Launching Eulah!

0:00Rochelle: It is nine days before EULA launches. We are 24 hours away. It's 1pm. We are open. We are open!

0:23Rochelle: Hey my ladies who launch gang. It is nine days before EULA launches. and we're just in town today running around finishing the advert that we started way back when in the south of France. Our little ad that goes online to announce that we're retailed in boots.

0:50We spend a lot of time on the podcast asking founders how they launch businesses. does knowing all of that make launching EULA easier or does it actually give you more to

1:00Rochelle: overthink do you know what a real bit of both I feel like there are so many things that have happened where I'm like gosh this is going on this week and I remember like a conversation with somebody else that went through a similar thing and I sort of go back in my brain and I think they said this or they did this so let me give that a go but equally I feel like I've heard every problem and every solution whilst housing the podcast so now I do overthink everything but I think you overthink everything when it comes to Northwick anyway do you know what we couldn't have planned this better better thank you

1:38you've got an army with you how are you thank you so much it's not it's not on sale yet is it no Lucky me She'll have Rochelle here Dodie in the middle

1:55Rochelle: Eula Congratulations I just want that real routine barrier first skincare and it become like a real sort of passion of mine and ingredients that I know that I love and that I sort of re-rate in other products Congratulations Thank you so much girls I've just finished up at Sheerlux podcast I love it in there it's a really nice sort of girly environment that I could have stayed and gossiped all day but we finished that and I'm just walking over the road we've sort of found a place where I can sit and do my press interviews so I've got I think one in real life or two in real life and one or two online with different magazines I think we've got Cosmopolitan, Daily Mail, Hello.

2:38I think the one thing I'd want journalists to understand is I suppose really what I'm doing and what my why is and you know for me it's just really building this honest brand with personality that is a

2:53Rochelle: luxury brand but that is affordable and you know I just I don't like the idea of people assuming because something is an affordable price point that it isn't luxury so for me that's the point that I'm trying to labour like these are great formulas we've just managed to do it in a way that it means that you can pay eight to twelve pounds for them and it's not going to cost you 200 pound of cream so um yeah that's what I hope they take them today I'm most worried about I always worry about the stock but that worry is now gone because I know the retailers have their stock I know that our warehouse has its stock so that is what I'm happy about but I'm sort of worried about that first that first sort of sales report that comes through where I go did we order enough of said or too much of the other so I won't be able to tell until it's bought and people basically do that for me don't they they'll say this is what we're loving then I'll go oh my gosh okay we need to now figure out how we get some more stock over here so yeah stock is always the worry for me and what still needs to be decided before next week's launch I still need to decide what I'm wearing to the launch that's like the last thing I've got loads of options but obviously I want to wear butter yellow because now I'm a butter yellow queen and so yeah I need to just fully decide on my outfit before next week's launch apart from that everything's signed sealed delivered just gotta wait now we are 24 hours away from the big launch day i am i'm do you know what i'm feeling good i'm feeling good i'm feeling i mean i say i'm feeling good um slightly anxious i'm not sleeping so great because i'm just there's so much we're there now right the worst that could happen would have happened already but there's also a little bit of wiggle room for things not to go quite right yet so we're waiting for certain deliveries stocks in but I mean little bits for the event and you know the announcement roll that has to happen the advert has to hit live tomorrow and that all has to happen well and then we have the event itself and then we have our e-com turning on and I've made it more complicated for ourself because I wanted the sort of Rush Builds a Brand community and the broadcast channel community to have a password to access the website before it goes live so I've just you know everything sort of has to run like a well-oiled machine and me being me I've added all these fun ideas in that could complicate things so I am I'm feeling excited we're not there yet but we're very very close.

5:31It's the day it all begins. We are in Glam to host our event. Team have just sent a message. They're in and they're setting up. This has been really interesting today setting up in a coffee shop so we've got the certain collections of the butters, the eye cushions, the travel all within the croissants and the cakes and it's just really clean, really light, everything looks really luscious and you just want to try it all and eat it all at the same time. Hey I'm Luke from PWR and we have been in charge of the production today for the Eula launch at KU in Mayfair. So today we put on an immersive cafe where we have put all of the gorgeous new Eula products in with a bakery little kind of surrounding.

