The	
  Future	
  Is	
  Now:	
  	
  
How	
  Beauty	
  Can	
  Benefit	
  from	
  Digital	
  
Valerie	
  Hoecke	
  @vhoecke	
 ...
2	
  
A	
  Bit	
  About	
  Benefit…	
  
•  San	
  Francisco-­‐based	
  
presKge	
  beauty	
  brand	
  	
  
•  Founded	
  in...
3	
  
•  Mobile,	
  Finally	
  
•  Shopping	
  Ubiquity	
  
•  Futuretainment	
  
•  The	
  Age	
  of	
  	
  	
  	
  	
  	...
MOBILE,	
  	
  
FINALLY!	
  
5	
  
Mobile	
  Traffic	
  is	
  Exploding	
  
•  Insert	
  stats	
  
•  Background	
  of	
  VaKcan	
  pics	
  
6	
  
Mobile	
  =	
  DisrupGon	
  
7	
  
Device	
  ProliferaGon,	
  But	
  Think	
  Mobile	
  First	
  
8	
  
Mobile	
  ImplicaGons	
  
•  Mobile	
  phones	
  are	
  locaKon	
  aware	
  –	
  increase	
  in	
  
locaKon	
  &	
  ...
SHOPPING	
  	
  
UBIQUITY	
  
10	
  
Ecommerce	
  Growth	
  
By	
  2020,	
  online	
  sales	
  are	
  forecast	
  to	
  be	
  …
20%	
  of	
  nonfood	
  ...
11	
  
Barriers	
  to	
  Ecommerce	
  Are	
  Falling	
  
Saved	
  Accounts	
  &	
  Universal	
  
Shopping	
  Carts	
  
Del...
12	
  
Online	
  |	
  Offline	
  DisGncGon	
  Is	
  Blurring	
  
Order	
  Online	
  
Pickup	
  In	
  Store	
  
Scan	
  to	
 ...
13	
  
Online	
  Shopping	
  is	
  Changing	
  
Add	
  Items	
  to	
  Cart	
  via	
  Twiher	
  
Mobile	
  
Commerce	
  
Re...
FUTURETAINMENT	
  
15	
  
“Mass	
  produced	
  media	
  	
  
must	
  make	
  way	
  	
  
for	
  media	
  	
  
produced	
  by	
  the	
  masses...
16	
  
Futuretainment	
  
•  Online	
  is	
  stealing	
  Kme	
  away	
  from	
  tradiKonal	
  TV	
  
•  With	
  the	
  int...
17	
  
DemocraGzaGon	
  of	
  Entertainment	
  
Vloggers	
  Rising!	
  
Vine	
  &	
  Instagram	
  
Indie	
  Programming	
 ...
THE	
  AGE	
  	
  
OF	
  THE	
  	
  
INFLUENCER	
  
19	
  
Vlogger	
  Videos	
  More	
  Popular	
  Than	
  Brands’	
  
20	
  
Everyone	
  Influences	
  -­‐	
  UGC	
  
Benefit	
  #Realsies	
  CompeKKon:	
  Over	
  11,000	
  Entries	
  
21	
  
Thank	
  you	
  
QuesKons?	
  	
  
Just	
  ask!	
  
	
  
Or,	
  talk	
  nerdy	
  to	
  me	
  @vhoecke.	
  
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Valerie Hoecke, VP Digital Experience & Commerce, LVMH, Benefit Cosmetics

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The Future is Now: How the Beauty Industry can Benefit from Digital Campaigns

Assessing changes in the digital landscape in order to proactively capitalise future sales and marketing opportunities
Understanding shifts in entertainment and media creation, and where they create new opportunities for brands
Adapting to the monetization of social media- Connecting with the vlogger, a.k.a. the "Beauty Editor for the digital era"
Leveraging user generated content to extend brand reach & credibility & exploring opportunities for always on shopping in a multi-device world

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Valerie Hoecke, VP Digital Experience & Commerce, LVMH, Benefit Cosmetics

