Poshly Trades Goods for Hyper-Personal Consumer Data
Vasiliki Marapas — August 8, 2014 — Fashion
References: poshly & techcrunch
Poshly is a beauty app that feels more like what I like to refer to as a "win-win situation."
The app, which recently received $1.5 million in funding, offers users a chance to win a slew of beauty products in exchange for information about their beauty routines, habits and interests. The information is sent to Poshly's brand customers anonymously, so that users can ensure their privacy, while the brands can craft better products that are more attuned to its clientele's needs.
CEO Doreen Bloch explains,“When we started, we knew there was something special about collecting very personal data –- stuff like whether someone has dandruff or acne scarring –- very personal information that no one would post on Facebook or share on Twitter."
The app, which recently received $1.5 million in funding, offers users a chance to win a slew of beauty products in exchange for information about their beauty routines, habits and interests. The information is sent to Poshly's brand customers anonymously, so that users can ensure their privacy, while the brands can craft better products that are more attuned to its clientele's needs.
CEO Doreen Bloch explains,“When we started, we knew there was something special about collecting very personal data –- stuff like whether someone has dandruff or acne scarring –- very personal information that no one would post on Facebook or share on Twitter."
Trend Themes
1. Consumer Data Exchange - Poshly's beauty app offers users a chance to win products in exchange for personal beauty information, highlighting the trend of consumer data exchange.
2. Hyper-personalization - Poshly's app allows brands to collect detailed information about users' beauty routines and interests, enabling hyper-personalization in product development.
3. Privacy-focused Marketing - Poshly ensures user privacy by anonymizing the data shared with brand customers, aligning with the trend of privacy-focused marketing.
Industry Implications
1. Beauty - Poshly's beauty app disrupts the industry by leveraging consumer data to create better, personalized products.
2. Marketing - Consumer data exchange and hyper-personalization present disruptive innovation opportunities for the marketing industry.
3. App Development - Privacy-focused marketing and the demand for hyper-personalized apps open up disruptive innovation opportunities in app development.
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