map my beauty: mapping out a spot for itself

5/9/2016
Map My Beauty: Mapping Out a Spot For Itself ­ CEW Beauty Insider
May 09, 2016
MAP MY BEAUTY: MAPPING OUT A SPOT FOR
ITSELF
Last year Annabella Daily, a digital guru with a focus on beauty, teamed up with Sephora to create the Pocket Contour
Class. Like many apps, it entered the mobile-commerce arena with the goal of becoming a tool that combined customized
beauty analysis with virtual education. The end result was more than 2 million user experiences with a 40 percent repeat rate. “The app was extremely successful and proved there was a real need that customers crave,” she said. This month Annabella launches another project, Map My Beauty. After taking a selfie of your face with your eyes open and then closed, the app analyzes your features and the shape of your
eyes. Answer a few questions about your makeup routine and preferences, and the app gives you a complete individualized
experience spotlighting indie beauty brands that have partnered with the company. “We mix and match products with our partners to create new looks,” said Annabella. “You get information on the look, the
products that created that look and a step-by-step tutorial on how to reproduce it. Everything is shareable with friends and
savable.” Annabella’s history within the digital world is long. She’s created fashion, beauty and style verticals on YouTube, and
launched an original fashion and beauty channel, Hello Style, for Hearst Digital. She also relaunched channels for Vogue,
Teen Vogue, Glamour and Style.com at Conde Nast. Map My Beauty doesn’t only focus on consumers and education; it’s also gives voice and face-time to indie brands that
ordinarily don’t have large platform opportunities. “The beauty industry still typically wants to silo themselves into offering products from one brand. But when you have these
customized beauty counters inside a mobile experience, it’s incredibly powerful for the brands and for the consumer,”
Annabella said. At the moment, Map My Beauty has connected with four small companies. There’s Katherine Cosmetics, a luxury, travelhttp://www.cew.org/eweb/dynamicpage.aspx?webcode=cbifullstory&r01key=95e1e062­92d2­4615­bca1­7a51f1f6f401&previewdays=0&cewLoginRedirect=1&S…
1/3
5/9/2016
Map My Beauty: Mapping Out a Spot For Itself ­ CEW Beauty Insider
At the moment, Map My Beauty has connected with four small companies. There’s Katherine Cosmetics, a luxury, travelfriendly company that offers a section of neutral and wearable products designed for the active, sporty woman. Then there’s
Make, a color-driven brand that according to their web site was created for “personal experimentation with rich formulations
and rare palettes in an unconstrained range of shades, finishes and textures.” Another partner brand is Evelyn Iona, a socially
responsible, natural and organic cosmetic line, which was started by a 25-year-old former CEO of Model Management
International. Finally, there’s Gallany Cosmetics, which was spearheaded by Ida Gál-Csiszar, who, early in her career was the
lead liquid chemist at Max Factor. In 2014 she started Gallany, which now offers more than 100 lipstick shades among other
items, including blush, light diffusing powders and eye shadows palettes. “Annabella found us partly because of our good reputation in the industry and also because we represent makeup, which is a
lifestyle,” said Katherine Finch, founder and owner of Katherine Cosmetics. Until now, the year-old company mostly sold
on-line, with stylists and on QVC. “The way the app works is you pick a look you like. For us, one of the examples is an
athlete, and it takes you step by step to get that look. The app is also a lifestyle approach so it works very well with our
message.” Katherine added that since she doesn’t offer everything, “and people use different brands or they want to try other things, the
app gives you a universal shopping cart to that,” she said. “It’s basically having a makeup store on your phone and the artist at
your fingertips.” “In this space brands such as L’Oréal and CoverGirl are mainly about makeovers, which largely leaves out indies. We wanted
to create something to empower them, while offering the user this great experience,” Annabella added. The goals for the brands involved are innovation, a willingness to try new things, and a boost for those who already had
direct communication with consumers, but could use help increasing e-commerce sales. Map My Beauty took eight months to create and tutorials run approximately five minutes long. Each brand partnership is
structured differently, but is based on revenue share or cost per engagement. Aside from reaching out to social influencers
and teaming up with other lifestyle brands that share a similar mindset, Annabella mentioned that skin care would be the
next component the company will be considering -- like primers or products that get your skin ready for makeup. “We have created a collection of very wearable beauty looks paired with products and individualized instructions based on
your selfie, and on your unique preferences and features,” Annabella said. “We’re empowering the consumer to be her own
makeup master. She doesn’t have to visit a counter to get those tips, she can find them and learn them on the app.”
BEAUTYINSIDER
SPECIAL REPORT
MAP MY BEAUTY:
MAPPING OUT A SPOT
FOR ITSELF
LAUDER OUTLINES
MULTI-YEAR INITIATIVE
TO WIN IN PRESTI...
BEAUTYSTREAMS
EDITORS' PICKS:
COSMOPROF
BOLOGNA
http://www.cew.org/eweb/dynamicpage.aspx?webcode=cbifullstory&r01key=95e1e062­92d2­4615­bca1­7a51f1f6f401&previewdays=0&cewLoginRedirect=1&S…
2/3
5/9/2016
Map My Beauty: Mapping Out a Spot For Itself ­ CEW Beauty Insider
BW CONFIDENTIAL:
KOREANS PREFER
LOCAL BEAUTY BRANDS
MIKE INDURSKY EXITS
BLISS
NACDS: THE MASS
MARKET BEAUTY NEWS
YOU MISSED
ECO BEAUTY AWARD
FINALIST SPOTLIGHT:
TEADORA, EO PRODU...
BEAUTY TAKES CENTER
STAGE IN SAKS
FLAGSHIP WINDOWS
ECO BEAUTY AWARD
FINALIST SPOTLIGHT:
CLEAN RESERVE, JU...
TEMPTU MOVES FROM
SKIN TO HAIR
2016 BEAUTY AWARDS
FINALISTS REVEAL NEW
MARKET TRENDS
ATTN INDIES: UNILEVER
PRES GIVES STARTUP
ADVICE
http://www.cew.org/eweb/dynamicpage.aspx?webcode=cbifullstory&r01key=95e1e062­92d2­4615­bca1­7a51f1f6f401&previewdays=0&cewLoginRedirect=1&S…
3/3