The secret to going viral is a bit of good fortune. At least, that’s what many believe.
But when you look at Shrine, a company that continues to return to the trending section again and again, you start to think there might be a knack to going viral after all.
This Manchester cosmetic business blew up right at the beginning for launching the now-famous glitter boob and bum trend; went viral again when they shared their success story; and even managed to make headlines when the world went into lockdown for at-home hair dying products.
“We’ve always tried to be trendsetters,” Shrine’s Niamh Gillan tells The Manc.
“For us, it’s about being disruptive. We try to be original – and we communicate that across social media.
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“It’s what makes us different.”
Shrine is like the anti-corporation. Almost everything they do goes against the traditional business bible; and it’s worked a dream.
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Set up just a few miles outside of Manchester city centre near the Etihad, the Shrine team is 11-strong – all female, and all below the age of 28.
Each member of staff essentially runs their own little department, with key messages and updates communicated not via letters or emails – but through Instagram Live and TikTok.
Today, more than half a million loyal followers are sharing Shrine style ideas, ordering products and signing up for masterclasses.
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Even in this complicated climate, the company is generating millions.
“Everyone really gets along, it’s like a family here,” Niamh beams.
“We love working here, we love the products and the people we work with.
“We want people to know that.”
Back in 2016, MMU student Jenna Meek decided to invest her life savings on a business idea – setting up what was then known as ‘The Gypsy Shrine’ from her bedroom.
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She chose glitter and stick-on jewels as fashion statements, and these images struck a chord with students before being picked up by The Daily Mail and The Sun.
That summer, you couldn’t go to any live music event without seeing someone sporting the glitter boob trend. It was suddenly a fixture of festival fashion; like sunglasses, hats or hair dye.
Pre-festival popup stores in the likes of London and Los Angeles attracted enormous crowds – and within a matter of months the brand was collaborating with film studios and music giants.
World-renowned studio Warner Brothers selected The Gypsy Shrine to host a stand in support of their Wonderwoman film; recognising the brand’s focus on female empowerment.
Another collaboration for a Halloween and social collection followed, before the brand teamed up with festival Coachella to throw a Palm Springs party in 2018.
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Within two years of setting up, The Gyspy Shrine was synonymous with festival dress.
But the brand had ideas that went beyond fashion for wild weekends.
Dropping a couple of words from their moniker, Shrine began to broaden its offering to focus on more areas of lifestyle – moving into creative cosmetics and hair care.
It was good timing. The festival scene has temporarily collapsed due to COVID-19, but even when quarantine began, Shrine was as in-demand as ever.
“Over the past few months, there’s been lots of people ordering our at-home hair dye,” Niamh explains.
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“We launched it in February and it took off as we went into lockdown.
“From there, demand went up as people couldn’t go to hairdressers.
“We’re getting lots of inquiries about our hair dye dropping – it’s where you can drop the pigment into conditioner and use that to cover your hair.
“It’s semi-permanent and you can create your own shape.”
Founder Jenna still features heavily on Shrine’s social channels – hosting Q&As about particular products and even taking part in Instagram Live sessions with hair salons.
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The brand audience is bigger than ever before. And there’s plans in the pipeline to reach this ever-growing base of fans.
Shrine has dipped its toe in international waters before, but now it’s preparing to take the plunge and dive head first into the American market.
“We’re looking to launch in the US – that’s all in the works right now,” Niamh explains.
“We’re hoping to grow into being a key brand over there. That’s the plan for the next year – but the big aim is worldwide.
“Hopefully, we can keep this going and start to trade with retailers all over the globe.”
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Thousands of brands out there are still attempting to go viral. For many, it’ll be a case of good fortune.
But with Shrine, it just feels like a matter of time before that name starts trending again.
“We know our audience and they know us,” Niamh says.
Building this kind of special relationship is a rare thing. But Shrine has done it. And it sounds like there’s much more to come.
See what Shrine is offering right now by visiting the official website.
