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Beauty, cosmectics & social media

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Laurent François
Laurent François

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

BusinessLifestyle
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WHY SOCIAL MEDIA MATTERS WHEN IT COMES TO BEAUTY Laurent François –2011 – @lilzeon
[object Object],[object Object],[object Object],[object Object]
Quick facts
A story that could be real ,[object Object]
We’re always online, whatever happens
Streets are now the most digital spaces… ,[object Object]
… purchasing beauty is happening more and more « online »… … as « online » litterally means anywhere
Beauty: a topic that matters because it’s part of daily conversations, on & offline ,[object Object],[object Object]
 
How can cosmetic brands fight for consumers’ engagement?
Word-of-Mouth: marketing lipstick ,[object Object],[object Object],[object Object],[object Object],[object Object]
Word-of-mouth: an help in the decision-making process
Word-of-mouth starts with organic search ,[object Object],[object Object],[object Object]
Cosmetic, beauty & fashion brands want to become media to tell their own « stories » ,[object Object],[object Object],[object Object],2005
Issue #1: value proposition ,[object Object],[object Object],[object Object]
Issue #2: reaching a critical mass in Europe ,[object Object],[object Object],The Gap
Leveraging critical mass Media: the brand’s story best social friend ,[object Object]
Measuring success
Best practices
Clinique: insiders’ communities to spread the word among final consumers
Dr Vichy: real life to digital vertuous loop in Thaïland ,[object Object],[object Object]
Sephora: leveraging a critical mass of consumers’ interest into a beauty platform ,[object Object],[object Object]
Thank you!

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Editor's Notes

  1. http://www.bizreport.com/2010/03/user_view_97_of_consumers_research_products_online.html# )
  2. Forrester http://blogs.forrester.com/augie_ray/10-07-19-roi_social_media_marketing_more_dollars_and_cents