“I Couldn’t Find It, So I Made It Myself”

The Founder Story (TFS, for today’s purposes) is the fable I hear the most frequently from PRs. And very often it’s that of a client not being able to access what they wanted in the market, so they filled a gap by making it themselves.

Forgive me for being reductive; I know there can be a heck of a lot more to some brand backstories bearing that thread – and that TFS can be communicated in very compelling ways. But as experienced publicists reading this will probably agree, while trying to convey originality, a narrative like “I couldn’t find what I was looking for, so I made it myself” can sound anything but unique. Especially as, sometimes, you and I alike can easily list other brands that are offering what the founder feels is missing. In an industry overloaded with newness – which equates to environmental tragedy – it’s important to point this out.

So, if you have a client suggesting their perceived ‘gap’ angle as an exciting one, unless they’re presenting genuine innovation, I’d suggest alternatives. Personally, I think beauty journalists would rather hear about scientific and technological advancements. And the desire to create more inclusive, sustainable, or meaningful solutions to the ones already out there.

Don’t get me wrong, obviously TFS is important. It humanises a brand, building its identity and helping establish trust and connections with consumers. I just don’t know if it fulfils such untapped opportunities within niches that some businesses think it does.