cristal festival 2015 - "lucette, fashion community" - anne-laure de belloy - lucette

Lucette, the smartest beauty database

Lucette

Nowadays, women are facing a huge cosmetics offer, and most of them feel completely lost

The cosmetics offer is huge : if we put all cosmetics of the different brands on top of

each others, we could build a tower 10 times higher than the Eiffel Tower!

In addition, 75% of women say they desperately lack personalized and independent advice to choose their cosmetics

Women can get advice from :

- Sales consultants - Beauty journalists

But their advice is rarely independent ! But their advice is not personalized !

Lucette.com allows women to indicate a variety of information about : •  their physical characteristics, •  their beauty behaviors, •  their beauty aspirations, •  and their feedbacks on the cosmetics they tried

... to receive for free : •  cosmetics recommendations •  customized beauty tips.

Our lucette.com platform

Our algorithm calculates the matching score of each of our users with all the cosmetic products of our database.

Our technology

Lucette.com precisely allows women to give a series of information about themselves to receive personalized and independent cosmetics products recommendations

Users satisfaction

grade 17/20

Step 1 for the user : The user logs on Lucette.com

Step 2 for the user : She answers the questionnaires, so that our algorithm knows more about her

Step 3 for the user : She discovers her matching score with all cosmetic products in our catalog

Step 4 for the user : She receives personalized beauty tips

Step 5 for the user : Every week, she receives an email with personalized cosmetic recommendations and beauty tips

Our algorithm, which has been recognized as "innovative project" by the BPI, combines 3 components to offer personalized and independent beauty recommendations

The object recommendation correlates the intrinsic properties of products with the specific characteristics and needs of each user.

The behavioral recommendation analyzes the past purchases of each user and the products that the user «liked» or « disliked »

The social recommendation generates recommendations based on past behaviors (purchases, likes) of similar users.

1. 2. 3.

The recommendations of our algorithm are independent: •  The products of our catalog are tested and configured by our independent beauty experts. •  The social and behavioral components of the algorithm will be increasingly important in the recommendations,

based on the collection of product reviews from our users.

Recognized as « innovative project »

In less than a year, we acquired more than 110,000 users and created a very supportive community around beauty !

LUCETTE WEBSITE (launched on October 2014)

« DIS-MOI LUCETTE » APP (launched on July 2015)

1 1 0 0 0 0 ,   Users

5 0 Beauty criteria shared by user on average

6 0 0 0 0 Product reviews ,  

It allows users to ask any beauty questions and to receive an answer in less than a minute from a Beauty Ambassador, who has been recruited within Lucette’s community.

> 2 5 0 0 0 ,   Downloads

1 5 Beauty ambassadors

6 0 0 Beauty conversations on the app per day

0

We run a community of 110,000 beauty prescribers, made of women who are particularly interested in cosmetics and able of generating good buzz for a product they liked

110 000 Prescribers

150 Lucette Ambassadors

50 000 women between 15 and 20 years old

50 000 women between 20 et 35 5 000 women between 35 et 45

5 000 women more than 45 years old

24 % of Parisian women

75% white skin / 25 % ethnic origin

93% using eye makeup

86% using complexion makeup

44% have already bought cosmetics on the Internet

25 years old on average

28% of Parisian women

67% white skin / 33% ethnic origin

Maximal budget Day cream : 26 € Eye contour : 21 € Mascara : 24 € Facial Cleanser : 19 €

80% have already bought cosmetics on the Internet

Profession : 48% of active women 46% students 6% stay-at-home women or looking for a job

Our users are cosmetics consumers who ... •  are connected •  do not hesitate to give their feedbacks on products •  practice « word-of-mounth »

They are consumers who are ... •  very engaged •  passionate about beauty topics •  ready to spend time as volunteers to share their tips with Lucette’s

community.

And we build a broad beauty data base, by collecting very granular and unique data on cosmetic consumers

ANSWERS TO BEAUTY QUESTIONNAIRES ->50 answers/user on average

Physical characteristics : •  Wrinkles intensity •  Skin color •  Types of stains on the skin… Beauty behavior : •  Name of cosmetics used •  Usage frequency of eye/complexion

makeup •  Cosmetics Experience Level •  Interest in DIY •  Frequency of sport practice… Beauty Aspirations: •  Definition of the ideal skin •  Bio-addict or not •  Opinion on cosmetic surgery QUALIFIED AND PROFILED REVIEWS

->> 60 000 reviews collected

USER BEAUTY CONVERSATIONS with our beauty ambassadors -> > 30 000 beauty conversations -> 95% of the conversations are about cosmetics products.

BEAUTY ROUTINE VIDEOS filmed at home by users

Product categories online : Face care, mascara, foundation., shampoo. Other makeup products and hair products are coming in the following weeks…  

Thanks to our service for users, we can help cosmetics brands and media to meet their challenges of better knowing their consumers and their audience

The challenge for cosmetics brands The challenge for media

To move from mass marketing to targeted and personalized marketing.

To collect consumer insights to inject them into the product development process

To define their audience in order to offer targeted advertisings to cosmetics brands.

Collecting data on women beauty behaviors is of course not easy ...

Amongst the 48% of internet users who agree to share their data, 39% will do so only if they receive a benefit for this. But offering material benefits to consumers to encourage them to share their personal information would affect the fairness of the collected data.

Concretely, Lucette can help brands and media in three areas : targeted digital advertising, collection of customer insights, and segmentation of audience

Our services for cosmetics manufacturers Our services for media

Ultra-targeted product tests, including recommendation of the products by our algorithm, targeted e-mails push, & affiliation to e-commerce websites.

Consumer surveys : •  Promoters Barometer •  A/B Testing on target •  E-shopper scanner •  Creativity miner

Segmentation of the media audience regarding beauty topics, thanks to our beauty questionnaires.

We have just been selected to be incubated by TF1 during the year 2016, to help the group offering targeted advertisings to beauty & cosmetics brands

The goals of our partnership with :

1. To define TF1 audience

on the Beauty & Cosmetics vertical

2. To segment this

audience

3. To offer targeted

advertisements to each segment

Our ambition is to become the leader of Big Data on the Beauty & Cosmetics vertical, in France and abroad

BEAUTY & COSMETICS

2015 2016 2017 2018 2019 2020

Our goal is to collect, in the coming months : •  Purchasing data •  Behavioral data, thanks to connected

objects •  Navigation data •  Location data

Thank you !

Contact us soon at +33 6 08 09 44 59 or by mail at annelaure.debelloy@lucette.com to continue the discussion !