BEAUTY, WOMEN
AND DIGITAL
#
beautyis
HOW DOES DIGITAL
INFLUENCE BEAUTY
PERCEPTION &
PURCHASES?
We did our homework: Data Sources
AGENDA
1 2WOMEN,
DIGITAL
& BEAUTY
SOME KEY
FIGURES &
CONSUMER
INSIGHTS
DIGITAL
EMERGING
TRENDS
& BEAUTY
RELATED
CASES
1 2WOMEN,
DIGITAL
& BEAUTY
SOME KEY
FIGURES &
CONSUMER
INSIGHTS
DIGITAL
EMERGING
TRENDS
& BEAUTY
RELATED
CASES
82%
of women feel social
media has an important
role to play in shifting
the definition of beauty.
70%
…feel reassured with
positive comments
& reviews on products
Beauty purchasers
say that brand
websites help them
to decide on a brand
15%…more than
magazine do (9%)
almost
Of all beauty
shoppers watch a
beauty video on
YouTube while
they are
shopping for
products
50%
almost
…of beauty
shoppers don’t
know which
brand they will
buy when they
start shopping1/2
… of undecided
shoppers search
exclusively on
non-branded
terms when they
begin their
research
49%
And of shoppers
who start their
search with non-
branded terms,
end by the
searching on
brand items
46%
64%
Even on the go
Of mobile and tablet
researchers use video
while shopping for
beauty products
16
AND DON’T FORGET…
WOMEN ALSO USE DIGITAL IN SEARCH OF SELF-ESTEEM
« I SURF TO FEEL BEAUTIFUL »
34 924 648
#SELFIE
TAGGED O...
1 2WOMEN,
DIGITAL
& BEAUTY
SOME KEY
FIGURES &
CONSUMER
INSIGHTS
DIGITAL
TRENDS
& BEAUTY
RELATED
CASES
4
Digital Gets
Personal
1
The Rise of
Niche
Network
2
The Power
of Image-
centric
Content
3
The Value
of Video
5
Connectin...
1
The rise
of niche
network
The rise of niche network
SOCIAL NETWORKS WILL SPECIALISE
AND BRANDS WILL HAVE TO FOLLOW SUIT
Reasons why:
- Difficulty fo...
SPNAPSHAT, VINE AND INSTAGRAM OFFER BRANDS
THE OPPORTUNITY TO REACH AND ENGAGE WITH YOUNGER
AUDIENCES AND BUILD BRAND LOYA...
How BURBERRY uses Vine?
Create simple videos with a clear brand message.
Relate themes to customer interests and relevant trends.
Make your conten...
2
The Power
of Image-
centric
Content
What do Snapchat, Vine, Facebook, Instagram
and Pinterest all have in common? Images!
+ easy to share content
“WORDS TELL,
BUT IMAGES SELL.”
AS INTERNET – AND PARTICULARLY SOCIAL MEDIA –
TRENDS CONTINUE TO FAVOR VISUAL,
BRANDS ARE D...
29
The rise of PINTEREST
PINTEREST, 6 facts to know
PINTEREST HIT
10 MILLION
UNIQUE USERS
FASTER THAN
ANY
INDEPENDANT
SITE IN HISTORY
PINTEREST IS
...
SEPHORA is big on Tumblr, Instagram and Pinterest!
Although Sephora has a strong social presence across the board, the
visual nature of their products and current digital tr...
4
The Value
of video
DIOR Golden christmas tell us a powerful story
Webseries – The Garnier Movida COLO’PARTY
L’Oréal Garnier created
a six-episode web
series telling the story
of four women...
DOVE – Selfie film challenges girls
and their mothers to take ‘an honest selfie’
Dove launched Selfie - to
create discussi...
LANCÔME hire hot shot video bloggers
Michelle Phan, a 23-year-old art
school student, is the official
video makeup artist ...
38
Chanel Make-up Revelations – Great integration of videos in the website
Interviews:
Speak with professionals who give a hands-
on lesson when applying or when they have
just finished. This is be...
5
Digital Gets
Personal
“SAY GOOD-BYE
TO ONE-SIZE-FITS-ALL
CONTENT AND
ADVERTISING.”
