Harper’s Bazaar (Australia) - - Argents 0f Change -

HATZIS: “We started Frank Body with our co-founders Alex [Boffa] and Steve [Row­ley; Erika Ger­aerts has since left the com­pany] be­cause there was a lot of hy­per­bole in the beauty in­dus­try and we wanted to cre­ate a prod­uct that was sim­pler, more ef­fec­tive and more af­ford­able.we wanted a brand that would cut through a lot of the BS — con­sumers are much smarter than they are given credit for.” JOHN­SON: “When we launched in 2013, we were a self-funded startup, so we didn’t have a huge mar­ket­ing bud­get and had to find smarter ways to work in­stead. Back then, there weren’t a lot of brands us­ing so­cial me­dia to com­mu­ni­cate with their cus­tomers, so we were able to really stand out by us­ing In­sta­gram to drive brand aware­ness and sales via a cost-ef­fec­tive on­line plat­form.”

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