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Monday, August 1, 2016Congresses

Beauty and data: the tracking business

© L'Observatoire des Cosmétiques

As products and customer relationships are getting more and more personalized, data is one of the main concerns of cosmetics brands. Social networks, mobile apps, web browsing… all consumer behaviours can be tracked, recorded, and analyzed to increase brands’ performances. A round table was organized at the E-Beauty conference held by CCM Benchmark on June 23, 2016 on this issue. Here is our report.

Reading time
~ 11 minutes

Around the table, there were three international beauty players for whom data is at the core of business: Xavier Chauvin, founder of beauteprivee, Audrey Barbier-Litvak, Managing Director of Glossybox France, and Marc Atallah, co-founder of Zettafox.

Here is a short introduction on the speakers.
Glossybox sends their subscribers a box containing a selection of five products every month: these characteristics involve the use of data, because, according to Audrey Barbier-Litvak, ‘it is data that helps create the perfect box.’
To beauteprivee, a closed online shopping website specialized in beauty which counts three million members in France and Spain, data is also essential: ‘one of our main concerns’, Xavier Chauvin declared.
As for Marc Atallah, he insisted on the fact that ‘data helps draw conclusions to take action. It is a weapon to beat one’s competitors.’ His firm helps companies collect and use data.

What is data?

Data corresponds to a series of information related to one person: here, a consumer or customer. The more complete and rich data is, the more characteristics it contains, and the more profitable its use can be for brands.

A ‘natural’ trace left everywhere

As soon as someone handles a mouse, opens an email, visits …

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