#17 Updating a brand
We have a pretty simple approach to evolving our brand. Any logical, achievable request from our customers should be prioritised.
Logical meaning it makes sense for us to do it. It’s better for our customers, the planet, and the industry as a whole.
Achievable means we can meet the minimum order requirements, cost of goods, and desired function/outcome. Decisions that won’t put us out of business in the pursuit of better business.
This year we’ve been prioritising your requests. You have asked for bigger sizes in skincare, for refills, for better functioning packaging. We’ve been working through the best of those options, and rolling them out over a sustainable timeframe.
Fluff is growing up. We’re understanding what’s important to us and it’s driven by what’s important to you.
This week we’re releasing new products, in new packaging and bigger sizing. Our prices will reflect this.
Packaging. Updated bottles, pumps, and labels. They’re prettier, they function better, and they communicate product utility better.
Increased Sizes & Refills. (Moving from 30ml to 50ml + 100ml refills (Stage 1)). They’ll last longer, meaning fewer purchases and no more single-use bottles.
Formulas. New natural and alternative ingredients that cater to a range of modern skin concerns.
Shade Development. 3 new Bronzing Powder shades, developed with our community.
Suppliers. Fewer suppliers. More transparency across sourcing and manufacturing.
Environment. Removing plastic windows from our Bronzing Powder refill envelopes and replacing plastic secondary packaging with recycled, recyclable paper packaging.
Web. A new user experience and a grown-up brand.
Our products will cost more, because we’ve been making more conscious decisions about them. Maintaining our margins allows us to put any profits back into this business and continue making the products and content you’re asking for. The fewer, better products we offer you, the more informed, better choices you can make.
Amidst this crazy year, we’re super excited to be releasing products that we’re proud of — that will create the base for your skincare and makeup routine, and hopefully declutter the noise that the beauty industry has created and perpetuated.
It feels like forever but Fluff only launched in June 2018. In creating this brand and our products, we didn’t know the pandora's box — that was the beauty industry — that we would open.
Once you know, it’s hard to turn a blind eye. We began wanting to be different and now we want to be better. We believe this starts with responsibility and ends with transparency.
There’s so much that goes on behind the scenes that we struggle to tell in a way that isn’t overwhelming or confusing (even for ourselves). We have had to make many expensive, hard decisions in service of our ultimate goal: to be better. To show others that doing so doesn’t mean compromising style or taste or opinion. It actually means doubling down on that.
This is just the beginning of our journey to be better. We have a long way to go, and our answer to this is The Cloud of Fluff — a virtual roadmap for our company — visible to everyone, at any time. We have a lot of people asking us what we’re doing and why, where we’re headed and why, and how long it’s going to take. We figure this is the best and easiest way to keep you in the loop across product, brand, tech, and company development. It will be live with our new website at the end of this week, and you can submit suggestions and requests at any time. When Fluff does better, the industry does too. We believe that shared knowledge is power. Why keep this to ourselves.
Got something to say? If you think one of our ideas can be improved, DM or send us an email: firstname.lastname@example.org