Beauty and personal care is a highly dynamic industry, and we're proud to call a number of leading brands in the space our customers, including amika, Walker and Company, and Youth to the People. While the industry is growing quickly, it still presents challenges for both new and established companies—keeping up with fast changing consumer demand, where a social media influencer can turn a product "hot" very quickly, and standing out in a crowded environment, where the salespeople in the store often have a major impact on purchase decisions.
These challenges are some of the reasons Youth to the People turned to Alloy. They were expanding quickly, and manual or point solutions couldn't keep up with their need for fast, accurate, up-to-date data on store/SKU performance, nor enable them to plan marketing efforts and manage inventory in response to that information. The clean skincare brand wanted an all-in-one solution that could check all the boxes for the leadership team, sales, and operations to understand, meet, and grow true demand.
About Youth to the People
Youth To The People was created with one simple mission in mind: what you put on your skin should be as whole, nutrient-rich, and clean as what you put in your body. Their precise, custom formulas feature 100 percent vegan ingredients, cold pressed extracts, gentle preservatives, and earth-friendly packaging.
Founded in 2015 by cousins who grew up in the beauty industry, the company’s marriage of science and superfoods has driven rapid sales and distribution growth. They launched on Sephora.com just nine months after inception, quickly followed by Sephora brick and mortar stores, Nordstrom and Anthropologie. The brand is now available at over 500 retail locations in the U.S. and Europe, as well as Amazon and its own e-commerce website.
Empowering field sales
Youth to the People's field sales is led by Laura Cline, Director of Education, who manages about 20 sales reps that are visiting stores most days of the week. Using Alloy herself and as a tool for her team has enabled everyone to save a lot of time and use data to make strategic decisions about where they do spend their time.
Laura relies on Alloy to track sales across all of the retailers that Youth to the People sells through. Instead of having to manually compile the data herself or waiting on an analyst for the data, she simply logs into her Alloy dashboard to see the previous days' sales, already broken out by territory. She can quickly identify outliers that are not trending the same way as the rest of the business, and drill down to pinpoint particular stores and/or products that are outside the norm. She pays especially close attention to any recent product launches, looking for areas where additional marketing or training might be needed to ensure success.
During her regular touch bases with individual field sales reps, Laura pulls up Alloy to review the most recent performance of stores in their territory. Together, they deep dive on how different stores are selling, and she can provide the right coaching for each person, taking into account both what is happening in their specific stores and what she sees is selling well across all stores and retailers. Because Alloy is so intuitive and easy-to-use, they can quickly adjust a dashboard on the fly to see the data they want, like switching from a monthly to a weekly view.
Of course, the discussion is never a surprise for the field sales reps. They also regularly access Alloy and use it to track their own performance against goals, so the time with Laura is spent strategizing, not just reviewing numbers. In their day-to-day work, they also use the insight from Alloy to set their own priorities about what stores to visit and what to focus on when they're there. And when they're speaking with store management, they often share the data about how Youth to the People's products are performing compared to the retailer's goals. It's valuable information that the stores wouldn't otherwise have, and helps build a lasting relationship with the retail teams that can have such a strong influence on sales.
Upgrading inventory planning and execution
Youth to the People's Operations team uses Alloy to get complete visibility into on-hand inventory across their entire business, both direct and retail. Combined with the up-to-date sell-through data, they have the information and tools they need to quickly make inventory adjustments to meet consumer demand.
Read the full case study here to learn how the team used Alloy to identify a distribution problem, and then influence a retailer to make a needed adjustment.