While speaking at the 2021 Global Beauty Tech Forum Virtual Event, Danielle Arnone, global chief digital & technology officer for Combe, emphasized that listening to their customers’ concerns is one of the reasons the JFM brand has been on shelves for over 30 years.
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Nowadays, convenience is king, and Feldman noted that the company has offered a subscription service for several years and has thousands of active subscribers. In addition to having the hair color products arrive as needed, subscribers receive shipping and volume discounts to make the service even more attractive.
To further build on loyalty, Combe offers a JFM rewards program. Members are sent emails alerting them to on-site offers, product updates and launches, and new innovations in the VTO tool. Feldman said rewards members enjoy an “insider" status because they receive first notice of special offers, new product launches, and new product trial opportunities.
When asked where men’s grooming is going, Arnone said that using augmented reality has become table stakes in beauty and that they will continue to remove barriers to entry for those new to the category. She foresees Combe continuing to evolve to meet the consumer where he is most comfortable shopping – providing the experience when and where he wants it. It will also be important to maximize the use of mobile phones and provide the ability to shop on social platforms. Feldman highlighted the development of more advanced tools to help consumers find the product that is right for them, and that they are continually refreshing the JFM website content to provide tips, tools, and information that will help consumers most easily achieve the most natural-looking results.