Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mirror Mirror - How Beauty / Skincare segment is Taming the Digital Beast

Reflections on digital influence in beauty & skincare category by Ranajoy Roy, Managing Partner, Newton Digital

Beauty / skincare category is an actively marketed segment on the internet, with countless searches, “how-to” videos and a growing number of peer reviews informing and influencing consumer purchase decisions. Beauty brands have adopted, scaled and evolved by leveraging digital, social and mobile together. Brands are inventing newer ways to engage the consumer in micro pockets of her time and gain share of their limited attention span. Communication is taking place in short bursts over mobile, web and social.

But how are they preparing themselves to win over the digital beast? Explore this full deck and the case studies and recommendations within.

Mirror Mirror - How Beauty / Skincare segment is Taming the Digital Beast

  1. 1. Mirror Reflections on the use of digital in beauty & skincare category - by Ranajoy Roy Mirror Confidential - Not to be shared without the author’s consent
  2. 2. Beauty is eternity gazing at itself in a mirror. But you are eternity and you are the mirror. - Khalil Gibran
  3. 3. contents preface 4. a diverse facial care landscape 5. mobile or else 7. e-commerce & m-commerce 8. the rise of social commerce 10. social media : look beyond facebook 11. social command centers 16. mobile, devices, apps & more: case studies 17. augmented reality: case study 23. wearables 24. brand community 26. programmatic 27. 3 key takeaways 28. contact 29.
  4. 4. preface to Mirror Beauty brands are ahead of other segments when it comes to marketing and targeting women. They have adopted, scaled and evolved by leveraging digital, social and mobile together. Beauty and skincare are actively marketed segments on the internet, with countless searches, “how-to” videos and a growing number of peer reviews informing and influencing consumer purchase decisions. Brands are inventing newer ways to engage the consumer in micro pockets of her time and gain share of their limited attention span. Communication is taking place in short bursts over mobile, web and social. The intent of this paper is to bring forth the diverse digital strategies that skincare and beauty brands have adopted or are adopting effectively for their businesses. Considering the omnifarious and constantly evolving beauty & skin-care landscape, the focus of this document is on facial care for women, to keep the subject matter contained. This deck is intended to give a fuller perspective to the experienced category brand marketers and also for those who are new to the category. “Looking good” is paramount to the consumers as well as the marketers. I hope this paper offers inspiration to connect better with your consumers and own those precious moments in their lives. I believe we can drive businesses ahead if we keep your eyes on the road ahead but also have a clear view of what’s around us. To all reading this: Keep dreaming. Keep trying. Keep evolving. Mirror Confidential - Not to be shared without the author’s consent
  5. 5. Hygiene & Hydration Skincare & Treatment Age defyingFairness Nourishment & Beauty Creams Gels Lotions Liquid PowderPeel off SerumsFormats a diverse facial care landscape Moisturisers Cleansers Toners Face wash & wipes Cleansing devices Scrubs & Exfoliates Creams Lotions Face masks Face packs Mud masks Soaps & liquids Make-up & Cosmetics Acne treatments, blemishes, dark spot & marks removers Lip care Skin-type solution Blackhead 
 removal patches Eye care Under eye Tiredness & Puffiness Eye Patches / Packs Dry Skin Normal Oily Whitening Bleach Fairness Sunscreen & UV protection Lasers BB, CC creams 
 & erasers Skin Protection Fairness Eye Make-up Creams Face powder Foundation Make up removers Liquids Wipes & pads Damaged Skin Repair Anti oxidant Anti Ageing Firming Anti Wrinkle Wrinkle-prevention/ reductionAir cushion Cell Renewal Regime Oil Creams Natural packs Steaming Mists, Sprays & Spritzers Sheet Masks Confidential - Not to be shared without the author’s consent
