Uploaded byLaurent François
Beauty, cosmectics & social media
This document discusses the importance of social media for cosmetic brands to engage with consumers. It notes that word-of-mouth marketing is key as most consumers now research products online. Brands want to tell their stories through social media but communities are difficult to create and maintain. The document recommends that brands leverage existing media and communities to spread their messages and reach a critical mass of users. Examples of effective strategies from Clinique, Vichy and Sephora are provided.
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Beauty, cosmectics & social media
- 1. WHY SOCIAL MEDIAMATTERS WHEN IT COMES TO BEAUTY Laurent François –2011 – @lilzeon
- 2. Quick facts Howcan cosmetic brands fight for consumers’ engagement? Best practices in a glimpse Styles’ Beauty Centre
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- 4. A story thatcould be real Thomas met Mai-Lan during a party at my house ; he added her on Facebook the day after and they started discussing everyday. Trang invited Tom on Spotify to share her best songs. In return, he bought her a book on Amazon of his favorite author, Pablo Neruda. She did not know who this guy was and she googled him ; she read an interesting article on the New-Yorker and shared it with me. After a while, he met Mai’s best friends, and one of them was looking for a job in PR. He suggested her to a contact on LinkedIn . I’ve lost them because I went back to France, but I sometimes have some news through Skype; I sometimes go on FourSquare to check what they’re doing at the moment. And surprisingly enough, I feel better.
- 5. We’re always online,whatever happens
- 6. Streets are nowthe most digital spaces… … then the new digital sources of inspiration: smartphones are Social Browsers
- 7. … purchasing beautyis happening more and more « online »… … as « online » litterally means anywhere
- 8. Beauty: a topicthat matters because it’s part of daily conversations, on & offline Beauty: a daily centre of interest A pressure: therefore an incentive to « look for » information
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- 10. How can cosmeticbrands fight for consumers’ engagement?
- 11. Word-of-Mouth: marketing lipstick« 97% of consumers are now researching products and future purchases online » Bia/Kelsey « The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. » Keller Fay, WOMMA, 2010 « Millions of people are now walking around with a gizmo in their pocket that not only knows where they are but also plugs into the Internet to share that info, merge it with online databases , and find out what—and who—is in the immediate vicinity. That old saw about how someday you’ll walk past a Starbucks and your phone will receive a digital coupon for half off on a Frappuccino? Yeah, that can happen now. » Wired, 2009
- 12. Word-of-mouth: an helpin the decision-making process
- 13. Word-of-mouth starts withorganic search Beauty is heavily searched online Brands are discussed, thus it’s more about the products Word-of-mouth follows cycles of interests
- 14. Cosmetic, beauty &fashion brands want to become media to tell their own « stories » But stories are narrative, actors & audiences… … and not every brand product can be a fully integrated story experience… … and branded communities mostly do not really exist (except in the US) 2005
- 15. Issue #1: valueproposition Following a brand is not natural Communities are not easy to create, neither to maintain For any single minute a consumer spends with a brand, there must be a counterpart
- 16. Issue #2: reachinga critical mass in Europe « The value of a telecommunications network is proportional to the square of the number of users of the system—i.e. your network is only as powerful as its number of users—and more accurately, the number of connection nodes which communicate with each other. » Metcalfe’s Law The Gap
- 17. Leveraging critical massMedia: the brand’s story best social friend 99% of outbound links go to « traditional media » and 49% to press websites http://www.journalism.org/node/20621
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- 20. Clinique: insiders’ communitiesto spread the word among final consumers
- 21. Dr Vichy: reallife to digital vertuous loop in Thaïland « We want to create a credible source of information, and this online skin consultation ... is like a friend who gives good advice on how to take care of the skin. » Jirapa Techasarin, general manager of L'Oreal Thailand's active cosmetics division.
- 22. Sephora: leveraging acritical mass of consumers’ interest into a beauty platform « I want our clients to be able to get any questions they wanted answered while leveraging the value of huge population of Sephora shoppers » Julie Bornstein, SVP Sephora
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