Volition Beauty: Consumer as Creator
Start-up Volition is bringing fan-led creations to the cosmetics market. The US-based beauty brand offers consumers the chance to design, vote and finally purchase the most user-popular beauty innovations.
Inspired by the growing trend for crowdsourced beauty creations, Volition invites consumers and industry experts to submit product suggestions through its online post box. The creators of successful proposals – those that receive upwards of 500 votes – are then paired with an expert to co-create and brand their final product.
“By involving the consumer in the very first stages, they are nearly 200 times more likely to purchase than the average online beauty consumer,” said co-founder Patricia Santos in an interview with W magazine. ‘‘By only making products that consumers want, we hope to eliminate failed product launches.”
The democratic beauty platform is the latest in a line of brands shrewdly recognising the need for symbiotic brand-consumer relationships. Kylie Jenner used social media to ask fans to name the newest shade in her eponymous Lipkit line in February 2016, while US-based brand Wander Beauty sends lab samples of potential products to up to 150 consumers for feedback.
Volition’s most loved campaigns are promoted to the brand’s permanent retail collection, where users that voted will receive up to 40% off. Successful products include the Moringa Silk Body Spray and Illuminating Body Milk, while the DIY Pomona sheet mask printer and Rose Essence Conditioning Spray for dreadlocks remain up for consideration.
For more on consumer-led beauty ventures, see Crowdsource Your Beauty.