STORES Magazine - September 2017 - 36

n

MARKETING

Diving Deep on Beauty
Three disruption secrets behind hair color brand Madison Reed's success

by JULIE KNUDSON

T

hroughout her career, Amy Errett has
seen the power of disruption. As a
general partner in a venture capital firm,
"I had started to be very driven about
areas that were massive, but were yet to
be disrupted by a product or a technology
innovation," she says.
One sector she felt was ripe for
disruption was personal care. Through
her research, she identified very little
innovation - from the products offered
to the ingredients used to the delivery
methods available to consumers.
"That's when Madison Reed started,"
says Errett, the brand's founder and CEO.
SECRET NO. 1: THE WHAT
An estimated 95 million to 105 million
women color their hair on an ongoing
basis, Errett says, with most averaging
six weeks between treatments. That
repetitive exposure to chemicals and
potential irritants was one of the first

36

STORES September 2017

issues that struck Errett, and a core
disruption point that typifies Madison
Reed's approach to business.
"We went down a deep research
path and found we could take out six
of the harshest chemicals," she says.
"We have the lowest chemical profile
in the market." Madison Reed didn't
just pull the chemicals out: "We added
nutrients that are very nourishing,"
Errett says. "They're restorative and
reparative."
The ingredients aren't the only thing
that separate Madison Reed hair
color from other brands. Errett's team
recruited dozens of women through
Craigslist and asked to observe them as
they colored their hair.
"It was a revelation," she says. "We
saw the same behaviors over and over
again. It allowed us to reinvent the
box, change what's in it and improve
the user experience."

Among the innovations was
providing an additional set of gloves,
after Errett says her team watched
many women struggle to wear, remove
and re-wear the single set normally
offered by other manufacturers as they
went through multiple steps of the
coloring process.
SECRET NO. 2: THE HOW
Few people understand trial and error
better than someone who has colored
their hair themselves. Simply selecting
the right shade can be a chore, as they
try to compare the color pictured on the
box to the head of hair in the mirror.
Errett says it's one of the biggest
friction points consumers encounter.
Color consultants can help, though users
still wonder how an online or phonebased expert can get their color right
without seeing them in person. Madison
Reed has bridged that divide.
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Table of Contents for the Digital Edition of STORES Magazine - September 2017

Editor’s Page
President’s Page
Retail Politics
NRF News
Trends
Retail People
The Favorite 50
RFID Is Ready to Revolutionize the Retail Industry
Playing Their Tune
C2W
Store Operations
Marketing
Payments
How Stonewall Kitchen Boosted Sales and Reengaged Customers
Finance
Store Operations
Inventory Management
Online
How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
Startup Spotlight
Analytics
ORC
Fraud
Stores at 100
POV
Communities
End Cap
STORES Magazine - September 2017 - Intro
STORES Magazine - September 2017 - cover1
STORES Magazine - September 2017 - cover2
STORES Magazine - September 2017 - 3
STORES Magazine - September 2017 - 4
STORES Magazine - September 2017 - 5
STORES Magazine - September 2017 - Editor’s Page
STORES Magazine - September 2017 - 7
STORES Magazine - September 2017 - President’s Page
STORES Magazine - September 2017 - 9
STORES Magazine - September 2017 - Retail Politics
STORES Magazine - September 2017 - NRF News
STORES Magazine - September 2017 - Trends
STORES Magazine - September 2017 - 13
STORES Magazine - September 2017 - 14
STORES Magazine - September 2017 - 15
STORES Magazine - September 2017 - 16
STORES Magazine - September 2017 - Retail People
STORES Magazine - September 2017 - 18
STORES Magazine - September 2017 - The Favorite 50
STORES Magazine - September 2017 - 20
STORES Magazine - September 2017 - 21
STORES Magazine - September 2017 - 22
STORES Magazine - September 2017 - 23
STORES Magazine - September 2017 - 24
STORES Magazine - September 2017 - RFID Is Ready to Revolutionize the Retail Industry
STORES Magazine - September 2017 - 26
STORES Magazine - September 2017 - 27
STORES Magazine - September 2017 - Playing Their Tune
STORES Magazine - September 2017 - 29
STORES Magazine - September 2017 - 30
STORES Magazine - September 2017 - C2W
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 33
STORES Magazine - September 2017 - 34
STORES Magazine - September 2017 - 35
STORES Magazine - September 2017 - Marketing
STORES Magazine - September 2017 - 37
STORES Magazine - September 2017 - Payments
STORES Magazine - September 2017 - 39
STORES Magazine - September 2017 - How Stonewall Kitchen Boosted Sales and Reengaged Customers
STORES Magazine - September 2017 - 41
STORES Magazine - September 2017 - Finance
STORES Magazine - September 2017 - 43
STORES Magazine - September 2017 - Store Operations
STORES Magazine - September 2017 - 45
STORES Magazine - September 2017 - Inventory Management
STORES Magazine - September 2017 - 47
STORES Magazine - September 2017 - Online
STORES Magazine - September 2017 - 49
STORES Magazine - September 2017 - How Giant Eagle’s Technology Experiments Reduce Losses From Out-of-Stocks.
STORES Magazine - September 2017 - 51
STORES Magazine - September 2017 - Startup Spotlight
STORES Magazine - September 2017 - 53
STORES Magazine - September 2017 - Analytics
STORES Magazine - September 2017 - 55
STORES Magazine - September 2017 - 56
STORES Magazine - September 2017 - ORC
STORES Magazine - September 2017 - 58
STORES Magazine - September 2017 - 59
STORES Magazine - September 2017 - Fraud
STORES Magazine - September 2017 - 61
STORES Magazine - September 2017 - Stores at 100
STORES Magazine - September 2017 - 63
STORES Magazine - September 2017 - POV
STORES Magazine - September 2017 - Communities
STORES Magazine - September 2017 - End Cap
STORES Magazine - September 2017 - cover3
STORES Magazine - September 2017 - cover4
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