Q&A: Lisa Price, founder of Carol’s Daughter
Carol's Daughter founder Lisa Price answers our questions on the brand she has built and her experience of working alongside with celebrities Jay-Z and Mary J. Blige ahead of being named by The Ad Club of New York as one of its People of the Year.
Carol's Daughter founder Lisa Price to receive the Advertising Club of New Year's People of the Year award
Why has the Carol's Daughter brand really resonated with consumers?
I believe we resonate with consumers because we were one of the very first brands to speak about natural beauty products and to offer ingredient-based stories. Since we have been doing this consistently well for 25 years, we also have authority in the space.
As the founder, what was the most important decision to make for the brand in growing its success?
The most important decision that I have tried to make over and over again is to be true to the brand and its DNA as it has evolved throughout the years. We began before there were websites, mobile phones, social media or apps. We still speak to her the way we did in catalogs but now through different mediums.
What one piece of advice would you offer to anyone else looking to start their own business and build a brand of their own?
Always know your story. Be proud of it and tell it well. From your story comes your branding, your colors, your fonts, your language, etc. Always stay true to that.
You've worked with a number of celebrities - how do you pick who you want to act as ambassadors?
Initially the celebrities affiliated with the brand were investors – Jay-Z, Will and Jada Smith, and Mary J. Blige. They had skin in the game and they loved the brand. Jada and Will from being customers since the late 90s, Jay hearing about the brand from his mom and cousins, and Mary J. hearing about it from other music executives.
When we got to the point when we compensated a celeb or influencer to work with us, there has been some synergy between us and them. Never just a person solely because they are popular. I believe consumers see through a relationship that is based on money only.
How do you know they are worth working with?
I try to work with people who are multi-faceted. For example, what are their passions and causes? Perhaps that is something on which we can work together. The relationship should be reciprocal.
What does this recognition from the Ad Club mean to you?
It is funny, in a way. I don’t think of myself as a person who even understands advertising. Things like this remind me that I know more than I think and that I am pretty good at what I do.
The People of the Year event, held by The Advertising Club of New York, will be held at Guastavino’s in New York on September 18 from 6pm. Further details can be found at The Advertising Club of New York’s website.