  6. 6. mutable trends - think small, think micro The possibilities with digital are evolving faster than the speed of thought. Blink and you have missed it. Think and someone else has already done it. Digital has pervaded every facet of marketing right from manufacturing to sales and beyond. Emerging technologies, evolving online platforms, new devices and strategies to reach consumers are changing the way brands communicate with their consumers. Product innovations paired with digital technologies can definitely add more value to the consumers but at the same time it is getting harder to grab the attention and loyalty of the fickle consumer. TV is no longer the communal fireplace around which the entire household used to gather around every evening. Media is fragmented and reach is getting more and more unpredictable with TVOD and multi-device viewing. There is a considerable shift to more condensed, personalised and more visual forms of expressions with the penetration of devices. All these challenges pose opportunities for the brands to evolve their marketing strategy. Consider the evolving consumer and her decision journey to leverage digital at the right time with the right message. Bring digital, social & mobile together to personalise content, add value and engage with her more relevantly in micro pockets of time without getting in her way. The estimated size of the global skincare market in 2016, is about USD 121 billion. Source: Confidential - Not to be shared without the author’s consent
  7. 7. Source: 
 | mutable trends - go mobile or else… Confidential - Not to be shared without the author’s consent For the young, elusive millennial their phones are their ‘best friends forever’ which goes with her everywhere like Mary’s little lamb. It is her mirror to the world. Fuels her self confidence, peer group acceptance and ego. One of the greatest opportunity and challenges for the advertiser today is to reach the audience through her most trusted companion — the mobile phone. According to IAB, the US skincare buyer is more inclined to engage in online and mobile activities than the average adult. They are also more prone to regularly view digital videos. In addition, they are much more influenced in their beauty purchases by internet ads than the average consumer. 40% of Millennials are taking an active approach to staying young by using anti-aging products, while older consumers are looking to reinvent themselves. Having an “ageless” image and attitude is important to both generations. 
 Men are upping their beauty regiments and investing in more products now than ever before. It is likely that future beauty product marketing will be more heavily inclusive of men than it is now. Manufacturers and retailers alike will need to learn to do even more with emerging media to drive traffic, build brand equity, and increase sales. Marketers need to work harder on connecting the dots of digital marketing: Website, Search, Social, mobile, digital, gaming, e-commerce and augmented reality to the retail world. “The more that people take photos of themselves, the more they care about the way they look. There are some basic trends right now that are really in favor of the development of beauty products worldwide. “ - Jean Paul Agnon, Chairman & CEO, L’Oréal
  8. 8. e-commerce & m-commerce Brands have taken an array of measures to develop online commerce — from distribution partnerships with online marketplaces, to site launches and redesigns. Brand websites have become a part of the journey, but not the destination. Majority of online shoppers still prefer to purchase through retailers. Skincare is the most frequently purchased FMCG online and together with Colour Cosmetics, represents nearly 40% of the category’s digital sales. Online accounted for 8% of beauty sales in 2014, a 3% increase from 2013. Since 2010, online Beauty sales have grown at a 53.9% (CAGR), more than 7 times the overall market. Shopping on mobile now accounts for over 30% of all global e-commerce sales. L’Oréal makes Euro 1 billion in online sales globally and 20% of its sales in China is from online. 75% of online sales is from retailers. In 2014, online accounted for 15.5% of Beauty sales in China, up 23% yoy. 41% Chinese online cross-border shoppers have purchased cosmetics online from a U.S. retailer M-commerce is the natural progression from e-commerce allowing for a more personalised and direct business model. Emerging markets such as India and China are home to vast numbers of mobile phone users, offering massive m-commerce potential, but at present developed nations offer the strongest markets for Internet retailing and 3G penetration.  Source: Digital-IQ-Index-Beauty-2015-EXCERPT | | AT Kearney Beauty and the E-commerce Beast Confidential - Not to be shared without the author’s consent
  9. 9. e-commerce - sephora While Sephora’s physical stores increasingly become digital oriented, it’s online websites also help drive sales. Sephora resorts to“quick views,” which displays important product details in a Lightbox. This makes it easier for visitors to browse and buy in fewer clicks. It has also streamlined and simplified the checkout process on its site. Created a backend that allowed users to check the availability of products in stores nearby for easy purchase and pick-up. Sephora’s mobile experience expanded the capabilities of the ‘Beauty Insider’ program online, allowing users to check their loyalty points balance, available rewards, and previous purchases. The acronym ATAWAD - “Any Time, Any Where on Any Device” represents Sephora’s intention of granting its customers’ every wish: limitless shopping. Sephora is now developing its e- commerce strategy in various parts of the world, with the aim of offering ever more groundbreaking and personalized tools. Among them are mobile applications such as Color Profile or My Sephora. An industry leading innovative website and mobile experience combines resulted in a big increase in omnichannel sales and 150% in mobile sales. Source: Confidential - Not to be shared without the author’s consent
