NaturALL Bottle Alliance: first 100% bio-based and recyclable bottle

NaturALL Bottle Alliance: first 100% bio-based and recyclable bottle

Danone and Nestlé Waters, the world’s two largest bottled water companies, have joined forces with Origin Materials, a startup based in Sacramento, California, to form the NaturALL Bottle Alliance. Together, the three partners aim to develop and launch at commercial scale a PET plastic bottle made from bio-based material (i.e. 100% sustainable and renewable resources). The project uses biomass feedstocks, such as previously used cardboard and sawdust, so it does not divert resources or land from food production for human or animal consumption. The technology represents a scientific breakthrough for the sector, and the Alliance aims to make it available to the entire food and beverage industry.

Teaming up to accelerate development of 100% bio-based bottles

For decades, both Nestlé Waters and Danone have been committed to sustainable business practices, notably by continuously improving their environmental performances and promoting the development of a circular economy. A large part of these efforts has focused on developing innovative packaging solutions that are recyclable and made with renewable resources, as well as the promotion of recycling. After identifying the unique approach of Origin Materials separately, the two companies decided to team up to accelerate development of this promising technology.

“Our goal is to establish a circular economy for packaging by sourcing sustainable materials and creating a second life for all plastics,” declared Frederic Jouin, head of R&D for plastic materials at Danone. “We believe it’s possible to replace traditional fossil materials with bio-based packaging materials. By teaming up and bringing together our complementary expertise and resources, the Alliance can move faster in developing 100% renewable and recyclable PET plastic at commercial scale.”

Danone and Nestlé Waters are providing expertise and teams, as well as financial support, to help Origin Materials make this technology available to the entire food and beverage industry in record time.

Nestle-and-Danone-teaming-on-bio-based-PET-bottles This next-generation PET will be as light in weight, transparent, recyclable and protective of the product as today’s PET, while being better for the planet. The exclusive use of renewable feedstocks which do not divert resources or land from food production is the Alliance’s main focus area. The R&D will focus initially on cardboard, sawdust and wood chips but other biomass materials, such as rice hulls, straw and agricultural residue could be explored.
“Current technology on the market makes it possible to have 30% bio-PET,” noted John Bissell, Chief Executive Officer of Origin Materials. “Our breakthrough technology aims to reach 100% bio-based bottles at commercial scale. With the help of our Alliance partners, Origin Materials will be able to scale up a technology which has already been proven at the pilot level.”

A packaging revolution for all

The NaturALL Bottle Alliance partners consider that everyone should benefit from this new material, so the technology will be accessible for the entire beverage industry. This unique approach demonstrates the allies’ commitment to open innovation and sustainable business.

“It’s incredible to think that, in the near future, the industry will be able to use a renewably sourced packaging material, which does not compete with food production and contributes to a better planet,” commented Klaus Hartwig, Head of R&D for Nestlé Waters. “It therefore made perfect sense for us to join forces through this Alliance to develop this innovative technology in a large scale and in the shortest time period possible. This is an exciting journey and we are proud to be part of it.”

A packaging revolution in record time

Origin Materials has already produced samples of 80% bio-based PET in its pilot plant in Sacramento. Construction of a “pioneer plant” will begin in 2017, with production of the first samples of 60+% bio-based PET to start in 2018. The initial volume goal for this first step is to bring 5,000 metric tons of bio-based PET to the market. Thanks to their complementary skills and shared vision, the NaturALL Bottle Alliance aims to develop the process for producing at least 75% bio-based PET plastic bottles at commercial scale as early as in 2020, scaling up to 95% in 2022. The partners will continue to conduct research to increase the level of bio-based content, with the objective of reaching 100%.

Source: /

2017: Top 5 key trends that will shape consumer goods

2017: Top 5 key trends that will shape consumer goods

In 2017 more than ever top 5 key trends will shape the business. 

