The Mint Blog
We have recently started attempting more of a regular schedule of content on the Mint blog. The idea is that every Friday one Mint posts some reflections on weekly happenings. Kaye, Noam and Shim took charge for the first three weeks of April, and now my own number is up...
The problem is, this past week I've been slightly oblivious to anything but the launch of The Bathory. Today marks 10 days of shipping fragrant concoctions around the world and, as expected, this whole running-a-business thing has been pretty full-on.
So, if you'll forgive a second post on The Bathory in as many weeks (here's the first), I'd like to share a couple of reflections from 10 days in business...
Imagine every customer is your mum.
We’re delighted to introduce The Bathory, for all your bespoke bathing needs...
The Bathory is Mint’s latest venture in mass-personalisation, fresh from our “anarchy incubator”. It’s also something of a paradox:
A digital product that encourages you to unplug. A cosmetics brand from a company better known for our decidedly digital ventures.
The site helps you invent a customised bath soak, to fit your mood perfectly. Our dedicated factory is uniquely set up to hand-blend your inventions in bespoke batches of one.
It has been a complex undertaking. As we quickly realised, the cosmetics industry just isn’t equipped to create products on demand - we needed to tackle manufacturing in a completely different way if we were going to offer customisation. After months of prototyping, wrestling with cosmetics legislation and testing hundreds of formulations, we’re really excited to see what people think.
Here’s how it works:
We like to think of it as “aromatherapy for people who are a bit dubious about aromatherapy”.
As that post was already getting pretty lengthy, I thought I'd save the bunch of resources I'd squirrelled away for a separate entry. So, here we have it - a content marketing cheat sheet of sorts. Seven tools I liked the look of at the CM World Expo; six live content marketing examples that stuck in my mind; and a handful of #cmworld tweets that I liked enough to save.
I thought I'd save the bunch of resources I'd squirrelled away for a separate entry. So, here we have it - a content marketing cheat sheet of sorts.