  10. 10. rise of social commerce `Source: Digital-IQ-Index-Beauty-2015-EXCERPT | | Social media is moving past just social referrals and likes or sharing and pining. It is getting more and more integrated with a full-funnel marketing strategy where users can gain information about brands, complete purchases, write reviews and share their experiences with their friends/followers. For a long time marketers were grappling with the ‘ROI of social media’. Likes, shares, retweets, views, comments and favourites were just not enough for boardroom discussions. They needed to know the real impact of social media on the business. With social commerce, brands can now create significant and measurable ROI from their customers’ social engagement. Social commerce is helping brands drive new sales directly from social media sites by offering buyers option to purchase the products that they see or like online. Every social media company has seen the potential and has jumped onto the bandwagon. Pinterest rolled out Buyable Pins while Instagram introduced shoppable paid posts with a “Shop Now” button. Facebook has been working on it’s advertising platform and forming partnerships to usher in a new era of one-click buying. Sephora has tested out YouTube’s new shoppable ads. Tencent, is opening its platform for developers to build e-commerce stores. WeChat’s wallet allows users to seamlessly make in-app purchases; its social networking allows users to influence purchasing decisions. Confidential - Not to be shared without the author’s consent
  11. 11. social media: look beyond facebook ` Reaching the millennial consumer has become a key initiative for brands. Instagram is gaining prominence as the preferred social platform, with brands selling beauty products & concepts via celebrities, influencers and advocates who are constantly creating buzz, setting new trends, giving tips, interacting with fans and creating stories. Social media savvy brands in beauty, luxury and fashion are using Influencers and ambassadors to connect with their fans and promote their products. However, there are brands who still prefer to stick with models holding up various sku’s of their products, use print visuals on Instagram or feature product shots of their brands. Marketers have eased off from boasting about the size of their fan following as Facebook has limited the organic reach to a negligible percentile. After failed attempts at search and hashtag, Facebook is now investing heavily in native video to grab advertising share from YouTube. Twitter has slowed down in engagement and active user base has dropped from 12% to 8% year over year. Millennials are now spending more time with mobile based social networking platforms like Instagram, QQ, snapchat, weChat, etc. Meanwhile in China, Youku receives more than 900 mn. video views each day from 150 mn. daily active users. Maybelline is a standout on the platform, with more than 46 million views. Episodes of the brand’s popular online reality show “Come on Cinderella” garners 3.2 million views on an average. Source: Digital-IQ-Index-Beauty-2015-EXCERPT Shown above is an example of Estée Lauder being featured on Kendal Jenners Instagram SK-II Instagram Share of total post interactions: Facebook, Instagram & Twitter (October 2014-October 2015) Confidential - Not to be shared without the author’s consent
  12. 12. Content: Lifestyle content and direct conversations with consumers. Embodies the personality of Bobbi. Addresses not just makeup and beauty concerns but a range of relevant interests.Bobbi is the essence of social media posts & blog as well. Values: Sophisticated, open and its social voice is welcoming & engaging. Follows its fans on Twitter. Everything Bobbi: The blog connects with its audience by applying the Bobbi Brown voice & personality. Positions Bobbi as an expert on women’s lifestyle issues like Home, Life, Happenings, #PrettyPowerful, How-To topics , etc. social media: A tale of two beauty brands Source: How top beauty brands stand out - NewsCred 1.53 15.7 0.45 10.9 0.07 0.51 0.18 2.17 1.2 9.3 50.7K - Content: Brand is exclusive, stylish and chic. The content is very brand centricand beauty products are always presented on a model. Chanel creates an aspirational air of elite aloofness. Values: Chanel is high fashion and exclusive. Does not follow anyone on twitter. Is sophisticated and its social voice is welcoming & engaging. Chanel News: The blog is very product, events and promotions driven. More use of visual than text as opposed to Bobbi who has long text in the blogs expressing her view. *Millions Confidential - Not to be shared without the author’s consent
