Color Wow Founder Gail Federici on Problem Solving Products

Yasmin Nouri

Yasmin is the host of the "Behind Her Empire" podcast, focused on highlighting self-made women leaders and entrepreneurs and how they tackle their career, money, family and life.

Each episode covers their unique hero's journey and what it really takes to build an empire with key lessons learned along the way. The goal of the series is to empower you to see what's possible & inspire you to create financial freedom in your own life.

Color Wow Founder Gail Federici on Problem Solving Products
Courtesy of Gail Federici
On this episode of Behind Her Empire, Color Wow founder and CEO Gail Federici talks about finding solutions to common products and how to master marketing as a small business.

Federici first ventured into the hair care industry with John Frieda hair care products, writing content, creating videos and, eventually, advising on products.

While working with Frieda, she said she was surprised by how few products targeted her own hair issue: frizz.

“I had been thinking selfishly about my hair because it's really been a problem for me,” she said. “It's very frizzy, and I have a lot of hair. Every product on the market was for fine, limp hair [and] every product added body…I thought this is crazy because more people have this hair type either through genetics or through perming, at the time, or color.”

She researched ingredients before proposing a product to Frieda, and they worked with a chemist to finalize the formula.

Federici’s inspiration for Color Wow also grew out of personal experience. Her sisters dealt with gray roots before she did, and they told her that there weren’t any good products for combating the issue.

“There's sprays that go all over the place, there's crayons. They look fake,” she said. “There's absolutely nothing. And I thought, well, that's crazy that there's nothing when it's such a pervasive problem.”

Federici remembered watching a hair stylist apply eyeshadow to the roots of a model’s wig to make it look realistic. She started experimenting with the idea, and eventually produced a powder that could cover gray hair.

Color Wow took off after “Today Show” co-anchor Hoda Kotb mentioned the product on-air, as something she regularly used. “It was like an infomercial on the product,” Federici said. She used the momentum from that appearance and studied up digital marketing strategies, courting micro-influencers to promote the products.

Federici said those efforts proved key. Without the funding of large companies, she said smaller brands have to stay up to date on the best methods to reach a wide audience.

“You don't have, as an entrepreneur, [...] the money to spend to promote it the way a big company can. You just don't,” Federici said. “So if you really find an issue that someone has and you can actually help them with that problem, [the] solution is so powerful.”

Hear more of the Behind Her Empire podcast. Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radioor wherever you get your podcasts.

dot.LA Editorial Intern Kristin Snyder contributed to this post

Subscribe to our newsletter to catch every headline.

Cadence

Activision Buys Game Studio Proletariat To Expand ‘World of Warcraft’ Staff

Samson Amore

Samson Amore is a reporter for dot.LA. He previously covered technology and entertainment for TheWrap and reported on the SoCal startup scene for the Los Angeles Business Journal. Send tips or pitches to samsonamore@dot.la and find him on Twitter at @Samsonamore. Pronouns: he/him

Xbox\u2019s various game developers it now owns: Activision, Blizzard and King.
Courtesy of Activision Blizzard

Activision Blizzard intends to acquire Proletariat, a Boston-based game studio that developed the wizard-themed battle royale game “Spellbreak.”

Read moreShow less
https://twitter.com/samsonamore
samsonamore@dot.la

Bling Capital’s Kyle Lui On How Small Funds Can Better Support Young Founders

Minnie Ingersoll
Minnie Ingersoll is a partner at TenOneTen and host of the LA Venture podcast. Prior to TenOneTen, Minnie was the COO and co-founder of $100M+ Shift.com, an online marketplace for used cars. Minnie started her career as an early product manager at Google. Minnie studied Computer Science at Stanford and has an MBA from HBS. She recently moved back to L.A. after 20+ years in the Bay Area and is excited to be a part of the growing tech ecosystem of Southern California. In her space time, Minnie surfs baby waves and raises baby people.
Bling Capital’s Kyle Lui On How Small Funds Can Better Support Young Founders

On this episode of the LA Venture podcast, Bling Capital’s Kyle Lui talks about why he moved earlier stage in his investing and how investors can best support founders.

Lui joined his friend—and first angel investor—Ben Ling as a general partner at Bling Capital, which focuses on pre-seed and seed-stage funding rounds. The desire to work in earlier funding stages alongside someone he knew well drew him away from his role as a partner at multi-billion-dollar venture firm DCM, where he was part of the team that invested in Musical.ly, now known as TikTok.

Read moreShow less
RELATEDEDITOR'S PICKS
LA TECH JOBS
interchangeLA
Trending