Personalized hair care brand Function of Beauty claims a new category.
Launching direct-to-consumer on Tuesday, Function of Beauty’s Styling Primer is a lightweight prep mist that retails for $29 and can be customized to your hold level, styling goals and fragrance, including a no-go option. fragrance.
Designed to be applied to damp hair, the primer is formulated with the brand’s patented Style Defense Complex, which contains rice seed protein and rice extract intended for UV protection, pro-vitamin B5 intended to strengthen hair, and hybrid polymer technology. to keep the strands in place.
“Style particularly makes sense from a personalization perspective, because people often opt for different style looks,” said Marianna Trofimova, director of marketing for Function of Beauty. “We’re very particular about where we’re going: the first consideration we make to ourselves is, ‘What’s relevant to the consumer?’ because personalization is really a response to unmet needs in the marketplace.”
By customizing the primer, consumers can choose a light, flexible or strong hold level, highlight priority styling goals such as deep conditioning, frizz control, curl definition, anti-pollution and more, and select a fragrance, with options including Floret, Go Coco, Takes Two to Mango, Nude Peach and Pearfection.
The information that Function of Beauty collects from consumers informs its approach to personalization, which includes pairings of popular formulas (Trofimova noted that she recently noticed a tendency for consumers to pair certain fragrances with certain colors, for example) and tuning consumer feedback.
“We have a rich area of consumer data touchpoints, unlike many of the classic [d-to-c] beauty businesses, which we use to actively understand what people want,” Trofimova said.
While Function of Beauty’s roots are in hair care, which still makes up the majority of the brand’s business, the business has introduced body care and skin care products in 2020.
The company also acquired the personalized skincare and technology business, Atolla, in 2021, marking its first acquisition.
For now, Function of Beauty is concentrating on its goal of raising the bar in hair care, with the launch of Styling Primer marking the first of many innovations in the styling category that Function of Beauty plans to implement.
“[Hair care] is our priority — we want to consolidate the product portfolio in hair care before expanding [further] in other product categories,” Trofimova said. “We definitely have plans to address style in a more robust way, both in D-to-C and in retail.”
Trofimova did not specify sales expectations for the launch, but industry sources estimate Function of Beauty’s styling business could generate $3 million in sales in its first year.
Source: news.google.com