CEW SHOWCASE ‘THE BEAUTY DISRUPTORS’ AND EXAMINE HOW THEY ARE SHAKING UP THE INDUSTRY
In recent years, we’ve seen global industries transform thanks to disruptive innovators. Brands like Uber, Airbnb and Kickstarter have broken the mould by challenging established norms. Now, entrepreneurial brands are shaking up the beauty sector and changing the way we do business. These innovators are driving the evolution of beauty which will see much change in the coming years. To thoroughly examine the trend, CEW brought together a panel of experts, entrepreneurs and media to talk about this very current topic. Each member of the panel has innovated and made breakthroughs within their sector – Dharmash Mistry and Fiona McIntosh developed blow LTD, London’s leading app-based provider of beauty services on demand, Nancy Cruickshank and Kate Shapland created MyShowcase a clever personal beauty shopping service and Jo Morrell and Frankie Graddon from The Pool, a time-friendly news site for women who are too busy to browse. Facilitated by Dr Jason Harcup, Vice President, Personal Care Research Unilever R&D, the panel shared a lively debate with a sold-out audience of CEW members.
What each of these unique businesses has in common is that they are offering services in a new and original way, adapting to suit the ever-changing consumers of today. What was up for debate was whether they are classed as ‘disruptors’, Jo and Frankie argue that The Pool was created not as a means to destroy but to create and was a natural progression for their audience. The others see disruption as a means to work flexibly, change the established norms of an industry and break assumptions to suit the consumer’s needs.
However, doing things differently is certainly no guarantee of success. Once you have captured your customers’ attention, you need to keep them with stellar content, service and continued engagement. Blow LTD offers expert beauty services to your home, office or hotel - effectively bringing the salon to your home with an uber-style app. For MyShowcase, quality assurance stems from seasoned beauty journalist, Kate Shapland who curates each brand they carry. A lively online community of both fans and ‘Independent Stylists’ who retail the selection at private showcases allow each brand to tell their story and drives the success of the business model.
The Pool believe its success is down to closely monitoring the habits of its audience. When the world became obsessed with their smart phones, The Pool saw this as a means to communicate authentic stories that are more reminiscent of the things you talk about with friends, rather than what you’d find on the pages of a glossy magazine. Ten years ago, these businesses simply couldn’t have existed. As technology rapidly develops, so does opportunity and the beauty industry is taking notice. Whether it’s a stylist managing their jobs more effectively via an app, a millennial learning about new beauty trends on her lunch break or creating their own business model online. Looking forward, the disruptors see technology continuing to drive change, with 3D printed cosmetics, AI recruiters and colour matching technology looking to shake things up once again.
CEW would like to thank EY for hosting this CEW business event. Click here to watch the video.
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