Government launches £442m drive to get rough sleepers off streets before Christmas
Emily Sergeant
Prime Minister Andy Burnham has launched a £442m drive to get rough sleepers off the streets before Christmas.
Learning from ‘innovative’ approaches put into place during the pandemic, the Government has announced that new accommodation will be rolled out across England this winter, as well as offering practical help with housing, health, and other needs to support people to build a more stable life for themselves in the future.
The new commitment to offer everyone a route off the streets this Christmas, along with boosted funding, reflect the Andy Burnham‘s national drive to make ‘real change’ and get everyone playing their part in ending rough sleeping.
Not only will these plans change the lives of rough sleepers, but it’s also said they will have huge benefits for the country as a whole.
Research from homelessness charity Crisis suggests that by preventing 40,000 people from becoming homeless for a year, taxpayers could save around £370 million.
The Government has launched a £442m drive to get rough sleepers off the streets before Christmas / Credit: Number 10 Press Office | Jon Tyson (via Unsplash)
As well provisions to get people off the streets, and the intensive ‘wraparound’ support, the newly allocated funding will also help local areas deliver more than 1,000 ‘settled’ homes over the next three years, it has been confirmed.
Areas facing the greatest pressures will receive the largest share of support.
Working alongside councils, Mayors will play a leading role in driving local action to end rough sleeping, and will be tasked with making decisions that are right for their communities to deliver help where it’s needed most.
The Prime Minister says he ‘won’t accept’ rough sleeping any longer. He commented: “No one should have to bed down in a doorway or outside a station, but we’ve seen it for so long that it feels like Westminster has started to accept it.
“That’s why my first instruction as Prime Minister was to end rough sleeping, and it’s why today we’re getting started with a national drive to get everyone in for Christmas. We did it in the pandemic, we can do it again. But it needs all of us.
“Government will put the money in, but I’m asking leaders in communities and sectors across society to play their part locally too.
“Let’s get people out the cold, and let’s bring back hope.”
Featured Image – Gary Knight (via Flickr)
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Trainline and Virgin Atlantic among companies being investigated for ‘misleading’ pricing
Emily Sergeant
A number of companies are currently under investigation for ‘misleading’ pricing practices.
The Competition and Markets Authority (CMA) has launched three new consumer protection investigations into Trainline, Virgin Atlantic, and RED Driving School over concerns that customers were not shown the total price upfront when buying things like train and coach tickets, holidays, or even driving lessons.
The investigations are part of a wider CMA clampdown on misleading pricing practices – in this instance, where mandatory charges are separated from the headline price, or added later in the buying process, which is known as drip pricing.
These practices leave consumers facing ‘unexpected’ costs or having to calculate the so-called true cost themselves.
Such practices can also impact competition between businesses, as a firm using drip pricing may falsely appear to be cheaper than a competitor pricing correctly, and therefore attract more customers.
Trainline and Virgin Atlantic are among the companies being investigated for ‘misleading’ pricing / Credit: Northern | Aric Cheng (via Unsplash)
Trainline is being investigated over whether all mandatory fees have been included in the upfront prices displayed to consumers buying tickets in advance on its app and website, while Virgin Atlantic’s investigation will focus on whether mandatory resort fees and local taxes have been included in the upfront prices shown to customers buying package holidays.
RED Driving School is being investigated over how a mandatory booking fee and ‘digital’ fee have been displayed to people booking driving lessons – specifically whether these fees have been included in the total upfront price.
“At a time when many households are watching every pound they spend, it is important that people are not surprised by extra fees,” commented Emma Cochrane, who is the Executive Director for Consumer Protection at the CMA.
“Clear pricing helps people compare offers confidently and choose the option that works best for them.
“Unexpected mandatory charges make this much harder, which is why the CMA initially put these firms on notice over concerns about their pricing practices and is now opening formal investigations.”
The CMA says it’s at the beginning of its investigations and has reached no conclusions about whether these firms have broken the law.
If it finds there has been an infringement of the law, the CMA can order businesses to pay compensation to affected customers or be charged up to 10% of global turnover.
The Manc -
13th August 2020 
