Global beauty brand Coty recently joined forces with digital delivery service GoPuff to deliver cosmetics in as little as 30 minutes. The delivery service includes over 25 products, including Covergirl’s Lashblast mascara, Sally Hansen’s Miracle Gel nail polish, and Rimmel’s Stay Glossy lip gloss, and the service is available in over 80 American cities. The offered products were chosen due to their popularity.
"We are constantly evolving and expanding, in order to instantly deliver all of the everyday essentials our customers want and need," said Romaine. "Through our research, predictive analysis and conversations with customers, we found that customers were seeking easy, instant access to the beauty products they love. We also identified a recent increase in orders for at-home beauty and grooming products, and knew we wanted to build out our beauty category. This is a trend we saw solidify during the stay-at-home orders and one we don’t expect to go anywhere."
30-Minute Makeup Delivery Partnerships
Coty Partners with GoPuff to Deliver Cosmetics Quickly
Trend Themes
1. Instant Cosmetics Delivery - The trend of businesses partnering with digital delivery services to provide fast and convenient cosmetics delivery to their customers provides opportunities for disruptive innovation in the beauty industry.
2. At-home Beauty Products - The trend of customers increasing orders for at-home beauty and grooming products amid the stay-at-home orders presents opportunities for disruptive innovation in the beauty industry.
3. Predictive Analytics for Customer Demand - The trend of businesses leveraging predictive analysis and customer conversations to identify customer needs and wants, such as easy and instant access to beauty products, creates opportunities for disruptive innovation in data analytics.
Industry Implications
1. Digital Delivery Services - The partnership between Coty and GoPuff highlights the opportunities for disruptive innovation in digital delivery services, particularly in the beauty and cosmetics industry.
2. Cosmetics Industry - The trend of businesses partnering with digital delivery services to provide fast and convenient cosmetics delivery to their customers provides opportunities for disruptive innovation in the beauty industry.
3. Data Analytics Industry - The trend of businesses leveraging predictive analysis and customer conversations to identify customer needs and wants, such as easy and instant access to beauty products, creates opportunities for disruptive innovation in data analytics.