Beauty, cosmectics & social media

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When it comes to beauty & cosmectics' industry, Social Media is more & more important in the marke

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  • Big use of social media creates peer pressure to look good which in turn is driving spike in cosmetic surgery http://healthland.time.com/2013/05/15/social-media-and-plastic-surgery/
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  • Social media makes the world one market in Cosmetics(Glocalization)

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Beauty, cosmectics & social media

  1. WHY SOCIAL MEDIA MATTERS WHEN IT COMES TO BEAUTY Laurent François –2011 – @lilzeon
  2. <ul><li>Quick facts </li></ul><ul><li>How can cosmetic brands fight for consumers’ engagement? </li></ul><ul><li>Best practices in a glimpse </li></ul><ul><li>Styles’ Beauty Centre </li></ul>
  3. Quick facts
  4. A story that could be real <ul><li>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. </li></ul>
  5. We’re always online, whatever happens
  6. Streets are now the most digital spaces… <ul><li>… then the new digital sources of inspiration: smartphones are Social Browsers </li></ul>
  7. … purchasing beauty is happening more and more « online »… … as « online » litterally means anywhere
  8. Beauty: a topic that matters because it’s part of daily conversations, on & offline <ul><li>Beauty: a daily centre of interest </li></ul><ul><li>A pressure: therefore an incentive to « look for » information </li></ul>
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  10. How can cosmetic brands fight for consumers’ engagement?
  11. Word-of-Mouth: marketing lipstick <ul><li>« 97% of consumers are now researching products and future purchases online » Bia/Kelsey </li></ul><ul><li>« The average consumer mentions specific brands over 90 times per week in conversations with friends, family, and co-workers. » </li></ul><ul><li>Keller Fay, WOMMA, 2010 </li></ul><ul><li>« 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. » </li></ul><ul><li>Wired, 2009 </li></ul>
  12. Word-of-mouth: an help in the decision-making process
  13. Word-of-mouth starts with organic search <ul><li>Beauty is heavily searched online </li></ul><ul><li>Brands are discussed, thus it’s more about the products </li></ul><ul><li>Word-of-mouth follows cycles of interests </li></ul>
  14. Cosmetic, beauty & fashion brands want to become media to tell their own « stories » <ul><li>But stories are narrative, actors & audiences… </li></ul><ul><li>… and not every brand product can be a fully integrated story experience… </li></ul><ul><li>… and branded communities mostly do not really exist (except in the US) </li></ul>2005
  15. Issue #1: value proposition <ul><li>Following a brand is not natural </li></ul><ul><li>Communities are not easy to create, neither to maintain </li></ul><ul><li>For any single minute a consumer spends with a brand, there must be a counterpart </li></ul>
  16. Issue #2: reaching a critical mass in Europe <ul><li>« 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. »  </li></ul><ul><li>Metcalfe’s Law </li></ul>The Gap
  17. Leveraging critical mass Media: the brand’s story best social friend <ul><li>99% of outbound links go to « traditional media » and 49% to press websites http://www.journalism.org/node/20621 </li></ul>
  18. Measuring success
  19. Best practices
  20. Clinique: insiders’ communities to spread the word among final consumers
  21. Dr Vichy: real life to digital vertuous loop in Thaïland <ul><li>« 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. » </li></ul><ul><li>Jirapa Techasarin, general manager of L'Oreal Thailand's active cosmetics division. </li></ul>
  22. Sephora: leveraging a critical mass of consumers’ interest into a beauty platform <ul><li>« I want our clients to be able to get any questions they wanted answered while leveraging the value of huge population of Sephora shoppers »  </li></ul><ul><li>Julie Bornstein, SVP Sephora </li></ul>
  23. Thank you!

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