{"id":1922,"date":"2015-10-31T18:28:56","date_gmt":"2015-10-31T22:28:56","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-digit\/submission\/pandering-to-beauty-junkies\/"},"modified":"2015-10-31T18:41:36","modified_gmt":"2015-10-31T22:41:36","slug":"pandering-to-beauty-junkies","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-digit\/submission\/pandering-to-beauty-junkies\/","title":{"rendered":"Pandering to Beauty Junkies"},"content":{"rendered":"<p><span style=\"font-family: 'century gothic'\"><span style=\"color: #990099\"><strong>Providing Your Beauty Fix<\/strong><\/span><\/span><\/p>\n<p>Julep first made headlines in 2008 when it entered the cosmetics industry as an e-commerce delivery startup, providing a monthly box of Julep-branded cosmetics to subscribers\u2019 homes. Subscribers are referred to as \u201cJulep Mavens\u201d and can be described as your typical beauty junkies, who spends a significant portion of discretionary income on nail polish, makeup, skincare products, and haircare.<\/p>\n<p>Not every JulepMaven receives the same box each month; the subscription model is customized based on the customers\u2019 preferences to increase likelihood of satisfaction, while providing the delight of a personalized experience.<\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.28.37-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1917\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.28.37-PM.png\" alt=\"Screen Shot 2015-10-31 at 5.28.37 PM\" width=\"762\" height=\"487\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.28.37-PM.png 762w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.28.37-PM-300x192.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.28.37-PM-600x383.png 600w\" sizes=\"auto, (max-width: 762px) 100vw, 762px\" \/><\/a><\/p>\n<p>In addition to the subscription model, Julep also manages an online store at Julep.com where Mavens and non-Mavens can purchase the wide array of Julep products at any time.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: 'century gothic'\"><span style=\"color: #990099\"><strong>Giving Beauty Junkies a Voice<\/strong><\/span><\/span><\/p>\n<p>In 2014, this Andreessen Horowitz-backed cosmetics company launched IdeaLab, an external-facing crowd that allowed Julep Mavens to join their product-development process. According to the company\u2019s website, they have a team of 5,000 product developers sourcing new ideas for Julep products. The IdeaLab crowd then provides as a sounding board giving feedback on top ideas from Julep\u2019s team.<\/p>\n<p>To join the crowd, customers simply have to add their email to the IdeaLab distribution list. Then, Julep R&amp;D is allowed to reach out to the crowd for feedback as needed.<\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.27.19-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1918\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.27.19-PM.png\" alt=\"Screen Shot 2015-10-31 at 5.27.19 PM\" width=\"617\" height=\"100\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.27.19-PM.png 617w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.27.19-PM-300x49.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-5.27.19-PM-600x97.png 600w\" sizes=\"auto, (max-width: 617px) 100vw, 617px\" \/><\/a><\/p>\n<p>IdeaLab participants receive no additional products or services through the program. Instead, the strategy capitalizes on the fact that their customer base is passionate about beauty, and with that passion comes a desire to have their opinions on beauty products heard. Julep Mavens simply have an insatiable appetite for the topic, so opening up and responding to a second Julep email about their favorite pass-time is a pleasure, not a burden the company needs to compensate for.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: 'century gothic'\"><span style=\"color: #990099\"><strong>Managing Their Mavens<\/strong><\/span><\/span><\/p>\n<p>IdeaLab crowd management is a simple task for Julep, as it relies on their existing capabilities of:<\/p>\n<ol>\n<li>Communicating to their Julep Mavens via email,<\/li>\n<li>Uncovering insights from large amounts of Maven data,<\/li>\n<li>And delivering\u00a0prototypes to Mavens&#8217; doors.<\/li>\n<\/ol>\n<p>There are no added complexities of managing a community that interacts with each other; all communications are between Julep and the IdeaLab crowd.