Why I Stopped Promoting Tiege Hanley (The TRUTH)

About this video

• Video Title: Why I Stopped Promoting Tiege Hanley (The TRUTH)
• Channel: alpha m.
• Speakers: Aaron Marino
• Duration: 17:27

Overview

In this video, Aaron Marino discusses his decision to stop promoting his skincare company, Tiege Hanley, and explains his reasons for re-engaging with it. He details the founding of the company ten years ago, its initial success driven by his promotion, and the subsequent challenges, including increased competition and the rise of copycat brands that utilize different business models. Marino expresses frustration with these competitors, particularly those funded by external investment and celebrity endorsements, contrasting them with Tiege Hanley's bootstrapped origins and focus on genuine connection with customers. Ultimately, he announces his return to actively promoting the brand, driven by his belief in the product and its connection to his audience.

Key takeaways

• Founding of Tiege Hanley: Aaron Marino co-founded Tiege Hanley ten years ago with partners to simplify the skincare routine for men, offering high-quality products in a kit with clear instructions.
• Initial Success and Growth: The company experienced rapid growth, reaching $9 million in three years, largely due to Marino's consistent promotion on his channel.
• Decision to Step Back: Marino decided to step back from actively promoting Tiege Hanley about a year and a half ago to allow the company to grow beyond him as the sole spokesperson and to enter an advisory role.
• Challenges and Competition: The skincare market became increasingly difficult due to e-commerce challenges, declining organic traffic, and significant competition, including copycat brands that raised substantial funding and used celebrity endorsements.
• Frustration with Competitors: Marino expresses frustration with competitors like Caldera Labs, viewing them as antithetical to Tiege Hanley's bootstrapped, customer-focused ethos, especially after they secured significant external funding.
• Return to Promotion: Motivated by his love for the product, the desire to protect what he built, and the connection with his audience, Marino announces his return to actively promoting Tiege Hanley.