Sephora is taking a unique approach to new product development with news its implementing crowdsourcing platform Violation to explore new ideas.
New York based Violation is a start up that allows users to vote on what cosmetics and skincare they want to see created. The platform will now be hosted on the Sephora homepage which will in turn give the brand's fans and customers a lot more influence in the creation of new products.
"Sephora shares our passion for community and deep appreciation for the power of engagement," said Violation cofounder Brandy Hoffman. "They are the beauty industry leader. We are so excited to launch with such a respected, innovative and supportive partner."
Violation is an interesting business model. Customers can submit ideas for products as well as vote on existing submissions. Once a customer submits an idea the team at Violation reviews it and decides whether to publish it. If they go ahead with an idea, they work with the user who submitted it to bring the idea to life.
The timing of the partnership is significant with more and more consumers used to having a direct line of contact with brands. In particular, Sephora has new features on its website including recommendations on purchases and a personalised welcome message when past users visit the online store. The brand also allows customers to virtually trial makeup products before they buy through a special app feature.
Image: @violationbeauty
