Road to Challenger Brands: Prose Shows Customized Haircare Is Also the More Sustainable Choice

Given the higher frequency of natural disasters, from storms to wildfires, as well as warming temperatures and the pandemic, the environment and sustainability have been increasingly top of mind for consumers and the brands they choose. Enter haircare brand Prose, whose aim is not only to manufacture its products more sustainably but to customize each of those products to the specific hair type and circumstances of its individual customers. If that were not ambitious enough, Prose is targeting the mass market rather than the luxury segment to have the biggest impact. Ahead of his appearance at Adweek's upcoming Challenger Brands event, CEO and co-founder Arnaud Plas sat down to discuss the market need Prose is attempting to satisfy and how the brand is setting itself apart from the competition. This interview has been edited for length and clarity. Adweek: How did you come up with the idea for Prose? Plas: After working for traditional CPG companies for over 10 years, I realized that the model was broken. The industry continues to launch thousands of new products every year, creating more and more complex assortments, while over the last 10 years a major distribution shift happened from physical shelves to desktop, then to mobile, and at some point to voice assistant. Customers never had so many options, but they have never been so frustrated by the shopping experience. This is the paradox of choice: This model puts both the customer and the planet under stress with massive waste and frustrations. Today, the battle is on the experience, something that requires putting data to work and implementing a new operating model on the supply chain side, moving away from mass production of standardized products. This is how we came up with the idea of creating a new consumer platform, reinventing everything from the shopping experience up to the way we make our products with a made-to-order supply chain. What need were you trying to fill? With the creation of Prose, we wanted to cater to those who felt their hair needs and goals weren’t being met by mass haircare brands. As we approached this obstacle, we knew personalized beauty would catch on and work better for three main reasons: Product performance: We believe that creating hyper-personal beauty makes for better beauty. Prose takes into consideration 85 different data points from hair thickness to stress levels to diet—even a person’s Zip code—to create a product made just for you and your own needs.Values, specifically inclusivity: With personalization, we think about the individual and their specific needs and goals. This allows Prose to step away from the stereotypes developed by the traditional industry. We understand that everyone’s hair and lifestyle is different, and our products will always reflect that mindset—Prose values the individual.Environment: Mass production has caused the beauty industry to have a waste rate of 20% to 40%. By making made-to-order products, we’re able to ensure that 100% of our products are being used, as the product is not developed until after the transaction. Can you describe the typical Prose customer? Because Prose creates products on a hyper-individual level, our goal is to create haircare for everybody and every body. That said, if we had to generalize the Prose shopper, we would say they are a conscious consumer who wants to take control of what they put in and on their body. They want to purchase from a sustainable brand whose products are clean, made with natural ingredients and customized for their needs. Interestingly, more than 50% of our customers were buying mass brands in traditional stores before switching to Prose. That means the audience is broad, so we’re definitely not talking about a niche positioning. How does Prose stand apart from other brands in the space? Mass haircare is designed for “the masses” with a few narrow products intended for as many people as possible. Your results may vary, but your options stay the same. Custom haircare is designed for the individual with products that are literally made differently with each bottle, continually improving and evolving with you over time. Furthermore, unlike other beauty brands, we’ve drastically lessened our carbon footprint, producing only 3% of waste compared to the industry average. So not only does Prose deliver clean and custom products, Prose is also helping create a more sustainable world. Why is taking on social issues so important to Prose? As a certified B Corporation, our company is driven by care and committed to transparency. It has always been important to us to promote and emphasize the importance of social issues such as diversity, inclusion and sustainability. Prose has always been a transparent brand, but now more than ever, we want to ensure our larger community is fully aware of the changes we’re making to show we’re turning our discussions and learnings into concrete actions, and we encourage others to do the same. What advice do you have for someone who has an idea for a product that challenges an entrenched incumbent? At Prose, we have always been strongly focused on product efficacy and indisputable performance. Having a product that not only works but benefits the customers' needs and desires is essential to having a successful business. Great products bring loyal customers and enhance their overall experience with the brand. So my advice is to ensure your product challenges the status quo and benefits the customer.