Hey {{first_name|mate}},

Not gonna lie, it’s beginning to feel a lot like everyone’s on annual leave. Are you?

I’ll keep this brief – while we’ve lots of exciting things going on behind the scenes here at eCC HQ, there’s not much we can give away just yet…

Let’s just say, after the planning meeting Adam and I had last Wednesday, 2027’s shaping up to be a year!

Earlier last week, Adam sat down with Jake Xu from Shakeup Cosmetics on the Podcast. He and his Co-Founder, identical twin Shane, didn’t just create a brand and a product. They created a whole damn market.

Read on for the links to watch this one 👇 it’s very much a vibe.

Bon voyage!

Caitlin

It’s hard enough convincing someone to buy the product you’ve created.

Jake Xu has the added challenge of convincing a whole bunch of men that the product category is for them in the first place.

Adam sat down with the Co-Founder of Shakeup Cosmetics to talk about the very expensive business of educating customers, challenging stereotypes and building demand where there wasn’t much (or any) to begin with.

They also get into what went down when they launched the brand in Harvey Nichols just three months before COVID (ouch), why expanding into overseas markets helped save the business, how wildly different their customers are from market to market, and why proper localisation involves a lot more than changing your £s to €s.

Oh, and there’s a brilliant customer story involving tinted moisturiser, rosacea and a wedding that gets right to the heart of what Shakeup is actually selling…

(Spoiler: it’s not makeup.)

📺 Watch on YouTube
🎧 Spot on Spotify

Whether you're off chasing the sun, surviving the summer sales or simply pretending your inbox doesn't exist for a week or two...

Enjoy it.

Because we'll be back on 9 September with the first eCom Collab Club® London after summer, and we're getting straight into BFCM: What We Need to Do Now.

No easing ourselves back in.

We’ll be coming in heavy, bringing you room full of brands, operators and eCommerce folk swapping ideas, comparing battle scars and making sure Future You doesn't spend November wondering why nobody started planning sooner…

September will be here before your out-of-office comes off.

Need somewhere decent to work before and/or after eCC London?

Registered eCC members can now get a free day pass to use the Karma Sanctum Soho as a co-working facility for the day before and day of each event.

Work. Meet. Chat. Avoid trying to take a client call from a coffee shop toilet.

Here’s what you need to do:

1️⃣ Register here
2️⃣ Email the hotel at least one hour before you arrive*

Plus, Karma Sanctum Soho have discounted hire of their onsite cinema room for our attendees – you can can host your own events there for less!

*The email address is provided at the end of the form