Utilizing social media information to rework buyer experiences

Personalization is turning into a cornerstone of the wonder trade, with 71% of customers now anticipating customized interactions from manufacturers, in response to McKinsey. For indie magnificence manufacturers, the problem is balancing creativity and innovation with data-driven methods that create significant buyer experiences.

Social media platforms like TikTok and Instagram are serving to stage the taking part in subject by offering real-time suggestions and insights that may inform product improvement, advertising and marketing, and buyer engagement.

On this month’s Indie Insights, Tom Taicher, Founding father of Nectar Life, shares how his model faucets into the facility of social media to ship hyper-personalized experiences, demonstrating that personalization is now not a pattern however an important driver of brand name loyalty and development in indie magnificence.

CDU: Are you able to share a quick overview of Nectar Life and the way it stands out within the indie magnificence house?

Tom Taicher (TT): Nectar Life is a whimsical, vegan tub, physique, and sweetness model that elevates self-care into an artwork kind. From handcrafted, globally sourced components to progressive, problem-solving merchandise, Nectar Life blends luxurious with approachability.

As a completely built-in vertical firm, Nectar Life oversees each side of manufacturing—from sourcing to manufacturing to retail—guaranteeing unmatched high quality and consistency. Our retail shops additionally characteristic a singular customization ingredient, permitting clients to personalize their merchandise for a really tailor-made expertise.

By combining playful design, sensory engagement, and high-performance formulation, Nectar Life is redefining how customers join with magnificence and wellness.

CDU: What impressed you to embrace personalization in your product choices?

TT: I’ve at all times believed that when individuals go to a brick-and-mortar retailer, they’re typically in search of greater than only a product—they’re in search of an expertise. Whether or not it’s to uplift their temper or have a good time a particular second, buying might be deeply private.

Nonetheless, I typically discovered myself disenchanted by the dearth of real human engagement and significant customization in these areas. This impressed me to reimagine the retail expertise.

I noticed a big alternative to create one thing totally different—an setting the place each interplay feels private and each element displays care and thoughtfulness. For me, it’s about mixing human reference to personalization to create memorable, impactful experiences that actually resonate with clients.

CDU: How does Nectar Life use information and suggestions from social media platforms like TikTok or Instagram to tell product improvement and buyer engagement?

TT: We actively take heed to our neighborhood on platforms like TikTok to grasp what resonates with our clients. The suggestions we obtain helps us fine-tune our merchandise, guaranteeing they meet the wants and preferences of our viewers.

Whether or not it’s product enhancements or new concepts, TikTok is a good house for real-time insights. It additionally guides how we interact with our clients, permitting us to remain linked and supply content material that actually speaks to them.

CDU: Are you able to describe a particular instance the place buyer suggestions on social media led to the creation or adaptation of a product?

TT: A fantastic instance of how buyer suggestions immediately influenced a product determination got here with our Exfoliating Hand Wash. We had three widespread scents and have been contemplating increasing the road with a fourth.

Our R&D staff had narrowed it down to a couple choices, however we wished to ensure we picked the scent that our clients would love probably the most. So, we took to social media and requested our neighborhood to share their opinions.

The response was wonderful, and the scent with probably the most votes turned our new addition. This was an ideal instance of utilizing social media to immediately contain our clients within the product improvement course of and guarantee we’re providing one thing they really need.

CDU: How do you steadiness data-driven choices with the inventive and inventive points of product improvement?

TT: The information we accumulate helps us see what our viewers is most all in favour of. For instance, we’ve tried many content material types, however we’ve seen probably the most engagement—each in views and shares—comes from our behind-the-scenes manufacturing content material.

This perception confirmed us that our clients and followers love seeing the uncooked, unpolished aspect of Nectar Life. Whereas we nonetheless admire our completely edited campaigns, there’s one thing in regards to the transparency of seeing how our merchandise are created and experimented with in our workshop that basically resonates with our viewers.

CDU: What function has TikTok performed in Nectar Life’s success, and the way has it influenced your method to buyer personalization?

TT: TikTok has given us a stage of freedom we didn’t have earlier than, particularly on the subject of how we join with our viewers. Whereas some may see TikTok and Instagram as opponents, we see them as two fully totally different platforms.

Instagram is our polished, promotional house the place we share data and showcase merchandise in a extra curated means. TikTok, alternatively, is the place we get to be actual and uncooked.

It’s not about excellent lighting or a flawless cowl picture—it’s about exhibiting our staff, our artists, and the behind-the-scenes moments that make Nectar Life what it’s. We consider TikTok is one of the best place for viewers to find us, particularly as we proceed rising.

It permits us to share the genuine aspect of our model and join with individuals who might not have discovered us in any other case. For us, TikTok is vital to increasing our attain and embracing the liberty to only be ourselves

CDU: Have you ever seen developments or preferences from TikTok that differ from different platforms, and the way do you adapt your methods accordingly?

