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Meet Mary Harcourt, the visionary founder and CEO of CosmoGlo, a brand that has redefined lighting solutions for the beauty industry. Before Mary’s innovation in 2020, the industry lacked lighting tailored specifically to treatment rooms. Recognizing this gap, Mary created the CosmoGlo Light, which has become the leader in industry-specific lighting. Today, the brand is on the brink of going global, empowering professionals worldwide with high-quality lighting solutions.
In a recent podcast interview with Swire Ho of GARUDA Promo and Branding, Mary shared her journey, insights into promotional product strategies, and tips for businesses looking to enhance their branding efforts.
Mary’s Go-To Promotional Products
Promotional items are a vital part of CosmoGlo’s branding strategy. Mary revealed that sunglasses are their signature giveaway item. Available in sleek black or white with the CosmoGlo logo, these sunglasses resonate with the California sunshine and offer practicality.
“We’ve done everything from backpacks to tote bags,” Mary said, “but sunglasses are our go-to. They’re cute, high-quality, and people love them.”
Other successful items include long-sleeve shirts, sweatshirts, and cute bags—all geared toward their predominantly female audience. According to Mary, the key is to choose items that people want to use, ensuring the brand stays top of mind even after events.
Campaign Goals: Reflecting a Luxury Brand
For CosmoGlo, promotional products aren’t just giveaways—they’re an extension of the brand.
Mary emphasized the importance of aligning promotional items with the company’s luxury image. “We aim for high-quality products that reflect the craftsmanship and premium nature of CosmoGlo Lights,” she explained. She ensures every item they choose mirrors the same quality and professionalism as their flagship product.
Navigating Challenges in Promotional Product Selection
Like many businesses, CosmoGlo faced challenges in sourcing the perfect promotional products. During the pandemic, supply chain issues made it difficult to find items in stock.
To tackle this, Mary adopted a multi-option strategy. “Instead of ordering just one item, we order three or four,” she said. This flexibility ensures that they always have something ready for trade shows or events, even if one product is delayed.
Decision-Making and Testing
CosmoGlo’s decision-making process is a team effort. Mary and her team hold roundtable discussions to evaluate potential promotional items. “Would you be happy if this was gifted to you?” is the question they ask themselves.
Ordering in small batches has also proven to be a best practice. By testing an initial batch of 100 units, the team can assess quality before committing to larger orders. “If we love it, we’ll order more. If not, we can still give them away—they’re still making someone’s day.”
Best Practices for Successful Promotional Campaigns
Mary shared her top tips for businesses venturing into promotional products:
- Start Small: Test items with smaller batches to ensure they meet expectations.
- Plan Ahead: Allow extra time for production, shipping, and potential delays.
- Stay Flexible: Have backup options in case inventory issues arise.
- Aim for Utility: Choose items people will use regularly, ensuring your brand remains visible.
One unexpected win for CosmoGlo has been the longevity of their promotional products. “A month after events, people still tag us on social media, wearing our sunglasses. It’s amazing to see the ripple effect continue,” Mary said.
Mary Harcourt’s journey with CosmoGlo showcases the power of thoughtful branding through promotional products. By prioritizing quality, utility, and alignment with their luxury image, CosmoGlo has set a gold standard for effective promotional strategies.
For beauty industry professionals and businesses alike, Mary’s approach offers valuable lessons: invest in products that resonate with your audience and reflect your brand’s values.
Ready to take your brand’s visibility to the next level? Take a page from CosmoGlo’s playbook, and make every promotional item count.
To here more listen to this podcast episode on here website: My Promo Story: Mary Harcourt of CosmoGlo Lighting