You hear all the time about how social media is changing the way businesses work. But here’s a real-life example of how one beauty company, Paul Mitchell, is changing how they make and market new products using social media to gain input from their target audience.
Old school product development
In the not so recent past here’s how beauty companies got ideas for new products: they would sit in a room with a bunch of marketers and advertising agencies (and if they were lucky a few R&D people.) They would then brainstorm new product ideas. Depending on the resources of the company, they would then test a few of those ideas with consumers to see which was the best one to launch.
The Truthiness about Curls
Paul Mitchell has turned that process upside down by engaging curly haired women at the very beginning of the process to find “emotional nuggets” that could be the foundation for new curly hair products. This radical approach lead to their brand new Truth About Curls line. This process of connecting with you continues with their Curls Confession campaign where you can provide your own personal insights to aid in their research by going to Bit.ly/CurlsConfession. Even though the line doesn’t until October you can get free product right now just by sharing your thoughts on curls. And follow #curlconfession to learn even more. [Scratch that part about free samples - this promotion was so successful they already ran out!]
Next month we’ll be back with a look at the new products.
This is a sponsored post (in other words Paul Mitchell paid us to provide our opinions.)