If you don’t already know who Raynell Steward, aka Supa Cent, is – then you’re sleep. In just two years, she’s grossed millions of dollars in revenue for her brand The Crayon Case.
One of the overall keys to her success was defining a niche from the beginning. Although she created professional quality products, she targeted amateur makeup users. The Crayon Case is a fun and playful brand that encourages beauty enthusiasts of all skill levels to use their face as a canvas and color outside the lines. We’re gonna walk you through five major keys to help you create a niche product like this self-made beauty boss.
The pre-work is to hone in on your audience. You want to know your ideal customer to a T — make sure you know what type of person would purchase, use and share your product/service the most? What do they like or dislike? What pain points are they facing that you can help alleviate?
Supa defined her target audience as beginners, and she created the school-supply theme to resonate with them. She ties this theme into all aspects of The Crayon Case’s brand — from the products, like the eye glue stick and box of crayons pallet, to the look and feel of her website.
#1 CREATE A THEME
- Bright crayon-like text colors
- Creative call to action verbiage. Like “Class Is In Session” to encourage a social media shares
- You’ll see elements like chalk looking font that scribes Supa’s name and even the use of notebook paper to share her journey
As you think of a new theme or refine an existing one for your product, keep these elements in mind. Brainstorm how you can bring the theme to life on all touch points — from the actual product to your digital properties.
#2 LEVERAGE YOUR AUTHENTICITY
She incorporated her love for her hometown in some of the lipstick names for her brand, like “Jambalaya,” “Holligrove” and “Crawfish.” She also named some of her products after close friends. In an interview with Rolling Out, she said she did this: “Simply because they hold so much value in my life. They’ve helped me so much along this journey.”
When she first started getting into makeup, Supa noticed that colors pop on brown skin despite being teased about her melanin growing up.
Supa’s personality is hella raw and in your face. She’s been transparent about her journey from the jump, and The Crayon Case was built with the vision of makeup artists being comfortable with messing up — she designed the products to make you want to play on your face.
#3 GO FURTHER WITH OTHERS
Supa hired a strong team to manage aspects of the business that she doesn’t have the bandwidth too, such as customer service and HR. She praises teamwork as the real backbone and reason for the success of The Crayon Case.
Supa Cent has built a loyal following of #CrayonCuties who use her products and create content that she can use on her social media.
When she was first getting started, she leveraged other people with large followings to grow her business by paying for promo and resharing their content. She also sent over 300 free products to beauty brands of all sizes around the country, including celebrity makeup artists and beginner YouTubers who may have felt overlooked by bigger brands to help spread the word about The Crayon Case.
#4 SELL YOUR STORY ON SOCIAL
Before she became a beauty guru, Supa Cent began posting funny videos on social media back in 2013. People identified with her raw and authentic content and tuned into her #StorytimewithSupa stories where she talked about everything from being a side chick to cooking her favorite New Orleans recipes.
She documented her experience learning how to do makeup on social media — she often did her makeup on Instagram Lives and messed it up to have fun with her followers. That’s how The Crayon Case was born and that’s how she got the theme for her products.
As she continues to grow as an entrepreneur, Supa still shares personal stories on social media. She posted a video of her closing a warehouse deal while in labor this past March – cleverly dubbing it as “Contractions and contracts.”
#5 GET YOUR STRATEGY IN CHECK
Supa’s selling strategy is unmatched. She made headlines when she sold $1M in 90 minutes during Black Friday in 2018, and she beat her own record during her #Taxmas promotion in 2019, where she pulled in $1.37 million in under an hour.
In an interview with CBS Radio, she said: “I want to do the most I can online, people don’t even understand that going into a store is a pay cut.” She also mentioned that she hopes to expand The Crayon Case to 100+ more products within the next year.
It’s clear that Supa Cent casts a vision and then leverages her team to execute.
We all can learn a lot from sis. Her grit and grind helped her grow The Crayon Case quickly in just two years. As you tweak existing products or add new ones to your brand, keep these major keys in mind.