Marketing strategies that every entrepreneur can use

In the fast-paced world of beauty and skincare, longevity is a rarity. Yet OSEA Malibu, an algae-based skincare brand founded in 1996, has not only survived but thrived for nearly three decades. CEO Melissa Palmer, daughter of founder Jenefer Palmer, has guided the brand from humble beginnings in Malibu, California, to a global presence. Today, in addition to its online store, Shopify, the brand is sold in major retailers like Ulta and Nordstrom, and in thousands of spas around the world.

Melissa has learned over the years what it takes to create a business model and marketing plan that will last. Let’s dive into the key lessons from OSEA’s 28-year journey.

5 Steps to Creating a Marketing Plan That Will Sustain Growth for Decades

1. Start with a strong foundation

The first reason for OSEA’s continued success is simple: “Without (a great product), I don’t think anything would be possible because we consistently deliver on our commitment to our customers by offering a great product and doing what we promise,” says Melissa.

A focus on product quality has been central to OSEA’s marketing strategy from the beginning. Melissa’s mother, Jenefer, knew that “if we make a great product, people will come back.” A better offering can be the best marketing tool. This philosophy has paid dividends, allowing OSEA to build a loyal customer base and eventually expand into new markets.

2. Embrace digital transformation

While OSEA’s roots lie in traditional retail and spa partnerships, Melissa recognized the potential of e-commerce early on. In 2015, after scaling her direct-to-consumer Hula-Hooping brand, Melissa leveraged the skills she had developed in digital marketing and web design to build OSEA’s online presence. Her digital expertise has taken the company from a primarily wholesale model to a thriving direct-to-consumer platform.

“We just tried everything that was happening in digital marketing at the time,” Melissa recalls. That experimentation led to a significant shift in the company’s business model, from 99 percent wholesale to a thriving direct-to-consumer platform on a Shopify-powered website, demonstrating the importance of staying open to new media channels and opportunities to experiment and be creative.

3. Build a unique influencer strategy

When brands began working with influencers on Instagram and TikTok, OSEA decided to seek out content creators who shared the brand’s values. That meant avoiding the expected beauty influencers and instead working with nutritionists and influencers who promoted healthy living.

“We chose atypical content creators,” Melissa explains. “In 2016, there weren’t many dietitians posting about what skincare products they were using.” This strategy allowed OSEA to reach niche communities like nurses, flight attendants, and health-conscious consumers.

Melissa advises others to look beyond the obvious influencer choices. Seek out partners whose values ​​align with your brand, even if they’re not in your industry. One of OSEA’s most successful partnerships is with @fullyrawkristina, a Kauai-based lifestyle influencer who follows a raw food diet. While Kristina Carrillo-Bucaram isn’t your typical beauty influencer, she’s become a powerful brand advocate.

4. Create unforgettable moments and a unique value proposition

When you can, look for unique ways to tell your brand story through promotions, as well as special discounts that other companies can’t offer. OSEA creates traditions that customers can look forward to. Its Leap Year Sale is an example of how creative marketing connects with customers. By offering 1996 prices every four years across all of its sales channels, OSEA creates buzz and reinforces its brand story.

“We thought, OK, we’ll just do 20% off once. And then we realized, wait, it’s a leap year. And we just had this really fun idea to go back to 1996 prices,” Melissa explains. The campaign, which celebrates the brand’s one-year launch, has grown from a small event in 2016 to a major sales driver in 2024, activating across multiple channels, including email, affiliate marketing, social media, and paid search.

5. Stay curious

Despite OSEA’s success, Melissa emphasizes the importance of continuous growth and learning. She has participated in entrepreneurial groups such as Vistage and YPO, constantly seeking new perspectives to adapt to the changing needs of a growing company.

“I think I keep coming back to my core commitments, which is to do the best I can, and to work on understanding that I’m doing the best I can given where we are,” Melissa reflects. That commitment to learning extends to staying practical in different aspects of the business, even beyond marketing.

Building a brand that will last takes more than just a great product. It takes a commitment to quality and a willingness to adapt to sustain growth. By following these principles, OSEA Malibu has not only survived, but thrived for nearly three decades in the competitive beauty industry.

Join us in full Shopify Masters episode where you’ll learn about Melissa’s trials and errors in growing her business.