Retailer Brandless makes a brand play for no-frills value online
SAN FRANCISCO — The retro value-oriented online retailer Brandless swung open its (virtual) doors for business on Tuesday, featuring a bevy of nameless, national-brand equivalent products all retailing for a flat $3.
It's a counter-movement to today's retail brand progression that has evolved from the NBE, black-and-white label store brand options of decades past to "own brand" adaptations that seek to rival the innovation and appeal of brand name products.
"Today, 7-11-2017, is our starting line," noted founder Tina Sharkey in a blog on the Brandless site. "Our everyday essentials collection — aka the things you use all the time — just launched with an extensive array of awesome products, from snacks to soap to serving spoons. All for just $3."
Helping to streamline the back-end is a limited selection, Sharkey noted. "We’re not overwhelming you with options (there aren’t 100 pasta sauces to compare, there are three) or forcing you to over-consume (no need to stock up to save, you can get great value buying just one)," she shared. "We don’t want you to spend your time and energy trying to figure out the difference between 20 different Italian dressings or hunting for the best deal. We’re bringing you an edited assortment of better products at a fairer price."
To help market that no-frills packaging, Sharkey shares with potential consumers the concept of the "BrandTax," otherwise known as the "hidden costs you pay for a national brand often associated with production and retailer margin," she wrote. "We’ve been trained to believe these markups increase the quality of the product, but they rarely do. And those markups seriously add up. In fact, you pay an average of 40% more to have a big-name brand on the label."
In addition to delivering value through its "brandless" promise, the company donates a meal to Feeding America with every Brandless order. "At Brandless, we care about kindness and generosity, we care about trust and honesty," Sharkey wrote. "[W]hile $3 is a great starting point in making better stuff accessible to more people, we know that doesn’t include everyone," she noted. "Though today is our official launch day, we’ve already donated thousands of meals thanks to the early believers in the Brandless promise."
L’Oréal ups omnichannel strategy by joining YouCam Makeup app
Data shows how virtual try-on impacts beauty shoppers’ behavior
NEW YORK — Perfect, the company behind the YouCam Makeup app, is sharing data that offers a look at the impact augmented reality try-on has on beauty shoppers. Perfect found that YouCam Makeup users are 1.6 times more likely to buy cosmetics compared to non-users, and app users possess a lot of buying power, as users spend 2.7 times more on beauty products than non-users.
The company also found that the app’s AR try-ons drove two times more cosmetic sales — and with some brands drove conversions six times more sales — than those seen among non-users. And Perfect found that AR apps are a key player in cosmetic sales among Gen Z shoppers, who are 10 times more likely to make purchase decisions after using the app, and millennials, who are two times more likely to buy something after using the app.
“We are thrilled to learn that YouCam Makeup encourages customers to make more informed purchasing decisions through AR try-ons,” says Perfect Corp. CEO Alice Chang. “Our team continues to develop the complete beauty journey for all aspects of the beauty market, allowing YouCam users to discover, try, share, and buy beauty products in one seamless platform.”
The yearlong study looked at behavior and purchase histories of 25,000 females in Japan 15-69 years old that did and did not use the app. To view the full results, click here.