1 – Faster shopping is always more important

In 2017, consumers are impatient. The digital world has defined them “IWWIWWIWI”— “I want what I want when I want it”— consumers are impulsive and in pursuit of immediate gratification. Brands are responding with a slew of speed-up business models, from one-hour delivery to offers via beacon technology, used by retailers to broadcast messages to nearby consumers

Rapid Convenience

2017: Top 5 key trends

First of our 2017 top 5 key trends is of course Amazon. They are working on delivering packages to people’s homes in under 30 minutes through the use of drones. Amazon customers in France can already buy SEAT Mii city cars from the shopping site, delivered to their home within 72 hours. The #DeliveryToEnjoy campaign has been created to enhance the vehicle buying experience, “offering a 100% online experience, with speed and respect of delivery and a streamlined payment solution”, says SEATers via their smartphones

Check also => Drone delivery the next disruption ?

The food rush competition

Food rush Next-day delivery is being overtaken by ever-faster delivery possibilities for the shopper in a rush. UK supermarket chain Sainsbury’s launched one-hour delivery of food and groceries by bike in parts of London in September 2016, the first UK supermarket to do so. It is doing this via its Chop Chop app, competing with Amazon’s Prime Now and Deliveroo. Sainsbury’s said that the technology is perfect for buying up to 20 goods in an emergency.

2 – Customization is invading the mass market

2017: Top 5 key trends

In 2017, we will have come to accept the idea that an industrially-produced product can be customized or personalised, at least in part. While there is a lot more customization of “mass-produced” items, high-end personalisation is also thriving due to demand for “experiential luxury”, the shift from “having to being”. With an almost infinite capacity to gather information on clients and innovation in production technologies such as 3D printing, the masses can now imitate their harriving in theigh-end counterparts. This trend is changing consumer expectations, as customers demand that brands fulfill or even predict their needs. Brands are also looking to strengthen the brand / client relationship through the emotions they can arouse by making things “personal”

Subscription-based business will need to keep customer-centric 

Subscription services, delivering selections of products directly to consumer homes, capitalize on consumer trends like self-treating and convenience, but their success is also likely due to the customized nature of their offerings. Consumers around the globe have been captivated by these considered picks of everything from skincare products, pet treats, gaming and razors to meal kits with pre-measured ingredients and recipes.

As an example, HelloFresh develops recipes and delivers boxed ingredients to consumers in Europe and North America, shipping 7.5 million meals monthly in mid-2016 according to co-founder Thomas Griesel. He said that the brand is positioned for customization as it creates taste profiles for customers based on cooking preferences or “personal taste clustering”. Customers indicate what they don’t like, perhaps seafood or pasta, and are regularly asked for feedback leading to a “hypercustomized” service.

Check our article on how to use mass customization with food products

3 – Wellness food is the new hype


Consumers are aware that eating habits directly influence quality of life. This is fueling unprecedented demand for healthier eating options with fitness-promoting attributes sought in supplements, beauty products and even pet food by consumers willing to pay for them. With the endorsement of health experts, such as nutritionists, chefs, fitness and medical professionals, brands are busy creating products with the addition of health-giving properties, including exotic vegetables, vitamins and fiber. Mainstream brands now speak the language of wellness. Mondelez International boasts that “We create snacks to bring people delicious moments of joy. To help consumers on their well-being journey”—a key brand priority leading up to 2020.

Check how we can use Wellness with digital

4 – Children and over 50 consumers will be targeted

2017: Top 5 key trends

Today’s family demands are launching their child into consumption at an earlier stage. Increasingly, the input of children in purchasing decisions is welcomed by their parents, rather than being perceived as a nuisance. The parent-child relationship, s, is now more bilateral. Parents seek their kids’ opinions about all kinds of once-adult decisions, including where to go for dinner, what kind of car to buy, even what to wear. Online life is also exposing children to buying opportunities and to brands that solicit the start of an evolving consumer relationship.

