The ability of a brand to speak in a consistent tone of voice has become crucial now that brands are required to be seen across various platforms and different channels of communication. For a brand, tone of voice is the embodiment and expression of its personality and story. In short, tone of voice is linked directly to establishing a narrative, and the passions or interests of the founders can also be the drive the tone of voice a brand will speak in for its target audience.

In the same way we distinguish ourselves to others through our name, our characteristics and various personal traits, brands evolve these facets into their products, logos and trademarks and their marketing to define their identity and separate themselves from their competitors.

Brand identity is a combination of both tangible and intangible components, characteristics, narrative and the overall personality of the brand. In short, strong brands stay quite close to their established identities, and their customers make a point to be transparent about what they are buying into. Some brands become famously identifiable by a logo or aspect of packaging alone.

Although the quality of the product must stand the test of time, varying techniques are used to express identity and should be considered carefully.

Today, the role of consumers has changed drastically as they are no longer passive about their thoughts on the all-powerful brands of the past. To reflect these changes, there have been specific developments in the way consumers are profiled by both brands and retailers.

Named after the global music and dance explosion in the 1970’s, Disco is designed and presented as the clean skincare for men that will put your bathroom on auto-pilot. The name alone ushers in a new era of grooming products whereby they appear to have a fun visual approach. Moreover, the product offerings is made-up of healthy ingredients to contend with socio-economic and geo-demographic profiling.

The Austin-born clean skincare company for men announced the launch of its introductory line-up. The debut collection, containing seven clean, minimal-ingredient count products for the face and body, has been designed by real men to put skincare routines on auto-pilot. 

I have always had a longstanding interest in skincare and self-care in general, so when I noticed there was a gap in the industry, and other men were also looking for attainable skincare, my idea for disco was born,” says Benjamin Smith, founder of Disco. “Disco will normalize self-care for men by offering easy to understand products and a straightforward membership program that allows guys to put their bathrooms on auto-pilot. It is our goal to provide a line of clean products you can count on, while also having fun along the way.”

The inspiration for the name Disco was created to evoke the feeling of living in the moment and a hypnotic rhythm – bringing Disco’s ethos to life. Not overthinking your skincare routine, but creating a pattern that you can follow, and feel good about it. The brand offers an effortless purchasing experience where customers can purchase products individually or choose from three membership options.

The full Disco product suite will initially include: Face mask and scrub, eye stick, face cleanser stick and moisturizer, body wash and deodorant. Disco’s introductory collection was derived from polling what men were looking for in their skincare routine. Following launch, Disco will roll out an interactive platform for men to provide real-time feedback and insight that will aid in developing future collections.

More importantly, the brand uses clean ingredients and the products are vegan as well as gluten, aluminum, cruelty, paraben and sulfate-free. Minimal and simple ingredients are key: caffeine to reduce puffiness under the eyes, aloe vera to calm irritated skin, organic essential oils for a natural, clean scent and hyaluronic acid to minimize the appearance of fine lines and wrinkles. 

On a social impact level, the brand is a proud partner of Movember, the leading global men’s health charity, and has pledged to raise $50,000 which will benefit health research and support projects for prostate cancer, testicular cancer, mental health and suicide prevention. Beginning on November 1st, five dollars from every disco face mask sold on letsdisco.co will be donated to support Movember’s efforts to change the face of men’s health.

I recently had the privilege of speaking with founder Ben Smith about how Disco is the one stop solution for building a clean skincare routine, how the line was created to be accessible for the everyday guy, while at the same time maintaining a premium look and feel and why he would choose actor Ryan Reynolds to highlight the Disco brand!

Joseph DeAcetis: Talk to Forbes about the history, and development of DISCO? 

I started Disco out of personal frustration with the lack of men’s skin care options available in the market. The lack of a singular, male-specific brand that offered everything I needed in one place, motivated me to create Disco. If I was having these concerns – other men were too.

