Erik Harding is a boutique skincare brand based in Fort Myers Beach, FL, specializing in handmade, organic essentials for face, body, and hair. Their philosophy is simple ingredients and small-batch quality. However, “small batch” often means inconsistent revenue if you don’t have a hungry audience waiting.
Time to Sell Out Restock
VIP Waitlist Subscribers Added
Ad Spend Required for Sell-Out
Repeat Customer Rate
The Challenge
Erik Harding had a production constraint:
They make everything by hand. They couldn’t compete with giant brands on volume. Their previous strategy of running standard Facebook Ads to a ‘Shop Now’ page was failing because when stock ran low, ads had to be paused, killing momentum. They needed a way to turn their ‘Small Batch’ limitation into a marketing superpower. They didn’t need constant traffic; they needed a Flash Mob of buyers ready the second a new batch was ready.
The Glomerix Strategy
We pivoted their business model from ‘Retail Store’ to ‘Drop Culture’:
1. The ‘Velvet Rope’ Waitlist (The Hype): Instead of showing ‘Out of Stock’ (which kills conversion), we installed a high-converting ‘Join the Waitlist’ landing page. We incentivized sign-ups with early access, creating a massive list of hungry buyers waiting for the next batch.
2. SMS ‘Drop’ Campaigns (The Launch): Email is great, but SMS is instant. We moved their launch strategy to Text Messages.
Day 1 (Tease): ‘Batch #42 is curing. Get ready.’
Day 3 (Launch): ‘LIVE NOW. Limited jars available. Link inside.’ This created a rush of buyers that crashed the site (in a good way).
3. The ‘Clean Beauty’ Content Wave (The Brand): We stopped generic product photos. We helped them showcase the process—videos of hand-pouring, ingredient sourcing in Florida, and the ‘made with love’ aspect. This raw content built deep trust that mass-produced brands can’t fake.
The Results
- The "Restock Drop" strategy resulted in selling out 500+ units in less than 48 hours.
- Built an owned audience of SMS subscribers who convert at 25% (vs 2% on website).
- Eliminated wasted ad spend—we now only spend money to build the list, not to push products that might be out of stock
- Transformed "Sold Out" from a negative customer experience into a status symbol.
