In this episode of Beyond the Inbox, Candace Cui, a growth marketer at Biotics, provides insights into the development and launch of their innovative product, Z Biotics. Candace emphasizes the importance of customer education and transparency in the health and beauty industry. She explains how Biotics aims to fill gaps in existing products by challenging common assumptions and providing solutions that enhance consumers' quality of life. One of the key aspects of Biotics' approach is their commitment to customer-centricity. Candace describes how the company listens to customer feedback and conducts extensive testing to ensure their product meets the needs and desires of their target audience. By understanding their customers' lifestyles and preferences, Biotics is able to create a product that integrates seamlessly into their daily routines. Candace also discusses the challenges of being a pioneer in the industry. As the first of its kind, Z Biotics requires a high level of transparency and education to build trust with consumers. Biotics takes a deliberate and informative approach to their brand storytelling, providing customers with clear and accurate information about the product's benefits and usage. By establishing themselves as a reliable and trustworthy source, Biotics aims to differentiate themselves from other brands in the health and beauty industry. The conversation touches on Biotics' omnichannel approach to branding, which involves consistent messaging and language across various channels. Candace highlights the importance of being deliberate and consistent in their communication, avoiding overpromising and setting realistic expectations. By providing easily digestible and memorable information, Biotics ensures that their brand association remains strong and immediate in the minds of their customers. Furthermore, Candace shares insights into Biotics' customer lifecycle and their approach to customer retention. The company focuses on delivering value and maintaining engagement through personalized email flows. By addressing customer questions and needs at different stages of the customer journey, Biotics strives to keep customers informed and satisfied. Looking ahead, Candace discusses the future of the industry and Biotics' plans for growth. She expresses excitement about the potential of genetically engineered microbes and their ability to revolutionize human health and wellness. Biotics aims to be at the forefront of this emerging category by continuously innovating and introducing new products that address the evolving needs of consumers. In summary, Candace Cui provides valuable insights into the development and marketing strategies behind Z Biotics. By prioritizing customer education, transparency, and brand consistency, Biotics aims to build trust, differentiate themselves in the market, and continue to deliver innovative solutions to improve the lives of their customers. For show notes, transcriptions, and past guests on Beyond the Inbox, please visit https://www.drip.com/podcast. And if you enjoyed this episode, please subscribe, rate, and review the show on Apple Podcasts.