Beholding beauty

In a bid to tap into the social shopping trend, the women's online community has launched a mobile application enabling consumers to share information about beauty products.

A step forward for the website known for user generated content, Jeban on App, as it's called, allows consumers to share information about the latest creams, make-ups and more, and helps them make purchasing decisions, according to founder Jeerapas Ariyaburoot.

Women love to search for information about goods and services on the internet before making decisions, and are likely to read product reviews from those who have experienced the products and services. today has more than 120,000 members, more than 80% of whom are active members.

"We found that the users' reviews on our website have been influential in making decisions on buying the products, and everyone has a smartphone and they are online anywhere and anytime, so it's easy for consumers to access the information," Jeerapas said.

The Jeban app was unofficially launched in July and reached No.2 in the iTunes App Store. Running on Apple's iOS platform, Jeban on App today has been downloaded more than 80,000 times and expects more than 100,000 downloads by the end of the year.

Two of the app's key features are the User Review, which allows users to give a score and leave their comments on more than 30,000 products. So far there are more than 100,000 reviews.

The other key feature is Beauty Check, which enables members to take photo of a dressing style or fashion ensemble and tag the clothing items, accessories and ornaments to upload.

Jeerapas says the F factor _ friends, fans and followers _ influences the buying decisions of younger generations of shoppers. This means products and services are increasingly being discovered and recommended via social networking.

Jeerapas embarked into the online world when she wrote a blog about beauty. The blog soon attracted more than 300,000 page views a month and it was voted The Best of Blog for two consecutive years. She then expanded the site's content, adding functions and features for readers. The concept of the website is "the space for women to share". became a popular online community which accumulated beauty and make-up tips, and cosmetics reviews all based on members' experience. Besides beauty, the online community also shares styles and ideas, allowing users to share their opinions.

About the author

Writer: Sasiwimon Boonruang
Position: Life Writer