Lizzie Waley | Co-Founder of Sundae Body

Glow Journal

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1+ y ago 37:49

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In episode 111 of the Glow Journal podcast, host Gemma Watts talks to the co-founder of Sundae Body, Lizzie Waley.

Imagine not just trying to get customers on board with a new brand, but getting them to entirely change the way they’ve done something for their entire life.

That is precisely the task Lizzie Waley was faced with on launched Sundae Body.

Lizzie had had a conversation with her business partner about how bath time is so fun when you’re a kid, and by adulthood it’s totally lost its magic- likely because, realistically, your only options are a bar of soap or a liquid body wash, neither of which inspire a whole lot of play or joy. Armed with that thought, Lizzie asked a chemist if there were any other mechanisms or mediums that could be explored in the body care space, to which that chemist suggested a foam.

Sundae Body took about 18 months to develop, beginning with a can designed to look like whipped cream and ending with a range fruit and dessert scented whipped body foams, formulated to put the fun back into showering- at any age. Lizzie pitched Sundae Body to both Woolworths and Priceline before launch and was picked up by both, meaning Sundae Body had space on over 1200 shelves before they’d launched a single product.

In this conversation, Lizzie shares both the pros and cons of self funding a startup, the lessons learned from her first job in a call centre, and why the right distributor was key to securing space with two of the country’s retail giants.