Alba added, “There’s no hero product; we tried to offer anything you could ever need. If women like one product, they’re likely to try more. I will always try something that a girlfriend tells me she loves, way more than watching a commercial about it. We want to reach our customer in an interesting, innovative and on-the-go way. Women are on their phones consuming fashion and beauty content, connecting with their families and friends. We wanted to integrate our launch and e-commerce capabilities into a seamless mobile experience.”
