Where does Violet Grey fit in? There’s a lot to learn from the LA retailer’s content and community-driven strategy, says Rogers. Exceptional curation has set Violet Grey apart, comments Michelle Kluz, a partner in the consumer practice of global strategy and management consulting firm Kearney. “Sephora and Ulta don’t have that same level of curation any longer. By virtue of getting large, they’ve had to become more mass.” By contrast, says that Violet Grey has done “an incredible job of tastemaking and creating relevant content”.
Luxury beauty brands are excited to sell on Farfetch. “Farfetch [has] a sizable audience of the most discerning Gen Z and millennial shoppers,” says Alessio Rossi, executive vice president of Shiseido and Clé de Peau Beauté US and head of digital transformation for the Americas at Shiseido. “We see an opportunity to create an exciting touchpoint for both existing and new consumers who appreciate design, product performance and are open to testing new ways to experience beauty.”
“I am always looking for ways to find and service new and existing customers in the most convenient and effective way possible. Farfetch invited me to be a partner skincare brand and I accepted, not because my business needs a new distribution partner, but because I don’t like to follow the typical beauty industry marketing playbook,” says eponymous founder Dr Barbara Sturm. “While the cornerstone of my brand is proven science-backed solutions for skin health and wellness, every product innovation is based on fresh thinking and new ideation. I am excited to find an innovation partner in FarFetch to take my brand message to the next level.”
The beauty team at Farfetch – and community
Behind the scenes at Farfetch is a newly formed team including head of beauty Sophie Wayman, who joined the business in January 2021 after senior beauty merchandising roles at Sephora and Net-a-Porter, and Sophia Panych, named as head of beauty content in February after nine years at Condé Nast, most recently as deputy digital beauty director at Allure. Both will focus on reaching millennials and Gen Z shoppers, who already make up “a huge percentage” of Farfetch’s customer base, according to Rogers. A dedicated makeup buying team and in-store beauty specialists have also been recruited at Browns.
Violet Grey founder Cassandra Grey plays a pivotal role in Farfetch’s global beauty collective, a committee of industry experts and creative visionaries assembled to educate and inspire through sharing tips, advice and personal beauty stories on Farfetch and their own social media platforms. At launch, they number 16 in total, including makeup artists Erin Parsons and Isamaya Ffrench; hair stylist Jawara Wauchope; dermatologist Michelle Henry; cosmetic chemist Michelle Wong; and drag queen and performer Violet Chachki. Browns has also developed its own beauty community of experts and enthusiasts. “These are great people we identify with. We want to be able to utilise their expertise and they also talk to a different consumer,” says Browns buying director Ida Petersson.
A global beauty community platform is also being launched, enabling potential customers to create a profile with their age, location and a custom biography detailing skin type, hair texture, skin and hair concerns and makeup and fragrance preferences. Users can leave reviews, post tutorials, provide advice and find inspiration. They can also track “community points” they have earned, enabling them to achieve three different statuses — fan, expert and pro — with a variety of benefits and discounts.