Crowd Colour: Personalised Make-Up
Tapping into play and experimentation – key strategies for engaging younger consumers – Crowd Colour is aiming to become “the world’s first totally customisable beauty brand” by enabling shoppers to design and build their own make-up palettes.
Set to be launched by British e-tailer Beauty Crowd, Crowd Colour offers empty blank Base Palettes in a variety of sizes. Users can print them with photos, designs and logos and fill them with their own selection of colour cosmetics, which can be purchased on the site (similar to Nars: Playful Customisation Palette). They can also transfer products from other brands into their palettes by removing the pans from their original packaging.
As with its mother brand, Crowd Colour will be firmly rooted in community, with users directing the brand’s product offerings by providing feedback, suggestions and ideas. For more on crowdsourced beauty models, see Blusho: Shoppable Beauty Community.
With one day to go on its Kickstarter campaign, Crowd Colour has already surpassed its initial crowdfunding goal of £5,000 ($7,000). Beauty Crowd also received its full funding requirements within two weeks, with all support coming from its community of loyal beauty fans.
This stresses both the importance of fostering a community spirit, and focusing on personalisation as a key driver for beauty in the coming year. For more on the latter, see Bespoke Beauty: New Retail Strategies.