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Beauty in Gaming.pptx
- 3. In an age of gender fluidity, blended realities and sensory overload, the Beauty & Personal Care industry has to reinvent itself to create ongoing and constant client engagement that transcends all touchpoints. The New Beauty Experience
- 4. New Expectations • Meaning • Purpose • Social Currency Value • Authenticity • Diversity / Inclusivity • Emotional Engagement Status& Individuality
- 5. AShifttoE-Commerce &Social • L'Oreal 2018 digital revenues: $2.5Bn (+34% YoY,8% company- wide sales => key growth driver) • L'Oreal 2020 Q1 growth in e-com sales: +52% • 72% of Instagram (IG) users have made fashion, beauty or style- related purchases directly after spotting something on IG. • L'Oreal'Beauty Squad' influencer reach: 5.5M imps • Estee Lauder influencer budget: 75% of total marketing spend HyperConnectivity
- 6. TechnologicalInnovations Trends&Opportunities Diy Do It Yourself + Influencer (Vloggers) Tutorials + DTCStrategy + Blending e-com, video & social Ai Artificial Intelligence + Big Data / Machine Learning + Consumer Insights + Facial Mapping Technology Hy-Pe Hyper Personalization + Local ProductAssortment + Fit Me as I Am=> Relevance + Custom Skincare/Shampoo Formulas Baas Beauty-as-a-Service + Curation Services + Beauty Box Subscriptions + Loyalty Programs + Samples / Trials Ar Augmented Reality + Highly Detailed Product Visualization + Sensory, Tactile Experiences + Virtual Try-ons / InnovativeDiscovery + Better Conversion / Better NPS
- 8. Inspire. Help. Reward. Source: Havas Meaningful Brands Study - 2019 MostExpectedContentfrom BeautyBrands
- 9. 2.7Bn gamers globally. $159.3Bn generated revenues expected in 2020. More than the Movie and Music industries combined. Gaming is Pop Culture. Gaming creates Meaningful Engagement. Gaming: an Effective Medium
- 11. LOVEgamification —93% Interactivecontentis moreSUCCESSFULAT CONVERTINGVISITORS —23% It'sGamingTime! Interactivecontentis moreATTENTION- GRABBING —81% Marketers are attracted by gamification's ability to raise engagement and loyalty (measured in time spent,repeat on-site visits, earned media) by an average of 30%.
- 12. 72% Said they like interacting with ads in exchange for in-app currency or premium content. MobileIn-GameAdvertising isPremiumMedia 41% Are likely to pay attention to ads in mobile games. That's ahead of Web (17%), magazines (15%) or billboards (15%) 2x More relaxed VsMobile Social Apps 3x More focused VsMobile Social Apps 15% Happier and more engaged VsMobile Social Apps Positive Association Positive Attitude
- 13. MobileGameAdvertising drivesAction. 29% 17% 10% 9% 0 % 10 % 2 0 % 3 0 % Mobile Games YouTube Instagram Snapchat Consumers are more likely to purchase products/services they see advertised in Mobile Games over YouTube,Instagram or Snapchat. Source: AdColony Brand Safety Survey - 2018
- 14. MobileGamersare extremelyvaluable. 2in3 Have some influence on purchasing decisions. 1in2 Use ads to keep up-to-date with new products/services. 67% Will splurge every now and then (vs 57% of non-gamers). 1in4 Mobile gaming users purchased advertised products & services they saw in games they played. Source: Betting on Millions: Unlocking the Power of Mobile Gamers - Newzoo Report, 2018
- 15. 75% PremiumExperienceforEngagement Source: Gameloft White Paper 2018 Gamification improves brand saliency. 90% Gamification improves brand recall. 75%of media agencies agree that branded mini-games (playable ads) brings a brand closer to the targeted audience. 90%of respondents remembered the brand advertised in the playable they've been exposed to.
- 16. WhydoesGamificationwork? Gamification isabout amplifying theeffectofanexisting, core experiencebyapplyingbehavioural, motivational techniques that makesgamessoengaging. purpose Score Achievements Challenges Andmuch more! motivation Rewards Levelling Up Multiplayer Andmuch more! design Storytelling Levels / Sandbox Avatar Customization Andmuch more!