The Longevity economy

In 2017, almost a quarter of everyone on the planet will be over the age of 50, a record number. These consumers are transforming what it means to be older in terms of lifestyle and are more demanding in their consumption needs, creating what is increasingly referred to as the “Longevity economy” Website “High 50”, with a tagline “Age has its benefits”, looks at the spectrum of lifestyle interests of this segment: Home, beauty, dating, fitness, food, health, life, money, startup and travel.

Sources : Euromonitor – Kantar – The economist



Why Michel & Augustin are marketing genius?

Why Michel & Augustin are marketing genius?

Because they are simply driven by Millennials.

Description of a success story, steeped in corporate culture, offset communication but especially powerful marketing with limited budget.

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• Born in 2004, Michel & Augustin are winning in a saturated  market

• Millennials management

• Omni connect strategy

• Using online method for offline recruitment

• Mastering marketing tech without budget[/mks_pullquote]

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Michel & Augustin: How Marketing allows small company to compete against giants:

Nowadays competition is hard in food industry and it’s more and more difficult to stand out of the crowd. With the increase of the gluten free products, the sugary market is not the easiest place to start a company.

But there are still some passionate entrepreneurs to believe that their products will meet consumers’ expectations. And there is no doubt that Michel & Augustin belong to this exclusive circle of visionary. By simply navigating through the website of the brand we realize that M&A is more than a promise, but the cornerstone of an attractive business.

From SME to the American Dream

Michel & Augustin is born from a similar story than Ben & Jerry but in France with a friendship that started on the school benches between its two creators. After making higher education in commerce and marketing, Augustin decides to drop his suit and tie for a baker’s hat and passes its diploma in pastry. As Steve Jobs in his garage, the first recipes are born in the kitchen of the two creators with the small round shortbread in September 2004. The story then goes that Michel & Augustin left driving their Kangoo to canvass all grocers and shops of the French capital.


Today the brand is now firmly entrenched in all major distributors in France but also around the world (Russia, China, USA, Eastern Europe …). Its “Bananeraie”, seats of the brand, are located in Lyon, Paris and New York.

Recently, Michel & Augustin is based on well-established American brands. Since January 2016, Starbucks distributes the products in 7.624 stores. In the air, Delta Airlines offers the products on its 4,000 daily flights, first class and business class. Therefore, the company multiplied by fourteen the capacity of its production line in the United States. They are now targeting other important retailers in the West Coast the recent acquisition of their capital by Danone might be interesting for them, mostly for the distribution.

In fact the company is not anymore cooking in their kitchen, they managed the Finances engineering tips by They no longer produce, focusing on marketing and sales. They now call 7 companies (6 in France and 1 in Portugal)


Product Marketing: Transparency, premium and fun

 The key to success of Michel & Augustin isn’t a huge marketing budget, but a clever use of transparency, simplicity and creativity. The best showcase of this type of brand is undoubtedly the products and company values that they transmit. From the “cows to drink” biscuits through desserts, cookie to-go or crackers; Michel & Augustin retains its basic promise: authentic, homemade and quality ingredients.

The brand positioning is thus clearly that of premium and quality. The price is certainly higher than average but the strategy makes it stand out from its competitors on the shelves of supermarkets. Basically the





Out of the box


Attractive Packaging


Customer proximity


Urban area tailored


Gourmet & Authentic


Premium Quality



Promotion: Zero budget but rich in ideas

M&A are particularly brilliant in term of communication, despite having limited budget they managed to be viral mastering Commando Marketing and Street Marketing. The promotion is based on three principles “millennials, fun and smart.

The launch of their best seller “Cow to drink” is a true best practice in this area comparing to the competition:


High visibility thanks to a Friendly childish tone

The keyword of the brand communication strategy is the use of a childish tone on all its communication channels. Michel & Augustin has opted for humor and derision, wanting to be close to its customers. The smile is therefore required, the customer proximity magnified by a deep friendship between him and the brand. The idea is to invite customer to join the beautiful little family Michel & Augustin. This style of communication is fully assumed by the use of a color graphic, a logo with childish drawings and a friendly tone.

