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External Partners Alumni Search Submit Return to home Search Search About About Olin Home Why Olin Equity, Diversity & Inclusion Leadership & Strategy News & Media Events Contact Us Programs Programs Home Explore Our Programs BS in Business Administration MBAs Specialized Master's Doctoral Executive Education Dual Degrees Faculty & Research Faculty & Research Home Faculty Directory Research Research Centers Olin Brookings Commission Olin Award Student Resources Student Resources Home Career Services Center for Experiential Learning Entrepreneurship Academic Calendars Student Organizations For Current Students For Military Veterans Admissions Admissions Home Scholarships & Aid Attend Program Events Visit Olin Ask a Student Student Profiles Request Information Refer a Candidate External Partners Alumni The Fateful Cab Ride: Christine Chang Season 4, Episode 3 October 10, 2023 34-minute listen Listen on Apple PodcastsListen on Spotify About News and Media On Principle Podcast s04 - Season 4 The Fateful Cab Ride: Christine Chang The Fateful Cab Ride: Christine Chang We had to contemplate what the future of our curation business was. As a small team, it was challenging to do both. We knew also that our community would have a lot to say. The Big Idea A consumer brand builds a following and then, essentially, decides to change direction. How do leaders bring their customers along for the ride, manage that pivot and minimize the harm to the brand? Strong customer engagement is seemingly one of the Holy Grails of consumer marketing. But what does that mean? And what are its limits? Episode Description Christine Chang, BSBA 2004, recalls the moment in the back seat of a cab, heading across Manhattan to her next appointment. She and her cofounder, Sarah Lee, finally had to have a tough conversation about the future of their beauty business Glow Recipe. The pair had originally built a successful business focused on curating Korean beauty products produced by other manufacturers. A business that had generated a significant customer following and an engaged fan base through savvy use of social media. A business that generated the majority of Glow Recipe's revenue, which was reported to be $1 million in their first year of business and growing triple digits year over year. But the other 10% of their revenue was calling to them. That was the revenue that began to grow in 2017 after Glow Recipe started its own in-house brand of beauty products. And there Chang and Lee sat, in the back of a cab in early 2019. &＃8220;As a growing but small team, we were being pulled in multiple directions by having to manage a rapidly growing in-house brand and another business vertical together," Chang, BSBA 2004, recalled. &＃8220;We talked seriously about whether this was sustainable. Five years from now, what will we wish we'd done? By the end of that cab ride, we had aligned.&＃8221; The curation business had to go. Glow Recipe would be all-in with its in-house brand of products. People would have to be let go. Inventory had to be shed. Their online community of fans and customers&＃8212;invested in one version of Glow Recipe&＃8212;would have to be invited along for a difficult transition. Skincare brands are typically known to position their brands as either serious and clinically efficacious or whimsical and fun. Glow Recipe's mission was to combine both worlds into a line of products that delivered results but were also sensorial, joyful and approachable. &＃8220;It was a massive pivot to shut down the curated business,&＃8221; Chang said. &＃8220;As the brand grew, we realized we couldn't do both.&＃8221; Two years later, the pivot paid off as Chang and Lee&＃8217;s company continued an explosive growth trend. Related Links The Glow Recipe website Elanor Williams&＃8217; page on the WashU Olin Business School site Christine Chang&＃8217;s Instagram page Glow Recipe on Instagram CNBC reports on the Glow Recipe story A report by Katie Couric Media on Glow Recipe Credits This podcast is a production of Olin Business School at Washington University in St. Louis. Contributors include: Katie Wools, Cathy Myrick, Judy Milanovits and Lesley Liesman, creative assistance Jill Young Miller, fact checking and creative assistance Hayden Molinarolo, original music and sound design Mike Martin Media, editing Sophia Passantino, social media Lexie O'Brien and Erik Buschardt, website support Paula Crews, creative vision and strategic support Special thanks to Ray Irving and his team at WashU Olin&＃8217;s Center for Digital Education, including our audio engineer, Austin Alred. Additional information Please subscribe on your favorite podcasting app to be notified when each new episode of On Principle is available. &＃160; Download the podcast transcript PDF Contact Kurt Greenbaum, Communications Director One Brookings Drive St. Louis, MO 63130-4899 [email protected] 314-935-7196 Warning: Undefined array key "SCRIPT_URI" in /var/www/html/about/news-and-media/on-principle-podcast/s04/s4e3-chang.php on line 2231 Deprecated: urlencode(): Passing null to parameter #1 ($string) of type string is deprecated in /var/www/html/about/news-and-media/on-principle-podcast/s04/s4e3-chang.php on line 2231 Share podcast Apply Now Visit Us Request Info One Brookings Drive, St. Louis, MO 63130-4899 [email protected] 314-935-7301 News & Media Events Faculty Directory WashU Center for Career Engagement Washington University home Olin Links Sitemap Privacy Policies Title IX Accessibility ©2024 Washington University in St. Louis