#TrendReport: Beauty really is in the eye of the beholder
Cosmetics brands tend to have very vocal fanbases. It’s inevitable. When you use a product every day, and it’s so tied in with your self-image, you’re guaranteed to have strong feelings about it.
One cosmetics and beauty retailer is drawing on the wisdom of their fans to help develop new products to meet their needs. It’s a kind of crowdsourcing - which is something we’ve seen used in many ways over the last couple of years.
Why this is particularly interesting, however, is because this is a world where brands often have massive blindspots, but customers have the potential to spend a large amount of money.
The initiative is called Volition, by the chain Sephora. As Chris Reid, trend researcher with the International Trend Institute, discussed with Jane recently, it’s one more way that brands are trying to listen to their customers and get a real benefit out of the relationship.
Listen to the details below.
Catch Trend Report with Christopher Reid every Thursday at 13h30 on the Jane Linley-Thomas show.