Glamsquad, the at-home splendor services platform, is rounding out its commercial enterprise with the launch on Thursday of four splendor products, such as a setting spray, lip balm, highlighter, and primer.
Founded in 2014, Glamsquad has steadily elevated its commercial enterprise from purely presenting hair and makeup applications within the houses of clients. It added both nail and bridal offerings to its offering in 2015, and the last yr, it added express offerings thru 4 CVS locations in August and launched hair products in December. Glamsquad keeps over 1,700 stylists on its platform and has completed over seven hundred,000 appointments, in line with the employer. It declined to nation any income or increase figures, however, Forbes predicted gross sales of about $eight million in its first yr.
“When we talk about Glamsquad, we speak approximately the connection we facilitate between splendor enthusiasts,” said Poupak Sionit, Glamsquad CMO. “All the sides of [our] commercial enterprise can do this. The next five years, we need to be a dominant force in all classes inside the home, inside the U.S. And the world over.”
The development of the make-up line changed into born out of conversations between customers and stylists. For example, having healthful-searching pores and skin changed into a not unusual subject of customers, so Glamquad desired to offer general products that provided a more natural look, said Kelli Bartlett, Glamsquad’s inventive director. Additionally, clients located most highlighters too strong. When the emblem surveyed its 1,700 stylists, they learned that a very good lip product became considered greater important than mascara. Eventually, those stylists additionally helped pick out the chosen lip balm colors — there are 4 options presented — primarily based on purchaser feedback. Glamsquad stylists bring an expansion of splendor manufacturers with them, based on preference.
“Because we are able to join on a more intimate degree, we are able to step again and ask, ‘What have we found out?’ Our merchandise is an end result of that,” said Bartlett.
Glamsquad plans on promoting its makeup in addition to how it sells hair care: Customers can currently area hair-care product orders submit-appointment on-line at Glamsquad.Com or via the Glamsquad app. After service, a stylist enters the products used on a client along with recommendations and tricks to apply them once more. Customers acquire in-app notifications and follow-up emails with click-throughs to order products and have them added to their houses.
Glamsquad stylists do now not sell the product without delay, nor do CVS places. This is a conscious decision to not disturb the at-domestic experience, defined Bartlett, not to say the impracticalities of getting stylists to bring around the product. However, she said that the enterprise could re-evaluate this based on comments from customers and stylists. She declined to provide any income or growth figures for hair products.
“With this edited series, we are hoping girls will use these products in conjunction with what they own. We are capable of responding differently than conventional retail surroundings in which the intention is usually income,” stated Bartlett.
When it came to social and digital advertising and marketing, the make-up launch has been greater robust than Glamsquad’s hair-care method. The pre-launch plan, which commenced up to 6 weeks before release, enlisted both social media influencers via the brand’s “Glambassadors” program, which has 60 to one hundred unpaid influencers in it at any given time, in addition to splendor stylists. In April, influencers like Jasmine Tosh Stewart (@jasmine_tosh, 805,000 Instagram fans) and Paola Alberdi (@paolaalberdi, 1 million followers) acquired one-on-one appointments to get their comments on the products and create content that became repurposed for Glamsquad’s social channels and weblog. Beauty stylists commenced using products six weeks earlier than launch with a purpose to quietly percentage the news with their customers, despite the fact that they could not yet be purchased. Instead of a click-t0-buy link, customers have been served a “swipe up to analyze extra” function at the app, where they may offer their electronic mail for the launch alert. This was now not completed for the hair-care debut.
“We wanted to create this groundswell of interest and supply products to them early on,” stated Sionit. As Glamsquad maintains to develop, it’s also exploring new services. It gets frequent requests for massages, men’s grooming, eyebrows, and facials.
“When people ask for more offerings, we ask why, and that they say they believe us. So whether it’s hair or make-up, they look for us to bring high-contact services,” she said.