BECAUSE TECHNOLOGY CAN NOW PREDICT WHAT YOU NEED
BEFORE YOU S...
SEPHORA – Colour me app
Apps take the
guesswork out of
finding the ideal make-
up or hair dye
Cosmetics retailer
Sephora h...
« Birchbox helps you find products that you'll
love.
Try our monthly subscription service, explore
our personalized shop, ...
STUDIO PAYOT – On line club & rewarding program
linked to the heritage of the brand
THE BEAUTY SHARE LAB (ACO) - Sharing is caring
Create your own
formula, design the
packaging and
purchase the products
onl...
6
Connecting
.com & life
“DIGITIZATION OF RETAIL.”
BRING THE ONLINE EXPERIENCE TO REAL LIFE:
CUSTOMIZATION
PERSONALIZATION
BRAND STORY-TELLING
“We are now as much a media-
content company
as we are a design company,
because it’s all part of the
overall experience.”...
L’Oréal Paris Intelligent Color Experience
Intelligent vending machine matches clothing with makeup
Guerlain On-line Flagship Store
A Google + Hangout on
Air combines beauty
bloggers, live interview
and video in a clever
a...
Yves Saint Laurent – Microsoft Touchtable & Manifesto Tour
Beauty digital trends
Beauty digital trends
Beauty digital trends
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Beauty digital trends

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How does digital influence beauty perception & purchases?

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Beauty digital trends

  1. 1. BEAUTY, WOMEN AND DIGITAL # beautyis
  2. 2. HOW DOES DIGITAL INFLUENCE BEAUTY PERCEPTION & PURCHASES?
  3. 3. We did our homework: Data Sources
  4. 4. AGENDA 1 2WOMEN, DIGITAL & BEAUTY SOME KEY FIGURES & CONSUMER INSIGHTS DIGITAL EMERGING TRENDS & BEAUTY RELATED CASES
  5. 5. 1 2WOMEN, DIGITAL & BEAUTY SOME KEY FIGURES & CONSUMER INSIGHTS DIGITAL EMERGING TRENDS & BEAUTY RELATED CASES
  6. 6. 82% of women feel social media has an important role to play in shifting the definition of beauty.
  7. 7. 70% …feel reassured with positive comments & reviews on products
  8. 8. Beauty purchasers say that brand websites help them to decide on a brand 15%…more than magazine do (9%)
  9. 9. almost Of all beauty shoppers watch a beauty video on YouTube while they are shopping for products 50%
  10. 10. almost …of beauty shoppers don’t know which brand they will buy when they start shopping1/2
  11. 11. … of undecided shoppers search exclusively on non-branded terms when they begin their research 49%
  12. 12. And of shoppers who start their search with non- branded terms, end by the searching on brand items 46%
  13. 13. 64% Even on the go Of mobile and tablet researchers use video while shopping for beauty products
  14. 14. 16
  15. 15. AND DON’T FORGET… WOMEN ALSO USE DIGITAL IN SEARCH OF SELF-ESTEEM « I SURF TO FEEL BEAUTIFUL » 34 924 648 #SELFIE TAGGED ON INSTAGRAM
  16. 16. 1 2WOMEN, DIGITAL & BEAUTY SOME KEY FIGURES & CONSUMER INSIGHTS DIGITAL TRENDS & BEAUTY RELATED CASES
  17. 17. 4 Digital Gets Personal 1 The Rise of Niche Network 2 The Power of Image- centric Content 3 The Value of Video 5 Connecting .com & Life 5 DIGITAL TRENDS
  18. 18. 1 The rise of niche network
  19. 19. The rise of niche network SOCIAL NETWORKS WILL SPECIALISE AND BRANDS WILL HAVE TO FOLLOW SUIT Reasons why: - Difficulty for the users to keep up to date on big networks and filter down to find information - Need for personalized, curated experience - « Privacy » needs versus Like-minded users search - Utility – Social media not only as a place to connect, but also as a tool to help manage interests
  20. 20. SPNAPSHAT, VINE AND INSTAGRAM OFFER BRANDS THE OPPORTUNITY TO REACH AND ENGAGE WITH YOUNGER AUDIENCES AND BUILD BRAND LOYALTY WITH SHORT- VIDEOS. Vine (owned by Twitter) allows users to make and share 6 second short looping videos with sound. Vine was the 4th most downloaded free app on the Apple Store in 2013 Snapshat – create and share up to 6-second videos that disappear shortly after being viewed. Snapshat was the 6th most downloaded free app on the Apple Store in 2013 Instagram is a mobile platform owned by Facebook which enables users to take up to 15 seconds of footage.
