Zahir Dossa, co-founder and CEO of Function of Beauty, joined Glossy+ members for a Slack Chat on Dec. 7. Founded in 2015, Function of Beauty is a digitally-native, customizable personal-care company that individually formulates its shampoos and conditioners based on customers’ hair goals and preferences.
Tmall, the massive Chinese e-commerce platform, has positioned itself as the gateway between brands from outside of China and Chinese consumers, who are increasingly some of the most valuable and lucrative audiences for luxury brands.
To take part in the virtual reality experience, in-store Julieraque shoppers are prompted to wear a virtual reality headset and pick up seven scented stones within the virtual setting in order to activate an eight-second custom video. Each stone is tied to a broad fragrance concept, like “citrus-watery,” “floral-fruity,” or “oriental-spicy,” rather than a particular perfume or brand.
As the race to court beauty and fashion creators and brands continues to heat up among tech vendors — with Instagram’s launches of IGTV and custom Stories filters, and Snapchat’s Shoppable AR Lenses — AR and AI self-editing app Facetune2 has taken another approach: event activations.
Luxury beauty has always been about service, exclusivity and personalization, but as the beauty industry has grown to include clean ingredients, wellness trends and game-changing indie brands, retailers have had to change their definition of luxury to accommodate changing consumer values.
The influencer-turned-CEO is set on moving her brand beyond makeup to a total beauty destination.
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