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Discovery & recommendation service for high end beauty products
Core product is (a monthly subscription to) a luxurious box containing five sample size (miniature) beauty products of high-end brands
Supported by an online platform with product information, reviews, blog and webshop
Target segment: female, age group 15-35, high interest in beauty, fashion and lifestyle, the ‘sophisticated beautyjunkie’
Widely tested and internationally successful concept
what is truly yours?
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Customer subscribes on trulyyours.nl (monthly and yearly subscriptions as well as gift subscriptions available, € 12,95 a month)
During subscription process, customer fills out beauty profile
Customer receives monthly box, including leaflet with additional product information
Customers are encouraged to visit trulyyours.nl to earn reward points by posting product reviews and filling out surveys. Also, the blog offers news, trends, expert advice and videos about beauty products
Customer can redeem reward points when buying full sized beauty products in webshop
how it works
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why truly yours?
Key consumer and buyer trends
Orientation phase has become more elaborate and moved to online
Recommendations of other consumers are a critical factor in buying decision
Conversation on brands takes place in online communities and social media, with a central role for ‘experts’ like beautybloggers
Key advantages of the beauty box concept
Direct and recurring interaction with the consumer instead of one-off, one-way traffic
Deeper and more continuous (buying) relationship with the customer
Lower cost and higher reach potential
Improved targeting of consumer segments that have a demonstrated interest and willingness to purchase the product
Seamless integration into social media (liking, retweeting, viral ‘unboxing’ videos)
focus points
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Product
High quality products & image, value for money
Differentiated subscription models to facilitate both low entry barriers and loyalty/ lock-in
Personal and local approach
Marketing
Compelling brand/great website
Online marketing excellence (performance based, targeting the right audience)
Social presence/your online beauty editor/word-of-mouth/ buzz
Negotiating deals with major players (Hearst/Sanoma and fashion brands)
Sales
Work with the right brands
In depth relationship with brands focused on getting from sample to sale
Right amount of samples for the market
Logistics
High quality; reliable & professional partners
Scalable solutions (in volume and costs)
truly yours moodboard
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truly yours universe: when?
special edition boxes
(male-, summer-, VIPbox)
community
blog (news, product
information and expert
advice)
webshop
consumer data
(targeting)
rewards and loyalty
programQ1 2012
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start of 2012
end of 2012
service for you
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Sampling with no distribution costs
Customized surveys to gain consumer insights
On site advertising and editorial content
truly yours team
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Marte KauFormer editor-in-chief of glossy women's magazines at Hearst Magazines NL (formerly Hachette Filipacchi Media)
Daniëlle HeerkensFormer sales & sponsor manager at ID&T, marketing & sponsormanager at Modefabriek
Roderick MartensManager Nu.nl at Sanoma Media (former head of online marketing at Sanoma Media)
Harm JansLogistics project manager at Bol.com
Erik RuttenConsultant at McKinsey
+ Editoral staff, IT, designers
contact
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Marte Kau, [email protected]+31 6 15 05 66 97
Danielle Heerkens, sales [email protected]+31 6 43 04 44 38
www.trulyyours.nlwww.facebook.com/trulyyours.nlwww.twitter.com/trulyyours_nl