6:13We've got gorgeous little plinths in there with all of the product all displayed. We've gone really crazy for all the branding as per usual. Rochelle loves to brand everything. So we've gone coffee cups, we've got little iced coffee cups which we've got lip gloss holders on for the lip blanket, which is perfect. Everyone's loving those. We've got newspapers. We've got guinea bags. We've got even little butter stamps. So we have covered everything today. So hope you love it. We are ready. Should we go and do this? Unified! Yeah! Let's go and launch a brand.

7:21We're here, finally launch day. for EULA as a brand which it's been a long long time coming. I've worked with Rochelle now for this project from the beginning when we first had initial chats, her initial ideas, we have gone all the way. I've worked heavily on the artwork side with Rochelle so we've gone through all the assets, built the brand up, we've sat there on multiple hours going through different yellows, packagings where it's been really really hard. Like you know what I think me and Rochelle I love the color yellow but trying to get the same yellow across everything's been great.

8:11Rochelle: It's 1 p.m. and I thought we'd have a moment that we'd have a bit of like a where you know I get time to enjoy my croissant and chill which I mean it's exactly the problem I want to have it's been so busy everybody's here and chatting and enjoying so I feel very very happy that it's been I mean a really good day so far and still got like three hours left so yeah I feel very lucky and I feel a bit more relaxed now I've been like that like crazy person on the caffeine but now I feel like it's happening we're here the hardest part about bringing you to life has been out of shadow of a doubt been the sort of that juxtaposition of what brands we are and that is the fact that we want to retail between eight and twelve pounds and I want the formulas good and I want the packaging good and everything the whole getting the retail price point down and everything I want to remain a certain level has been the challenge of all challenges but I'm so proud that we've done it.

9:21That is a wrap.

9:22Rochelle: What a day. Guys, I've been here since 9.30. It's gone four. I haven't stopped chatting i've had the best day my social battery is on i think minus it's minus but i've now got to just do a small thing of launch a website i've got eight minutes that's what i mean why am i always late no let's wash it yeah seven minutes harry your enemy is wrong it's what they call habits i wear curly i wear straight i wear long i wear shorts yes your best tuck queen The website is live for people that have the passcode. I think people are being charged for delivery when they shouldn't have been charged for delivery.

10:05Just fixing that. We'll be back. At six to go again. You've sold out of the client's books. Oh my. Which is great. The store is no longer restricted. We are open. We're live! Oh my god. Okay wait.

10:22Rochelle: Get me in the back end.

10:26Rochelle: 263 orders. We're up 99.9 % guys. We're up. It's like every... I counted it as five seconds. No, four seconds. No, two seconds. Do you hear that, guys? 290. Got the noise on. We've got the noise on. Hi! What's the number?

10:56Just looking, we've sold out of the cryo under eye and the cloud cleanse. Yes! Tell them, tell them friends! Was she sold out of the eye cushion for these before? No. Not now. Hey! I love that line.

11:16Rochelle: A K percent. Guys, I think this launch is a success, don't you? Absolutely. I reckon it's all good. so everything's launched the good news is people are buying it it's selling well it's we've got stock in lots of different places which for everyone here that does the serious stuff over that side of the camera a bit stressed and pacing but I'm having a lovely time we're selling out kids um so yeah what a good day I couldn't have honestly hoped for a better launch event launch day the people that came out and supported I'm genuinely so so great sorry got a sound um it feels so different when you're launching yourself but you know what the best thing about it is that because of the podcast I feel like I've got such a great sounding board of like amazing women I've met or just remembering amazing things that they've said and advice that they've given to people that listen but I'm fully taking it myself even though it's not my first business that I'm launching I've picked up so much over the last sort of year or two so I'm very very excited but yeah it feels incredibly different being on the other side and that is that what a day I'm so pleased that you're with me I feel like you're supporting me in the background and yeah Eula to the world