Julep Taps Consumers as Brand Ambassadors

Who needs influencers? Julep is calling on its best customers to become brand ambassadors. To support new product launches at Ulta, where the brand entered 250 doors last June, Julep will roll out an ambassador program that relies on loyal customers spreading the word to their networks to get people in the store and shopping. “We’ve always known the most important influencer in life is the one you know — your friend,” said Jane Park, founder and chief executive officer of Julep. “The way companies can reach customers is different today than ever before. It’s combining the community that used to be part of Tupperware clubs with influencers…the last five years we grew from celebrities to YouTube influencers, and now there’s even more democratization of that.” During a beta test in January, 100 Julep brand ambassadors in five markets — Chicago, Dallas, Houston, San Diego, Seattle — used their local networks to support the launch of the brand’s K-Beauty skin-care set, Korean Skincare Made Simple Kit, at Ulta during the retailer’s annual January skin-care event. And it worked, Park maintained. The approximately 50 doors that used Julep Brand Ambassadors saw 100 percent sell-through of the kit. “We’re using marketing dollars to geo-focus. We’re thinking in a very nuanced

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