IPSY puts its data to work for brands

The US beauty subscription box specialist is expanding its business model with IPSY Marketing Solutions, a new activity aimed at brands. Drawing on 15 years of experience in product trial and discovery, it uses consumer data to gauge interest ahead of a launch and then support the product’s route to market through influencer campaigns, events and media activities.

IPSY claims a social community of 16 million beauty enthusiasts and more than 20 million customer touchpoints. By combining this data with feedback from product trials and creator content, the company aims in particular to gain a better understanding of consumer preferences and measure campaign effectiveness.

The service has notably supported emerging brand Oliviaumma during its launch at Sephora. According to IPSY, a campaign using its audience data and content from consumers who had tested the products achieved click-through rates two to three times higher than industry benchmarks.