TT: TikTok has actually leveled the taking part in subject on the subject of influencer attain. In fact, there are influencers with huge followings who acquire a number of engagement, however TikTok offers everybody the chance to go ‘viral.’

What’s been attention-grabbing is that each ‘aesthetic’ life-style content material and extra unpolished, non-aesthetic content material are receiving comparable ranges of engagement. In 2025, I see this pattern persevering with as individuals develop uninterested in being offered to so immediately, with none character behind the message.

Each piece of content material is, in a means, promoting one thing—whether or not a product, an expertise, or a sense—however it’s about how we’re offered. Are we being instructed straight away that we want a product as a result of somebody acquired a model deal, or are we seeing it utilized in an actual, uncooked means and deciding for ourselves if it’s one thing we would like?

That’s the shift we’re seeing, and it’s why TikTok is so efficient for us—it permits us to point out up authentically and let our viewers make their very own choices.

CDU: What challenges have you ever confronted in utilizing social media and buyer information for personalization, and the way have you ever overcome them?

TT: One of many challenges we face when utilizing social media and buyer information for personalization is the distinction between followers and precise clients. Whereas our content material is likely to be partaking, satisfying, and enjoyable to look at, changing these views into precise purchases is the place we see some friction.

It’s straightforward to get caught up in creating content material that entertains, however translating that engagement into gross sales might be difficult. One other problem comes from understanding the totally different demographics on every platform.

As an illustration, we all know our viewers on TikTok is probably not the identical as on Instagram, so a video that performs properly on one may not have the identical impression on the opposite. This requires us to adapt our content material for every platform whereas guaranteeing it nonetheless aligns with our model’s message.

CDU: How do you guarantee buyer information is collected and used responsibly whereas nonetheless creating significant customized experiences?

TT: At Nectar Life, we prioritize buyer belief and transparency. Utilizing instruments like Shopify Plus, Yotpo, and Black Crow AI, we adhere to strict information privateness requirements.

Right here’s how we guarantee accountable information assortment and utilization:

1. Transparency and Consent: Clients are knowledgeable about information assortment by way of clear privateness insurance policies and opt-in/opt-out mechanisms.
2. Information Minimization: We accumulate solely the info wanted to enhance buyer experiences, avoiding pointless or invasive information practices.
3. Safe Storage: Information is encrypted and saved securely, adhering to world compliance requirements equivalent to GDPR and CCPA.
4. Moral AI: Black Crow AI helps us leverage nameless behavioral information to boost personalization with out compromising particular person privateness.
5. Buyer-Centric Insights: Yotpo’s platform ensures that suggestions, evaluations, and buyer preferences are used to enhance experiences quite than for invasive advertising and marketing ways.

By specializing in these ideas, we create customized experiences that resonate with our clients whereas sustaining their belief.

CDU: What are your targets for additional personalization at Nectar Life, and the way do you see know-how shaping the way forward for indie magnificence?

TT: Our purpose is to rework NectarLife.com right into a extremely tailor-made magnificence expertise for each buyer.

Particularly, we purpose to supply:

• Dynamic Product Suggestions: Leverage Black Crow AI to refine product strategies in real-time primarily based on shopping and buy conduct.
• Hyper-Personalised Communication: Use Yotpo information to craft electronic mail and SMS campaigns that replicate every buyer’s preferences and previous interactions.
• Tailor-made Loyalty Rewards: Broaden customized incentives to spice up long-term buyer relationships.

We see know-how shaping the indie magnificence trade by:

• Democratizing Innovation: Platforms like Shopify Plus stage the taking part in subject for indie manufacturers, providing enterprise-grade instruments.
• AI-Powered Insights: Superior AI options, like Black Crow, supply predictive analytics that small manufacturers can use to compete with bigger gamers.
• Enhanced Interactivity: AR/VR instruments will possible combine seamlessly, permitting clients to nearly strive merchandise, additional enhancing personalization.

Know-how will proceed to empower indie manufacturers like Nectar to stay agile, progressive, and linked with their viewers.

CDU: What recommendation would you give different indie magnificence manufacturers trying to implement customized experiences for his or her clients?

TT: I might suggest the next recommendation:

• Begin with the Fundamentals: Use platforms like Shopify Plus for scalable and dependable e-commerce and combine apps like Yotpo for evaluations and loyalty.
• Leverage AI Early: Instruments like Black Crow AI can rework buyer conduct into actionable insights, even for smaller manufacturers.
• Keep Clear: Construct belief by clearly speaking how buyer information is used and guarantee compliance with privateness legal guidelines.
• Spend money on Buyer Suggestions: Actively search and implement suggestions to refine personalization methods.
• Give attention to Worth, Not Quantity: Personalised experiences ought to prioritize buyer satisfaction over pushing gross sales, fostering deeper connections.

By staying true to their model id and harnessing know-how responsibly, indie magnificence manufacturers can ship significant, customized experiences that encourage buyer loyalty.