How to Use Social Media to Create a Viral Brand
Executive Summary
Shopify on Location episode in which the host talks with Charlotte Palermino, a skincare creator on TikTok and co-founder of the skincare brand Dieux, about building trust and community through social media. Charlotte says the founders wanted something clinically vetted and price transparent, that great salespeople are storytellers, and that people should bring their own selves to work and strengthen who they are rather than copy her. She describes saving money while working at a company, networking by taking coffees and sending direct messages, and meeting a designer who created the brand identity within about three days, and discusses New York as a hub of connection. Sponsor named: Shopify, which hosts the series. PARTIAL COVERAGE: this note draws on the opening, storytelling, career and New York sections, and may miss parts of the roughly 27 minute video. Claims about products and business are Charlotte's own and not independently checked. Nothing here is medical, dermatological, legal or financial advice.
Key Takeaways
Honest skincare content
The host says Charlotte's well-informed videos have close to 8 million likes on TikTok.
What the brand set out to do
She says the founders wanted a brand that was clinically vetted and price transparent.
Selling is storytelling
She says great salespeople are storytellers and that explaining a product in detail lets people decide.
Bring yourself to work
She says she asks her hires to bring themselves to work and cannot tell people to emulate her but to strengthen who they are.
Prepare while employed
She says saving a few months of runway mattered and that you can start thinking about where things would go while still in a job.
Direct messages and coffees
She says taking coffees and sliding into people's DMs is how she made some of her best business connections.
Connection in New York
She describes meeting a designer through a random connection who did the logo and brand guidelines within about three days.
The Conversation Breakdown
Honest skincare content
⏱ Untimed topicThe host says Charlotte's well-informed videos have close to 8 million likes on TikTok.
What the brand set out to do
⏱ Untimed topicShe says the founders wanted a brand that was clinically vetted and price transparent.
Selling is storytelling
⏱ Untimed topicShe says great salespeople are storytellers and that explaining a product in detail lets people decide.
Bring yourself to work
⏱ Untimed topicShe says she asks her hires to bring themselves to work and cannot tell people to emulate her but to strengthen who they are.
Prepare while employed
⏱ Untimed topicShe says saving a few months of runway mattered and that you can start thinking about where things would go while still in a job.
Direct messages and coffees
⏱ Untimed topicShe says taking coffees and sliding into people's DMs is how she made some of her best business connections.
Connection in New York
⏱ Untimed topicShe describes meeting a designer through a random connection who did the logo and brand guidelines within about three days.
Core Frameworks & Ideas
Clinically vetted and price transparent - the founders' brand promise
Be clear about evidence and cost.
Sell by storytelling - Charlotte's view
Explain the product honestly and let people decide.
Strengthen who you are - Charlotte's advice
Build on your own strengths rather than copying someone else.
Actionable Next Steps
- ✓Write down what makes your product's claims verifiable.
- ✓Describe your product in a short honest story instead of a pitch.
- ✓Save a few months of runway before leaving a job for a business, as Charlotte did.
- ✓Treat the skincare and business claims as Charlotte's own, not as medical or business advice.
Notable Quotes
“great salespeople are storytellers”
“clinically vetted and price transparent”
“I can't tell you to emulate me but I can tell you to kind of strengthen who you are”
The One Thing to Remember
Charlotte Palermino says honest storytelling, being yourself and making real connections are how a skincare brand builds trust on social media.