British online beauty retailer Allbeauty created a new skincare brand called At1 and it draws from the retailer's own skincare sales data. The data-driven skincare brand leverages the fact that thousands upon thousands of products are purchased from the retailer every year and most often, these purchases are made by women between the ages of 35 to 55 so this informed the core demographic for the new brand.
Other insights from Allbeauty helped to determine that these female customers prefer effectiveness, proven active ingredients and premium products, while showing less of a preference for natural and sustainable properties. Still, At1 only uses synthetic ingredients where no natural alternatives are available.
The brand is introducing itself with products like the Luminating Anti-Ageing Serum, made with Superox-C from the Kakadu plum and the Restorative Eye Serum, containing Beautifeye and Gatuline Link N Lift.