  21. 21. How BURBERRY uses Vine?
  22. 22. Create simple videos with a clear brand message. Relate themes to customer interests and relevant trends. Make your content seasonal. Don’t just create 1 short video, create a series on a particular theme – a product, promotion, feature or brand news. Reward fans for sharing your video content. Tips for video marketing success 1 2 3 4 5
  23. 23. 2 The Power of Image- centric Content
  24. 24. What do Snapchat, Vine, Facebook, Instagram and Pinterest all have in common? Images! + easy to share content
  25. 25. “WORDS TELL, BUT IMAGES SELL.” AS INTERNET – AND PARTICULARLY SOCIAL MEDIA – TRENDS CONTINUE TO FAVOR VISUAL, BRANDS ARE DISCOVERING THE VALUE OF PICTURES. 44% OF SOCIAL MEDIA USERS ARE MORE LIKELY TO ENGAGE WITH BRANDS IF THEY POST PICTURES ON THEIR SOCIAL NETWORK PAGES. IMAGES INCREASE ENGAGEMENT, CERTAINLY, BUT ALSO POSSESS THE POWER TO INFLUENCE SALES.
  26. 26. 29 The rise of PINTEREST
  27. 27. PINTEREST, 6 facts to know PINTEREST HIT 10 MILLION UNIQUE USERS FASTER THAN ANY INDEPENDANT SITE IN HISTORY PINTEREST IS GENERATING MORE REFERRAL TRAFFIC THAN YOUTUBE, GOOGLE+ AND LINKEDIN COMBINED IN THE US, 97% OF USERS ARE FEMALE THE MOST- FOLLOWED BRAND IS THE PERFECT PALETTE, A WEDDING BLOG FOCUSED ON COLOR PALETTES WOMEN TRUST PINTEREST MORE THAN FACEBOOK OR TWITTER FOR PRODUCT PURCHASESTHE BIGGEST DEMOGRAPHIC ON PINTEREST: WOMEN AGES 25-34
  28. 28. SEPHORA is big on Tumblr, Instagram and Pinterest!
  29. 29. Although Sephora has a strong social presence across the board, the visual nature of their products and current digital trends point to Pinterest as the top influencer. The fastest growing social network, Pinterest drives more referral traffic than Google+, LinkedIn and YouTube combined. Pinterest has also proven itself a solid revenue driver. Sephora recently reported that Pinterest users spend 15 times more on products than Facebook followers do. This is likely due to the intention of users on those networks – Facebook is seen as a social tool for connection, while Pinterest is a shopping bulletin board known for impressive referral traffic. Lessons to learn from Sephora 1 2 3 Pinterest provides a visual design board for product promotion, as well as adds value for users by way of category organization, direct linking and lifestyle inclusion. For example, Sephora’s boards are not just “Blush” or “Lipstick,” but uniquely fit for occasions, trends and topics.
  30. 30. 4 The Value of video
  31. 31. DIOR Golden christmas tell us a powerful story
  32. 32. Webseries – The Garnier Movida COLO’PARTY L’Oréal Garnier created a six-episode web series telling the story of four women trying Movida hair color for the first time. Mixing relevant content with TrueView and video remarketing, the series achieved 1.2 million views at the low cost of just €0,00 per view.
  33. 33. DOVE – Selfie film challenges girls and their mothers to take ‘an honest selfie’ Dove launched Selfie - to create discussion around issues of beauty and self- esteem on social media. Dove also encouraged women to upload their own selfie to social media sites using the #beautyis hashtag. In its first three weeks on YouTube, the three-minute version of Selfie has been viewed 4.1 million times while the longer version has generated more than750,000 views.
