The Dirt: Behind the Scenes of Building a World-Class, Clean Wellness Brand. Part 2

Issue 2: Larger Than Life Laundry, Ramping Up Retail, the Post Strikes Again

NYC Fashion Week billboards paused until US warehouse opens in Oct

Larger Than Life Laundry

Earlier this month, we ran some billboards in New York City during Fashion Week. The goal of the billboards was to drive an association between FABRIC CARE and FASHION, with our NEW laundry detergent as the best way to keep your favourite items fabulous, vibrant and like new.

It was SO exciting to see our brand plastered up across NYC!

But there was one small hiccup... Just before the campaign began, the de minimis exemption ended. The exemption had allowed low-value goods to be imported into the U.S. without tariffs or cumbersome paperwork. So, we had these amazing ads running across the city, but customers weren't able to easily receive items in NYC.

Luckily, we had plans to set up a U.S. warehouse in motion, so we were able to capture some fun billboard content and pause the rest of the campaign until late October, when we'll be up and running in the market.

Retail Ramp Up

For a business that has been mostly DTC (direct-to-consumer) since we launched three and a half years ago, we've been lucky to work with a select group of retail partners—many local—who believe in us and who have supported us over time.

Now that we have scaled up our production and have more brand awareness across the country, we are finally in a position to partner with more retailersto bring our offering IRL nationwide.

We'll be announcing some exciting new retail partnerships over the next few months, and we'd love to hear from YOU what stores in your cities and neighbourhoods you would like to see Guests on Earth sold at.

The Post Strikes Again

If you're living in Canada, you've likely heard that Canada Post is on strike again. This time, there was no notice given, and we had 300+ orders in transition across the Canada Post network.

Late last week, I emailed over three hundred customers to let them know their packages are currently 'stuck,' in transit with Canada Post and awaiting news of a resolution. These strikes with no warning do not allow businesses to pivot to alternate carriers to avoid issues like this, which can be very damaging. We are SO focused on great customer service and all we want is for our customers to receive their packages in wonderful condition, in a timely manner.

If you're one of these customers, thank you so much for your patience and understanding. We are hopeful that we will hear of a resolution by the end of the week!

I hope that this was entertaining and welcome any feedback on this new series!

Wishing you a fantastic start to fall, thank you for being a Great Guest!

Talk soon,
Jackie