PARIS — Executives behind Blissim, France’s top-selling magnificence field enterprise, are formally launching a studio, referred to as Beauty Story, to develop sustainable cosmetics manufacturers and merchandise.
Many steps led up up to now. Quentin Reygrobellet and his companions cofounded JolieBox in 2011. It was a magnificence enterprise that traded in packing containers and e-commerce, and was bought by Birchbox about one-and-a-half-years after its creation. Prior to that, nevertheless, JolieBox had different holdings within the U.Ok. and Spain.
Over six years, Reygrobellet and his staff then developed Birchbox’s European exercise, and in December 2019, they carved Birchbox’s French construction out from its American homeowners.
Since then, the enterprise has operated independently and was rebranded as Blissim in October 2020.
Today, Blissim generates about 50 million euros in yearly gross sales, which rise yearly by about 25 %. The enterprise — with gross sales cut up 60 % packing containers, 40 % e-commerce — posts double-digit revenue positive factors.
Blissim has about 230,000 subscribers, who pay 13.90 euros a month, and 1.2 million shoppers. The service works with greater than 300 cosmetics manufacturers, together with exclusives and restricted editions.
“The core of Blissim’s reactor has always been data,” Reygrobellet mentioned.
Data is culled from shoppers, then analyzed. In 2020, the corporate launched Analytics by Blissim, an information evaluation platform to look at product efficiency and traits for its 300 companions.
Data is used first to ship the best field to the best particular person (Blissim releases 50 to 100 various kinds of packing containers every month), and the best message to the best particular person, he continued.
Blissim’s ambition has at all times been to be a retailer and a advertising and communication company for manufacturers, however to additionally create its personal labels.
“It all starts with data — identifying what are the white spaces, the needs and opportunities” of shoppers, Reygrobellet mentioned.
Each query posed whereas Beauty Story develops merchandise is answered by knowledge culled in numerous methods. Creativity can also be a part of the event combine.
It runs independently from Blissim, however its merchandise may be examined by shoppers of that field enterprise. Every month, Blissim sends out greater than 200,000 merchandise, which permits it to have fast entry to the market and see what works or not, for example. (Think Netflix, the cosmetics model.)
“We put the consumer as a stakeholder in our brand, in our project — and it’s she who will decide if there are other products, a line developed, etc.,” Reygrobellet mentioned. “We created a rather large ecosystem.”
Beauty Story works with 20 European labs, principally in France, and brick-and-mortar retailers, resembling Nocibé, Monoprix and Amazon. Talks are at present within the works with different magnificence sellers in France and overseas.
“What’s important is that it’s not a closed ecosystem,” Reygrobellet mentioned. “Beauty Story products can also be found in other boxes, retailers and e-retailers other than Blissim. That [results in] 4 million clients in France.”
He maintains that due to the info, the margin for error shrinks in making a magnificence product, and the thought is to be very agile and reactive to recognized traits. These days persons are a lot keener to attempt new manufacturers than they have been a decade in the past, and Beauty Story is ready to surf that sturdy development.
The lab’s executives work with numerous parts of the availability chain, resembling packaging makers, in addition to the creatives plus on-line and offline retailers.
The 4 manufacturers Beauty Story has already launched, with 13 merchandise in complete, embody two for inexperienced and clear face care. Imparfaite has three merchandise and is the bestseller among the many new manufacturers, whereas Glime gives cleaners in colourful packaging.
There are two hair care manufacturers, as properly. Morning Street was Beauty Story’s first to be launched, in March 2020. Speciology has two skilled and technical merchandise coming in 500-ml. containers which have already bought out on Amazon.
Up subsequent, in September, shall be two extra new manufacturers, created with influencers. And in October, Beauty Story will relaunch a label.
Each model debuts with a good line of three to 5 merchandise, with costs usually starting from 10 euros to 35 euros.
“Our ambition is to create a real group of brands with a radically different approach to other groups,” Reygrobellet mentioned. “We have a rather Darwinian vision.”
For Beauty Lab, it’s the survival of the fittest.
“We also think that the brands of tomorrow are brands that will be committed,” he continued, including some shall be preferred by sure communities linked by values.
The lab’s bar is ready excessive. “Our ambition is to be in all beauty categories, all countries and all retailers,” Reygrobellet mentioned.
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