The app links consumers with the most appropriate beauty service providers in their locality through a social platform of reviews, overviews and recommendations, and has been enjoying strong international popularity.
It recently raised €15 million in investment from Rocket Internet (an e-commerce giant, and one of the app’s co-founders) and several others, which the company has stated it is set to invest in expansion: its launch in Singapore suggests it’s losing no time in doing so.
“We don’t see any global competitors, we only see national-wide new players entering the market,” CEO Maxime Legardez recently told Tech Crunch, indicating the company is keen to be the first to dominate globally, and establish itself as market-leader.
As Cosmetics Design recently reported, a report from market research firm Kline has indicated that the beauty industry is still missing a trick when it comes to tapping into the potential of apps.
“As consumers continue to prefer experience over possessions it will be pertinent for beauty companies to respond appropriately,” the report highlights.
“Beauty apps will remain an important tool when it comes to generating interest in a brand and creating loyalty for a brand, company or retailer.” Vaniday is one company apparently at the forefront of this trend.
Vaniday already operates successfully in Brazil (where it launched), Australia, UAE, Italy, Russia, and is in the middle of its ongoing launch in Singapore.
The company’s aim for continued global expansion will require investment in various directions to ensure uptake in each area where it sets up shop: it is reportedly investing in online and offline marketing channels, to raise awareness among consumers generally.
It will also reportedly focus on building its brand within the existing beauty and wellness industry, encouraging consumers already buying professional beauty services but who are unused to booking them online to begin using its app.