A quick look at three branded apps gives a sense of how three beauty marketers have approached apps.
The mark. brand has a Beauty & Fashion Trend app which is essentially a catalog of their seasonal collections. While the trend approach gives it some utility, it is telling that half of the ratings the app has received have only been one star—indicating the app has limited long term utility to users.
Revlon’s All Access app has taken a very magazine approach, with a stable of resident Revlon experts that share insights on beauty and fashion. That makes sense, given that it was developed for Revlon by magazine publisher Conde Nast’s digital team. The real test of this app strategy will be whether this “soft sell” approach will ultimately drive customer activity– or simply be an expensive exercise in digital custom publishing.
My Beauty Advisor was developed by Proctor & Gamble for the iPhone and Android. P&G connects users with such major P&G brands like Clairol, Covergirl, Olay and Pantene. It allows users to browse a free magazine, have a beauty consultation and add products to a virtual “beauty bank” that saves information about consumers’ personal choices. It seems like a fair exchange for P&G and users, with this telling caveat comment from a user: “I really like this app…love that I can browse makeup and add to my beauty bag…like that it has a pic of the product and customer reviews…the only thing I don’t like is that there is only one brand for each category. I’d like to be able to browse other brands as well…would give five stars if they expanded it.”
If you’ve developed a killer app in the beauty space, why not let me know about it for a future update on apps? I’d love to hear from you at firstname.lastname@example.org!