Mastering Buzz with Commando Marketing

  • Targeting journalist

For the launch of the “Cow to drink” in July 2006, one of the best sellers. The launch of the yogurt has been at the same time as that the Danone called “The Two cows” produced by its US subsidiary Stonyfield. Michel & Augustin took advantage of this coincidence to launch a commando operation by distributing at the entrance to the press conference to each journalist, their product with a letter denouncing the arrival of US cows in France. It was indeed a unique opportunity to reach 150 journalists. And it worked since the first questions from journalists at the conference was “Will you announce the launch of the cow to drink Michel et Augustin?”. This is typically the kind of action that M&A lead, without means or pretension but that will make people smile.

  • The Bill Gates imposture

In February 2007, Bill Gates gives a conference in Le Palais des Congrès (Paris) in front of 6000 entrepreneurs. Augustin, disguised as a kitchen employee of the conference, dropped one of his “Cows to drink” on the speakers table. The video of the conference will be diverted on the social media and M&A created a viral marketing campaign with Bill Gates, photographed next to the yogurt.


Mastering Customer proximity with Street Marketing

One of the big part of the brand marketing strategy is its presence in the streets of major French cities or in New York. Michel & Augustin has made the wise choice to invest heavily on street-marketing, without hesitating to stage the creators of the brand. So we could see the two friends put cows in a Paris train station, take the stage in a supermarket, make a press conference in the same disguise. In the same idea Michel & Augustin conducted a campaign to see land a giant cow throughout France, the cow and came to stand before the most famous French monuments.

Another successful operation of the brand is the 100 Scooters in Paris, offering customers to rent scooters with the colors of the brand which promote the use of bicycles in the city. This transaction also put Michel & Augustin in their local environment by placing the brand as a change driver of the city, including the promotion of an eco-friendly mode of transport. They also organised event in Paris Une Nuit à la belle Etoile in the heart of Paris in park Monceau.


Talent Acquisition: Made by passionate for passionate

The corporate culture is a key factor for Michel & Augustin. The internal organization of the company seems to grow every employee to propose ideas, share feelings, to express her doubts when more or less formal meetings. The work environment is the corporate image: colorful, quirky, warm, fun… As evidenced by “The Banana Plantation”, the workplace which opens its doors to visitors every first Thursday of the month.

  • Social media transparency: To communicate internally, the 90 employees have their own group on WhatsApp and
  • Passion for product: No matter if the employee works in finance or marketing, they all have to pass their pastry diploma.


Michel & Augustin are famous for recruiting through their event and they feature in social media their employee “adventures” and achievements. Behind every function they valorize and highlight employees (Webdeveloper, marketers, finances etc.) with pictures directly on the product for example.

However, there is still too little dimension explored by brands: Using Online method for Offline operations. It’s precisely on this point that Michel & Augustin makes the difference. When the offline becomes a real scene for the actors who play the game, one explores a form of communication that becomes a reflection of inner experience.

Example: There is a lot of creativity when it comes to recruiting online. But what about recruiting offline using online method:  M&A recruiting in the metro

As in France, their US employees must pass the equivalent of a pastry diploma. In Brooklyn, the doors of the “Banana Farm”, the nickname of their New York offices are always open to customers and curious. The company recently organized BethecookieBoss a contest to win 25 a pastry trip to France. 

Digital: Omni-Connected with the consumers 

You will therefore understand, Michel & Augustin likes and enjoys quite frankly this marketing guerrilla strategy. But the brand does not forget of course the digital component of its business by including each of these operations on social networks.

When many brands rely entirely on digital, there are others that sail between offline and online to provide proximity and engagement with their community. Michel & Augustin is one of those brands that know how to encourage commitment, although social media reach the masses, the land offers a rarely achieved complicity on the net. By using omni-connect strategy, M&A created an intra-community link.

brand-comparatorThey have over 177,000 fans on Facebook, 35,600 followers on Twitter and a YouTube account relaying the life of the brand.

