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24 Sep

Sophia Chabbott’s Big Ambitions for Testament Beauty – WWD

When she launched Testament Beauty last yr, Sophia Chabbott began small with two masks. Now, she’s considering greater.

The previous editor, who counts experience at Saks Fifth Avenue, WWD and Glamour under her belt, is bringing her beauty brand’s Mediterranean-diet-for-the-face mentality to recent product categories. Testament is introducing its first daily-use products, the Ancient Vine Vitality Serum and the Damascena Rose De-Stress Moisturizer, which is able to debut respectively for $120 and $88 online with Neiman Marcus, Macy’s, Anthropologie and the brand’s own site. The serum will bow in October, with the moisturizer to follow within the winter.

Just over a yr in, the brand’s DNA has proven resonant with consumers and retailers alike. “I actually have all the time been super into skincare and as an editor for over 15 years, I had a singular vantage point across different categories,” Chabbott said. “Once I opened my vanity, all these little jars and bottles were about antiaging, stopping, correcting and that form of language left me with a ‘gotta-fix-this’ mentality that didn’t feel great. There was a whole lot of clutter and complication right there in my vanity. I had an epiphany that I wanted a skincare practice that was intuitive, products that use garden-grown ingredients, one which felt positive and provided results. It was a eureka moment.”

What Chabbott has coined the “Mediterranean weight loss plan for the face” informed every step of the brand’s creation, from naturally minded ingredients to the packaging itself. “The Mediterranean weight loss plan and culture aspect, it connects to so many individuals across so many various cultures. Over past years, the conversations I’ve had with customers, retailers and influencers — there’s a way of familiarity,” said Chabbott. “It’s like this concept of sitting down at a table, having fun with a meal with family and friends. This concept makes people feel comfortable, it brings people together. I need customers to feel like they’re coming home once they’re using my products.

“I also went back to my heritage,” she continued. “I remember going to my great-grandmother’s house — that kitchen, garden, the Mediterranean weight loss plan experience was a foundational a part of my childhood. She used plants from the garden to make skincare. The Turkish coffee mask is a direct reference to her, she had essentially the most amazing Turkish coffee.”

Testament launched in July 2021 with the 2 masks — an exfoliator with Turkish coffee, and a Moroccan chamomile sleeping mask — as a Saks exclusive. Tapping into the strength of the shop has been integral to scaling the business. “Even whenever you consider the facility of search engine marketing, those partnerships even boost the rating of testamentbeauty.com. Digital touch points are so powerful, and our retailers have partnered with us to scale,” she said.

Sophia Chabbott

Chabbott didn’t rule out expanding Testament’s brick-and-mortar footprint. “We’ve talked with a few of our partners about testing in key doors across the country,” she said. “All the things is designed to pop on an internet site and on social [media], but there’s nothing like seeing and feeling a tactile product in person. Each are vital.”

From an innovation perspective, Chabbott’s game plan was to launch with the products that got here with fast results and gratification. With shoppers hooked on the brand, she’s specializing in daily-use products to spice up retention rates. “Replenishment rates on masks just aren’t what they’re for day by day use products,” she said. The main target is on “getting Testament Beauty into our routines, morning and night,” she said.

“I wanted [consumers] to know they were getting value with Testament Beauty, you would see the outcomes straight away and increased results with continued use,” Chabbott continued. “With daily-use products, it takes per week, two weeks to essentially get that impact. We’ve proven ourselves with our two products, they’ve develop into cult favorites. With these recent ones, Testament Beauty will probably be in our customers’ on a regular basis lives.”

Industry sources estimate the 2 launches will surpass $1 million in retail sales for his or her first 12 months in the marketplace, though Chabbott didn’t comment on the projections. Given consumers’ initial response to the brand, though, she is bullish. “The directness of our approach with the primary two products resonated with customers. People saw results straight away they usually enjoyed the experience,” Chabbott said. “While we’re a couple of direct approach, our packaging speaks to us giving a holistic approach. The packaging doubles as decor. Customers post on Instagram about using our vessels as jewelry catches, I sometimes grow herbs in my jars. The formulas having the impact that they do, and that holistic approach, is working.”

The moisturizer includes damascena rose, together with chamomile extract and probiotics, and was developed with all skin types in mind. The Ancient Vine Vitality Serum, a multipurpose face oil, includes grapeseed oil, vitamin C, raspberry seed and pumpkin seed oils for a nutrient-packed punch of moisture.

Chabbott’s top priority is supercharging Testament’s brand awareness, on condition that her client runs the gamut across ages, demographics and geographies. “We’re a brand that doesn’t currently take outside investment. The most important challenges lie with build up to realize brand recognition,” she said. “What’s sticking is that holistic experience, plus the concept of individuals connecting to the brand in an intuitive way.”

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