In an insightful conversation with Josh Kilmer-Purcell, co-founder of Beekman 1802, we explored the depths of creativity, collaboration, and innovation that have propelled Beekman 1802 to the forefront of the clean beauty industry.
Beekman 1802 is a skincare and lifestyle brand epitomizing the farm-to-skin beauty movement. Founded by Josh Kilmer-Purcell and Dr. Brent Ridge, "The Beekman Boys," the brand's story began when the couple purchased the historic Beekman Farm in Sharon Springs, New York, in 2008. Originally not farmers themselves, they learned to live off the land, and their journey led to the creation of Beekman 1802.
The brand is renowned for utilizing goat milk as the key ingredient in many of its products, drawing on historical practices that recognize its moisturizing and skin-balancing properties. Beekman 1802 offers a wide range of products, including soaps, lotions, facial skincare items, and more, all formulated with a focus on natural ingredients and the nurturing essence of goat milk.
Sustainability, community, and kindness are central themes for Beekman 1802. The brand emphasizes cruelty-free formulations, environmentally friendly packaging, and a commitment to supporting local communities. Through their work, Kilmer-Purcell and Ridge have revitalized their small town of Sharon Springs, fostering a community centered around artisanal production and wholesome living.
Beekman 1802's story and products have captured the hearts of many, leading to a loyal customer base. The brand's message of kindness, coupled with its effective, gentle skincare offerings, has allowed it to stand out in the crowded beauty and wellness market.
Here is what I learned from Josh:
The Genesis of Creative Ideas
Josh began by emphasizing the importance of not settling for the first idea that comes to mind, a lesson ingrained in him from his extensive advertising background. He shared,
"Your first idea is always going to be the most obvious one... And you want something that's not top of mind; you want something brand new."
This approach requires generating dozens if not hundreds, of ideas before arriving at a few that are truly innovative and capable of standing out in the crowded marketplace.
Serendipity in Collaboration: The Nestle Toll House Partnership
The collaboration with Nestle Toll House was highlighted as a serendipitous outcome stemming from a longstanding connection and a shared commitment to kindness. Josh recounted the story of how an invitation to speak at a Nestle sales team event, due to their mutual focus on kindness, unexpectedly opened the door for this creative partnership. He humorously noted,
"And just as a joke at the end...I said something about... we're kind, you're kind, don't be surprised if we work together."
This offhand remark ultimately led to a collaboration that was seamlessly aligned with both brands' values, demonstrating the power of aligning on core principles.
The Collaborative Process: Challenges and Insights
Developing the product line posed unique challenges, particularly in achieving the authentic scent of Nestle Toll House cookies for the skincare products. Josh detailed the intricate process involving Nestle's head pastry chef and Beekman 1802's fragrance house, which had never before worked with a food company. He described the collaborative effort as an eye-opening experience, highlighting how
"it was really interesting to see the chef, the food company, us all speaking sort of different languages about fragrances."
This underscored the complexity of translating a beloved food scent into a skincare product, a task that required extensive experimentation and mutual understanding.
Financial Aspects and KPIs
On the financial side, Josh openly discussed the risks and rewards associated with the collaboration. Beekman 1802 shouldered the inventory and development costs, a significant gamble given the uncertain outcome of the venture. However, the collaboration was not just about financial gain but also about making noise and generating brand awareness. Josh candidly shared,
"With any collab we have, we'd say, is that a moneymaker or a noise maker?"
revealing the strategic considerations behind each partnership.
Marketing Strategies and Consumer Response
The launch strategy, particularly the partnership with QVC, played a crucial role in the collaboration's success. By offering exclusivity based on the marketing support provided, Beekman 1802 maximized the collaboration's reach and impact. The result was a sell-out success, with products flying off the shelves within minutes of launch. Josh expressed satisfaction with the outcome, stating,
"It's been like a few days. It's gone. It's sold out."
which highlighted the overwhelmingly positive response from consumers.
Lessons Learned and Future Collaborations
Reflecting on the collaboration, Josh emphasized the importance of surprise and alignment between brands, stating,
"You want a collab partner that isn't so obvious. That is not interesting. But is so weird that people start to wonder why both brands did it."
He also touched on the potential of cross-brand collaborations over celebrity endorsements, suggesting that the future of impactful marketing may lie in unexpected partnerships between brands from different industries.
This conversation with Josh Kilmer-Purcell not only provided a behind-the-scenes look at Beekman 1802's innovative collaboration with Nestle Toll House but also offered valuable insights into the creative process, the importance of brand alignment, and the evolving landscape of marketing strategies.
Through his experience and wisdom, Josh illustrated the nuanced art of collaboration in the modern marketplace, where creativity, authenticity, and mutual respect can lead to extraordinary outcomes.
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