Diffuser brand Vitruvi is leaning on new hires and brick and mortar to acquire new customers after a rebrand. Vitruvi rebranded last month with new packaging centered on helping its customers better understand scent profiles in store.
In 2021, Apple launched its iOS14 update, asking users to opt-in to cross-app tracking. Since then startups’ ability to target new customers digitally has gotten harder and more expensive.
Truett Horne, managing director of the Alvarez & Marsal Consumer Retail Group said over email that the iOS14 privacy-related updates has “created advertising barriers. This has led to lower efficiency in buying, thus creating higher acquisition costs,” he added.