Thaggard launched the brand in 2005, following a close friend’s diagnosis with skin cancer at the tender age of 29 its founding mission was to develop innovative, dermatologist-approved, ‘clean’ ingredient SPF products that encourage consumers to incorporate sun protection into everyday routines. It is hoped the investment will fuel Supergoop!’s product innovation and help drive consumer behaviour change through education and brand marketing, as well as expand the US company’s national and global reach. The 15-year-old brand was founded by former teacher Holly Thaggard, who will continue to maintain significant equity ownership in the business, as will Supergoop! CEO Amanda Baldwin together with the brand’s existing senior management team, according to Blackstone. “We can’t do this in a bubble because we have to make sure people are inspired to wear our SPF.A post shared by Supergoop! growth fund of asset management firm Blackstone Group is to acquire a majority stake in sunscreen label Supergoop! “We make sure we understand how people are going to react to a product,” said Baldwin. For Glowscreen, the company included ingredients like cocoa peptides that combat the effects of blue-violet light emitted by electronic screens, and added hyaluronic acid to give a dewier, more hydrated appearance. By incorporating this data, Supergoop is able to then make tweaks to products. Supergoop does this for every product it launched six last year. Instead, it tests lab samples with an undisclosed number of customers so that they can then provide feedback.
Supergoop does not rely on traditional focus groups or consumer surveys through a third-party, said Thaggard. To offer a glowy look without appearing greasy, the brand had to take into account varying skin tones, skin types and customer activity (such as wearing products while sweating or sitting at a computer). There is no magic algorithm for this,” said Amanda Baldwin, Supergoop president. “We believe this is a hands-on thing and has to be done by people. The company receives over 500 messages a day through all channels Thaggard receives about 50 a day personally, she said.
WHO MAKES SUPERGOOP SUNSCREEN MANUAL
It is a manual process where anyone on the team can share customer questions, comments and product suggestions from social media messages and customer service emails. Supergoop used dedicated Slack channels as one way to collect consumer feedback by streamlining what customers are saying. One-third of Supergoop’s UGC features a person with dewy and glowy skin. But when the brand launched its SPF-infused eyeshadow called Shimmershade in April 2019, Supergoop saw customers use it as a highlighter in user-generated photos, which led them to combine the idea of primers and highlighters to develop Glowscreen. It sold out four times in its first year and sold out of its 15,000 units during Sephora’s VIB sale (a biannual event where loyalty members receive additional discounts) in November 2019. Supergoop began to notice the demand for primer products after the launch of its Unseen Sunscreen in January 2018. The brand declined to state 2019 figures. “We’ll take feedback from the consumer and look at our pipeline of what’s in the works and see what was ‘in.’ Glowing skin is a topic everyone is talking about.”Īccording to previous Glossy reporting, Supergoop doubled its year-over-year revenue in 2018 to $40 million its e-commerce site grew 400% year over year in sales. “What’s interesting about all of this is trying to make our product production timeline relevant for the consumer and where they are ,” said Thaggard.
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