How the Amazon Innovation Accelerator helped CODE Beautiful test, learn and move faster

Knowing when to launch an idea can be hard. For small business leaders, the instinct to get an idea right before putting it in front of customers can mean spending time perfecting something before knowing whether it works. 

Emma Cross, Tech and Innovation Director of CODE Beautiful, challenged that instinct during the Amazon Innovation Accelerator. The programme gave her greater confidence to launch sooner, learn faster and improve as she goes. 

Moving beyond perfection 

CODE Beautiful develops cosmetics around problems its customers want to solve. Founded in 2012 by sisters Emma and Sarah Cross, the business started with a search for the perfect mascara. Today, they sell a focused range of six products. 

CODE Beautiful was already used to reacting quickly. But Emma recognised that her desire to get things right could sometimes make her reluctant to launch bigger ideas before they felt finished. 

As a small team, our biggest challenges are time, resources and delivery. Before Amazon’s programme, our approach to innovation was instinctive but ad hoc. Some things happen at the last minute because technology changes so quickly. 

Through the accelerator, Emma gained a new perspective on when an idea is ready. 

One of the big learnings from Amazon was the focus on getting things done. Nothing needs to be perfect before it gets launched. In fact, sometimes it’s better if it isn’t. The programme has made me think in a different way. 

Testing ideas in the real world 

During the programme, Emma began developing Find Your Routine, a digital consultation designed around questions CODE Beautiful regularly receives from customers about which products they need and how to use them. 

Much of that knowledge previously existed in Emma and Sarah’s heads. They turned it into 225 possible recommendation routes, allowing customers to receive a personalised routine with product recommendations and guidance. 

Going through the Amazon Innovation Accelerator gave me more confidence to use technology to turn ideas into something practical much faster. Find Your Routine was something we developed during the programme, and I think the biggest difference was being more comfortable launching a first version, learning from real customers and improving it from there.

Learning from what customers do 

Launching earlier meant the team could start gathering evidence over assumptions. 

It’s only just launched, but we’re already seeing really encouraging signs. Around 78% of people who started Find Your Routine completed it. For us, that’s a really positive early indication that customers want this kind of personalised guidance. 

The team are also paying greater attention to data – including analytics, tracking and reporting, so they can better understand what is working and improve what isn't. 

Moving faster with greater confidence 

Since taking part, CODE Beautiful has revisited its wider customer journey and reviewed how its content communicates the problems its products solve. The Amazon Innovation Accelerator helped the team move more quickly on new changes. 

Most importantly, it has changed Emma’s confidence in experimenting. Instead of seeing launch as the end of the development process, she is increasingly comfortable using it as an opportunity to learn what works and make the next version better. 

Overall, our business has sped up since being on the accelerator. We’re testing more, measuring more and moving ideas forward much faster. We have more confidence in experimenting, learning and improving, and in using technology to help us turn ideas into something practical.