Episode 14: The value of reaching the Gen Z market both as customers and influencers
In this episode of Direct Approach, Wayne is joined by Emre Tuna, President of Farmasi. Farmasi was founded in 1950 by Emre’s grandfather, Dr. C. Tuna, as a pharmaceutical products company, but pivoted to a direct sales model in 2010. In 2019, Emre was responsible for the U.S. launch of the brand and today, with more than $447 million in sales, Farmasi is ranked 30th on the 2021 DSN Global 100 List. The beauty and skin care brand is now in 29 global markets, ships to over 125 countries around the world and is continuing on a trajectory of rapid growth. As its President, Emre is leveraging the youthful influencer market to create a new approach to selling to Gen Z.
Emre officially joined Farmasi in 2016 after studying business administration and industrial engineering at the University of Southern California. His ability to identify trends in individual markets and ensure the brand is addressing those needs is helping drive Farmasi’s growth as it expands into the wellness space.
Emre and Wayne will talk about the strategies Farmasi has used to encourage rapid growth, the importance of refreshing the brand to suit new markets, and how manufacturing their own product and packaging has helped save them time and money, especially during the pandemic.
Watch the video below or listen to the podcast.
Wayne Moorehead has deep experience in marketing and brand strategy. He has applied his expertise and passion to help companies (from startups to Fortune 100) define, communicate and activate their brands. Wayne’s rare blend of experience and success has shaped his philosophy on effective growth strategies, and he believes the future of the channel will blend the best of direct selling with the best of direct-to-consumer.