  13. 13. social media - facebook & twitter 
 for engagement & community building MAC uses Facebook to share content that furthers its branding, entertainment, engagement and awareness efforts rather than focus on promotions and sales efforts. MAC and Lancôme both manage the conversations, engage and regularly respond to their customers online. Although MAC has refrained from adding shopping capabilities to its Facebook Page, it has leveraged Facebook to enable MAC fans to "shop together" through an on-site instant-messaging service, which can be activated by logging onto with their Facebook logins. Lancôme global page versus country page MAC global page Source: Confidential - Not to be shared without the author’s consent
  14. 14. Sephora uses a mix of UGC and branded content—both of which have a very approachable, human feel. The brand often uses a Layout-style Instagram post to deliver its point. Here it uses four different consumers wearing berry-coloured lipstick, showing how people with varying looks can tap into the trend. beautiful examples Source: L’Occitane uses the brands Facebook page to share product updates, promotions, participates actively and responds promptly to queries regarding the brand or product. Philosophy is a brand that celebrates inner beauty with a purpose on its social sites. The messages are definitely not hard sell almost bordering on spirituality and centres around wellness. Confidential - Not to be shared without the author’s consent
  15. 15. instagram & bloggers 
 - #bareselfie by lancôme & 
 benefits ‘inner beauty’ Lancôme: Lancôme launched a #BareSelfie campaign daring women to post pictures of themselves without makeup. In addition to soliciting fan engagement on Instagram, Lancôme tapped the female blogging community SheSpeaks and solicited bloggers to review Dream Tone samples. 12 bloggers documented their experience before and after using the product and posted to #bareselfie. The collection was made into an interactive advertorial for Marie Claire’s website. 
 Benefit and Love is Louder (UK) created the Inner Beauty Challenge to help women focus on the positive, have fun & embrace their ‘inner beauty’. High-profile artists and top beauty vloggers created a 7-Day Challenge full of laughter, love, and living out loud. Each day they brand challenged fans with a simple activity that will helped them feel more empowered and boosted their confidence / inner beauty.    Source:ômes-bareselfie-project/2014/blog | Confidential - Not to be shared without the author’s consent
  16. 16. social command centers - turning big data into beautiful data Social media monitoring is turning out to be the best focus group. Unilever, Estée Lauder, L’Oréal and every major brand is today using their social centres to reach out to the target audience. Brands are trying to understand their consumers better, get real time insights and engage actively. Consumer journeys and interjections are being planned inside these command centres. Also it is turning out to be the best tool to identify potential crisis and mitigate risks online that affect the brand’s reputation and equity. The tools are evolving and the future will be AI / deep learning, automation and contextual based understanding. This makes it possible for online platforms to know the target audience more intimately, predict the narratives that may be the next big story, create new experiences and tailor these experiences over the customer journey. Here’s an example from L’Oréal’s Live Social Response Lab during a Emmy event to launch a new product and engage with the fans. Fashion Illustrator Katie Rodgers, created inspirational mood boards based on the trending red carpet looks. Source: According to NetBase’s 2 year study of global social media: The 5 aspects of skincare that matter most, are great fragrance, natural looking, great moisturiser, value, and anti-aging. On average, ‘Natural looking’ emerges as the attribute with the highest amount of positive brand conversation at 91.1 Net Sentiment points. Among top 7 skincare brands, Neutrogena is best known for natural looking skincare, followed most closely by L’Oréal and Avon. The findings show that Consumer thinking is shifting more towards wellness and flat-age living, Younger women increasingly care for their skin with an eye toward preserving good looks rather than correcting damage later. Conversations about beauty align with tech and fitness brands Apple and Nike.