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: 'century gothic'\"><span style=\"color: #990099\"><strong>Lead Junky Innovation<\/strong><\/span><\/span><\/p>\n<p>The IdeaLab is a lead user innovation strategy that provides tremendous value for Julep at minimal cost. The program:<\/p>\n<ol>\n<li><strong>Provides the best product solutions via beauty junkies <\/strong>who are not only deeply aware of the pain points in need of product solutions, but also are likely to have thought of or invented product workarounds themselves given their lead-user status<\/li>\n<li><strong>Quickens the product development process<\/strong> by providing real-time feedback without the need for slower more traditional market research techniques such as focus groups<\/li>\n<li><strong>Reduces product development cost<\/strong> through software-driven scale through the elimination of aforementioned traditional market research techniques<\/li>\n<li><strong>Keeps Julep Mavens deeply engaged<\/strong> with the company, thereby allowing Julep to stay top of mind with its best consumers, who are therefore more likely to supplement their monthly Julep box deliveries with additional purchases from Julep\u2019s online store<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: 'century gothic'\"><span style=\"color: #990099\"><strong>IdeaLab&#8217;s First\u00a0Product<\/strong><\/span><\/span><\/p>\n<p>After its one year in existence, the IdeaLab has lead to the market entry of one product, the Pli\u00e9 Wand, which is ergonomically designed to allow users to more easily paint their finger nails with their non-dominant hand.<\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.10-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1919\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.10-PM.png\" alt=\"Screen Shot 2015-10-31 at 4.55.10 PM\" width=\"989\" height=\"383\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.10-PM.png 989w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.10-PM-300x116.png 300w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.10-PM-600x232.png 600w\" sizes=\"auto, (max-width: 989px) 100vw, 989px\" \/><\/a><\/p>\n<p>Anyone who has painted their nails knows how hard it is to do so with your non-dominant hand. One can clearly see how this product innovation is customer-centric and pain point-driven. According to the company&#8217;s website, 4 out of 5 women said that the design of the Pli\u00e9 Wand makes it easier to polish your nails.<br \/>\n<span style=\"color: #990099\"><br \/>\n<\/span><\/p>\n<p style=\"text-align: center\"><em>&#8220;Why was\u00a0this not invented sooner?&#8221; &#8211; DaniG<\/em><\/p>\n<p style=\"text-align: center\"><a href=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.37-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1920\" src=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.37-PM.png\" alt=\"Screen Shot 2015-10-31 at 4.55.37 PM\" width=\"581\" height=\"260\" srcset=\"https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.37-PM.png 581w, https:\/\/d3.harvard.edu\/platform-digit\/wp-content\/uploads\/sites\/2\/2015\/10\/Screen-Shot-2015-10-31-at-4.55.37-PM-300x134.png 300w\" sizes=\"auto, (max-width: 581px) 100vw, 581px\" \/><\/a><\/p>\n<p>Now the company is free to capture the value of its new IdeaLab product development process through sales of the Pli\u00e9 Wand on Julep.com and in its monthly Julep delivery boxes. I am sure we will see more such innovations out of the IdeaLab in the future.<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: 'century gothic'\"><span style=\"color: #990099\"><strong>Sources:<\/strong><\/span><\/span><\/p>\n<p><a href=\"http:\/\/venturebeat.com\/2014\/01\/28\/cosmetics-startup-julep-whizzes-by-rivals-with-its-crowdsourced-approach-to-making-products\/\">http:\/\/venturebeat.com\/2014\/01\/28\/cosmetics-startup-julep-whizzes-by-rivals-with-its-crowdsourced-approach-to-making-products\/<\/a><\/p>\n<p><a href=\"http:\/\/www.julep.com\/blog\/idea-lab-sign-up\/\">http:\/\/www.julep.com\/blog\/idea-lab-sign-up\/<\/a><\/p>\n<p><a href=\"http:\/\/www.julep.com\/pliewand#\">http:\/\/www.julep.com\/pliewand#<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How Julep uses its IdeaLab Crowd in Product Innovation<\/p>\n","protected":false},"author":55,"featured_media":1923,"comment_status":"open","ping_status":"closed","template":"","categories":[209,664,798,799],"class_list":["post-1922","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-beauty","category-crowds","category-product-development","category-rd"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-digit\/assignment\/leveraging-the-collective-intelligence-and-effort-of-digital-crowds\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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