  1. 1. The  Future  Is  Now:     How  Beauty  Can  Benefit  from  Digital   Valerie  Hoecke  @vhoecke  @benefitbeauty  Rome  2014  
  2. 2. 2   A  Bit  About  Benefit…   •  San  Francisco-­‐based   presKge  beauty  brand     •  Founded  in  1976  by       twin  sister  models   •  Acquired  by  LVMH  1999   •  Sold  in  >4000  counters  in   >40  countries   •  $1B  in  retail  sales     •  Makeup,  skincare,   beauty  services  sold   through  premium   retailers,  our  own   bouKques,  &  online   •  10  million  eyebrows   waxed   •  Challenger  brand!  
  3. 3. 3   •  Mobile,  Finally   •  Shopping  Ubiquity   •  Futuretainment   •  The  Age  of                                     the  Influencer   4  Digital  Trends  We’re  Focused  On  
  4. 4. MOBILE,     FINALLY!  
  5. 5. 5   Mobile  Traffic  is  Exploding   •  Insert  stats   •  Background  of  VaKcan  pics  
  6. 6. 6   Mobile  =  DisrupGon  
  7. 7. 7   Device  ProliferaGon,  But  Think  Mobile  First  
  8. 8. 8   Mobile  ImplicaGons   •  Mobile  phones  are  locaKon  aware  –  increase  in   locaKon  &  context-­‐specific  messaging   •  Mobile  phones  have  cameras:  hence  the  selfie   •  Opportunity  for  concierge  services     •  Screen  sizes  are  smaller,  requires  less  copy   •  Video  becomes  more  important   •  Touch  allows  for  greater  play  &  interacKvity   •  The  “splinternet”  is  a  challenge  
  9. 9. SHOPPING     UBIQUITY  
  10. 10. 10   Ecommerce  Growth   By  2020,  online  sales  are  forecast  to  be  … 20%  of  nonfood  retail  sales.       For  many  types  of  retailers,  the  %-­‐to-­‐total   sales  could  be  even  higher,  as  e-­‐commerce   growth  conKnues  to  significantly  outpace   overall  retail  sales  growth.         *  Retailing  2020  Report  by  NYU  Stern   hhp://www.stern.nyu.edu/cons/groups/content/documents/webasset/con_033838.pdf    
  11. 11. 11   Barriers  to  Ecommerce  Are  Falling   Saved  Accounts  &  Universal   Shopping  Carts   Delivery  Expansion  Richer  Shopping   Experiences   Free  Shipping  &  Generous   Returns  
  12. 12. 12   Online  |  Offline  DisGncGon  Is  Blurring   Order  Online   Pickup  In  Store   Scan  to  Buy   Scan  to  Replenish   Scan  to  Shop  Via  Mobile   Benefit  Airport  Kiosk  
  13. 13. 13   Online  Shopping  is  Changing   Add  Items  to  Cart  via  Twiher   Mobile   Commerce   Research  Pricing     In  Store  Via  Mobile   Shoppable  Video   WeChat   Payment  
  14. 14. FUTURETAINMENT  
  15. 15. 15   “Mass  produced  media     must  make  way     for  media     produced  by  the  masses”   -­‐  Futuretainment  by  Mike  Walsh  
  16. 16. 16   Futuretainment   •  Online  is  stealing  Kme  away  from  tradiKonal  TV   •  With  the  internet’s  targeKng  comes                               program  proliferaKon,  niche  content,  highly   targeted  audiences   •   Youtube  is  the  place  for  product  discovery   •  Youtube is the #2 search engine in the world.** •  15 billion Youtube beauty related video views in 2013. •  Sustained Growth: Youtube video consumptions has increased 800% in the last 6 years.*   *Google.com  Think  Insights  Study,  October  2013   **  Socialmouths  2013:  hhp://socialmouths.com/blog/2013/02/12/youtube-­‐in-­‐2013/   *http://searchenginewatch.com/article/2326673/YouTube-Vloggers-and-Haul-Girls-Crush-Big- Beauty-Industry-Brands-Study
  17. 17. 17   DemocraGzaGon  of  Entertainment   Vloggers  Rising!   Vine  &  Instagram   Indie  Programming   Self  Made  Stars   New  Placement   OpportuniKes   Ad  MicrotargeKng  
  18. 18. THE  AGE     OF  THE     INFLUENCER  
  19. 19. 19   Vlogger  Videos  More  Popular  Than  Brands’  
  20. 20. 20   Everyone  Influences  -­‐  UGC   Benefit  #Realsies  CompeKKon:  Over  11,000  Entries  
  21. 21. 21   Thank  you   QuesKons?     Just  ask!     Or,  talk  nerdy  to  me  @vhoecke.  
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