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The D2C Disruption

...In Personal Care and Beauty

Brands

Malavara Launches First Haircare Product For UK Market


UK beauty brand Malavara has released its first haircare product, the Ultra Luxuriant Hair Elixir. Developed in partnership with organic chemists, the product is a pre-shampoo formula designed to help reduce hair damage and breakage. According to the company, the product includes alma, brahmi, and other natural ingredients that help enhance microcirculation. With a recommended retail price of 29 pounds, the product is available online at malavara.co.uk.[Image Credit: © Washworks Bodycare Ltd ]

Companies

Facebook Lets Advertisers Use AR To Display Products On News Feed

Facebook has announced plans to allow advertisers to display their products on its Messenger and News Feed platforms using new technologies, including augmented reality. Facebook VP for product marketing for global marketing solutions, Ty Ahmad-Taylor, introduced AR-enabled ads that let consumers virtually try on sunglasses and makeup products. Beauty brand Michael Kors was the first advertiser to try AR ads, which include a “Tap to try it on” option.[Image Credit: © Facebook, Inc.]

Look Fabulous Forever Borrows Home Selling Concept From Avon

Look Fabulous Forever, a beauty brand that specializes on selling color cosmetic products to older women, has launched a sales-representative-led marketing program. Similar to Avon’s direct-to-consumer selling strategy, the company’s “Beauty Playground” home selling program lets sales representatives host sales parties aimed at target consumers.[Image Credit: © Look Fabulous Forever]

Sniph Partners With Retailer Harvey Nichols To Launch In-Store Service

Sniph, a perfume subscription box service company, has launched its service in high-end retailer Harvey Nichols stores in London. Part of the company’s efforts to expand its operations in the UK, the move will let customers of the retailer try the service by purchasing a fragrance box for £14 or signing up for a Sniph subscription. According to the company, the in-store service will be available by October 3, 2018.[Image Credit: © Sniph AB]

L’Oreal’s New Tool Measures Digital Media’s Marketing Effectiveness In Real Time

L’Oreal partnered with cloud services provider Domo to create the cockpit, a tool designed to measure the return on investment and productivity of its digital media assets. Also, the beauty brand said the tool is developed to allow it to see which digital media investments are working in real time and help the company decide on where to spend. Cockpit monitors more than 20,000 data sources in real time by using metrics, including share of voice, and performance measures, such as fraud, viewability, and CPM. [Image Credit: © L'Oreal]

Juliette Has A Gun Opens Concept Store In Paris


Fragrance brand Juliette has a Gun has opened a concept store in Paris, France. Located at 2 rue des Francs Bourgeois, the shop offers its fragrances, as well as a selection of coffees from different origins. Also, the store has a Paperscent, a device designed to dispense scented cards, to help customers test the fragrances. [Image Credit: © Juliette Has A Gun Parfums]

Colgate-Palmolive Invests In Hubble To Sell Products Via Subscription Boxes

Colgate-Palmolive Co. plans to purchase a minority stake in Hubble, an online startup retailer. As part of the deal, Hubble would create new online subscriptions for some Colgate products. Expected to start in 2018, the first subscription will provider customers with oral care products, including teeth whitening. Other product types, such as pet food, are still being considered, the companies said.[Image Credit: © Colgate-Palmolive Company]

Consumers

Beauty Marketers Enlist AI Apps For Personalized Campaigns

Beauty brands are adopting artificial intelligence technologies, including augmented reality, to create personalized marketing. With 70 percent of American women beauty buyers claiming being overwhelmed by product choices in a May 2018 survey by marketing firm Automat, beauty marketers see the need to provide consumers with product recommendations tailored to their needs. Beauty retailer Sephora’s Virtual Artist, for example, lets users upload photos in Messenger to virtually try on lipstick shades recommended by bots. However, marketers need to convince consumers to try and be comfortable with AI-enabled initiatives, with about a third of respondents saying they were unsure about using a virtual beauty advisor.[Image Credit: © Sephora USA, Inc.]

Market News

Technology-Driven Personalized Marketing Lets Beauty Retailers Avoid Bankruptcy Fate Suffered By Other Retailers

Beauty retailers’ adoption of technology to create personalized marketing has helped them avoid the bankruptcies affecting the rest of the retail market. Data from the timeline released by CB Insights in March 2018 showed beauty retail is growing faster than the apparel and footwear segment of the retail market. Marketing technology investments made by beauty retailers include L’Oreal’s acquisition of ModiFace, a company that integrates augmented reality into apps operated by several beauty brands, including retailer Sephora. Department stores, including Target and Saks Fifth Avenue, are implementing AR-enabled apps and platforms. 

AI Reshaping And Redefining Beauty Marketing

AI is redefining how beauty brands can engage and interact with consumers. According to Automat CEO and co-founder Andy Muaro, concern over online monitoring means brands must invest in new methods of customer engagement that allow them to reach consumers in a more transparent and direct way. Companies such as Estée Lauder, Coty, and L’Oréal are investing in new marketing and AI technologies such as bots and digital "consultants" capable of analyzing face shape and complexion to make personalized product recommendations and offering consumers virtual try-ons. Automat helps companies use AI to better engage customers, and revealed its own bot, modeled after American TV personality Kalani Hilliker, generated 1400% more conversions than the real Kalani's posts. Mauro will be talking about the subject in-depth in the upcoming Innocos 2018 event in Flore, Italy on June 13-15.

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