DTC's Daily Digest gives you the latest news on the fastest growing brands in the world. In today's edition: Roe launches a brand new, Rory. Monzo's first invasion in paid advertising; SmileDirectClub expansion despite the external resistance.
Roe launches a brand new, Rory
Start remotely remotely to the consumer Ro, Making her name sells erectile dysfunction pills for men, Brand new launched, Designed to treat some menopausal symptoms.
The brand, named Rory, will compete with its direct consumer brand Hames, which launched a women's platform called HERZ last year, although these products focus more on young consumers.
"If you look at every company directly to the consumer, whether it's remote or shoes, almost all of them talk to the thousands of women," says Rachel Blanc, who will lead the brand. Instead, Rory focuses on about 43 million women between the ages of 45 and 64 in the United States and is part of the group that most likely treats menopausal symptoms.
Ro The last time it raised $ 88 million (£ 67 million) in Class A Of investors including the founding capital of General Catalyst and the founder of Reddit in September 2018, bringing the company's total funding to $ 97 million (£ 74 million). This is not the first invasion of Ro to a new field. In September, Ro also launched a smoking cessation service called Zero, which sells smoking groups containing nicotine gum, bupropion for medical drugs and the application of behavioral therapy.
Monzo's first invasion in paid advertising
MONZO Plan First big advertising campaign, As it looks to increase shipping. The digital bank has almost entirely relied on the organic word for business development, but is now exploring how paid advertising can play a role, although the brand insists it should not rely on paying for customers.
The move comes as the rival bank seeks to improve awareness beyond its core audience. The campaign will run outside the home and some other offline media as well as Facebook and Google.
Monzo now has between 50,000 and 100,000 users per month and expects to maintain this growth rate over the next few years. Tristan Thomas, head of marketing at Monzo, recently told Marketing Week that he viewed paid advertising as a way to "shorten circles to take us another year or two."
Monzo is expanding its marketing team quickly before launch. While six months ago she had a team of five or six in marketing, now 20 years old. The launching of the campaign also required initial support from agencies for the first time. The campaign is the first real Monzo test for paid advertising, and its success will determine its strategy for the next few years.
Expand SmileDirectClub despite external resistance
SmileDirectClub, A dental DTC based in Nashville, has announced More than 2,000 new jobs, and an investment of $ 217 million (£ 165 million).
Growth will more than double the company's five-year presence in Nashville, representing an increase of more than 45 percent in the workforce across the country. The planned investment of $ 217 million comes as the company – valued at $ 3.2 billion (£ 2.4 billion) last year – is considering an initial public offering this summer.
The company posted revenues of $ 400 million (£ 304 million) last year and more than doubles to $ 1 billion (£ 760 million) this year. The company has so far raised $ 380 million (£ 289 million) in funding, one of a number of dental DTC brands, such as ClearCorrect and Candid, based in the United States.
However, they were not all sailing clearly for the brand competition for dentistry. The American Orthodontic Association filed complaints against them, similar DTC medical companies, on the grounds that clients must have full teeth, x-rays, and personal medical consultations. Unfortunately for them, consumers seem to put prices and convenience as factors more important than precision when choosing a dental treatment.