👥 DTC beauty brands are replacing focus
groups with private online clubs
Constraints drive creativity.
Historically, one of the advantages of big brands with deep pockets was the ability to run focus groups.
The research would uncover consumer trends and feedback, which would inform marketing, product development and more.
Glossy recently covered a new trend, of DTC brands creating private communities as a de facto focus group, to help with research, product launch, and build community around a brand.
One such example is Ceremonia, “a clean hair care brand rooted in Latinx heritage.” Ingredients are naturally-sourced in Latin America (like guava), while celebrating the culture and history of the Latinx community.
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Founder Babba Rivera notes about building the community: “The members of Ceremonia’s insider group are all part of our product development We ask them what they think. They get to test our first samples from the lab, and they get to provide feedback on it, iterate on this formula, and be part of it from ideation to sampling to launch.”
The path to Ceremonia’s community starts with their quiz, that promises to personalize recommendations based on your unique hair needs:
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Here are some of my thoughts on the quiz:
- ✅ Easy to
take: the quiz is twelve questions, which can seem like a lot if you are taking one question at a time. Ceremonia’s quiz is easy though, just scrolling down and checking off the answers. While I like the ease of the one-page quiz, it does feel a bit clinical to me (more on how that can be fixed later).
- ✅ Helpful data: The quiz captures key data points that can be valuable in recommending a product, understanding the customer, and ensuring a relevant and personalized customer journey after taking the quiz. This includes:
- Hair type (health, texture, length, scalp issues)
- Haircare rituals (how often its washed, treatment routine)
- Hair problems
- Email (!)
- ✅ Good email follow up: I received two emails shortly after completing the quiz. One with a 10% discount and a brief intro to the brand and values. And another with my personalized recommendation. It’s detailed and educational, which establishes authority and expertise, a key pillar to persuasion (according to Robert Cialdini).
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A few areas that are worth testing or considering with the quiz:
- ❓ Run Paid Ads to the quiz: Ceremonia has active Facebook ads, but they are promoting products, and the send traffic to the homepage. Ideally, you’d want alignment between the ad and the landing page. Here’s an example of how P&G’s Haircode quiz ad looks:
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- ❓ Make it more visual: Ceremonia has beautiful branding and images--both lifestyle and product. Can add a bit of the branding to the quiz to bring it to life?
- ❓ Make It Interactive: It’d be cool if there was some interactivity to the quiz. This is where Prehook’s Recall feature comes in, to use previous answers in the quiz.
But with the data they gathered in the quiz, some ideas: - Lookbook based on hair length - send aspirational photos, of course with the Ceremonia product included
- How-to guides: based on the problems that the
customer identifies, Ceremonia can share their ideas to address each problem
- Product recommendations and campaigns based on their hair problems
Since its launch in October 2020, Ceremonia has been on fire, hitting $100k in revenue in its first 100 Days. This will be an exciting brand story to watch unfold!
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💥Postscript Integration now live! 💥
We’re thrilled to announce that we have officially launched our partnership with Postscript!
This means that you can capture SMS phone numbers with a Prehook quiz and automatically
create a contact in Postscript.
SMS is a highly personal and intimate channel.
Therefore, every message must resonate….otherwise, it’s too easy to unsubscribe, and even worse, create a poor impression of your brand.
PSSST: I wrote about 6 ways you can take advantage of quizzes with your SMS Marketing.
What you can do with the integration:
- Capture leads with Prehook, send contacts automatically to Postscript
- Capture data to create better segmentation
- Learn about customers to know what messages will resonate
Get started with Prehook’s Free 14 Day Trial now to see how it works!
Need help with quiz inspiration and strategy? Hit me up, just hit reply 😃
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