Key Takeaways
- Jeanine Mojum launched Amoureux, a skincare brand for sensitive skin, following her own struggles with skin issues.
- Amoureux features two products: The Soft Serum and The Cozy Cream, designed to be effective yet gentle.
- The brand focuses on community feedback and plans to expand its reach through authentic customer engagement rather than traditional marketing.
Innovative Solutions for Sensitive Skin
Jeanine Mojum’s journey into the skincare industry began with her own battle against sensitive skin, worsened by her diagnosis of polycystic ovary syndrome and the stress of a demanding career at Goldman Sachs. Seeking a solution that catered to individuals with similar skin concerns, she decided to create her own brand after earning her MBA from Wharton.
Mojum discovered that many individuals with sensitive skin are hesitant to experiment with new products, especially exfoliants, due to fears of irritation. This insight motivated her to launch Amoureux in November last year, offering high-performance formulations that prioritize gentle care. The brand’s inaugural products include The Soft Serum, which retails for $48, and The Cozy Cream at $58.
The Soft Serum utilizes pH-neutral pomegranate enzymes, niacinamide, marrubium vulgare extract, and potassium azeloyl diglycinate to gently exfoliate, improve texture, decongest, and brighten skin. Meanwhile, The Cozy Cream is enriched with ceramides, centella asiatica, glycerin, and heterotheca inuloides extract to enhance skin barrier function and moisture retention.
Mojum aims to redefine sensitive skincare, asserting that individuals need not settle for basic solutions. Conveying a sense of softness and indulgence, Amoureux’s branding not only contrasts with typical clinical aesthetics but also challenges the notion that skincare must be about aggressive improvement. Instead, Mojum emphasizes joy and comfort in skincare routines.
Launching with personal savings of $85,000, along with some initial funding from family and friends, Amoureux’s marketing strategy leans heavily towards clinical trials to validate its product claims. Rather than investing in conventional promotional tactics, Mojum has relied on social media platforms like Instagram and TikTok to share candid insights about her entrepreneurial journey.
Since its launch, Amoureux has aimed for substantial engagement with potential customers, with aspirations to achieve seven-figure sales in its first year. Innovative tactics such as hosting a pop-up event in New York City and creating memorable, eye-catching print advertisements are part of Mojum’s strategy to build brand awareness. Amoureux’s exclusivity, focusing on online sales and a few boutiques, allows the brand to grow organically while conserving resources.
As the brand gains traction, Mojum plans to involve dermatologists and aestheticians in its outreach to build credibility while remaining authentic. Her goal for the upcoming year is to deepen connections with Amoureux’s community, ensuring that customer feedback directly shapes product development and marketing strategies.
In a landscape inundated with fast-paced trends, Mojum’s approach is refreshing, prioritizing a genuine relationship with consumers over mere profit. By focusing on the core audience, she hopes to establish Amoureux as a trustworthy contender in the sensitive skincare market.
The content above is a summary. For more details, see the source article.
