>> WELCOME BACK TO YOU AND
CHEDDAR EVERYBODY HAWTHORNE IS
A DIRECT TO CONSUMER E-COMMERCE
BRAND THAT TAYLOR'S MEN'S
GROOMING PRODUCTS
TO MEET EACH INDIVIDUAL
CONSUMERS MEANS THE COMPANY
JUST ANNOUNCED AND $8 MILLION
SERIES A FUNDING ROUND LED BY
REVENGE THERE'S BRINGING THE
COMPANY'S TOTAL AMOUNT RAISED
TO 10 AND A HALF MILLION RYAN
JOHN IS THE FOUNDER AND CEO OF
HAWTHORN GREAT TO HAVE YOU
ON THAT THANKS FOR HAVING ME
CONGRATS ON THIS LATEST
AROUND AMAZING SO LET'S KICK
THINGS OFF WITH JUST EXPLAIN
SORT OF WHAT HAWTHORN IS FOR
THOSE WHO
ARE NOT.
>> SURE SO HAWTHORN AT HAWTHORN
WE'RE
CREATING NEXT GENERATION OF
MEN'S PERSONAL CARE SO WHAT
THAT MEANS IS WE'RE TAKING
PERSONALIZATION ALGORITHMS ARE
TAKING EXTREMELY HIGH
QUALITY INGREDIENTS. WE'RE
TAKING THE FOCUS ON
INDIVIDUALITY TO GET YOU
PERFECTLY TAILORED PRODUCTS
THAT ARE RIGHT
FOR YOU.
>> WHAT ARE SOME OF THE
QUESTIONS OF HIS A
QUESTIONNAIRE YOU WALK US
THROUGH WHAT PEOPLE ARE BEING
ASKED TO YOUR ASSOCIATING THOSE
QUESTIONS
>> SO THE SO FIRST, I MEAN WE
NEED TO IDENTIFY SKIN
TIGHTENING IDENTIFY HERE TYPING
IDENTIFY BODY CHEMISTRY.
SO WE ASKED THOSE TYPES OF
EVERYTHING FROM YOU KNOW HOW
LONG HAS YOUR HAIR HOW WE VIEW
IS YOUR HAIR.
2 QUESTIONS LIKE YOU KNOW WHAT
YOUR BODY ODOR HOUSE THINKING
ARE YOU IN ADDITION TO THAT
PEOPLE KNOW I'M SUPPOSED TO I
MEAN RELATIVELY SO ONE OF THE
THINGS WE DID IS WE BUILT ALL
THESE ALGORITHMS BASED ON
SELF-REPORTED DATA WHICH IS
REALLY IMPORTANT BECAUSE THAT'S
WHAT THEY'RE GIVING
US RIGHT AND WE ALSO WANT TO
UNDERSTAND THAT FROM A
LIFESTYLE PERSPECTIVE PERCENT
IS A REALLY BIG DRIVER
PREFERENCE IN MEN'S
PERSONAL CARE. SO THAT'S WHY WE
STARTED WITH COLOGNE SO ABLE TO
CENT PURPOSE TO QUESTIONS LIKE
IT, YOU KNOW WHAT THEY HOW THEY
DRESS AND YOU KNOW WHERE THEY
GO OUT ON SATURDAY NIGHT AND
THAT SORT TO GO OUT
AT ALL.
>> WHEN SOMEONE SAYS THIS IS
LIKE A STITCH FIX FOR MEN'S
GROOMING THAT RESIDENT TRUE FOR
YOU.
>> WE LOVE THAT WE LOVE WITH
THAT
SUCCESS BILL. WE LOVE
EVERYTHING THAT THEY'VE DONE IN
TERMS OF THE TYPES OF CUSTOMERS
AT THE BEACH AND THE TYPES OF
SERVICE THAT THEY PROVIDE.
ROSS TECHNOLOGY IS NOT ONLY
DISTRIBUTION CHANNEL. BUT THE
TRUE DIFFERENTIATOR.
>> FACTORS THAT GO INTO
THIS OUTER THEM SEEM A LITTLE
SURPRISING LIKE YOUR FAVORITE
ALCOHOLIC BEVERAGE SHOW.
FOR THE PEOPLE THAT ARE WORKING
ON A SOVEREIGN THEM IN DECIDING
WHAT THE VARIABLES ARE
DUE DATE.
>> PLANNED SOME HANDS AT THE
OFFICE AND 85 TEAM AT HAWTHORN
IN ADDITION TO THAT WE WANT TO
MAKE SURE THAT WE DON'T BE
INVENT
THE WHEEL. SO AROUND SEND
PURPOSE, WE KNOW THAT 75% OF
SENT A IS A RELATED TO OR CASES
RELATE
TO ROMA THAT YOU TELL US YOU
KNOW WHAT CASE YOU LIKE IT SO
THIS IS STUFF THAT OUR
PARTNERSHIP WITH AFRICAN TOUCH
OF
IT ON ABLE TO HELP US YOU KNOW
DISCOVER OR REDISCOVER YOU KNOW
FOR US TO
LOOK AT.
