Jan 15, 2025

By Cassandra Stern 15-Jan-2025 at 15:27 GMT CDU's Indie Insights is a monthly Q&A style column that explores the challenges, strategies, and innovations driving indie beauty brands forward. (CosmeticsDesign) In this month’s column, we explore how indie brands like Nectar Life are leveraging social media insights to fuel product personalization. Personalization is becoming a cornerstone of the beauty industry, with 71% of consumers now expecting personalized interactions from brands, according to McKinsey. For indie beauty brands, the challenge is balancing creativity and innovation with data-driven strategies that create meaningful customer experiences. Social media platforms like TikTok and Instagram are helping level the playing field by providing real-time feedback and insights that can inform product development, marketing, and customer engagement. In this month’s Indie Insights, Tom Taicher, Founder of Nectar Life, shares how his brand taps into the power of social media to deliver hyper-personalized experiences, demonstrating that personalization is no longer a trend but an essential driver of brand loyalty and growth in indie beauty. CDU: Can you share a brief overview of Nectar Life and how it stands out in the indie beauty space? Tom Taicher (TT): Nectar Life is a whimsical, vegan bath, body, and beauty brand that elevates self-care into an art form. From handcrafted, globally sourced ingredients to innovative, problem-solving products, Nectar Life blends luxury with approachability. As a fully integrated vertical company, Nectar Life oversees every aspect of production—from sourcing to manufacturing to retail—ensuring unmatched quality and consistency. Our retail stores also feature a unique customization element, allowing customers to personalize their products for a truly tailored experience. By combining playful design, sensory engagement, and high-performance formulas, Nectar Life is redefining how consumers connect with beauty and wellness. CDU: What inspired you to embrace personalization in your product offerings? TT: I’ve always believed that when people visit a brick-and-mortar store, they’re often seeking more than just a product—they’re looking for an experience. Whether it’s to uplift their mood or celebrate a special moment, shopping can be deeply personal. However, I often found myself disappointed by the lack of genuine human engagement and meaningful customization in these spaces. This inspired me to reimagine the retail experience. I saw a significant opportunity to create something different—an environment where every interaction feels personal and every detail reflects care and thoughtfulness. For me, it’s about blending human connection with personalization to create memorable, impactful experiences that truly resonate with customers. CDU: How does Nectar Life use data and feedback from social media platforms like TikTok or Instagram to inform product development and customer engagement? TT: We actively listen to our community on platforms like TikTok to understand what resonates with our customers. The feedback we receive helps us fine-tune our products, ensuring they meet the needs and preferences of our audience. Whether it’s product improvements or new ideas, TikTok is a great space for real-time insights. It also guides how we engage with our customers, allowing us to stay connected and provide content that truly speaks to them. CDU: Can you describe a specific example where customer feedback on social media led to the creation or adaptation of a product? TT: A great example of how customer feedback directly influenced a product decision came with our Exfoliating Hand Wash. We had three popular scents and were considering expanding the line with a fourth. Our R&D team had narrowed it down to a few options, but we wanted to make sure we picked the scent that our customers would love the most. So, we took to social media and asked our community to share their opinions. The response was amazing, and the scent with the most votes became our new addition. This was a perfect example of using social media to directly involve our customers in the product development process and ensure we’re offering something they truly want. CDU: How do you balance data-driven decisions with the creative and artistic aspects of product development? TT: The data we collect helps us see what our audience is most interested in. For example, we’ve tried many content styles, but we’ve noticed the most engagement—both in views and shares—comes from our behind-the-scenes production content. This insight showed us that our customers and followers love seeing the raw, unpolished side of Nectar Life. While we still appreciate our perfectly edited campaigns, there’s something about the transparency of seeing how our products are created and experimented with in our workshop that really resonates with our audience. CDU: What role has TikTok played in Nectar Life’s success, and how has it influenced your approach to customer personalization? TT: TikTok has given us a level of freedom we didn’t have before, especially when it comes to how we connect with our audience. While some might see TikTok and Instagram as competitors, we see them as two completely different platforms. Instagram is our polished, promotional space where we share information and showcase products in a more curated way. TikTok, on the other hand, is where we get to be real and raw. It’s not about perfect lighting or a flawless cover image—it’s about showing our employees, our artists, and the behind-the-scenes moments that make Nectar Life what it is. We believe TikTok is the best place for viewers to discover us, especially as we continue growing. It allows us to share the authentic side of our brand and connect with people who may not have found us otherwise. For us, TikTok is key to expanding our reach and embracing the freedom to just be ourselves CDU: Have you noticed trends or preferences from TikTok that differ from other platforms, and how do you adapt your strategies accordingly? TT: TikTok has really leveled the playing field when it comes to influencer reach. Of course, there are influencers with massive followings who gain a lot of engagement, but TikTok gives everyone the opportunity to go ‘viral.’ What’s been interesting is that both ‘aesthetic’ lifestyle content and more unpolished, non-aesthetic content are receiving similar levels of engagement. In 2025, I see this trend continuing as people grow tired of being sold to so directly, without any personality behind the message. Every piece of content is, in a way, selling something—whether a product, an experience, or a feeling—but it’s about how we’re sold. Are we being told right away that we need a product because someone got a brand deal, or are we seeing it used in a real, raw way and deciding for ourselves if it’s something we want? That’s the shift we’re seeing, and it’s why TikTok is so effective for us—it allows us to show up authentically and let our viewers make their own decisions. CDU: What challenges have you faced in using social media and customer data for personalization, and how have you overcome them? TT: One of the challenges we face when using social media and customer data for personalization is the difference between followers and actual customers. While our content might be engaging, satisfying, and fun to watch, converting those views into actual purchases is where we see some friction. It’s easy to get caught up in creating content that entertains, but translating that engagement into sales can be tricky. Another challenge comes from understanding the different demographics on each platform. For instance, we know our audience on TikTok may not be the same as on Instagram, so a video that performs well on one might not have the same impact on the other. This requires us to adapt our content for each platform while ensuring it still aligns with our brand’s message. CDU: How do you ensure customer data is collected and used responsibly while still creating meaningful personalized experiences? TT: At Nectar Life, we prioritize customer trust and transparency. Using tools like Shopify Plus, Yotpo, and Black Crow AI, we adhere to strict data privacy standards. Here’s how we ensure responsible data collection and usage: Transparency and Consent: Customers are informed about data collection through clear privacy policies and opt-in/opt-out mechanisms. Data Minimization: We collect only the data needed to improve customer experiences, avoiding unnecessary or invasive data practices. Secure Storage: Data is encrypted and stored securely, adhering to global compliance standards such as GDPR and CCPA. Ethical AI: Black Crow AI helps us leverage anonymous behavioral data to enhance personalization without compromising individual privacy. Customer-Centric Insights: Yotpo’s platform ensures that feedback, reviews, and customer preferences are used to improve experiences rather than for invasive marketing tactics. By focusing on these principles, we create personalized experiences that resonate with our customers while maintaining their trust. CDU: What are your goals for further personalization at Nectar Life, and how do you see technology shaping the future of indie beauty? TT: Our goal is to transform NectarLife.com into a highly tailored beauty experience for every customer. Specifically, we aim to offer: Dynamic Product Recommendations: Leverage Black Crow AI to refine product suggestions in real-time based on browsing and purchase behavior. Hyper-Personalized Communication: Use Yotpo data to craft email and SMS campaigns that reflect each customer’s preferences and past interactions. Tailored Loyalty Rewards: Expand personalized incentives to boost long-term customer relationships. We see technology shaping the indie beauty industry by: Democratizing Innovation: Platforms like Shopify Plus level the playing field for indie brands, offering enterprise-grade tools. AI-Powered Insights: Advanced AI solutions, like Black Crow, offer predictive analytics that small brands can use to compete with larger players. Enhanced Interactivity: AR/VR tools will likely integrate seamlessly, allowing customers to virtually try products, further enhancing personalization. Technology will continue to empower indie brands like Nectar to remain agile, innovative, and connected with their audience. CDU: What advice would you give other indie beauty brands looking to implement personalized experiences for their customers? TT: I would recommend the following advice: Start with the Basics: Use platforms like Shopify Plus for scalable and reliable e-commerce and integrate apps like Yotpo for reviews and loyalty. Leverage AI Early: Tools like Black Crow AI can transform customer behavior into actionable insights, even for smaller brands. Stay Transparent: Build trust by clearly communicating how customer data is used and ensure compliance with privacy laws. Invest in Customer Feedback: Actively seek and implement feedback to refine personalization strategies. Focus on Value, Not Volume: Personalized experiences should prioritize customer satisfaction over pushing sales, fostering deeper connections. By staying true to their brand identity and harnessing technology responsibly, indie beauty brands can deliver meaningful, personalized experiences that inspire customer loyalty. Related Topics