GDR NRF Newsletter November 2017

Beauty brand turns customers into co-producers

Germany

German beauty brand Essence has opened an interactive maker space in Berlin where customers can make their own cosmetics. The pop-up store, spread over two floors, features do-it-yourself stations where customers can create their own lip gloss and nail varnish. On entering, customers are invited to don the same lab coat as the staff, putting them on equal footing as co-producers. There are six steps to creating a lip gloss. It starts with choosing between a shiny or matte finish, while the second step is to mix and create textures. Choosing colours from a colour wheel, they then add the desired amount of glitter, before selecting a scent for the lip gloss. There are five scents to choose from, each of which customers can sample via an interactive display. Once these steps are completed, the lip gloss is bottled and the packaging is personalized according to the customer’s wishes.

Australian lipstick brand invites customers to create their own blends

Australia

Lip Lab is a lipstick and lip gloss mixing studio with 15 branches across Australia. Customers book an appointment with a consultant at their preferred Lip Lab branch and on arrival are invited to choose from a selection of micas (minerals) and pigments. The 30-minute consultations include discussion of potential shades, the colors the customer normally wears, whether they would like a matt, crème or gloss finish, and any other elements that will help with the personalization process. The customer’s lipstick is then mixed in full view in a process that mimics food preparation. Pigments are melted, poured into lipstick molds, cooled and then packaged; flavours include strawberry, blueberry and citrus. Extras including lip plumper, sun protection and anti-aging agents can also be added. Customers are then invited to name their shade of lipstick. Lip Lab caters for group bookings and can serve up to six people at one time, but for larger groups advanced booking is recommended.

Craft beer uses customer feedback from a chatbot to create next batch

United Kingdom

IntelligentX is a craft beer whose future batches are inspired by customer feedback taken from an algorithm. Mediated through a Facebook Messenger bot, the algorithm asks what customers like or dislike about the beer they just had, and then it makes “creative leaps” to fine-tune each product’s future taste. The link to the bot is found on the bottle’s label. The bot will ask certain questions such as "How would you rate your beer from 0-10?" or "Would you like the beer more or less hoppy?". The algorithm curates all feedback and spots trends to inform the next iteration of beer. “Our algorithm, called ABI [Automated Brewing Intelligence], uses a combination of reinforcement learning and Bayesian optimisation. This means it can learn from experience by being rewarded when it does something good,” Hew Leith, CEO of the agency behind the product, 10x, told GDR. “The algorithm also models the feedback based on existing preference. So people who say their favorite beer is Beavertown will have their feedback modelled differently to those who say Peroni.” There are currently four varieties of IntelligentX: Pale, Black, Golden and Amber. Each batch is marked with its own version number to indicate how far each beer has evolved from the original batch.

Home allows customers to roast their own artisanal coffee

Japan

Hoop is an organization dedicated to connecting people across the globe through coffee. To spread the movement to Japan, it opened HOME - a public space where customers can roast their own coffee from an international selection of beans. This DIY “share roaster” provides customers with all the tools they need - roasters, espresso machines, beans and roasting recipes - to play high-end barista. Patrons pay $36 for a one-hour session with the roasting equipment and trained instructor. Hoop also aims to make HOME a creative center where likeminded patrons can enjoy art, music and other complementary pastimes against the backdrop of drinking coffee. As such, the opening week of events in the space included yoga classes, pottery, dessert making and a sake tasting session. Each event it hosts is referred to as a “Co Imagine” session in reference to the atmosphere of community-focused creation and collaboration it intends to create.