How Partnering with Other Brands Boosts Awareness for Your e-Commerce Products

In this episode…

Have you ever thought of pivoting your e-commerce business by partnering with other brands to create more awareness for your e-commerce products? If you have, do you know how to pick the best ones? 

In this episode of the Relationship Commerce Podcast, Dr. Jeremy Weisz sits down with Victoria Flores, a Co-Founder at Lux Beauty Club, about how she uses brand partnerships and direct-to-consumer marketing strategies to grow her CBD business. Victoria talks about the benefits of using her e-commerce products, how she pivoted her business when COVID-19 hit, and how she leverages her e-commerce website to attract, create awareness, and win more customers.

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Victoria FloresVictoria Flores is a Co-Founder at Lux Beauty Club, a company that manufacturers high quality CBD products for beauty and wellness. Their products are THC-free, USA-made from FDA-certified farms, and crafted with the goal of improving lives and offering nontoxic alternative methods for health and beauty. 

Lux Beauty Club’s products contain cannabinoids, plant terpenes, and a combination of vitamins, minerals, and flavonoids. All these compounds multiply and work together to form what is known as the entourage effect. Before starting Lux Beauty Club, Victoria was Chief of Staff at Katz Capital, a boutique trade and execution firm specializing in hedge funds.

What Can Brand Partnerships Do For Your e-Commerce Products?

To create more awareness and grow their market size, the team at Lux Beauty Club reached out to many brands looking for a potential partnership. One of the brands they partnered with, Ben Hogan, led to the creation of a whole new product: the Ben Hogan Golf Roller.

This new product is entirely unique because of the Ben Hogan branding attached to it. The Roller also enjoys the benefit of the Ben Hogan licensing. Plus, the product is the first golf branded CBD product in the market—which means they can reach more customers.

As an e-commerce entrepreneur, you could use the same strategy to create more awareness, increase your market share, and grow sales for your e-commerce brand. A partnership like Lux Beauty Clubs’ could even spark ideas for related products.

How Pivoting from Wholesale to Direct-to-Consumer Can Help Grow Your e-Commerce Brand

Similar to many businesses, the CBD industry has been negatively impacted by the COVID-19 pandemic. When it hit, the most common places where CBD products were sold were either forced to temporarily close or shut down completely. 

Lux Beauty Club wasn’t immune. They had thousands of orders from retail chains that had to be paused, negatively affecting their sales. The fact that they cannot advertise directly on Facebook also made the situation worse, since such a cost-effective advertising route was closed off to them. When Lux Beauty Club realized that they were heading down fast, they had to pivot. So, they started thinking outside the box to find new buyers for their products.

If your e-commerce business has also been negatively affected by the pandemic, one of the things you can do is start searching and reaching out to new buyers for your products, even if their orders are likely to be less than older buyers. Call them directly and, if possible, create versions of your e-commerce product ideal for their customers. 

How to Target Your Ideal Customers Through Your e-Commerce Website

To attract and create connections with their ideal customers, the team at Lux Beauty Club has created a beautiful website for their e-commerce brand. They use colors that are attractive to women, have a good user experience for their site visitors, and showcase their products to serve their customer’s needs.

By knowing their target audience, they’re able to use website images that they know their customers will relate to. They also ensure that their product packaging is attractive, offer discounts to their customers, and provide fun activities for them on-site.

Growing an e-commerce business requires the same type of on-site strategies. You should ensure that your e-commerce website is user-friendly with high-quality, relevant photos and good descriptions. But, most importantly, you should use your website to create connections with your ideal customers.

Resources Mentioned in this episode

Sponsor for this episode...

This episode is sponsored by Worth eCommerce.

Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.

Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer. 

Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.

To learn more about Worth eCommerce, visit

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