BeautyStack: Instagram’s New Beauty Network
Sharmadean Reid, British entrepreneur and founder of edgy nail empire Wah Nails, is launching a new platform that uses Instagram to connect beauty professionals with customers – creating a revolutionary tech-based salon experience led by social media.
Set to launch in early 2018, Beautystack allows consumers to book appointments directly based on a style they admire, connecting them with a specific therapist. Beauty professionals on the invitation-only network will be able to post images of their work on Instagram – showcasing visual menus and publishing content, while also managing bookings.
At beauty organisation CEW's The Connected Consumer Conference, held in New York on October 12, L’Oréal USA’s president and chief executive Frédéric Rozé expressed the need for brands “to be there at every beauty moment in the right way”. With the launch of Beautystack, Reid is using this model to allow consumers to interact with social media in a more direct and instantaneous way. In an interview with ES magazine, she said: “I know that if I see a specific haircut or a specific make-up style, I want to book that exact thing with that exact person.”
Visual social-media networks such as Instagram, Snapchat and Pinterest are now crucial platforms for the development and sharing of beauty trends among global consumers. As an example, beauty brands achieved 3.33 billion social interactions on Instagram between November 2015 and April 2017, showcasing the highest interactions across different sectors (Socialbakers, 2017).