Poshly, don’t sell cosmetics, and selling target user data “electricity”


pay attention to the beauty industry New York data Poshly raised $1.5 million in seed money, most of the teams will be used in San Francisco. Investment is the Frontier of Equities, VC, including the United States angel, CPEG VC, wi Harper group and other private investors. So far, Poshly has raised more than $2 million.

Poshly web site provides a variety of beauty products gifts, consumers by answer about their beauty methods, habits, interests and more personal question to get gifts. After analyzing the problem of data is highly personalized, only Poshly brand consumers can share, this means that the consumers’ personal identity information (name, email, or address) to be deleted.

the Bloch so-called “personal data” to help better understand the user base, brand and influence big decisions, such as what is the next step of the retail channel.

SecondMarket’s early employees Doreen Bloch (CEO) and Brad Falk (CTO) founded Poshly. Falk was once Bare Escentuals makeup engineer, this gave him first-hand information of the beauty industry.

as Bloch said, traditional beauty brand not Poshly provided detailed data of consumer preferences and behavior, which to a large extent rely on buy traditional market research data and change the decision at any time.

Bloch said: “we realized that from the start to collect personal data is very special, if there is a need or scalp acne scars, no one is willing to take these very private personal information on Facebook or Twitter share.”

today, the company from large to small brand cooperation, there is “a lot” like l ‘oreal, unilever, Interpublic company, Weleda, Borghese, illuMask Bluebeards, the Original and Montagne Jeunesse brands such as clients. Single customer “consulting fees” range between $2500 to $25000, depending on a range of factors.

Poshl mode of operation is very simple: participate in website q&a, consumers have a chance to win a beauty products, may be the cosmetics, perfume, skin cream, bath salts, sometimes can get a gift card. Gifts are usually provided by the survey brand.

last summer after media reported answer Poshly prize for the first time, some continuous Poshly website questions nothing for a week, then use Poshly like buying lottery tickets and interesting, even though it’s dream to get products finally empty-handed, even if you think he is a perfect consumers.

Bloch admitted that someone may not get the prize, because of the prize to a limited number of every time to participate in activities of only 1 to 10 units. Participate in the activities of the brand, of course, has found its because the cost is minimum.

so far, there have been more than 20 consumers on Poshly interaction, given how difficult to win the prize, people will naturally question retention rate. But the Bloch claim that the opposite is true: 62% of the visitors a month spend an average of more than 7 minutes of time to answer questions. Over time, users will answer questions about 400.

since the company has a large amount of data, they are more likely to produce consumers generally accepted products; To participate in the site investigation, on the other hand, the user feel rewarded sharing private data.

from the consumer’s point of view, when you provide personal data for a company should be rewarded, it may be like Facebook or Gmail social interaction platform, or as one part of the positioning process as Placed. Poshly today need a lot of personal data, does not need to give a lot of returns.

of course, from a purely commercial point of view, they can do this quite amazing.

use the remaining money, Poshly will shift to the SaaS model, pay more attention to the customer’s subscription revenue rather than a one-off event. The number in the coming months, the team will be increased from 8 to 20 people, including engineering and design personnel of San Francisco.

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