My background is in health and wellness as I opened two fitness boutiques in college. My time spent in the health and wellness space kept me close to the ‘clean’ skincare world. When it came time to start Disco, we conducted a 1,000-person market study to better understand men’s pain points and fully understand their skincare needs. My thesis around other men also craving one singular brand to solve their skincare needs was quickly validated in the results of this study.

To formulate our line, I partnered with a longtime family friend in Dr. Eva Simmons O’Brien, a renowned dermatologist who runs her own practice in Maryland, and a reputable cosmetic chemist based in California. Our debut line includes five face products and two body products. Our thesis was to offer the full suite of skincare products, and two cabinet openers in the form of a deodorant and a body wash for those who wanted to dip their toes into the Disco brand before trying our skincare centric products. 

Joseph DeAcetis: What would you like the American audience to know about the mission of Disco 

Simply put, Disco is clean skincare for the modern man. 

Our suite of products is designed to provide clean essentials that make it easy for men to develop a routine. This can range from the basics such as face wash and moisturizer or body wash and deodorant, to a more elevated routine incorporating a face mask or eye stick. 

At Disco, we believe clean skin care should not be a luxury, complicated or hard to obtain. In development, we took great care to ensure our products are clean, vegan and cruelty free, incorporate recyclable packaging and offer a convenient membership program that allows you to put your routine on autopilot so you can stop ordering randomly from Amazon or running out to CVS at 10pm on a Tuesday night.

Joseph DeAcetis: In your words, what is your competitive advantage in development and specialized product. 

Disco is the one stop solution for building a clean skincare routine. The Disco line was created to be accessible for the everyday guy, while at the same time maintaining a premium look and feel. We believe our customers should be proud to display our products on their bathroom counter, and our packaging reflects that philosophy. We took great care in developing our initial line. I especially like the Face Cleanser, which comes in a stick form for easy application and transportation to the gym or work. Going forward, we will continue to leverage the highest quality ingredients and active ingredients that are proven to work effectively. 

Joseph DeAcetis: In your words, what are men seeking today in grooming?

There is a massive paradigm shift happening in society today: Men are taking better care of themselves and having much needed open dialogue about health and wellness, while becoming savvier about the products they are buying. Because of these positive societal changes, men in general are becoming increasingly avid skincare users. Cleanliness and transparency of ingredients are at the forefront of guy’s minds, two ideals that Disco stands for at our core. On a basic level, men are always looking for products that deliver results, and Disco is here for them!

Joseph DeAcetis: Talk to Forbes in detail about the current product offerings? 

Disco was created to be simple, so men can buy individual products, pre-packaged sets or create their own. We currently have seven products across what we call the ‘face’ and ‘body’ segments – all are clean, natural, vegan and cruelty free with a very subtle eucalyptus scent. (Hint, we’re dropping new scents for our deodorant and body wash later this year!).

  • Deodorant | Hopefully you mastered this one in middle school – but our deodorant is aluminum free, offering steel-like protection.
  • Body Wash | A shower essential, our unique formula of tingly eucalyptus, aloe and papaya give you a fresh feel every time you use it.
  • Cleanser Stick | This is my favorite everyday face wash. Just dampen your face and run the cleansing stick along your cheeks, chin and forehead then lather and rinse. The easy application and travel friendly packaging make it a must-have, along with our mix of active ingredients including Phytic Acid, Charcoal and Aloe that protects and rejuvenates. 
  • Face Scrub | If you’re looking for an occasional deeper clean, we recommend using our scrub one (1) to two (2) times a week, right after your cleanser stick. We utilize Apricot Seed and Papaya Extract as gentle exfoliating agents, so you don’t need to worry about after rinsing. 
  • Face Moisturizer | Our moisturizer is a must-use every day, no matter your routine. Use a penny-size amount morning and night, after washing your face. It should be the last step of your routine; after cleansing your pores will be prepped to best absorb all the high performing ingredients. 
  • Face Mask | A face mask shouldn’t be a chore, but a time to treat yourself! Use this 1-2 times a week for 10-20 minutes after cleansing your face for an at-home retreat or a special occasion. The mix of Kaolin / Bentonite Clay are great for their absorbent properties and drawing out toxins in the skin, while the Willow Bark Extract holds astringent, anti-inflammatory and skin-soothing properties. 
  • Eye Stick | This is my not so secret weapon for looking well-rested and ready to roll (no pun intended)! The roll-on application is easy to use, and boasts caffeine to reduce the appearance of puffiness, Pycnogenol derived from the French Maritime pine tree to reduce the appearance of dark circles, and Jojoba oil to enhance skin’s restorative properties.

