Tapping into the growing trend for crowdsourced beauty, and acknowledging the power of brand engagement on social media, Urban Decay created its new eye shadow palette based on feedback.
The cult US colour cosmetic brand’s new Naked Ultimate Basics palette (launching September 18 in the US) was conceived after consumers took to Instagram to request more nude and matte shades.
Urban Decay boasts over six million followers on the visual sharing platform, and its social media engagement has excelled since its digital marketing revamp in 2015. The brand’s ability to quickly respond to consumer requests with product shows agility and flexibility, which is key to building loyalty and engagement with younger target markets.
Indeed, brands that crowdsource ideas and offer fan-directed product are seen as dynamic in an industry that is typically closed and secretive.
Volition, for example, offers consumers the chance to design and vote for new product releases (see more in Volition Beauty: Consumer as Creator), while millennial beauty brand Glossier asked its fans to help them design the perfect cleanser, resulting in the launch of its sell-out Milky Jelly Cleanser (read more in Crowdsource Your Beauty).
Established brands can also benefit from opening up product offerings to customisation. Nars launched My Pro Palette late last year, which allows buyers to create their perfect shadow/blush/bronzer palette online. The inevitability that its palettes would normally feature a few shades its buyers wouldn’t want is thereby mitigated. See more in Nars: Playful Customisation Palette.