Solution

The agile and scrappy team of two now connects product development, e-commerce, brand, and marketing teams with highly engaged customers to inform formula & product testing, campaign messaging, and UX optimization. 

Through this robust engagement the team is able to send out products before launch to validate GTM plans and gather reviews for new products in advance. This valuable customer advocacy is a key pillar to successful launches and campaigns. 

Orveon is also able to quickly recruit community members for studies based on purchase history and preferences, so they weigh in on products of most interest to them. Member engagement is extremely high, with response rates reaching over 40%.

Refining product messaging 

When Orveon’s setting powder experienced a decrease in sales, Orveon enlisted a panel of community members to understand how they perceived product differences and messaging tactics versus competitive products. They discovered that most customers (67%) consider the inclusion of talc when choosing a setting powder. As a result of this finding, Orveon updated the product name to include “talc-free” and updated all the digital marketing touchpoints to include “talc-free” as a primary message. 

Bringing the faces of Orveon products front and center

When Orveon launched a new liquid foundation product, they wanted to bolster marketing claims with real-life stories of customers who saw improvements to their skin. They reached out to a specific segment of community members to ask if they would test the product and share their “before and after” stories. This initiative successfully generated net new reviews, 89% of which were 4-stars and above, as well as user generated content that was integrated into digital marketing touchpoints on the website and in email. 

Orveon was also able to boost ratings for a reformulation of its Bath & Body line. They sent highly targeted community members full-size products to test and encouraged them to leave a review. This initiative generated 19 reviews, 95% of which were 5-stars.

Making sure customers feel valued

Loyalty programs are a key initiative in Orveon’s customer marketing strategy. When customer feedback showed that people found it difficult to redeem loyalty rewards on site, Orveon proactively educated customers. Due to these changes the team saw reward redemption rates increase by 20 basis points for Laura Mercier and 4 basis points for BareMinerals.

Results

Orveon successfully engages their highly loyal consumer base to become co-creators of product development and messaging as well as brand advocates. To ensure community members understand the value they provide, the team now sends monthly newsletters, sharing the results of member feedback in the development of new products and branding initiatives. 

Initiatives supported through community insights have led to significant increase in review generation, GTM launch optimization, and marketing effectiveness. Given the success of the program the team is now recruiting more members, both existing and non-customers as part of an influencer partnership that will continue over the next year. These larger brand activities will continue to expand the connection with their panelists and double down on their commitment to leading with consumer needs top of mind.