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June 21, 2013 04:13 pm GMT
After a soft launch one year ago with no marketing campaign, the beauty data collection site Poshly has redesigned and is looking to pick up steam on its B2B offerings before beginning to raise its seed round in the fall. Poshly works like this: users take a short quiz to enter beauty product giveaways, answering questions like “Do you use eye cream?” and “My natural eyelash color is…”. The same question is never asked twice, creating a detailed “portrait” (Poshly’s term) of the user’s habits and physical characteristics. This data moves into Poshly’s B2B offerings, which is where they’re monetizing. Beauty companies pay for access to real time market data and can create micro-targeted sampling campaigns for their products through Poshly. It’s like a personalized sample subscription: the brand sends a product to a specific swath of Poshly users with characteristics relevant to that product. Pore minimizing cream for women who have said they have large pores, for instance. In the last year, the site has picked up 50,000 registered users and seen over 1 million questions answered, with an average of 65 data points per user. According to CEO and founder Doreen Bloch, that’s 7 times the personal attributes gleaned from a standard industry survey. For a company that initially only planned to keep its site up for a month to gather real consumer data for algorithm creation purposes, Poshly is taking steps to establish itself in the beauty industry. Poshly has landed its first big deal with a major beauty brand on its data insight tool, and although Bloch wouldn’t say who it was yet, it’s on par with Estee Lauder, Avon, and L’Oreal. An ecommerce feature is also in Poshly’s future, so when that quiz data gets funneled back at the user, they’ll be able to start monetizing on the B2C side. “It’s very compelling for brands because they’re used to a traditional market space that’s hard to customize and slow moving,” said Bloch. “One thing pointed out by brand managers is that there are really no market research companies focused exclusively on beauty. We’re able to profile people at a very specific level… African American women who buff their nails at least once a week and go to Sephora once.” Bloch said they are at work on a subscription portal that gives brands access to real time aggregated data and enables them to add in questions
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/tlSkddEMA4A/
Poshly Gets Serious About Becoming A Data Resource For Beauty Brands
After a soft launch one year ago with no marketing campaign, the beauty data collection site Poshly has redesigned and is looking to pick up steam on its B2B offerings before beginning to raise its seed round in the fall. Poshly works like this: users take a short quiz to enter beauty product giveaways, answering questions like “Do you use eye cream?” and “My natural eyelash color is…”. The same question is never asked twice, creating a detailed “portrait” (Poshly’s term) of the user’s habits and physical characteristics. This data moves into Poshly’s B2B offerings, which is where they’re monetizing. Beauty companies pay for access to real time market data and can create micro-targeted sampling campaigns for their products through Poshly. It’s like a personalized sample subscription: the brand sends a product to a specific swath of Poshly users with characteristics relevant to that product. Pore minimizing cream for women who have said they have large pores, for instance. In the last year, the site has picked up 50,000 registered users and seen over 1 million questions answered, with an average of 65 data points per user. According to CEO and founder Doreen Bloch, that’s 7 times the personal attributes gleaned from a standard industry survey. For a company that initially only planned to keep its site up for a month to gather real consumer data for algorithm creation purposes, Poshly is taking steps to establish itself in the beauty industry. Poshly has landed its first big deal with a major beauty brand on its data insight tool, and although Bloch wouldn’t say who it was yet, it’s on par with Estee Lauder, Avon, and L’Oreal. An ecommerce feature is also in Poshly’s future, so when that quiz data gets funneled back at the user, they’ll be able to start monetizing on the B2C side. “It’s very compelling for brands because they’re used to a traditional market space that’s hard to customize and slow moving,” said Bloch. “One thing pointed out by brand managers is that there are really no market research companies focused exclusively on beauty. We’re able to profile people at a very specific level… African American women who buff their nails at least once a week and go to Sephora once.” Bloch said they are at work on a subscription portal that gives brands access to real time aggregated data and enables them to add in questionsOriginal Link: http://feedproxy.google.com/~r/Techcrunch/~3/tlSkddEMA4A/
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