Product-market fit validation of Ellure at 3 retail locations in Stockholm
| Reference number | |
| Coordinator | Ellure AB - KTH Innovation |
| Funding from Vinnova | SEK 300 000 |
| Project duration | October 2019 - August 2020 |
| Status | Completed |
| Venture | Innovative Startups |
| Call | Innovative Startups step 1 autumn 2019 |
Important results from the project
The purpose of this project was to launch Ellure to the market and validate the product-market fit for Ellure’s customized lipstick service. To show that we could win the interest and trust of the customer in a high competitive market, we launched a waiting list campaign. Through that, we found our early adopters and first target market with 600 customers to be notified on our launch. An online webshop was also launched at the end of the project, along with Ellure’s branding where initial sales were reached.
Expected long term effects
Through this project we have performed the planned activities to launch Ellure to the market. We have developed a product and a brand with distinctive values. Moreover, we have found and reached our initial target market and early adopters for our customized products. We have launched an online webshop with the possibility to pre-order a lipstick and initiated our sales to the early adopters. In autumn 2020 Ellure is going into its operational phase and the first customers will get their customised lipsticks.
Approach and implementation
The design of the lipstick printers were optimized for a production environment. Logistic systems were built in parallel to manage on demand production at scale. The lipstick formulation was iterated upon to reach high customer satisfaction while keeping environmental friendliness (e.g. micro-plastic free) and automation in mind. The formulation is currently undergoing necessary safety assessments to be put on the EU market (completion is expected in October 2020). A webshop was launched to begin initial traction with customers by pre-ordering Ellure’s customized lipsticks.