  34. 34. LANCÔME hire hot shot video bloggers Michelle Phan, a 23-year-old art school student, is the official video makeup artist for Lancôme and the most popular makeup artist on YouTube. Michelle's how-to videos have been viewed more than 100 million times and she has more than 750,000 subscribers on her YouTube channel. She recently became the number one "guru" on YouTube. Michelle joined the Lancôme team in February 2010 as the brand's first-ever video makeup artist. She will be creating special videos, among other responsibilities. Michelle came to Lancôme's attention because she had used several of the brand's products in her videos and Lancôme was captivated by her unique approach to the medium.
  35. 35. 38 Chanel Make-up Revelations – Great integration of videos in the website
  36. 36. Interviews: Speak with professionals who give a hands- on lesson when applying or when they have just finished. This is beneficial for viewers needing clarification or a tip during the process. Create desire for the brand by using a famous model or a celebrity who will share why they wear that particular cosmetics company. This will likely create brand advocacy. Product overviews: Perhaps one of the easiest ways to use Vine is for simple product overviews. For example, slowly moving over new products to view shades, textures and shapes are an interesting and useful way to showcase goods and create desire for the brand. Opportunities Backstage Showing the faces of the models in full makeup before they strut down the catwalk/redcarpet. Customers become acquainted with the beauty products used and get to see them in the best possible way, having been applied by professionals. Also, it gives viewers an exclusive look backstage and makes them seem like part of the brand family, a feeling not many consumers get. Application processes: Vine can easily be used to showcase makeup applications. Vine serves as a way for consumers to quickly see a specific technique or trend applied by a professional. Another interesting way to use an application process is by speeding up the process (a sped-up version of a nail polish application for example). 1 2 3 4
  37. 37. 5 Digital Gets Personal
  38. 38. “SAY GOOD-BYE TO ONE-SIZE-FITS-ALL CONTENT AND ADVERTISING.” BECAUSE TECHNOLOGY CAN NOW PREDICT WHAT YOU NEED BEFORE YOU SEARCH FOR IT, IT’S TIME TO DO A BETTER JOB OF TARGETING ADVERTISING TO CONSUMERS BASED ON WHO THEY ARE, WHERE THEY ARE, WHAT THEY SAY THEY LIKE AND – SIGNIFICANTLY – THE ADDITIONAL ACTIONABLE INFORMATION THAT CAN BE INFERRED FROM THE DIGITAL BREADCRUMBS THEY LEAVE BEHIND.
  39. 39. SEPHORA – Colour me app Apps take the guesswork out of finding the ideal make- up or hair dye Cosmetics retailer Sephora has partnered with Pantone to create a digital tool that helps women find the perfect foundation to match their skin tone.
  40. 40. « Birchbox helps you find products that you'll love. Try our monthly subscription service, explore our personalized shop, or start with our editor tips and tricks. » BIRCH BOX A new personnalized approach for sampling
  41. 41. STUDIO PAYOT – On line club & rewarding program linked to the heritage of the brand
  42. 42. THE BEAUTY SHARE LAB (ACO) - Sharing is caring Create your own formula, design the packaging and purchase the products online for home delivery.
  43. 43. 6 Connecting .com & life
  44. 44. “DIGITIZATION OF RETAIL.” BRING THE ONLINE EXPERIENCE TO REAL LIFE: CUSTOMIZATION PERSONALIZATION BRAND STORY-TELLING
  45. 45. “We are now as much a media- content company as we are a design company, because it’s all part of the overall experience.” Christopher Bailey, Chief Creative Officer of Burberry
  46. 46. L’Oréal Paris Intelligent Color Experience Intelligent vending machine matches clothing with makeup
  47. 47. Guerlain On-line Flagship Store A Google + Hangout on Air combines beauty bloggers, live interview and video in a clever approach to preview Guerlain re-imagined 'maison' on the Champs Elysees.
  48. 48. Yves Saint Laurent – Microsoft Touchtable & Manifesto Tour
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