How PÜR Used Tribe Dynamics in Development and Assessment of 100-Shade Foundation Launch
To embrace the call for more inclusive complexion products in the beauty industry, PÜR set out to create a foundation that catered to all consumers. The brand needed a way to access the product preferences of its diverse audience and learn from the successes and shortcomings of its competitors’ complexion launches. Since consumers regard influencers as authorities in the beauty space, PÜR wanted to use influencer feedback for competitor brands’ complexion products to inform the development of its 100-shade 4-in-1 Love Your Selfie™ Longwear Foundation & Concealer. Then, after releasing the product in April 2019, the brand would need to evaluate the success of the foundation’s launch.
To access influencer feedback for its competitors’ complexion launches, PÜR turned to Tribe Dynamics’ software. The brand used the Competitors Tab feature, which surfaces the top ambassadors and posts for a selected set of competitor brands, to dive deeper into influencer content and better understand their needs and preferences for complexion products—valuable insights PÜR then incorporated into its own product development.
After releasing its 100-shade 4-in-1 Love Your Selfie™ Longwear Foundation & Concealer in April 2019, the brand used Tribe Dynamics’ Campaign Monitoring feature, which enables customized tracking, measurement, and benchmarking of any activation, product, or influencer group, to gauge the success of the launch and monitor influencers’ real-time feedback.
To see how the Love Your Selfie™ launch performed in Earned Media Value (EMV) in Q2 2019, and learn more about how PÜR used Tribe Dynamics to power a 47% quarter-over-quarter growth, download our PÜR case study!