>> IF YOU'RE LIKE A WHISKY
DRINKER, YOU KNOW HOW DOES THAT
TRANSLATE INTO
THE SENSE.
>> WITH YOU HAVE A REAL HIGH
CORRELATION WITH WOODS AND IF
YOU GET EVEN MORE GRANULAR IF
YOU GET SOMETHING TO LIKE RICE
FOR EXAMPLE HAVE A LOT OF
SPICES YET YOU MIGHT GET MORE
WOODY ORIENTAL'S BUT FIRST MORE
SPICE TO WINDSOR TRY WOODS WITH
SCOTCH AND SO IT'S YOU KNOW NO
ONE QUESTION IS A SILVER
BULLET, BUT ALL THESE PIECES
ALL OF DIFFERENT QUESTIONS
WORKING TOGETHER HELP US TO
IDENTIFY SOME PURPOSE AND IT'S
UP TO OVER 97%
ACCURACY ACTUALLY.
>> THIS REALLY QUICKLY WHERE
DOES THE NAME HAWTHORN COME
FROM.
>> YES, SO WE WANTED TO CREATE
A NAME THAT NOT ONLY
KIND OF YOU KNOW A
SOPHISTICATED ALSO IS FREE
CONCERT RELATED AND IF YOU
THINK ABOUT HOW OFTEN OFTEN
COMES FROM THE HOME FRONT TREE
WHICH PRODUCES THE HOCKENBERRY
WHICH IS AN INGREDIENT THAT WE
USE IN A LOT OF OUR FAVORITES
TO DATE.
>> ARE CONSUMERS FINANCING
THESE QUESTIONNAIRES AND
INTERVIEWS SOME HAS PERSONAL
QUESTIONS
ARE THEY WILLING AT THIS POINT
BECAUSE THERE'S SO MUCH YOU
KNOW SCRUTINY ON CONSUMER DATA
PRIVACY THAT'S TRUE. THEY ARE
PEOPLE WILLING TO TELL YOU ALL
THE INFORMATION.
>> SO ONE OF THE THINGS THAT'S
REALLY IMPORTANT IS OF COURSE
WANT TO CREATE AN ENGAGING
SPAN. SO YOU KNOW AS APART FROM
A COST CONSUMERS SPENT THEY
WANT TO GO THROUGH IT. BUT IN
ADDITION TO THAT YOU WANT TO
MAKE SURE THAT YOU KNOW THAT IT
IS EXTREMELY SICK
CARE TO FOR US WE MAKE SURE TO
NOT ONLY YOU KNOW HAVE A GREAT
PRIVACY POLICY, BUT WE ALSO
PARTNER WITH KIND OF THE BEST
LAWYERS IN THIS SPACE
MAKE SURE THAT IT'S ROCK SOLID
WE ALSO FOUND THAT WITH A QUIZ
THE LONGER WE MAKE IT AS WE
WATCH MORE PRODUCTS, THE HIGHER
THE COMPLETION RATE IS
INTERESTING AND UP.
SO THERE'S THIS BURNING DESIRE
FOR THIS CONSUMER, ESPECIALLY
THESE MEN IN THE MIDDLE TO COME
3 WHO AREN'T SERVICE BY GOING
TO TARGET OF PICKING UP RAN OFF
THE SHELF INSTEAD THEY WANT TO
TELL US A LITTLE BIT
ABOUT THEMSELVES. AND LET US DO
THE WORK FOR THEM, WHAT IS THE
DIFFERENCE WHEN IT
COMES TO.
>> AND MEN AND HOW THEY WANT
THEIR FRAGRANCE TO BE ON SO I
THINK IT IT THE FIRST REACH
PERSON THAT'S THE BEAUTY
OF HAWTHORNE PEOPLE WANT TO
SELL DIFFERENTLY FROM YOU KNOW
THE GUYS I WANT TO SMELL LIKE
EVERYONE ELSE THEY JUST WANT TO
NO GOOD BUT COULD BE DIFFERENT
FOR THEMSELVES. BUT THE PEOPLE
AROUND THEM AND SO WHEN YOU
LOOK AT MEN AND WOMEN I THINK
IT'S LESS AROUND WHAT IS THE
CENT DIFFERENCE BECAUSE THEY'RE
IN THE MAJORITY OF FRAGRANCES
THAT CREATED ARE ACTUALLY IN
EFFECT AND THAT MARKETED UNDER
EYES AND MARK
WHAT'S MOST IMPORTANT IS THE
WAY IN WHICH TO PURCHASE SO MEN
ARE VERY TRANSACTIONAL BEHAVIOR
EVEN IF THEY CARE MORE ABOUT
HOW THEY LOOK AND
FEEL TODAY.
>> YEAH, OUR PRODUCER BRIAN
HENRY COOK THE QUESTIONNAIRE
HIS WORK CENT IS FRESH AN
AQUATIC AS PLAY CENT IS
AROMATIC
AND WINNING.
>>