Product development – not community engagement – was the priority when Le Mini Macaron started in 2015. However, things began to shift as Christina Kao, Co-founder and Co-CEO of Le Mini Macaron, the at-home gel nail brand, felt a community growing within her customer base.

“I thought, who are these people so engaged that they are coming back ten times to buy?” Christina says. “I saw one name buying seven times around the holidays and shipping it to seven different addresses as gifts. So I thought, this is amazing.”

In 2019 and 2020, the brand doubled down on social media, and it has paid off with more than 142,000 followers now on Instagram – many of those followers joining in the past 18 months.

“Why do people buy brands? It’s that emotional love,” she says. “Today, everybody’s launching brands. Everybody’s a founder. There are so many options on the market that I think the evolution of the consumer goods business is “what else are you offering to people?” And it’s that human side. It’s that emotional love and attachment.”

Recently, Le Mini Macaron began a launch with Target, appearing in 500 stores as of February. Christina says the relationship brings additional credibility to the brand.

In Part 2, Christina talks about:

* Building a community around the brand.
* Doubling down on social media.
* The attraction to a brand.
* A tour of the website.
* A rundown of the products.
* Where consumers can find the products.

Join Ramon Vela and Christina Kao as they break down the inside story on The Story of a Brand.

For more on Le Mini Macaron, visit: 

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