Aug 02, 2022
In Game Design Forum
What Beauty Pie is offering customers is something that we haven’t yet seen from other brands in the beauty industry, which is a laser focus on customer experience, and as a result, a brand-consumer relationship that inherently drives loyalty. While there are other CX pioneers within the beauty industry, such as Sephora, which uses technology (and personalisation) to enhance both the online and in-store experience – again, the vast amount of brands that it sells means that loyalty to the ‘Sephora’ brand can naturally waver alongside beauty trends. In a December 2020 article, Index Ventures’ Danny Rimer described Beauty Pie’s relationship with its customers as a ‘new social contract’ – something that is built on a foundation of authenticity and trust, rather than transactions. “They are like a close and trusted friend – one who’s open with you, understands your quirks, knows when you want company but also understands when to give you space,” he explained. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Beauty Pie’s social content is a good reflection of this – it is chatty, intimate, and offers the chance to have a two-way conversation with the brand, with users often leaving feedback and product requests. This intimacy is enhanced with ‘behind the scenes’ elements too, with founder Marcia Kilgore often featuring in content to offer both beauty advice as well as ‘insider’ information about the company and its business model. Can Beauty Pie sustain its success amid subscription headwinds? Beauty Pie’s relationship with its online community is one reason behind its impressive retention rates. Danny Rimer stated that “after only 48 months in operation, Beauty Pie’s annual and monthly subscriber figures are incredible – at Index, we’ve never seen customer retention like this before.” But while Beauty Pie has achieved high retention, loyalty is not always set in stone. With inflationary pressures, consumers are increasingly cutting back due to the high costs of living – and naturally, subscriptions are among the first to go. Even Netflix has reported its first fall in subscribers in more than a decade, as the company has yet again increased the cost of its monthly fees. It’s important to note, too, that Beauty Pie was among the many brands that found new customers on the back of changing consumer behaviour during the pandemic. Beauty Pie, in particular, appeared to capitalise on the surge in demand for premium beauty products, which Kantar says increased by 6%.