  17. 17. mobile crm, search & more: body shop digital real estate `Source: When it comes to digital, the beauty brand with a heart does a very good job of ensuring the websites are standardised, mobile optimised and follow the brand guidelines across most of its websites. It has a skin diagnostic tool and urges visitors to sign up for its newsletters or reminds them of a cash on delivery option as the case maybe. In Singapore, the beauty brand has tied up with a mobile based application “Perkd” for its trademark loyalty programme “Love your body”. Perkd is a single platform shared with other brands like Timberland. It sends regular updates and promotional message via this app. The Body Shop also sends out regular sms’s to its customer base with new offers and in store promotions. The Body Shop has invested in YouTube with tutorials, beauty blogger partnerships, and paid advertising that directs traffic to the brand’s site. The brand is now in the process of refocussing their search strategy and build campaigns to focus on people who are not using their brand rather than compete with their own natural search results. Mobile based CRM programme and sms marketing examples Confidential - Not to be shared without the author’s consent
  18. 18. l’oréal - #beauty for all L’Oréal has created a manifesto - Beauty for all and is moving away from “Because you are worth it” tagline. The manifesto video, website and content seems like an attempt to re-imagine the company’s identity as a more accessible brand for consumer. 
 A clear attempt to own the “Beauty” territory and spread its reach by coining terms like “Universalisation”. The brand hopes to reach out to the potential next billion who they want to add as their consumers. And establish the diversity of beauty and the needs of the people using their products. L’Oréal says ‘universalisation does not necessarily mean to impose uniformity, but to be inspired by diversity to innovate’. It could have simply stated that it wants to be the choice of beauty brand for everyone. After the immense success of Dove’s ‘Real beauty’ campaign, many beauty brands are trying to lure users by promoting “real beauty / inner beauty”. By using the tried and tested formula by dove, brands are trying to make themselves be seen as more accessible. Source: Confidential - Not to be shared without the author’s consent “For over forty years, since the time we declared our iconic tagline, ‘Because You’re Worth It,’ L’Oréal Paris has supported the individual beauty and intrinsic worth of every woman. We are fuelling the powerful words of women everywhere, so their most-worthy conversations reach, affect and inspire as many other women as possible. - Karen Fondu, President of L’Oréal Paris. “
  19. 19. bridging the social and retail divide with sampling - aveda Aveda ran a sampling campaign that gave out 20,000 sample packs containing shampoo, conditioner and smoother on Facebook, which it considers as the brands central hub. Recipients were given information and a video to watch before filling out a sample request on a FB tab. Fans were invited to come into nearby stores and salons to pick up their samples. Sampling campaigns on Facebook are effective not only for increasing awareness about a product launch, but also for increasing footfalls into the store and getting valuable feedback. Source: Confidential - Not to be shared without the author’s consent
  20. 20. mobile - scan & shop, makeover apps and beacons ` Brands and tech are now increasingly resorting to mobile to unleash the smartphone features for marketing. They are exploring augmented reality, NFC, face detection, LBE and beacons on this personal devices. Here are some pioneering mobile strategies deployed by beauty brands. Source: Scan-and-shop QR technology: Hair care brand Sexy Hair targeted the Cosmopolitan magazine readers by enabling them to snap a photo of its print ad and purchase hairspray directly from their mobile device. Scan & Shop kind of easy mechanics can help narrow the gap between consideration and purchase. ShadeScout also enables consumers to use their smartphone to capture an image of for e.g. a celebrity wearing a favourable colour and match it with a shade from their favourite brand. They have a social sharing option that allows for selfies to be posted online or the user can purchase from the app. Make up genius is a mobile app available on iOS from L’Oréal. Users can try on makeup looks and products virtually in real time. They can create their own or try ready-to-wear looks curated by makeup artists in one click. Confidential - Not to be shared without the author’s consent
