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Chapter 13. Persuading Niche Markets, In... > Case Study:News Center and Releases ...

Case Study:News Center and Releases at Reflect.com

Here is a company that makes customized cosmetics by interviewing customers on its Web site, using their answers to build up personal recipes, and then manufacturing one-of-a-kind products. Funded by the giant Procter and Gamble, and backed by the collective knowledge of P&G scientists, the site runs artificial intelligence code to match customer choices with ingredients and packaging, so consumers participate in building their own moisturizers, fragrances, and other cosmetics. The company has pioneered using the Web to personalize the actual design and manufacture of individual products. Because so many of these ideas are unfamiliar to reporters and editors, explaining how the company works, and boasting about its progress has been a challenge for the PR team.


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