Michel & Augustin is rich in education and serves in particular to emphasize the importance of the relationship brand / consumer. A beautiful lesson in marketing, communication and building a strong community around two omni-present entrepreneurs.

The Michel & Augustin case show that disruption doesn’t has to come only from pure player or tech companies but by engaged and passionate people even in a traditional saturated market. Thanks to their quirky look on life, their desire to create an affinity relationship with their consumers but also (and especially) to their love for good products.

Gfresh, the next Amazon of the seafood market

Gfresh transforms the way seafood is traded

Gfresh – a Chinese start-up – was founded in 2014 and has been the source of the primary global marketplace for seafood. This platform delivers a new approach to selling and trading seafood with buyers, essentially in China.

“You have no more excuses to complain about the freshness of the fish.”

This idea emerged after a gap was identified in the retail industry, where most companies have already developed their own marketplace and app, in comparison with the seafood industry which seemed to be stuck in the Stone Age – that is until Gfresh came along.


This online marketplace is providing a wide range of services such as:

  • Logistics
  • Customs clearance
  • Quality inspections and full traceability of products
  • Gpay (a safe pay system)
  • Real-time tracking
  • Door Delivery

The aim of the platform is to make the process easier for the buyers and sellers to avoid unnecessary and time-consuming obstacles during the shipment. The confidence of investors in the project has facilitated raising of $20 million from RiverHill Fund, an Alibaba associated venture company.

In order to meet their objectives to sell and transport live seafood efficiently, Gfresh set up an Android, iOS and Web app.

Gfresh seafoodThrough this platform, the fisheries can list their inventory with notes about the origin, species and quality of products, but also fix their prices. Furthermore, to ensure the product adheres to their unique selling point, the company has introduced a new innovative concept; when the live seafood is delivered to the buyers’ door, Gfresh records any potential issues about shipment such as dead lobsters or low levels of seawater via a camera that records the product as it is being delivered.

A disruptive platform to enhance  the proximity between buyers and sellers

Gfresh disrupts the channel distribution using threes approaches;

The first line of Gfresh’s strategy is to remove the middlemen, i.e. importer and exporter agencies. It allows a restaurant owner in China to buy small quantities of seafood directly from a producer. Also, it reduces the time for delivery, which enables consumers to eat seafood that always fresh. Therefore, a consumer in Shanghai will get fresh British Columbia oysters before the shelf life of seven days, which was near impossible before the birth of Gfresh.

A second line of the strategy includes an escrow payment system to ensure the buyers and sellers are protected. This system is helpful for smaller and artisan fisheries because they may not have the funds to travel around the world to reach future buyers or to protect themselves against fraudsters.

The next line of strategy is based on flexibility of order quantities. Currently, it possible for a smaller fishery to sell its limited productions without having to bend to exporting associates and pricing requirements.

China’s online seafood market: an untapped potential for global companies

Gfresh is placed at the crossroads of two markets in full growth, which are Chinese seafood market and Chinese e-commerce market.

According to the global Crustacean market report 2016-2020, we are excepting growth at a CAGR of 4.08% during the period 2016-2020. It estimates that the Chinese market will represent 35% of all seafood consumed globally in 2017 and will become the largest seafood market in the world.

On the other hand, Nielsen report announced the fact that online sales have contributed to 11% of total retail sales in China in 2016, but it is excepting a growth rate of 53% year over year. As of today, it is the largest e-commerce market in the world and also the most evolved.

Online seafood marketplace is a mass and niche market, but also a vital opportunity for global companies to penetrate. At the moment, Gfresh is the first company to make substantial profit in the Chinese seafood industry.

Gfresh seafood

The next step is to reinforce and maintain its ranking on the market. Consequently, they plan to strive for product initiatives for its online seafood marketplace, expand to new markets but also upgrade logistics supply chain service. The aim is to lead the Chinese seafood into a new step of development.

