A cool new tool

I’m sure you’ve asked your network for their recommendations about products all the time, right? Well, two women took that idea of getting unpaid recommendations from family and friends and created a new digital community. They developed an app, Masse, to harnesses the power of word of mouth recommendations in a digital and shoppable format.

Elizabeth Shaffer (interesting tidbit, she is married to Anna Wintour’s son. You can read about the wedding and see Vogue worthy photos here) and Lizzy Brockhoff created the app based on their need as new mothers to tackle the overwhelming lists of baby product recommendations that are typically shared between moms that have learned what works with new or expectant ones that crave honest opinions based on real results.

Their need as new moms and their familiarity with the digital world at their previous jobs at Moda Operandi where they met and Jet.com where they worked together for a second time, led to Masse, which not only includes baby products (obviously) but winter boots and anti-wrinkle creams, which have been all recommended by users—individuals you choose to be in your network who aren’t paid for their opinion. Instead, they genuinely love the products and are proud that found the product and did the testing.

In a world filled with sponsored content and the familiar #ad that you see used by influencers on Instagram, it’s hard to know what products people really use and are willing to recommend without a fee.

I joined and have asked for and given my recommendations. Some examples of the types of questions you’ll see include “Can you provide an inexpensive face serum” or “What’s the best foundation of oily skin?” In addition to the recommendation, you will see and can shop the product.

You can read more about the app here.

You can still follow your favorite influencer and buy what they are selling, but now you can also get a advice from your college roommate’s friend Suzi B. in Chicago that wasn’t paid a dime to let you know that Wolford tights are expensive but they are the best tights money can buy.