Jessica Alba and Chris Thorne Get Honest at TechCrunch Disrupt NY 2016

Transcript

hi again everyone um so as many of you will know five years ago Jessica co-founded The Honest Company with the idea of putting safer products in the hands of parents everything from detergents to diapers she entered into a highly competitive market ruled by the likes of Proctor and Gamble and Johnson and Johnson which are valued at 200 million or e... Read More

Summary

In this video, Jessica, co-founder of The Honest Company, and Chris, the company's chief marketing officer, discuss the challenges and successes of the company. They address topics such as lawsuits, product quality, marketing tactics, and their expansion plans.

Questions & Answers

Q: How has the experience of running The Honest Company changed over the past five years?

When The Honest Company first launched, they faced challenges with website traffic and credit card charging. They had to figure out how to ship products efficiently and learn from their early mistakes. Now, they are focused on hiring specialists, optimizing the customer experience, and incorporating consumer feedback into their products.

Q: Are people predominantly buying through the website or retail stores?

The Honest Company started as an online subscription ecommerce business, but they have expanded into over 6,000 retail locations. Both online and retail sales are growing rapidly, and they are now launching their own branded retail stores to create a fully immersive experience for customers.

Q: What were the issues with the mineral sunscreen last year?

Some customers complained that the mineral sunscreen didn't work and caused sunburns. The company responded by proactively reaching out to consumers who had issues, listening to their feedback, and working on education about the differences between mineral-based and chemical-based sunscreens. They also reformulated the sunscreen to meet customer demands for higher SPF.

Q: Is it appropriate for The Honest Company to associate its products with allergies and childhood cancers in its marketing materials?

The company does not use those associations in its marketing materials. Jessica, who suffered from asthma and allergies as a child, wanted to create products that were free from ingredients that triggered her allergies. While they don't claim their products can prevent allergies or childhood cancers, they believe in providing healthier alternatives.

Q: Why did The Honest Company launch its own pop-up retail store in addition to selling through other retailers?

The company wanted to create a fully branded and immersive experience for customers. They found that some customers were even signing up for monthly subscriptions while shopping in their retail stores. The goal is to expand their retail footprint, starting with Los Angeles and New York.

Q: What is the new product line that The Honest Company is launching in the fall?

The company is launching a haircare product line, including shampoo, conditioner, and styling products. They are constantly innovating and listening to customer feedback to improve their products.

Q: Is The Honest Company considering an IPO or M&A?

The company has a policy of not commenting on financial matters. They do talk to advisors and banks to stay informed on trends and competition. There have been reports about potential IPO and M&A, but no announcements have been made.

Q: Do you see yourself being a female entrepreneur for the rest of your life?

Jessica sees herself continuing to be involved in entrepreneurship, but she is also open to other possibilities. She finds fulfillment in mentoring other women and being a part of the innovation happening in various disciplines.

Q: How do you involve your children in your work?

Jessica's oldest daughter has been able to witness the growth of The Honest Company since its early days. She comes to the office and even gives her opinions on scent choices for their products. Jessica believes it's important for kids to see their parents doing something they are passionate about.

Q: What products does Jessica's daughter not like?

Jessica's daughter has vetoed some scents used in their products. She gives her honest opinion about which scents she likes or dislikes, which helps guide their product development process.

Takeaways

The Honest Company has faced challenges and lawsuits, but they are committed to transparency and learning from their customers. They prioritize education, product innovation, and providing a personalized customer experience. The company is expanding into retail and launching new product lines. The possibility of an IPO and M&A is something they are considering, but no official announcements have been made. Overall, Jessica's passion for entrepreneurship and her dedication to making safer products drives the company forward.