Gfresh on going into the global seafood market

Although the company is well-established on the Chinese online seafood market, Gfresh is planning major projects for the near future.

In order to satisfy the demand for fresh seafood, Gfresh aims to expand in other countries such as South Korea, Singapore, and Vietnam. Plans to expand in the US are also being considered after a number of US companies have shown interest in their services.

In the future, Gfresh would like to diversify into other industries with highly perishable, hard-to-ship inventory like fruit and other fresh food products.

Gfresh seafood

12 Trends on Wellness digital devices !

12 Trends on Wellness digital devices !

Health tech received a major boost, as manufacturers unveiled a slew of snackable wellness solutions and advanced trackers that keep the whole body under surveillance. Consumers’ continuing pursuit of wellness is taking a new turn: the wellness digital. As they seek to create wellness cocoons that can protect them from threats to their health, environment and emotional state – wherever they are. These 12 innovations will be use in the future by the grocery industry. Indeed, nowadays the consumers are paying attention to the wellness and their wish is to improve the quality and well being of their daily life. In this article you will see how modern technologies and can improve the consumer’s sleep, sportings activities or even mental health !

Fitness and sportswear

Example: Activity listener– Misfit Specter

Benefit: Tracks activity and sleep, and syncs with Misfit’s mobile app over Bluetooth

How it works: Details of pricing and availability have not yet been confirmed.



Example: Ombra by Canadian sportswear startup OmSignal

Benefit: Measures and reports back on fitness metrics such as distance, heart rate and calories via the company’s OmRun platform

How it works: The OmBra gives instant feedback to the user via the accompanying app, allowing them to measure the effects of their training and workouts


Pocket health check/monitor

Example: Refit Card

Benefit: Lets users check their pulse and stress levels when the card is behind their smartphone.

How it works: The batteryless, near-field-communication based ECG monitor – a world first. It is developed by by South Korean health-tech company Solmitech. Price: $49


Example: San Francisco-based Sproutling, has developed a health sensing wearable device for babies. The device retails for $299, but the site currently shows that its sold out. Users area able to put their name in for a device on the waitlist.

Benefits: Designed to give insight into a baby’s wellbeing and predict sleeping patterns.

How it works: It tracks a baby’s heart rate, skin temperature, motion and sleep position. This is possible thanks to a wearable sensor in the form of a hypoallergenic anklet. Besides, it monitors room temperature, humidity, sound and light. Then it provides clear indicators of the optimum environment for sleep, as well as sending real-time updates to smartphone app.


Treatment and therapy

Example: Quell, a wearable band. Lets users check their pulse and stress levels when the card is behind their smartphone.

Benefit: That relieves pain, measure sleep duration and quality

How it works: Relieves pain by stimulating the user’s nerves, has been updated with an Overnight Therapy mode that will measure sleep duration and quality


Example: Fineck by Beijing studio Veari, is a wearable for the neck that tracks subtle movements via an app.

Benefit: Targeting people who experience neck strain and discomfort, tracks the neck activity and warn consumer when they are in a bad posture for too long. It also encourages consumer to adjust and exercise their neck muscles via app-based games and prompts.

How it works: Based on motion sensing.


Smart sleeper thanks to wellness digital

Example: Sleep Number’s bed mattress

Benefit: Track your heart rate, breathing and movement during sleep, and recommend when to go to bed and when to wake up to gain the most benefit

How it works: It Bed features sensors that track movement, heart rate and breathing, and then suggests ways to improve the user’s rest patterns – such as improved levels of firmness, comfort and support for their mattress


Example: A San Diego-based startup company, Hush, consists of 3 engineers have create the smart noise cancelling ear buds.

Benefit: To help deliver a peaceful sleep regardless of our surroundings.

How it works: Hush reduces sound in two ways: The sound eliminating foam provides passive noise reduction as a first sound barrier. The in-ear speaker plays a track to mask any residual sound that the earplugs do not block out.


