Cristal Festival 2015 - "Lucette, fashion community" - Anne-Laure de Belloy - Founder of Lucette

1. Lucette, the smartest beauty database
Lucette

2. Nowadays, women are facing a huge cosmetics offer, and
most of them feel completely lost
The cosmetics offer is huge : if we put all
cosmetics of the different brands on top of
each others, we could build a tower 10
times higher than the Eiffel Tower!

3. In addition, 75% of women say they desperately lack
personalized and independent advice to choose their
cosmetics
Women can get advice from :
- Sales consultants - Beauty journalists
But their advice is rarely independent ! But their advice is not personalized !

4. Lucette.com allows women to indicate a variety of
information about :
• their physical characteristics,
• their beauty behaviors,
• their beauty aspirations,
• and their feedbacks on the cosmetics they tried
... to receive for free :
• cosmetics recommendations
• customized beauty tips.
Our lucette.com platform
Our algorithm calculates the matching score of each of our
users with all the cosmetic products of our database.
Our technology
Lucette.com precisely allows women to give a series of
information about themselves to receive personalized and
independent cosmetics products recommendations
Users
satisfaction
grade
17/20

5. Step 1 for the user : The user logs on Lucette.com

6. Step 2 for the user : She answers the questionnaires, so
that our algorithm knows more about her

7. Step 3 for the user : She discovers her matching score
with all cosmetic products in our catalog

8. Step 4 for the user : She receives personalized beauty tips

9. Step 5 for the user : Every week, she receives an email with
personalized cosmetic recommendations and beauty tips

10. Our algorithm, which has been recognized as "innovative
project" by the BPI, combines 3 components to offer
personalized and independent beauty recommendations
The object
recommendation
correlates the intrinsic
properties of products
with the specific
characteristics and
needs of each user.
The behavioral
recommendation
analyzes the past
purchases of each user
and the products that
the user «liked» or
« disliked »
The social
recommendation
generates
recommendations based
on past behaviors
(purchases, likes) of similar
users.
1. 2. 3.
The recommendations of our algorithm are independent:
• The products of our catalog are tested and configured by our independent beauty experts.
• The social and behavioral components of the algorithm will be increasingly important in the recommendations,
based on the collection of product reviews from our users.
Recognized as « innovative project »

11. In less than a year, we acquired more than 110,000 users
and created a very supportive community around beauty !
LUCETTE WEBSITE
(launched on October 2014)
« DIS-MOI LUCETTE » APP
(launched on July 2015)
1 1 0 0 0 0,
Users
5 0 Beauty criteria shared by user on
average
6 0 0 0 0 Product reviews,
It allows users to ask any beauty questions and to
receive an answer in less than a minute from a
Beauty Ambassador, who has been recruited
within Lucette’s community.
> 2 5 0 0 0,
Downloads
1 5 Beauty ambassadors
6 0 0 Beauty conversations on the
app per day
0

12. We run a community of 110,000 beauty prescribers, made
of women who are particularly interested in cosmetics and
able of generating good buzz for a product they liked
110 000 Prescribers 150 Lucette Ambassadors
50 000 women between 15 and 20 years old
50 000 women between 20 et 35
5 000 women between 35 et 45
5 000 women more than 45 years old
24 % of Parisian women
75% white skin / 25 % ethnic origin
93% using eye makeup
86% using complexion makeup
44% have already bought cosmetics on the
Internet
25 years old on average
28% of Parisian women
67% white skin / 33% ethnic origin
Maximal budget
Day cream : 26 €
Eye contour : 21 €
Mascara : 24 €
Facial Cleanser : 19 €
80% have already bought cosmetics on the
Internet
Profession :
48% of active women
46% students
6% stay-at-home women or looking for a job
Our users are cosmetics consumers who ...
• are connected
• do not hesitate to give their feedbacks on products
• practice « word-of-mounth »
They are consumers who are ...
• very engaged
• passionate about beauty topics
• ready to spend time as volunteers to share their tips with Lucette’s
community.

13. And we build a broad beauty data base, by collecting
very granular and unique data on cosmetic consumers
ANSWERS TO BEAUTY QUESTIONNAIRES
->50 answers/user on average
Physical characteristics :
• Wrinkles intensity
• Skin color
• Types of stains on the skin…
Beauty behavior :
• Name of cosmetics used
• Usage frequency of eye/complexion
makeup
• Cosmetics Experience Level
• Interest in DIY
• Frequency of sport practice…
Beauty Aspirations:
• Definition of the ideal skin
• Bio-addict or not
• Opinion on cosmetic surgery QUALIFIED AND PROFILED REVIEWS
->> 60 000 reviews collected
USER BEAUTY
CONVERSATIONS with
our beauty ambassadors
-> > 30 000 beauty
conversations
-> 95% of the
conversations are about
cosmetics products.
BEAUTY ROUTINE VIDEOS
filmed at home by users
Product categories online :
Face care, mascara, foundation.,
shampoo.
Other makeup products and hair
products are coming in the following
weeks…

14. Thanks to our service for users, we can help cosmetics
brands and media to meet their challenges of better
knowing their consumers and their audience
The challenge for cosmetics brands The challenge for
media
To move from mass marketing
to targeted and
personalized marketing.
To collect consumer insights to
inject them into the product
development process
To define their audience in
order to offer targeted
advertisings to cosmetics
brands.

15. Collecting data on women beauty behaviors is of course
not easy ...
Amongst the 48% of internet users
who agree to share their data,
39% will do so only if they
receive a benefit for this.
But offering material benefits to
consumers to encourage them to
share their personal information
would affect the fairness of the
collected data.

16. Concretely, Lucette can help brands and media in three
areas : targeted digital advertising, collection of
customer insights, and segmentation of audience
Our services for cosmetics manufacturers Our services for
media
Ultra-targeted product tests,
including recommendation of the
products by our algorithm,
targeted e-mails push, & affiliation
to e-commerce websites.
Consumer surveys :
• Promoters Barometer
• A/B Testing on target
• E-shopper scanner
• Creativity miner
Segmentation of the media
audience regarding
beauty topics, thanks to our
beauty questionnaires.

17. We have just been selected to be incubated by TF1
during the year 2016, to help the group offering
targeted advertisings to beauty & cosmetics brands
The goals of our partnership with :
1.
To define TF1 audience
on the Beauty &
Cosmetics vertical
2.
To segment this
audience
3.
To offer targeted
advertisements to each
segment

18. Our ambition is to become the leader of Big Data on the
Beauty & Cosmetics vertical, in France and abroad
BEAUTY &
COSMETICS
2015 2016 2017 2018 2019 2020
Our goal is to collect, in the coming months :
• Purchasing data
• Behavioral data, thanks to connected
objects
• Navigation data
• Location data

19. Thank you !
Contact us soon at +33 6 08 09 44 59 or by mail at
annelaure.debelloy@lucette.com to continue the discussion !