2023年2月3日

Function of Beauty的首席執行官亞曆山德拉·帕帕齊安(Alexandra Papazian)談到了定製化的演變，分享了該品牌如何利用個性化來創造有效的產品和可持續的商業模式。她還談到了公司向零售業的擴張。帕帕齊安解釋說，這個護發品牌是由兩名麻省理工學院的畢業生和一名化妝品化學家在2015年創立的，該品牌基於專利算法客戶測試，“創造了完全定製的護膚方案和完全定製的配方”。迄今為止，“美麗的功能”已經開發了300萬種獨特的配方，帕帕齊安說，它能夠生產超過27萬億種配方。該品牌的商業模式旨在滿足消費者對有針對性的護發產品的需求，NPD報告稱，近50%的消費者願意為適合他們和他們特定需求的產品支付更多的錢。帕帕齊安說:“自成立以來，該品牌利用其無與倫比的數據水平和對消費者的深刻理解……來發現空白空間的機會。”例如，一項發現是，當消費者有幾天時間來更新他們基於訂閱的公式時(而不是立即觸發自動重新訂購)，他們更有可能更新他們的產品，並保持忠誠的會員。Papazian表示，通過將補充生產推遲幾天，公司整體上也更可持續。帕帕齊安說，雖然Function of Beauty的成功很大程度上要歸功於個性化的公式和數據使用，但該公司也為消費者定製了每一部分的體驗。例如，購買者可以在瓶子上加上自己的名字，選擇配方的顏色和香味(及其濃度)，並選擇不含硫酸鹽的配方。 And all of this personalization takes 45 minutes from the initial order to being ready for shipment. While the brand relies heavily on its direct-to-consumer subscriber model, it expanded into retail in 2020 with Target and recently launched customizable styling products in an effort to bring personalization to brick-and-mortar. In retail, consumers can purchase goal-focused booster shots to add to shampoo, conditioner and styling products in order to customize them. Papazian said that with 18 stock keeping units at retail, there are upward of 3,000 custom formulas the consumer can create. Papazian explained personalization is a consumer demand across the board, both online and in retail. In recent years, the consumer has become more educated than ever, researching ingredients, exploring sustainable options and seeking brand transparency. “Only customization can give you so many data points that you can actually continuously improve your products and your process,” she said. This data and population research is driving the future of the brand. Papazian explained the growing need for customized products is reflected by the fact that “in less than 10 years, nearly half of the population will be non-Caucasian….There definitely needs to be a solution out there to address all this variety that keeps increasing and becoming more and more complex,” she said. Tags