New App BClean Lets Clean Beauty Enthusiasts Chronicle And Share Skincare Experiences
Clean beauty enthusiasts aren’t alone, and BClean makes sure they know that.
The new app fosters clean beauty customer connections and assists those looking to keep close tabs on their skincare regimens. Created by Michael and Kristina Cimo, the husband and wife behind the skincare brand Bellus, with lead developer Damon Irons, its free features include a digital apothecary where product blends are personalized based on sex, skin type, age and other factors, a skincare diary outlining daily personal care maintenance and sending reminders, and a clean ingredient product database and analyzer.
In the three years since Bellus premiered, Kristina says, “We started to really become a part of our customer’s journey, started giving them ingredient research material. They would ask us to check out the other products they were using. We wanted to offer them a more well-rounded experience.”
The well-rounded experience is linked to social media. Platforms such as Facebook, Instagram and Twitter can be run through BClean’s dashboard, so users don’t have to leave the app to show off their latest loot or recommend tutorial videos to fellow clean beauty product junkies. They can also share their skincare progress, review products and have discussions within BClean.
The clean beauty philosophy underpinning the app is an extension of Bellus. Michael, who has a formulary and herbalism background, and Kristina, an essential oils expert, established the brand after they both suffered from the chronic skin conditions eczema and psoriasis. The handmade Bellus products contain less than six ingredients and steer clear of unnecessary fillers, and they’ve helped Michael and Kristina hold their skin conditions at bay.
“We started to really become a part of our customer’s journey, started giving them ingredient research material. They would ask us to check out the other products they were using. We wanted to offer them a more well-rounded experience.”
The brand has branched out to a store and lab in Pompton Plains, N.J., a distribution network of dozens of spas and salons, and product personalization consultations done in its office. “The feedback in the beginning from our clients was that they really cared about what they were putting on their body and they wanted to take it that extra step and customize products,” says Michael of the customization program Custom Made.
About 10 months ago, Michael and Kristina began digging into the idea that would turn into BClean. Less than a year later, the app garnered 1,200 sign-ups before it went live on Saturday. The Cimos and Irons believe digital and social media marketing will push that number significantly higher.
BClean is tapping sites like BrandSnob and Cameo to reach out to celebrities and influencers with over 500,000 followers. It’s enticing them to post by supplying custom swag boxes, comped memberships and chances to run giveaways. Expect to see members of the “Vanderpump Rules” cast and Melissa Gorga from “The Real Housewives of New Jersey” giving BClean shout-outs on social media channels soon. Michael says BClean is also pursuing targeted blog posts as well as validation marketing—having beta users blog, vlog and post about their experiences—to attract users.
BClean’s entire arsenal of features isn’t free. Customers can upgrade to two membership options to unlock benefits not available to free users. A basic membership of $9.99 monthly comes with the ability to ask an aesthetician five questions via email, and receive a sample-sized Bellus product and 20% off of future product purchases. A premium membership for $24.99 monthly comes with unlimited access to an aesthetician, and a full-size custom Bellus product and 40% off of future product purchases. A forthcoming iteration of BClean will upgrade the aesthetician component by permitting text messaging and video chat.
Currently, the Cimos and Irons expect 80% of BClean members will sign up month to month while the remainder will buy annual memberships. Within two months of launch, Michael anticipates users will dip their toes into the built-in discounts and purchase additional products. He explains, “The whole idea is to push users to try different products, discover different promotions and really make people say, ‘Wow, why would I not want to try something like this?’”