London – Building on its spas and Cowshed products, global hospitality and lifestyle brand Soho House has created a skincare line that harnesses its most valuable resource – its members.
The new range, Soho Skin, was developed by professionals who were guided by the advice, suggestions and needs of Soho House members. The debut collection consists of 11 products, all of which are created locally in the UK and calibrated to the tastes and preferences of its end users. The 24/7 Treatment, for example, combines fermented ingredients and magnesium to brighten and revitalise skin that has been exposed to hectic, travel-heavy lifestyles.
By crowdsourcing opinions for product development, the hospitality company can ensure it is catering for its members’ preferences and evolving habits. The company is also realising that its greatest value comes from the creatives and experts who make up its network, pushing the idea of Feedback Frontiers into new territories.
Strategic opportunity
Companies should draw on the expertise of their consumer bases to develop products that cater directly for their lifestyles and desires