As the on-demand services space continues to grow at a fast clip, one SoMa mail-order hair dye service is ready to do more than just mail order. Madison Reed has launched a 'Color to You' program that lets their clients order a hair colorist to their home, hotel, office (or really anywhere with a sink).
Madison Reed's CEO, Amy Errett, told me that the hair color industry is cresting $10 billion annually, and with 90 million American women coloring their hair, this industry is prime for disruption.
'When you see a $10 billion (home hair color) industry that has gone largely unchanged and dominated by the same handful of brands for decades, it wasn't hard for us to come in and innovate the whole experience,' said Errett. 'While L'Oreal and other brands on the shelves are spending money on branding and celebrities' faces, we put our focus on professional tutorials and creating a seamless experience right in your phone.'
Madison Reed and many others are taking the next step in the growing mobile on-demand service trend started by Amazon, Zappos and Uber by capitalizing on the rapidly evolving shopping habits of all consumers.
The hair coloring industry is largely split between the very high-end experience that requires several hours and several hundred dollars a month in a salon and $10-$12 for a drug store box of color without any professional help or insight. Madison Reed is hoping to use their services to bridge the gap and get lower cost color and experts into your hair for $99.
This service was born out of the data and consumer-feedback loop that Madison Reed was built on. Errett said that many users of their mail-ordered dye really wanted someone to teach them in their bathroom and kitchens how to do the best with what they had and so a few months ago the company started testing in more than 75 homes across the Bay Area to see if this option was feasible. This program is launching with 10 colorists dappled across the Bay Area to test what demand is like.
Krystal Peak is social engagement manager at the San Francisco Business Times.
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