The move follows research indicating that 66% of IPSY members are interested in wellness but feel overwhelmed by the options, while 69% do not want to commit to a routine without sampling products first.
“What made the opportunity particularly clear was that we were hearing from our own members,” said Stacey Politi, chief marketing officer at IPSY.
Politi said the company sees an opportunity to simplify discovery for consumers who are interested in wellness but may not know where to start.
“They’re kind of wellness curious,” she said. “They are interested in wellness, but they’re not the ones that are going to spend four hours researching this stuff on the weekends.”
IPSY Wellness offers quarterly collections focused on skin, hair and total well-being, allowing members to explore products aligned with their interests. Each collection includes a full-size supplements and a trial-size product, giving consumers time to evaluate products before their next delivery.
Product selection is based on consumer data, research, reviews and internal testing, Politi said. The company also considers product quality, brand values and consumer interest, including products gaining attention on social media.
Education is another part of the strategy, with website resources and printed materials explaining ingredients and how to use products.
“There’s a tremendous curiosity around wellness, but also a tremendous amount of choice out there,” Politi said. “And IPSY has always been at its best where we can take a category that feels truly overwhelming and make discovery feel exciting and accessible.”
To hear more about IPSY’s expansion into wellness and how the company plans to simplify product discovery for wellness-curious consumers, listen to the NutraCast above or on your preferred podcast platform.
If you enjoy listening to the NutraCast, feel free to leave a review. You can subscribe on Apple, iHeart, Spotify or wherever you get your podcasts.
