Why Nuria Will Be Donating 100% of Their Revenue This Month
Name: Naomi Furgiuele
Current Location: Home (Pennsylvania)
Brand Description: Clean, vegan, and cruelty-free skincare line that gives back
Your Background: Seasoned consumer products executive. Led Research & Development for global skincare at Johnson & Johnson before founding Nuria
Why did you start Nuria?
During my career developing skincare products, I discovered women around the world used different beauty rituals to address their skin challenges. They turned to local, natural ingredients to create their own solutions, and I wanted to foster a community of women as a way of sharing these gems of skincare wisdom hidden away in different regions of the world.
At the same time, I saw firsthand that not all women have the same opportunities that my daughters and I have had, and that helping women and girls through education and other support was the key to so many other positive changes in society, including improved healthcare and financial stability.
I created Nuria so we could make the world brighter by sharing skincare wisdom and supporting the next generation.
What has the last month been like for your business?
We’re all learning to adjust to these unprecedented times. Our “why” hasn’t changed but we’ve had to shift our “how.” Nuria was available in a number of retail locations that are now closed (like SHOWFIELDS), so we have shifted everything to being virtual and online only. And while we might not be able to have in-store events where consumers try our products, we can still help them take care of their skin at home through personalized coaching and virtual guidance.
We are a global team and many of us were already working remotely so the transition to working from home has been relatively easy for our team.
How did you speak to your customers during the last month? What communications do you believe were the most successful?
This has been a challenging time for everyone, and we've found our consumers are seeking more connection now. To respond to this, we’ve focused our communication on helpful and uplifting content as well as personalized support through our consumer experience team. We've also increased our philanthropy by not only donating some of oyr most popular products to healthcare workers but also all of our April revenue is going towards providing food, books, and other much needed support to kids affected by coronavirus. Consumers have responded well to our donation and to our communication efforts, especially our personalized coaching and supportive content on social media.
How do you think COVID-19 will impact your customer acquisition strategy?
Our consumer can’t try our products in the store before buying anymore. That means we need to work a little harder to make her feel comfortable with her purchase. We‘re doing this in a number of ways - mailing samples to her, reinforcing our money-back guarantee in our communication, and through the endorsement of people she trusts.
What do you anticipate being the most challenging part of your business over the next 1-2 months?
That’s a great question. There are still so many unknown and everything will continue to shift in the near-term. The key for us will be adapting to the challenges that our consumers and retail partners are experiencing as quickly as possible while not losing sight of the need to be ready for the future.
What have you done to support your community during this time? What will you do going forward?
We’ve always been a community of women supporting other women, but we've dialed this up even more. Through April 30, we will donate 100% of revenue to Save the Children’s COVID-19 Response. Every Nuria purchase will provide food, books, and other much needed support to kids affected by coronavirus.
Also, we’re continuing to partner with She’s the First to support girls’ education. Even before we launched the brand, we committed a six-figure donation to help them support the next generation through education.
Our program with Save the Children is an extension of our commitment to our community and our values. Giving back has always been a part of our brand DNA and will be in the future as well.
What are you looking forward to doing in the next few months as a business?
We are looking forward to developing a more personal and meaningful connection with our consumers and our community. We are excited to help them with their skincare as well as continue to support them as we go through this process together.
What is the best advice you have been given during this time?
Let’s assume that the advice of washing your hands for 20 seconds is well known! As I am sure many people are doing these days, I was checking in on my parents and typical of my mom, she kept asking about me and my family before she would answer how she was doing. When I pressed her, she said, “When you find that you are dwelling on yourself, that’s when you have to think of others.” While that sentiment is timeless, it’s more important now than ever. We would like our consumers to know that we’re thinking of them and their communities, not just about ourselves. If we can stay focused on staying strong together, I’m confident we will be building a healthier and more supportive world for the next generation.
What companies do you believe have gone above and beyond in light of COVID-19?
We have been so inspired by some of the ways that companies have found to help, sometimes even pushing well outside of their comfort zones. It is wonderful to see companies like Allbirds donating shoes to healthcare workers and Nordstrom’s alterations team making masks. We are equally inspired by seeing Tesla and GM working to make ventilators even with all of the challenges facing those efforts. It is a powerful reminder that we are all part of a global community and we are strongest when we support each other.