Involving the customer, the key to success
With this foundation, MDMflow is taking a not-so-standard route. Normally, a brand will tease a foundation a couple of times and then launch it, end of story. Not with this one.
MDMflow actually put up a funding page for her upcoming foundation. Fans & customers can back the campaign, back the foundation and give their honest feedback. Here’s how it works; when you back ten pounds, you get a foundation sample kit sent to your doorstep. That way, you can color match yourself. After that, you get your specific shade of foundation in a full size bottle once it launches.
When we asked Flow why this whole “involving customers” thing was important to her, she said: “Traditionally in the beauty industry, a product is put out and customers are just told that they need it and that it is the best. But too often, there is a lot of disappointment when a new launch happens. Customers get all excited, only to realize upon the launch that their shade is not in the range. Asking the customer what they want and catering to their wishes is very important to me. I really wanted to change things up.”
With the campaign, Flow is also able to create a lot more hype and anticipation around this new product. And while, yes, this is a preorder, as a customer you get the feeling that you are actually a part of the process and that’s always a win.