“Part of the reason we started our company is because we realized no one was talking to men about taking care of their skin,” says Laura Lisowski Cox, CMO and co-founder of Oars + Alps (@oarsandalps). “As guys go on the journey of ‘adulting,’ we want to be there to give them the self-confidence to keep exploring life.”
As young moms, Laura and her co-founder Mia Saini Duchnowski were focused on their babies’ skin, their own skin…and their husbands’ skin. Shocked to learn how many men’s brands were packed with toxins, they created Oars + Alps to offer a line that had healthy ingredients and which their husbands (both rowers, skiers, cyclers and marathoners) would actually use.
“Through Instagram, we are cultivating a community of men who wanted to learn more and educate each other,” Laura says of the brand’s account. They use stories to ask followers to co-create and opine on the brand’s decisions, and direct messaging “to just talk with them.” Laura says Instagram ads are a huge part of the business, and that Oars + Alps is constantly updating its creative to match its story.
What advice would she offer other businesses considering an account or Instagram tools? “Before you start, outline the tone you want to have, visually and verbally,” Laura recommends. “Really figure out what your core message is and the underlying themes, so that every piece of content ladders up to your brand mission. And collaborate with and be respectful of other influencers and creative artists. Too many times I hear that people simply grab content and not give credit where due.”
🎥 by @oarsandalps
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