Data-driven beauty

26 : 02 : 2016 Big Data Beauty : Powder : Time

London – Time Inc UK has launched Powder, a new editorial platform that tailors content based on users’ unique beauty needs.

  • The mobile-first beauty platform offers shoppable product recommendations and editorial content
  • L’Oréal Luxe has already signed up as Powder’s first partner
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Visitors to the site can create their own beauty profile, which will enable the platform to deliver bespoke advice and product recommendations based on specific beauty needs – from age to skin type, beauty problems, make-up preferences and preferred price points. If oily skin is a highlighted concern, for example, you will receive articles targeted at this problem.

‘Powder signifies a change in the way we deliver products and services that engage our consumer and commercial audiences,’ says Marcus Rich, CEO of Time Inc UK.

Powder will also extend its offer with a series of quarterly beauty boxes selected to match consumers’ specific beauty needs, allowing a more targeted form of sampling. 

The Big Picture

Brands that do not invest in data analysis now may be left behind as shoppers turn to offers that better serve their needs. For more on harnessing Big Data Beauty, see our microtrend.