It's a millennial skewed beauty brand which last month became a bonafide "unicorn" (that is, valued at more than a billion dollars). Marita Burke, creative director at Mecca Brands, is familiar with the "frenzies" some products create. She says of Go-To, "[it's] a great product, great packaging, a highly engaging tone of voice and [an] incredibly popular founder". Lloyd-Wallis says cult products can create an "emotional connection" between the consumer and the retailer, which in turn drives loyalty. "One of the difficult things about having a cult product is scaling our business and managing inventory to meet demand," she says.

Source: Stuff April 16, 2019 16:52 UTC