The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 21 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 1 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
Weiss: Retail-first beauty brands design for shelf space, not consumer needs
“Beauty brands build products and clients for the needs of, you know, Macy's and, you know, Sephora and Ulta and CVS, and those are shelf space needs and seasonality needs and margin needs and all of these different needs that have nothing to do with you as the…”
Masterson: Drunk Elephant was the fastest-growing skincare brand in Sephora history
“For becoming the fastest growing brand in the history of Sephora. The fastest growing skincare brand in the history of Sephora.”
Masterson: Drunk Elephant gifted full sample kits to every Sephora employee
“I called Patrick and Charles, and I said, I think that we should put the money we just saved into sampling, and I think we should give every single employee at Sephora the littles kit, which was the whole line, but little version.”
Masterson: Brands do not pay placement fees for Sephora's Favorites Wall
“So when I got the call, we're going in for free. Because you don't pay for the favorites wall.”
Weiss: 50% of Sephora Shoppers Use Their iPhones In-Store
“50% of people who go into a Sephora take out their iPhones.”
Raz: Drunk Elephant secured early Sephora and Ulta meetings via trade shows
“What Tiffany did was, you know, she went to every trade show and eventually buyers from Sephora and Ulta came by and then she got meetings and it was just her and her sister at a trade show and a fold up table, you know.”
Masterson: Sephora rejected Drunk Elephant's first product for being a single SKU
“I've reached out to Sephora. They've told me, no, we would never carry a single SKU. Like, in other words, if you don't have a group of products, we're not interested.”
Masterson: Sephora put Drunk Elephant in all stores by September 2015
“And it was Cindy, and she said, Tiffany, there's a thing called the favorites wall at Sephora, and we want you on it. And it's every door. By September of 2015. Every single Sephora. By September of 2015.”
Masterson: Sephora waived its $1M sales mandate to launch Drunk Elephant
“So it was there in Jackson Hole that she told me that, yes, we want to pick you up, all six products. She goes, if you don't sell a million in the first year, we won't kick you out.”
Sephora agreed to test Briogeo in February 2014 after category expansion shift
“And then in February of 2014, I received an email that changed my life. I had sent the merchant buyer January's press summary, and a couple of weeks later, she responded and said, Nancy, it's so great to hear from you. The stars must have been aligned because …”
Twine used 200,000 Ipsy samples to drive massive Sephora sales conversions
“Getting that product in the hands of about 200,000 people translated into incredible conversions at Sephora.”
Sampling to 200,000 Ipsy Users Drove Briogeo's Sephora Retail Conversions
“Getting that product in the hands of about 200,000 people translated into incredible conversions at Sephora.”
Sephora Rolls Out In-Store Brands Twice Yearly
“Sephora has a cadence of twice a year in which they roll out brands into stores in March and in September.”
Sephora Tested Briogeo Online With a Conditional 25-Store Retail Expansion
“So it was a test, and the test was online only. So if I hit my targets, the next step would be to launch Briogeo in 25 of the then 400 Sephora stores.”
Supergoop launched across all Sephora stores and 47 Nordstrom locations
“We launched in 47 stores. So I had full distribution in Sephora and 47 Nordstroms”
Magazine press drove Sephora sales in 2008 before influencer marketing
“So in 2008, you know, this is before Instagram and influencer marketing, and it was all really about those press placements. That you'd get in the magazine that showed your product. They were very product driven, and that's what sold product in Sephora.”
Investments from Jay-Z and the Smiths helped Carol's Daughter enter Sephora
“Yes, Jay-Z Will Smith, Jada Pinkett Smith, and the investment helped us to open up the additional store but also helped us to get into places like Sephora at the time and then subsequently Macy's.”
Price: Jay-Z and Will Smith invested in Carol's Daughter
“Yes, Jay-Z Will Smith, Jada Pinkett Smith, and the investment helped us to open up the additional store but also helped us to get into places like Sephora at the time and then subsequently Macy's.”
Twine: Sephora promised 25 retail stores if Briogeo met online targets
“If I hit my targets, the next step would be to launch Briogeo in 25 of the then 400 Sephora stores.”