- 17. Beauty brands have started cashing in on gaming through a variety of activations and e-sports sponsorships. Representing a huge opportunity for the likes of L'Oreal,Maybelline, Estee Lauder and smaller, independant cosmetics & perfume labels. Let's take a look at a few examples that stand out and showcase the overlap between the gaming community and consumers of beauty products. Gaming & Beauty
- 19. What is it? Gucci Mascara Hunt A3D casual, arcade game designed to support the launch of a new Gucci line of Mascaras: L'Obscur. Objectives • Raise awareness and brand equity levels for a L'Obscur (vs established brands). • Drive consideration amongst younger consumers, ultimately impacting penetration and incremental sales. Key Takeaways • The game is based on a mix of bowling and mini-golf, displaying all the objects from the advertisingcampaign. • Included in the official Gucci app. • Easy to play, hard to master => drivingreplayability Gucci
- 20. Pucelle What is it? AnAugmented Reality Mini-Game accessible on Instagram for the Pucelle beauty brand. Objectives • Conquer and become relevant to the Gen Zfemale audience by supporting Pucelle's new positioning for the "cool feminine" and their new #scentsational campaign. • Provide original creative materials for local influencers to interact with their communities in a fun wayand spark the conversation about the newPucelle. Key Takeaways • A campaign relayed by the trendiest Indonesian beauty influencers • An innovative game with simple controls and high replayability • 7M+ engagements
- 21. What is it? A custom Playable Ad broadcast within a curated list of Gameloft games. Objectives • Promote the latest Old Spice line of deodorants in Russiaamongst young Millennials. • Replicate the "Timber vs Bear Glove"feud between Terry Crews and Isaiah Mustafa in a quirky, offbeat fashion. Key Takeaways • A custom mini-game in line with elements of the original TV ad at the time. • A mini-game actually featured in the Russian TV version of the ad, as well as in local PR (online articles). • 4.5M+ imps delivered, 29% Engagement, 3% Replay Rate Old Spice
- 22. Givenchy What is it? A Native In-Game campaign (Virtual Makeover) inside the game Animal Crossing: New Horizons. Objectives • Drive brand saliency for various Givenchy Beauty lines of products (Phenomen'eyes eyeliner, LeRouge lipsticks...) by offering exclusive make-up designs in the game. • Create a zeitgeist and memorable stunt to ultimately increase brand recall in uncertain times. Key Takeaways • Extensive and holistic pack of digital assets. • Animal Crossing = one of the most played games in2020, skewing an important young, female audience. • Campaign relayed on social media (Instagram primarily)
- 23. What is it? 2021 Line-Up Reveal A Virtual Concert by Bebe Rexha (Triller) + an ARpop-up store (Snapchat) with arcade-style mini-games. Objectives • Drive awareness (prio 1), consideration and conversion/purchase (prio 2) taking advantage of Snap sharing feature within the Triller appas well as Snapchat's advanced AR capabilities. • Offering users to browse through the entirety of the 2021line-up before everyone else (and in times when retail is suffering). • Build up loyalty with customers and strenghten the DTCstrategy for the upcoming year. Key Takeaways • Seamless integration within and between the 2 apps. • Celebrity support to amplify and generate impulse buys. • Bring some sort of escapism to Nyx's consumers in uncertain times. Nyx
- 24. E.l.f cosmetics What is it? A partnership with Fortnite streamer Loserfruit (akaLufu) Objectives • Strengthen brand saliency and recall amongst the GenZ targeted audience. • Tap into E.l.f customer base's passion points (70% of E.l.f followers play video games and 65% enjoy watching others streaming game content). Key Takeaways • Lufu has the second-largest audience for a female gamer on Twitch (8M total followers across all SNS platforms) => reach. • E.l.f. and Lufu will launch e.l.f. U (University) in 2021, an initiative that looks to support female gamers in "amale- dominated gaming world"=> purpose-driven influencer campaigns.
- 25. Appendix: the Virtual Apparel Fashion brands are upping their in-game presence as player spending on digital avatar apparel continues to grow. Skins now account for 80% of the $120Bn spent on digital games in 2019. In 2018, 59% of in-game spend in Fortnitewas on character outfits.
- 26. Players want more ways to create a distinct and individual personal brand through their avatars. Virtual access to the brands they love in real life will be key to helping them achieve this. Community is one of the major drivers behind the growth of the gaming industry. People are playing with and against their friends and hanging out in virtual worlds, and sharing the experience is a large part of the draw. Self-Expression
- 27. Just like a TV product placement, in-game branding has to blend into the fabric ofa game and make sense in context. Brands should prioritise the player experience and design with their enjoyment in mind. In May 2020, Gucci partnered with mobile game Tennis Clash, creating a range of digital outfits for players to wear in the game. Fashion brands should look to use their design expertise and knowledge of what their customers want to wear in real life to partner with gaming companies and create fun and unique experiences for play. Blending in
- 28. Luxury brands and streetwear labels that have built their brand identities around scarcity and exclusivity are extending these concepts into the virtualarena. Abuoyant secondary market also exists on many games, with players trading and bartering over rare skins and items, often paying far more than the originalprice. The most sought-after and collectible skins command stratospheric prices in the tens of thousands of dollars (an ultra-rare CS:GO weapon skin sold for $61k in 2018), showing that this demographic of dedicated gamers have money to spend and remain a relatively untapped market. VirtualHypebeasts
- 29. Virtual. Portable. Identities. What was previously a celebrity exclusive experience, is now broadly available for consumers to use. That is: outside of gaming metaverses. Gucci recently partnered with start-up Genies to release a series of digital assets tied to real Gucci products which consumers can buy, download and “wear” through their personal avatar. Genies has declared they want to "own digital identity" eventually and become the "go-to avatar" solution for everyone on the net. Customizable avatars can allow brands to forge new, unique relationships with their audiences through digital goods. Let's not forget the latter are a lot more affordable than their physical counterparts, expanding accessibility while also educating users on a company’s style and product catalogue. This may then translate to offline sales, as consumers build that connection with the brand. TheDigitalIdentity
- 30. Gamers are not a homogenous demographic, so think outside of the box and design avatar apparel with different demographics in mind. Take into account underserved groups, such as women and disabled people. Recommended Action Points Enjoyment is king, so create oufits and environments that work in the context of the game. Take the time to research the right game(s) that will work with your brand, whether it's a mobile sports simulator, a high-energy esports title or a more thoughtful strategy game. .1 Createwaysfor gamerstoexpress theirindividuality. .2 Prioritizetheplayer experiencewhen designingforgames. .3 Balanceaccessibility withscarcityto createdesirable virtualgoods. Just as streetwear brands have built successful business models using drop culture and scarcity in physical retail, the booming secondary market for rare virtual goods points to a strong appetite for exclusivity. .4 Collaboratewith innovativeemerging designers. Non-endemic brands across different categories can makea splash by partnering with emerging designers in the field of digital fashion design.
- 31. Thank you!