Meet Live Tinted
Live Tinted is a leading cosmetics label whose clean, cruelty-free formulas solve beauty concerns for all skin tones. Born in 2019 from an Instagram community, Live Tinted's inclusive beauty products were an overnight hit and have been featured in the likes of Good Morning America, Allure, and Vogue.
Challenge: Live Tinted wanted to transform its bounty of customer data into actionable insights
Thanks to its dynamic social media presence, Live Tinted had amassed legions of enthusiastic customers who were more than eager to share their information with the brand. The catch? Transforming this raw data into big-picture insights that could inspire effective marketing flows was incredibly time-consuming for Live Tinted's lean team. Eager to understand customer behaviors from a replenishment and product journey perspective, Co-founder Neilesh Mutyala spent hours trying to make the Shopify numbers make sense.
Because Live Tinted's product line was somewhat limited and customers bought both individual SKUs and bundles, it was especially difficult for Neilesh to pinpoint which SKUs were driving repeat purchases and cross-sells. If a customer bought a product in a particular shade once and then purchased it again as part of a bundle, for instance, he had to do a lot of manual data cleaning before he could trace the purchase of the bundle back to the original SKU that inspired it.
Neilesh realized he would need a more robust method for analyzing customer behavior if he wanted to supplement Live Tinted's rapid growth with personalized and effectively timed campaigns. After discovering Segments Analytics during a personal research session, Neilesh knew he'd found the ideal solution to Live Tinted's data dilemma.
"After launching our product line on Shopify, it was harder for us to get the insights we needed on replenishment intervals and product journeys. We needed a tool that could map it all out."
Solution: Segments provides Live Tinted with a single source of truth for customer analytics and segmentation
Partnering with Segments helped Live Tinted transform its wealth of customer data into a potent growth lever. Using our suite of customer analytics tools, Neilesh can instantly access the insights he needs to inform every business move, from marketing flows to retail rollouts.
Neilesh's favorite use case of Segments is repurposing raw data surrounding individual purchases and replenishment intervals into campaign-level insights. Instead of manually crunching the numbers, he can tag all purchases containing a specific SKU — whether the SKU is purchased individually or as a bundle — and identify the role it plays across the customer journey. Using this knowledge, Neilesh constructs targeted flows pushing bundles or replenishments to customers who've already purchased these products. As a result of this strategy, Live Tinted's remarketing campaigns have generated a significant amount of repeat business.
In addition to helping Neilesh optimize marketing flows, Segments also gives Live Tinted the confidence to navigate every curveball of early growth. When Covid struck less than a year into the launch of its first product, Neilesh used Segments' product journey predictions to determine which new products to stock and how many. Even amidst manufacturing closures and dramatic shifts in consumer demand, Segments helped Live Tinted determine which decisions would be the most profitable.
Empowered by this smooth journey through all the uncertainties of the pandemic, Neilish has continued to rely on Segments' data chops to maneuver every new development — especially its more recent pivot to an omnichannel business model.
"Before Segments, we had trouble backing up all the qualitative feedback we were getting on social media with hard data. Their tool made it easy to showcase how our brand and product vision was coming to life."
Results: Armed with an agile analytics foundation, Live Tinted has found a partner that can grow with it
Since onboarding with Segments, Live Tinted has optimized its marketing flows, nurtured its relationships with loyal customers, and collected enough insights to sustainably scale. The partnership has also significantly reduced Neilish's lift, resulting in:
- 50% less time spent on customer segmentation
Looking ahead, Neilesh is eager to see what new features Segments rolls out. He's been honored to play a role in the tool's evolution over the past few years and can't wait to find out what new ways it can shore up Live Tinted's own ongoing growth efforts.
"Segments was iterative with us from the start, and we're lucky to help shape what they're building. Their whole team is extremely responsive and thoughtful in an app ecosystem where that isn't always the case."
