Claire Despagne née Auble (EDHEC 2012) presents her nutricosmetics firm DAY+
Claire is the founder of DAY +, which offers food supplements for improved skin, hair and nails.
DAY + creates, produces and sells food supplements all around the world.
Can you tell us briefly how your business came about?
DAY + is the story of a consumer turned producer. Having consumed supplements for years, I wanted to develop my own unique beauty solution.
DAY + came about based on a simple observation: food supplements are indispensable yet the existing market offer was poorly adapted, stigmatising and anxiety-inducing.
In January 2017, after several years working in the financial markets in London, I decided to set up DAY +, a brand of effective, practical (and French) food supplements!
A brand that reflects who I am and allows you to get serious about the way you take care of yourself but in a way that’s fun.
I was a consumer looking for a brand whose values would resonate with me.
You simply can’t imagine the journey strewn with obstacles that awaited me.
But I firmly believed that with my passion and coping skills, combined with digital technologies, I could be successful.
I decided to invest all of my savings, time and energy in DAY +.
Months of research to pick the best laboratory, perfect each formula and work on the ideal consumption format were needed. At the same time, I created the website and a visual world that reflected who I am. Those around me also chipped in: a cousin who’s a photographer, friends working as graphic designers, doctors and dermatologists – my friends and family believed in me and the project!
In March 2018 I launched DAY +, the 1st anti-ageing drinkable formula. A revolution in the world of supplements! A single liquid solution to be swallowed directly containing 5 essential anti-ageing active ingredients. The formula is effective, the drinkable portion is practical, the taste is delicious, and it’s 100% French.
Armed with my Instagram account, I set about conquering the Internet with a single objective in mind: maximize my sales without any marketing expenditure!
After just 7 months, DAY + boasted 12 retail outlets, both online and offline.
In January 2019, 10 months after the launch, DAY + was out of stock. The demand required better management, so I decided to put in place a pre-order system.
In 2 weeks, I had covered the cost of all the new production. When the time came to restock, 40% of production had already been sold.
By June 2019, DAY + boasted 30 retail accounts in France and abroad.
Thousands of DAY + cures have been sold and almost 10,000 followers keep up with all of the brand’s adventures.
Not a single euro has been spent on advertising, acquisitions or marketing.
I’m relieved and very proud: people like the product, my customers are loyal, and the community is close-knit.
I am just completing my first fundraising campaign. I’ve been on my own since the beginning, and now I can take on new associates and begin to write the next chapter.
What is your initial assessment of this entrepreneurial adventure?
1) It’s above all about the product. That’s the cornerstone of entrepreneurship. The rest is what allows you to scale up, move more quickly, expand and save time.
But an honest product that stands out, disrupts the market and is innovative is quite simply indispensable.
2) You have to concentrate on sales. Generate revenue from the outset without committing too many resources. That allows you to really test the concept and the project’s viability.
If it works without considerable financial means, then the future is promising indeed.
3) Only take the plunge if you have a crystal clear vision, a profound desire to take on a market that means something to you.
Tackling a sector because it is in vogue but without any real conviction will never allow you to surpass yourself.
Have you ever benefited from the network of edhec graduates?
Not yet but I can't wait to!
What advice do you have for new entrepreneurs?
1) Product
2) Sales
3) Passion
Also, everyone must find their miracle recipe, the right ecosystem for them, one that will allow them to surpass themselves and achieve their objectives.
What’s next for your business?
1) Generate even more revenue each day. Sell, sell, sell.
2) Form the DAY + dream team and go on to write the next chapter (increase the number of retail channels, customer service, new products).
3) A second fundraising campaign is already up and running so we can lead the market for effective, practical and French food supplements. Cross products and cross boundaries.
do you have expectations from the community of edhec graduates?
Yes!
Visibility, sharing best practices and recruitment!
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