Mood and mental health

Example: Brain-sensing headbands –Muse, created by Canadian tech company InteraXon

Benefit: The brain sensing headband helps you get the most out of your meditation practice by giving you real time biofeedback of what’s going on in your mind.

How it works: The headband uses brain-sensing technology to measure whether your mind is calm or active, and translates those signals into guiding sounds. Use the app to monitor your progress.


Example: Simi hormone-tracking

Benefit: Help women predict their future moods and fertility.

How it works: A saliva-based monitor and app analytics, through its calendar interface, the prototype can issue a warning when the user might be grumpy – handy for important meetings.


Environmental health

Example: Oxie – the first, smart, neck-worn air purifier

Benefit: It purifies the surrounding air from smoke, microorganisms and allergens.

How it works: Sleek enough to fit under your shirt collar, it places you in an “invisible bubble“


Example: The coiled Fervent Carpet rug, Dyson

Benefit: Fight Allergy, Mitest kill, bacteria kill

How it works: The rug is fitted with hydraulic connections that plug into domestic radiators, allowing it to heat up to 60⁰C every few month to kill off dust mitest. Soon to be released in Japan, British brand Dyson’s latest humidifier combines its bladeless technology with ultraviolet light to kill off 99.9% of waterborne bacteria.


So, the disruption in terms of wellness is everywhere and the digital is definitely the future of the grocery market !


Sharing beauty, the next disruption

Sharing beauty, the next disruption

The sharing economy is linked by a shift in consumer priorities, including an experience-led culture and the increasing importance of value for money and convenience. Companies such has Uber or Airbnb have completely embraced this new trend and are considered has pioneers. The sharing beauty,  is step by step as well invading the cosmetic business and will represent a huge pocket of growth for the beauty players.

Unilever is a one of the pioneer of the sharing beauty

In beauty and cosmetics, Uniever has made clear that it is betting on the sharing beauty to play a key role in the future of the business. Already in 2016 Unilever has acquired men’s shaving subscription service, Dollar Shave Club, and has invested £500,000 in the UK’s leading on-demand beauty app Blow Ltd.

sharing beauty techingrocery

This Blow LTD app  provide fast beauty on demand « Expert blow dries, make-up & nails to your home, hotel or event » but has an omni-channel strategy. Which includes an e-commerce platform retailing an independent selection of products used and recommended by its professional network. The company is leveraging its expert credentials to reach consumers who value that knowledge.

Quality is prefered over price

For now beauty subscription boxes such as birchbox and on-demand beauty services, which send local professionals to your home at short notice, have been at the centre of the industry’s attempt to capitalise on the growing trend for collaborative consumption.

The beauty boxes and on-demand beauty apps undeniably promote community collaboration and convenience, along with the experience element, but are they offering value for money? The beauty treatments are the point of differentiation, which means quality remains primordial for success and is less likely to be compromised over price. For example, services offered by The Glam App in both the UK and the US are not dissimilar in price, and, in some cases, more expensive than conventional beautysalons.

On-demand applications are growing

Brands are becoming increasingly aware of consumers’ attempts to become better versions of themselves and are looking to engage in activities that will help transform them in some way. Beauty treatments fit naturally with these demands, offering an experience as well as visible transformational results, which is producing an appetite for on-demand.

sharing beauty

Apps such as Priv have gone one step further to benefit from the wellness trend by offering not only traditional beauty services, but also fitness and yoga classes in the home too. Priv is the first of its kind to provide a rounded ”transformational” package, and as the lines between beauty and wellness continue to blur there will be further opportunity for on-demand beauty to position itself this way.

How the sharing beauty could be profitable for FMCG brands ?

The FMCG players that on paper seems to be very far from this trend could use it as new channel of distribution. In fact is these on-demand apps were able to leverage their local networks and logistical agility to provide the same instant gratification in distributing products as with professional services. Then it could prove beneficial for FMCG brands that cannot exercise the same flexibility, speed or convenience in their delivery options.

Interested in beauty disruption ? Discover how beautech devices will shape the market !