How to Create Buzz Before Launching Your Handmade Product

Learn from Glossier’s Mystery Campaign to Drive Engagement for Your Next Release

In the handmade business world, product launches can be one of the most thrilling yet nerve-wracking times. You’ve put your heart and soul into crafting something unique, and now it’s time to get others excited about it. One of the best ways to generate buzz is by borrowing tactics from larger brands and tailoring them to your handmade business.

Recently, Glossier executed a brilliant pre-launch strategy with their mystery product seeding campaign, creating a wave of anticipation among their customers. Let’s dive into how you can adapt this strategy for your handmade brand!

Why Glossier’s Strategy Works

Glossier’s tactic of sending ‘locked’ mailers to influencers, with a passcode to be sent days later, created a sense of suspense and speculation. Customers began to guess what the mystery product could be, resulting in lots of online engagement. This method not only builds excitement but also generates multiple content opportunities for creators—first, to guess the product, then to ‘break the lock,’ and finally to reveal it. Handmade Tip: Think Small, Think Impactful You might not have the resources to send out locked mailers to influencers, but you can still create a buzz! Send out “sneak peek” packages to your top customers or brand ambassadors with a clue about your new product. Include a fun note like, "Guess what’s coming soon?" to spark curiosity and conversation.

Real-World Example From Me:

Before launching my new line of winter fragrances, I sent out mini sample packs as a collabs wrapped in black tissue paper with a ‘Do Not Open Until…’ date sticker on them. While it's not as fancy (or cool) as Glossier idea; it worked. The result? Our influencers couldn’t wait to share their excitement on social media, and when the launch day finally arrived, customers were eager to buy.

Engagement Matters: Pre-launch tactics not only drive sales but also build stronger relationships with your audience. Creating a sense of exclusivity makes your customers feel valued and part of something special.

What Do You Think?

Could this kind of pre-launch tactic work for your next handmade product release? Think about ways you can add a bit of mystery and excitement to build anticipation.