First skin care brand informed by data to launch in UK

Allbeauty’s At1 targets women aged 35-55 and is based on the retailer’s skin care sales data

British online beauty retailer Allbeauty has created a new skin care brand, called At1, whose development was informed by the retailer's own skin care sales data.

Based on the hundreds of thousands of items purchased via Allbeauty every year, the retailer saw that its most consistent buyers of skin care were woman aged 35-55, providing a core audience for the range.

Additionally, the data showed that efficacy and proven active ingredients were the most important attributes for buyers, with women also opting for premium skin care above all else.

While natural and sustainable factors were revealed to be less of a priority for Allbeauty shoppers, the At1 brand nevertheless only uses synthetic ingredients where there is no natural alternative.

As well as drawing on its sales data, Allbeauty conducted a 100-person-strong consumer panel with marketing agency The Pull Agency for a six week feedback process.

“We started out in 2004 and over the years we’ve learn a lot about how our consumers shop for all their beauty needs,” said Janice Mancini, Chief Operating Officer at Allbeauty.

“We decided to put this knowledge to good use by designing our own skin care range. We’re calling it At1. We talk about it as ‘luxury, organic skin care formulated from the very best that nature has to offer’.”

To create the brand, Allbeauty teamed up with manufacturer Orean Personal Care on seven products: Luminating Anti-Ageing Serum, made with Superox-C from the Kakadu plum; Restorative Eye Serum, containing Beautifeye and Gatuline Link N Lift; Aquaxyl-containing Hydrate and Nourish Day Cream; Restore and Boost Night Cream, with three molecular weights of hyaluronic acids; Clarifying Foaming Cleanser, featuring a mild cleansing system based on cottonseed and oats; Deep Cleansing Balm, an emollient cleanser based on grape seed and blackcurrant seed oils; and Hydrating Toning Mist, based on refreshing rose water.

The At1 range launches on 2 August with the at1.com website and social channels due to go live shortly.

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