Priv isn’t just another on-demand beauty company hoping to attract an array of consumers strapped for time. The hair styling and makeup booking app combines instant gratification with personalization.

This story first appeared in the March 20, 2015 issue of WWD. Subscribe Today.

“Priv is trying to create a lifestyle and the Priv-it is a call to action to our consumers to let them know that we’re there for them and can be there for them in multiple ways,” said Courtney Jerden, executive vice president of Priv, during her presentation at the WWD Digital Beauty Forum.

Unlike other booking apps, Priv allows consumers to select their stylist. Also, they can read reviews and view images of the professional so the client can put a face to the name before they step into their home.
To that end, the stylists become Priv’s brand advocates because they are building a repeat business. Jerden noted that one of Priv’s professionals is up 40 percent in repeat appointments because of the relationships that have been created with the clients.

But how does an app evolve?

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According to Jerden, Priv is exploring adding product to purchase on the app. In October, the company partnered with Dove and educated Priv stylists on its limited edition Advanced Hair Series Pure Care Dry Oil product gift set. Also, they curated hairstyles for customers to choose from.

“We hope to put product within our recipes whether it’s a direct click through to purchase the product or a direct click to order the product via Priv,” she noted. “Or the next time you Priv a service, the stylist will bring a product straight to their doorstep.”

Blowouts, manicures and massages are top categories for Priv, but that could change at any minute since they just added men’s grooming and spray tanning.

“Is on demand just a short-lived trend?” Jerden asked the audience. “I don’t think so. It’s a long-lasting trend that’s shaping our lifestyle consumer. If you can get the service and product now, why would you ever wait for it in the future?”

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