Your everyday routine should really only take you three (3) to five (5) minutes at most. (20-25 minutes if it’s Mask Day) and Disco has all the essentials to make your routine seamless, whether you are at home, the gym or on the road.

Joseph DeAcetis: What are your day-to-day responsibilities? 

As the Founder of Disco, I wear many hats. This includes product development, digital and off-line marketing, managing our supply chain, and also fundraising. I also make sure to regularly spend time responding to Instagram DM’s, social comments, and customer requests – It’s hugely important to personally understand the pain points of our customers so I can best navigate the ship in response to their needs. I am fortunate to have a small amount of previous business experience in opening, scaling, and selling my gyms that has positioned me well for the task at hand with growing the Disco brand. I could not be more grateful to be doing what I love on a daily basis, and I am very bullish on the future of Disco!

Joseph DeAcetis: What are your future projections and growth strategy for the next few years?

Right now, we are just scraping the surface of the men’s skin and personal care market size potential. Nearly every market report shows the men’s skin and personal care market’s growing at double digit figures annually for the next decade. As this industry and space continues to evolve, consumers can expect to see more brands entering into the category, and it is exciting to be part of this conversation so early in the lifecycle of the industry segment’s growth.

As we launched in late 2019, 2020 will be a critical year for Disco – we are putting a heavy focus on our social channels and creating meaningful, yet relatable content as social media is typically consumers first touch point. We are also proud to partner with Neighborhood Goods, Urban Outfitters, and a handful of other very exciting retail partners in 2020 as well. Consumers can also expect an expansion of our product assortment as we aim to become the true one-stop shop for all men’s skin care and personal care needs.

Joseph DeAcetis: The United States is a very diverse country. How are you planning to help Disco address each respective demographic? 

As a digital-first brand, our Instagram page is often a customer’s first experience with the brand and we have worked incredibly hard to ensure our brand is targeting, talking to, and accessible to a diverse audience. 

For us, the content we create has to be an inclusive and holistic representation not only of the product and how to use it, but also the guy we’re targeting. Our content is a true representation of the men we are targeting and what they respond to. As our audience continues to grow and evolve, so will our efforts to communicate with our customers. I am personally bullish on the use of humor to connect with our customers, so expect a lot more culturally relevant posts like memes this year.

Joseph DeAcetis: You have the floor: Talk to my viewers about why they should try this brand now? 

It would be foolish of me to not acknowledge that consumers have many options when choosing their skincare brand of choice. When it comes to Disco, we are a no bullshit, male-specific brand that takes our product formulation extremely seriously. As a customer of Disco, you can rest easy at night knowing that we only use the highest quality, clean, and efficacious ingredients in our formulations.

Disco is here for the modern man. Whether he is just getting into a routine and needs some guidance, or is looking to elevate his personal care regimen, we are here to support. 

Joseph DeAcetis: Every leader brings their own vision to the table. Are there any specific accomplishments that you want to reach during your reign?

Normalize skin and personal care for men! It is time for guys to take care of their skin as well.

Joseph DeAcetis: Where is the product made and why?

All are products are formulated and produced in Los Angeles, CA. It was important for me to keep our production domestic to ensure safe and fair working conditions, the highest quality formulation process, and keep jobs in our great country. 

Joseph DeAcetis: If you could choose one celebrity to highlight your brand who would it be and why? 

This is a tough question as there are so many celebrities that would resonate well with the Disco brand. That said, Ryan Reynolds is on our radar. I saw a picture of him recently and noticed his face has healed nicely since filming the Deadpool movies. He must be using the Disco Face Mask. If you’re reading this right now Ryan, don’t be a stranger.



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