Shampora launches personalized hair color for its third anniversary – WWD
MILAN – The Italian brand of customizable hair care Shampora celebrates its third anniversary by expanding its offer.
The company has added personalized hair dye to its assortment of premium shampoos, conditioners, masks, leave-in products and active water, which consumers can personalize by completing an online questionnaire.
“Many of our clients have asked us about hair coloring during the first lockout [last year], but it was not in our plans and we were not ready for such a launch at the time ”, recalled the founder and CEO of Shampora, Manuel Corona.
“But after receiving tons of similar inquiries from March through May last year, we launched a survey and collected useful data from 3,000 consumers, finding out how many of them dye their hair at home and finding out that half of those questioned would not have returned. to salons for such service after lockdown. So we decided to work in secret, without rush, for nine months on this project, ”said Corona.
In line with the company’s philosophy, customers interested in the hair coloring kit are invited to complete a quick quiz of forty questions online, providing information on the condition of their hair, the desired result as well. as information on daily habits, nutrition and lifestyle, all of which play a role in healthy hair.
Shampora’s proprietary algorithm compiles data and offers users a shortlist of suggested hair colors.
Launched on April 30 on the brand’s website and retailed for 16 euros, each kit includes a tube of hair coloring, a 20 or 30 volume developer as well as two to three concentrated active ingredient boosters, which further personalize the look. formulation by adding benefits. processing properties, for a total of more than 600 possible combinations currently available.
So far, the brand’s best-selling products are shampoo and conditioner – frequently bought together. With prices ranging from 13 euros to 27 euros, the brand particularly attracts a target aged 27 to 45 years.
Shampora has caught a trend that resonates with millennials, but is growing in popularity across all targets, further evidenced by the success of competitors such as customizable brands Function of Beauty and Prose.
Shifting the focus from the product to the person, placing consumers at the heart of the experience has been the strength of the company. A personalized offer not only in the content – broken down into details such as the very choice of the scent of the formulations and its intensity – but also in the packaging, as well as the interactive involvement of consumers in the creation process, check all the boxes increasingly requested by customers when approaching shopping experiences today.
Shampora’s inherent sustainable quality adds to these strengths, as its tailor-made after-order production approach reduces waste and excess inventory that may run out.
These elements helped the company close a round of investments raising 3 million euros – at the end of a difficult year for the Rome-based company, especially in terms of ramping up production.
Starting with a lab that hand-made each product, Shampora kicked off its automation process in early 2020. “Yet during the pandemic, shipping of the machines we ordered was halted, so we had to assemble formulations and products by hand, even at peak demand, “said Corona, recalling that” at some point in the first half of the year we had to temporarily stop selling products as it was becoming an issue for we handle 1,000 to 1,500 orders per day. “
Growth in demand and brand awareness throughout 2020 helped attract investors, including CDP Venture Capital Sgr; Italian angels for growth; Finbeauty; Gisev Family Office and LVenture Group.
Corona has identified three other key factors triggering the interests of these players. “First of all, I think they appreciated the expertise of the team, as it is made up of people from the beauty, tech and chemical industries,” he said.
Namely, Corona’s previous stint was at L’Oréal, where he had the opportunity to connect with hairdressers. But it was personal experience that inspired Shampora’s creation: not finding a suitable product for her curly hair, Corona ordered a custom shampoo from a chemical engineer. His peers liked the idea of having a bespoke product and he understood that there was an opportunity to take the concept to a wider audience and fill a gap in the market. When the start-up launched in 2018, Corona was joined by Irene Gullotta, Francesco Rizzotti and Mirco Peragine, but today the Shampora team has more than 20 people – including chemists and tech experts. – and it is still expanding.
“I think technology is another asset that attracts investors,” Corona continued. “Today, hair care products and direct-to-consumer brands are booming, and all are trying to tell a story. But we’ve added a tech element to our narrative that few others have. Indeed, customization is difficult and expensive to implement and requires many efforts from a technological and regulatory point of view. So being able to extend the customization was a big factor in getting this investment deal done for sure.
The introduction of the subscription-based purchase option last summer sealed the deal by skyrocketing the company’s redemption rate.
The funds were used to further improve products and expand distribution, particularly in Spain and France. After a rocky start in trying to replicate domestic success overseas, Corona has honed its understanding of these markets over the past two months and orders have started to arrive with France currently accounting for 15% of Shampora’s total sales, what the founder refused to do. disclose.
“We are now aiming to expand distribution to all of Europe by the end of the year, while with regard to products, the aim is to expand the assortment, releasing a new drop all six months to finally have a well-rounded hair care offering that also includes styling products and options that address specific conditions, such as hair loss, ”Corona concluded.