On leveraging consumer insights: “We are using consumer insights at every stage. We have a continuous feedback loop, especially with a stylist community. That's not stopped. They know your hair better than anyone else. And they understand how hair works. So we engage them right at an alpha product development in defining base opportunities in understanding use occasions.”
\r\n\r\n
On why TikTok works for them: “TikTok was in its infancy during the pandemic, and this is where we realized that we could find the most optimal way of reaching stylists, influencers, and beauty experts .... And in TikTok, we saw the beauty platform the future with its ability to both educate and entertain. It's a platform that sparks joy and participatory content, and this is where you find sharing content. So that's why we decided to invest early on into TikTok. And there was a latent desire for hair content and that's what you can really kind of jumped on to fuel it.”
\r\n\r\n
And Facebook (still) too: “We are strong believers in [Facebook] for stylist pro education and supporting it. Even after all these years we don't see a platform which has the ability to share good content when it comes to learning content as Facebook. Instagram is more about sharing before-and-afters. ... Our biggest strategy is on TikTok and Facebook up there.”
\r\n\r\n
On other platforms and the metaverse: “We'll be looking at BeReal and others, but it's still a lot of experiments. [We’re] also looking at the metaverse, but fundamentally I believe that the more visible strategies that brands kind of deployed around for the metaverse [is] kind of a herd mentality without realizing actually if there's a brand fit.”
\r\n"},{"id":35599,"bundle":"topic_content","heading":"Listen to More Tech Transformation Episodes","terms":[{"id":618,"name":"Tech Transformation Podcasts"}],"items":[{"id":24167,"bundle":"article","title":"Mars’ Guillaume Doriry On Increasing Supply Chain Visibility With Decision Intelligence ","url":"/mars-guillaume-doriry-increasing-supply-chain-visibility-decision-intelligence","summary":"As more companies bring AI into their operations, keeping their employees at the center is critical to success. For Mars, this has meant creating strategies that empower their associates in order to drive adoption and ensure they feel connected to all of the changes. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-10/marsaeratech_guillaumedoriryfredlaluyaux_960x540.png?h=dcd3bcc2&itok=Xcyt1B_p","width":1320,"height":743,"alt":"Mars"}},{"id":24069,"bundle":"article","title":"Tech Transformation Podcast: Kimberly-Clark’s Jeannette Chantalat On New KPIs for Sustainable Innovation ","url":"/tech-transformation-podcast-kimberly-clarks-jeannette-chantalat-new-kpis-sustainable-innovation","summary":"Learn how Kimberly-Clark is using their vast reach to understand consumers at very local levels — and then marrying it with technology to meet consumer needs in new and more sustainable ways. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-09/kimberlyclark_jeannettechantalat_960x540.png?h=e3253adc&itok=OKos2MYT","width":1680,"height":945,"alt":"Kimberly-Clark’s Jeannette Chantalat "}},{"id":24047,"bundle":"article","title":"PepsiCo’s Mark Kirkham On New Data Partnerships ","url":"/pepsicos-mark-kirkham-new-data-partnerships","summary":"PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/pepsico_markkirkham_960x540_1.jpg?h=c71d0c67&itok=7lIVOpas","width":960,"height":540,"alt":"PepsiCo Mark Kirkham"}},{"id":24015,"bundle":"article","title":"Tech Transformation Podcast: Albertsons’ Claire Wyatt On Retail Media Tech Team Lessons ","url":"/tech-transformation-podcast-albertsons-claire-wyatt-retail-media-tech-team-lessons","summary":"Learn about some of the challenges brands are facing with retail media networks and some common misconceptions. ","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/claire_wyatt_pod.png?h=7e824dc5&itok=LRZg17hj","width":655,"height":368,"alt":"Claire Wyatt Albertsons"}},{"id":23995,"bundle":"article","title":"Tech Transformation Podcast: Kellogg’s Manish Sharma On the Evolution to Omnicommerce","url":"/tech-transformation-podcast-kelloggs-manish-sharma-evolution-omnicommerce","summary":"We’re talking with Manish Sharma, VP of omni and e-commerce for Kellogg Company, about the consumer goods company’s evolution into omnicommerce and the changes they're making across their business. \r\n","teaserImage":{"url":"https://assets1.risnews.com/styles/secondary_articles_short/s3/2023-08/manish_sharma_podcast.png?h=7e824dc5&itok=SHnnh-jA","width":655,"height":368,"alt":"Kellogg’s Manish Sharma On the Evolution to Omnicommerce"}}]}]}};
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})();Tech Transformation Podcast: K18 CEO Suveen Sahib On Social Commerce Strategies
Tech Transformation Podcast: K18 CEO Suveen Sahib On Social Commerce Strategies
11/30/2022
In this episode of Tech Transformation, we’re digging into social commerce with the disruptive haircare brand K18. We’re talking with Suveen Sahib, K18 co-founder and CEO, about how they’re making the most of TikTok and Facebook (yes, Facebook) and planning for the metaverse. We also discuss the value of using consumer insights in product development and sharing these insights with your retail partners.
Listen to learn:
How K18 leverages consumer insights within their product development
Why TikTok and social commerce work so well for them — and how they discovered this
How they adapt their strategies for different platforms
K18’s plans for the metaverse
The failures they’ve learned from
The future of beauty and haircare tech
Subscribe
Excerpts
On leveraging consumer insights: “We are using consumer insights at every stage. We have a continuous feedback loop, especially with a stylist community. That's not stopped. They know your hair better than anyone else. And they understand how hair works. So we engage them right at an alpha product development in defining base opportunities in understanding use occasions.”
On why TikTok works for them: “TikTok was in its infancy during the pandemic, and this is where we realized that we could find the most optimal way of reaching stylists, influencers, and beauty experts .... And in TikTok, we saw the beauty platform the future with its ability to both educate and entertain. It's a platform that sparks joy and participatory content, and this is where you find sharing content. So that's why we decided to invest early on into TikTok. And there was a latent desire for hair content and that's what you can really kind of jumped on to fuel it.”
And Facebook (still) too: “We are strong believers in [Facebook] for stylist pro education and supporting it. Even after all these years we don't see a platform which has the ability to share good content when it comes to learning content as Facebook. Instagram is more about sharing before-and-afters. ... Our biggest strategy is on TikTok and Facebook up there.”
On other platforms and the metaverse: “We'll be looking at BeReal and others, but it's still a lot of experiments. [We’re] also looking at the metaverse, but fundamentally I believe that the more visible strategies that brands kind of deployed around for the metaverse [is] kind of a herd mentality without realizing actually if there's a brand fit.”
As more companies bring AI into their operations, keeping their employees at the center is critical to success. For Mars, this has meant creating strategies that empower their associates in order to drive adoption and ensure they feel connected to all of the changes.
Learn how Kimberly-Clark is using their vast reach to understand consumers at very local levels — and then marrying it with technology to meet consumer needs in new and more sustainable ways.
PepsiCo is not only entering first-of-its-kind relationships with companies like Spotify and EA Sports, but it’s also looking ahead to how it might use the data to drive further value at retail and for its retail partners.
We’re talking with Manish Sharma, VP of omni and e-commerce for Kellogg Company, about the consumer goods company’s evolution into omnicommerce and the changes they're making across their business.