"They say that beauty is in the eye of the beholder. In a world of infinite choice and immediate access, how does a beauty company cater to the expectations of their beholders? How does a beauty brand cut through the cacophony of direct to consumer upstarts? How do you build a profitable business competing with department store incumbents on one end and new companies bidding up customer acquisition costs on the other?
By making your customer your community, and your community your co-creator."
- Megan Quinn, Spark