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How can a razor brand market their products online when the word razor is shadowbanned. Start an OnlyFans, of course. London-based razor brand Nimbi, which launched at Erewhon in January 2024, began posting on TikTok last summer but noticed their views were disappointingly low. Turns out, its because they were using the word razor, which is on TikToks list of shadow-banned (meaning TikTok was limiting who could see their content). So, Nimbi got creative. Co-founder Anna Reid first suggested the idea of making an OnlyFans account as a joke. But it made a lot of sense. Most brands would steer well clear of posting on a platform infamous for sexually explicit content. But OnlyFans is not just a site for adult creators, and brands might just be missing out on its marketing potential. Rather than posting sexualized content for a male audience, Nimbis OnlyFans content is instructional and made to answer questions consumers might never have the courage to ask. One of their posts, for example, is an in-depth shaving tutorial. Its much more like, How do we show that we all share a lot of the same needs? Reid told Inc. in a recent interview. Lets share better educational techniques that arent [for] our skin on our face, but other body parts that we just cant show on social media. While OnlyFans isnt the brands major marketing channel, still with under 100 subscribers, Reid tells Inc. theyre having a lot of fun with it. Their bold approach appears to be paying off. Nimbi is now Erewhons number one seller in the personal care category, and is expanding into more than 900 Target stores March 1. Unlike traditional razors, Nimbis plastic-free disposable razors are made from a first-to-market material made of waste wood pulp, pine oil and clay. OnlyFans might not work for the Estée Lauders of the world. But for a razor brand, it simply makes sense.
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E-Commerce
Target is facing a 40-day consumer boycott beginning Wednesday after rolling back its diversity, equity, and inclusion (DEI) initiatives. The boycott, led by Dr. Jamal Bryant, pastor of New Birth Missionary Baptist Church in Atlanta, is framed as a fast from the retailer during Lent to show the economic power of Black consumers. Were asking people to divest from Target because they have turned their back on our community, Rev. Bryant told CNN. However, some Black business owners worry that the boycott could have unintended consequences. Many rely on Targets nearly 2,000 stores and online platform for exposure and sales, reported the New York Post. If you dont buy our products in Target, they will cancel us from their shelves and make us buy back the products they already purchased from us, Black-owned doll brand Beautiful Curly Me said in an Instagram post. Time of struggle The boycott comes at a challenging time for the retailer, which announced Tuesday that it expects flat sales in 2025. On Tuesday, President Trumps long-threatened tariffs on Canada and Mexico took effect, putting markets in Asia, Europe, and the U.S. on edge and sparking retaliatory measures from trade partners, including China. At the same time, U.S. consumers have been cutting back on discretionary spending as grocery prices remain high. Target, which relies heavily on sales of nonessential items like clothing and electronics, is particularly vulnerable to these shifts. Drawing back DEI Targets decision to end its DEI programs in late January drew backlash from social justice advocates, in addition to Rev. Bryant. The move came just days after the White House called for a federal DEI ban, prompting several companies to reassess their own initiatives.The retailer concluded its Racial Equity Action and Charge initiatives, stopped all external diversity-focused surveys, and changed its Supplier Diversity team to Supplier Engagement. However, Target has faced particularly intense scrutiny, in part due to its previous high-profile commitments. Months after the murder of George Floyd, Target pledged to increase its Black workforce by 20% throughout the company over three years and take other steps to advance racial equity, including establishing an executive Racial Equity Action and Change committee, according to CNN. The following year, Target pledged to spend more than $2 billion with Black-owned businesses by the end of 2025. Target also gained attention in recent years for its Pride Month promotions and inclusive marketing, signaling a progressive brand stance. I know that focus on diversity and inclusion and equity has fueled much of our growth over the last nine years, Target CEO Brian Cornell said in 2023. Im really proud of the work weve done in the DEI space. Fast Company reached out to Target for a comment.
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E-Commerce
Its tough enough bringing the first major redesign of a commercial jetliner to fruitionespecially when it looks more like something out of The X-Files than a travel brochure. So, to streamline that journey, JetZerothe first commercial blended-wing body (BWB) aircraftis teaming with Delta as an eventual buyer to troubleshoot operation and design issues from the ground up. Our biggest challenge is, `How do you bring an aircraft to market as quickly as possible so that you can have the most impact for your customer? says CEO Tom OLeary, who cofounded JetZero with CTO Mark Page. We don’t want to zig-zag our way to entry into service. We want to take the cleanest, most direct shot. Because, ultimately, saving time means you’re saving money. Not to mention, the environment. The aircrafts lighter weight and superior aerodynamics aim to deliver the same speed and range as existing midbody jetliners on half the fuel, potentially saving airlines billions of dollars and bringing them closer to an industry goal of zero-carbon flight by 2050. In contrast to the conventional tube and wing design, the tailless BWB combines the wing structure and passenger area, making it look a bit like a flying manta ray. Its shape reduces drag and increases lift, so the plane can cruise at higher altitudes in thinner air on less fuel. ‘We want to think about a world in 2050’ JetZero is targeting the underserved midbody, 250-seat class of carriers, which it plans to manufacture domestically. Since its 2021 founding, the Southern California startup has raised $300 million from investors including NASA, Airbus, Alaska Air, and EasyJet, plus a $235 million award from the U.S. Air Force for a demonstrator plane in 2027. The partnership with Delta gives JetZero access to its Sustainable Skies Lab, an R&D and testing accelerator for more sustainable air travel, and Delta TechOps, which streamlines fleet maintenance management. There, experts help refine the economics, engineering, and workflow through the operations and passenger experience lens, such as airport and gating constraints, loading and unloading, cabin configuration, and interior design. [Rendering: JetZero] It’s really expensive and challenging to bring a new aircraft to market, says Delta CSO Amelia DeLuca. What we can do is, from the ground up, say, `This is what you need to be the best-in-class from a customer experience, to work for our employees, to maintain this aircraft when it flies. We look at how we would deploy it, and the specs and seat count we would need to put this into market. Adds OLeary: Its figuring out what’s going to work or not as quickly as possible. We don’t see any other way to do that other than have a deep interaction with the customers. Delta knows its products better than the manufacturers because they’re operating them days, weeks, months, years, decades; theyre the real experts on all the things we need to get the plane to a point where you fundamentally de-risk it. JetZero and Delta have been collaborating since the startups inception in 2021 but opted to publicize their partnership in the wake of Deltas March 3 Centennial and its message for greater sustainability and customer service during the next hundred years. Jet Zeros fuel-efficiency also enables greater potential range, opening Delta to more destinations. We want to think about a world in 2050 where we are flying more sustainably, more efficiently, but also opening up new markets and points of connection, says DeLuca. Engineering catnip A working commercial BWB would realize a long-held aviation dream that began decades ago but never progressed past prototypesmany involving future JetZero engineers. Page, a chief engineer with NASAs BWB program in the `90s, is considered one of the fathers of BWBs alongside Robert Liebeck, who developed the first prototype for NASA, and Blaine Rawdon, both JetZero technical advisors. Delta’s made up of so many aerospace engineers who learned about Mark Page and BWB technology when they went through school, says DeLuca. So as soon as you say that we’re talking to Jet Zeroyou know, with Mark Page with BWBthey’re like, `Oh my gosh, I’ve always wanted to make this thing fly.
Category:
E-Commerce
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