesday. Gobble gobble.

Bringing their brains: Andrew Clay (Thrive Causemetics), Chintan Mehta (Elevar/Audiense), and me.

We'll review what's working in performance marketing right now, best-in-class creative, and how to get the most efficiency out of your ad spend when inventory is at its most hideously expensive. Using science. 😉

P.S. if you bring your ads, we'll look at them. Anon questions accepted!

Add to Calendar 📅

GO-TO-MARKET TIP OF THE WEEK: 

If you're not doing an early access day, you're missing the opportunity to build exclusivity and urgency. 2 things that feel premium. Because they are premium.

It's also free to pull off, and involves no incremental discounting. Builds brand! We did early access yesterday and I bought from the text we sent our early access customers. I was panicking as I was checking out, because I think there's just a true a rush during a private event, and you never know who else is on your tail gunning for the same item you are.

If I, as my own customer, am racing to checkout... then I believe in what we're doing. I paid full price, because I'm superstitious and because again, I believe.

ADDED TO MY WISH LIST THIS WEEK:

👜: My niece is turning 1 and I know it's wrong but what if her other auntie and I split it?
💎: Would look awful on me but I think so pretty.
🍂: Almost time.
🤺: Cost per wear would be favorable. Maybe I'll get for my husband and then move it to my closet?

BRAND OF THE WEEK:

Dae Hair: File this under a brand that can stand alone without a face. The brand once had a famous face (Amber Fillerup Clark, an influencer who I love).

She has stopped posting and went pretty offline, and the brand is as relevant and big as it's ever been. She didn't retreat because she had to or was forced to, but because she wanted to. And the brand stands on product and the product is good (this is my favorite). The branding doesn't speak to me. The founder doesn't post. And still, my friends, sisters, and I all buy it. Because of the product!!! Perhaps the most important part (definitely the most important part).

P.S. I remember when it launched and Dae stood for dawn, afternoon, evening and I thought that was stupid. I still purchased then because again, I love Amber. My reason to purchase has switched from support to product love and I still think the name is dumb but she can laugh at me for that all the way to the bank! Bet she has 5 G Wagons or the equivalent or whatever she wants and hell yeah.

WEBSITE OF THE WEEK:

Mars Men: My friends work here, and L Catterton invested. And so, we pay close attention.

This is the empty state of the slide cart (below). A card that exists to promote the sale they're currently running. I will do this on Cyber. You should, too. This is incredibly smart. INCREDIBLY.

Is this my taste? No. Is this the best path forward? For sure. Student of the game! Some of the smartest people I've ever worked with work here, so I know this was tested into and for that, I say thank you.

MEME OF THE WEEK: 

AU REVOIR!

On the subject of coconut, I am here to remind you that these are extremely excellent and these aren't good enough to buy. Don't mix them up @Daniel.

Yours, 
Ari