After launching in Australia in April this year, it’s taken less than three months for Zoë Foster Blake to take her skincare range Go-To to the next level - international expansion.
Following the immediate success of the brand, the author and former Cosmopolitan and Harper’s BAZAAR beauty director has announced that Go-To will have a full launch of products into New Zealand.
Taking five minutes out from her hectic schedule, Foster Blake chatted to beautydirectory about how the skincare brand is going, the role social media has played in its success, and the move into New Zealand.
"I obviously hoped that Go-To would find a loving, loyal audience, but what we've achieved in the first few months of launch has been utterly unprecedented. I'm both blown away, and intensely grateful. Especially since I know how many gorgeous skincare products are out there vying for the same dollar. I put it down to the phenomenal support we have and continue to receive in the press and online, and also the enormous bribes I send to customers to write about us on social media,” says Foster-Blake.
Hilarity aside, social media has definitely played its part in the success of Go-To. We are lucky to have customers who exist very happily in the digital space that love to share and photograph what they're bought and what they're using, and if I may be so vulgar, I think our attention to detail in all of our communication and packaging contributes to this desire to share. This was no accident: I made very sure we created an enjoyable buying experience for the brand, from the playfulness of the buying process, to the box they receive their skincare in and even our order confirmation emails. As well as creating beautiful, pure skincare, this is absolutely at the core of our business. We don't have 90 SKUs, or a bricks and mortar store, but we do have a strong product offering and a tremendous desire to delight.
Expansion is the next obvious step, and while we obviously ship internationally, we wanted to launch in full in NZ as soon as possible. Partly because we are a half kiwi brand - all of our products are manufactured in Auckland - and partly because New Zealand has a very strong natural skincare market and therefore a demand already in place that we feel Go-To will satisfy beautifully.”
Go-To is a purely online business, with the flagship” store located at gotoskincare.com.
