Crowdsourcing Beauty – Next?

Great article by Cate. T. Corcoran for WWD on Crowdsourcing. She gives a good snapshot of what is being done in the fashion industry and introduces the concept for the beauty industry: “In beauty, mass production is king, but it’s easy to imagine crowdsourcing start-up funding; a service that would connect customers with special editions; makeup custom blended to match any digital fi le or swatch from the customer ( just like at the paint store), and contests for marketing, packaging and other ideas.”.

It is great to see that the concept of crowdsourcing, or Social Production, like we prefer to call it (the process of creating conversation between individuals, groups or experts, to produce something where there is mutual gain) as an option for beauty – finally! It is time to involve customers (friends & fans) in order to evolve. It is the only way to innovate and differentiate. Creating beauty products and experiences behind closed doors and planning expensive launches are a thing of the past. It is better to get the buy-in early on by inviting people to participate in the process.