Q&A: Lauren Goodger, Lauren's Way

What gave you the idea to launch a tanning product business?

The fake tan product line fits perfectly with where I am from and what I'm about. I'm from Essex! We all love a tan, especially the The Only Wway Is Essex (TOWIE) people, and a fake tan range really felt like the natural choice. It's the healthy way to get the look.

Has starring in The Only Way Is Essex opened doors for your business?

Definitely. As much as there are people that hate the programme, we have some incredibly loyal fans. So many of them have come forward and said how pleased and proud they are of me. It's really amazing.

How did you fund your start-up?

Started with a small budget and a small batch. It was an instant sell out and we bought more. Without going into too much detail, it kind of pays for itself.

What are your plans for the business? Different products? Tanning salons?

Definitely have plans to widen the product range in terms of the tan. The sky is the limit there. We'd also like to add in other products and are soon to be launching the Lauren's Way clip-in hair extensions. It's really exciting.

How are you marketing the business? What's been your cleverest campaign to date?

Everything is happening through social media right now. The tan is available online and everything works around that. Our twitter and facebook community is huge. And the fans/customers are so engaged. Word of mouth has taken the product a long way so far. It has received so many brilliant reviews that it seems to be selling itself.

What's been the biggest challenge you've faced so far with Lauren's Way?

The logistics of getting the tan out quick enough!! It has been crazy trying to keep up with demand. But we have ramped up and it is running very smoothly now.

What's the smartest thing you've done so far?

Branding myself has been key. I love TOWIE and am very much a part of it, but this is my own. I want to build a long term business.

The tanning industry is very competitive. How are you going to trounce your rivals?

By having the best product out there. If you read the reviews, you'll see we are doing well with that!

What's been the biggest surprise in launching your own business?

How fast everything started moving and how well it has been received. It is literally flying out and has been from day one.

Where do you see yourself in five years?

A married, successful business woman with a strong brand.

And lastly, if your business was a biscuit, what would it be?

Smiley face biscuit!

Find out more about Lauren's Way

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