Name: Lucia Mencarelli
Brand Name: Casa Mencarelli
Instagram Handle: @casamencarelli
Background: A few years ago Lucia developed Multiple Chemical Sensitivity and it turned her life completely upside down. She had to revolutionise her lifestyle and reduce her exposure to toxic chemicals in order to heal. She could no longer use conventional cosmetics so she started to experiment and create her own skincare using fresh, food – grade, organic ingredients. Casa Mencarelli was born!
Casa Mencarelli is far more than a skincare brand however. It is a movement and a hub for people looking for a more natural and organic way of life. Lucia is passionate and determined to help as many people as possible whether they suffer from chemical sensitivity or whether they want to embrace a more holistic lifestyle.
If you hadn’t guessed she is also Italian and her products, website and social media are packed with the irresistible colours, food and passion of that amazing country.
In her words
“Come with me on a journey through the olive fields of Umbria, the vineyards of Tuscany. Let the green clay of Sicily pamper your skin, the amazing scent of lemons and oranges awaken your senses. Smell beautiful sun-kissed tomatoes of Naples and Apulia. Discover the fragrant wildflower bouquet of Millefiori honey, produced in the foothills of Italian Apennines…”
I don’t know about you but I am thinking of booking a flight right now!
Challenge: After several years of study, formulating and preparation Lucia was ready to launch her brand the challenge she faced was one all indie businesses have to square up to; how to stand out and get noticed. She needed a way to tell people she was there, what she stood for and how she could help them.
Strategy: Lucia decided to use Instagram Live to launch and grow her brand. I know! How brave!! That is why she has well and truly earned her place as a fierce founder!
Lucia recognised 2 fundamental factors influencing business growth right now.
Firstly, now is the age of the founder led business. Followers and customers want to buy from brands that they know, understand and love. They want to feel connections. They want relationships.
Secondly, video is sooooo powerful and sooooo important on social media at the moment. You only have to look at Instagram Stories, Instagram Live and IGTV to see how much money is being ploughed into video marketing. Video is bang on trend and also the fastest way to let people get to know you.
Results: During her pre-launch period Lucia went Live every day. She talked about her passion, her experience, Italian cooking recipes, DIY skincare ideas, healthy living, holidays and of course her products.
She created a beautiful film set in her house which included her now famous brand sign and clearly showcased a range of her products. She made sure her lighting was good and her sound quality clear. Each time she went live she had an idea of exactly what she wanted to say. All the preparation gave her confidence.
Every time she went live she had a bigger audience. Every time she went live her followers began to interact more and more; asking questions and saying really positive things.
Her Insta following grew, her engagement went up and most importantly she made sales.
If you would like to check out Lucia’s videos many of them are on her IGTV station. Click the image below and you can watch one about holiday essentials.
Here’s what Lucia has got to say about using Instagram and Instagram Live
“If you had told me one year ago that i would be able to do daily Instagram lives for my brand I would not have believed it. I’m an Indie Beauty Rockstar and the programme has helped me to build the knowledge and the confidence to act and progress forward.
When my pre-order event was launched at end of July I was so happy, motivated and confident (despite being exhausted) that the only thought on my mind was, “OK, now it’s all fixed with packaging and production, I have a product to sell and I need to be visible”
I prepared the set and the camera, I put eye liner and some mascara on my eyes, and after 10 minutes I was live, in front of a small audience! It felt good, I was not worried because I knew what I was going to say.
After the live I received so many encouraging comments that it felt so good.
I did that for a few consecutive days while the pre-order event was on, not talking only about products or sales, but also about healthy living tips, healthy foods, holidays essentials, products demonstrations, etc.
People liked it and the nice messages kept on coming from all over the world.
I was also asked several questions privately, which I responded to very promptly. People would tell me the parts of the live they liked most, so this was giving me ideas on what to do on the next live session.
I was not into Instagram before starting the Indie Beauty Rockstars programme, but soon realized that I prefer it to Facebook because it’s quicker and also I saw my tribe growing much faster. Also I am a visual person so I love images and photos and Instagram had to be my perfect match.
I also adore Instagram stories, I love the fact that comments can be written on them, location, tags and # added to make it even more interactive.
Visual interactions are great and I can really see the potential.
While I was off on holiday I made some videos and posted them on the IGTV while other short videos were added to the instagram stories, again so many nice comments received.
I made my first post in January and had zero followers, now i have over 420 and growing!
Looking to double that in the next few months!”
- Now is the age of the FOUNDER LED BRAND – do not miss this opportunity. Be fierce and be visible beautypreneurs!
- VIDEO MARKETING is the medium of the moment – don’t ignore it. It’s such a fabulous tool to help your followers get to know and love you.
- PLAN, PLAN, PLAN. Massage your confidence by preparing yourself, your film set and your theme
- ENJOY IT. One thing that stands out in Lucia’s video is she is enjoying herself. When you are happy and passionate people catch the vibe and join in and that’s where the magic happens!
- JUST DO IT! Yes, it is scary but every time you do it it gets easier and the results just keep coming. You have spent so much energy, time and money crafting your incredible brand. Now the world needs to know about it. Face the fear and take advantage of the amazing free marketing tools available to you.
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