  21. 21. Spruce offers dermatologist appointments virtually through the phone. Whether it's an acne breakout or a skin rash, one can send photos or details regarding his or her condition immediately through the app. Within 24 hours, they will receive a personalised skincare treatment plan and prescriptions. Visada analyses the picture to develop a personalised comprehensive beauty profile. The app breaks down an assessment of skin and eye care, offering up suggestions on how to improve your beauty regimen. Sephora partnered with Pantone to develop a program called ColorIQ, which attempts to match shoppers’ skin tone with the appropriate shade of foundation. A device filters out external light to photograph a shopper’s exact skin tone and match it to makeup that’s in stock. devices - mobile apps & sensors From virtually trying on makeup to ordering a hairstylist at your doorstep, there is a beauty app for everything Confidential - Not to be shared without the author’s consent
  22. 22. need for smarter devices in beauty - 
 applicators & sonic brushes Skin-care devices are playing an increasingly important role in uplifting the science involved in beauty regime. For e.g., JeNu Ultrasonic Infuser Systems attempts to fit into the consumers daily beauty routine. It claims to be the best and most efficient way to apply the treatment products already used by consumers. “Propels 6x more skincare into skin with 25% more infusing power.”
 Sonic cleanser skincare brushes are being sold as an effective tool for both female as well as male beauty or cleansing regime. 
 Clinique sonic boasts of a two toned supersonic brush to use on oilier areas, the T- zone, while the softer bristles work on the cheeks and more delicate skin. 
 Braun brush comes with a epilator attachment and a lit mirror. Clarisonic Aria comes armed with variable speed settings, has a built-in timer for the perfect customised cleanse, a stand as well as a magnetic charger. There is room for products like these to become smarter, more connected and integrated with mobile apps in the near future to remind users on the next usage, refill alerts, connect with the weather apps and suggest an increase in frequency of treatment, and send geo-specific push notifications, etc. Think IOT. Source: Confidential - Not to be shared without the author’s consent
  23. 23. augmented reality mirror: sephora ` Augmented reality is an effective marketing tool when combined with mobile, desktop, tablet or even deployed in-store. Brands are tapping into its ability to engage audiences creatively and give them experiences that can lead to trials and repeat purchases. Brands and retailers such as L’Oréal. and Sephora have connected with their audience more closely through augmented reality pushes in which users were able to test out and interact with products. Sephora's new mirror simulates makeup on a person’s face in both real time and 3D. Beauty lovers can try on makeup in this real- time, 3D mirror with just a tap. They can try out multiple colours and textures by tapping the colour on the screen, and see how it looks from all angles. Source: Confidential - Not to be shared without the author’s consent
  24. 24. wearables - my uv patch by l’oréal. L’Oréal, a non-tech company is now ready to use cutting edge wearable tech to promote a healthier lifestyle. By launching the UV patch, L’Oréal is raising awareness regarding the harmful effects of overexposure to sun that can cause premature ageing, wrinkles, and other skin problems including cancer. Using the right products from L’Oréal & La Roche-Posay sell and minimise the time spent, unprotected, in the sun can reduce these problems. L’Oréal considers the patches an important step in bringing about a behavioural change regarding overexposure to harmful rays. My UV Patch monitors daily skin exposure to UV rays and reports it almost like a fitness app does. The iPhone app opens with a camera view, and after taking a picture of the patch, the day’s exposure is displayed on a graph on the phone. You can check the metrics at any time and as many times as you like. When the Android app arrives, the patch will use NFC to connect and gather the data. Source: Confidential - Not to be shared without the author’s consent
  25. 25. influencers & content creators Social media has ushered a massive shift in marketing. Brands have transited quickly from passive monitoring to active engagement and creating brand communities. Communities of influencers, advocates, bloggers, vloggers and content creators are being used to penetrate the millennial tribes. These days, everyone is a content creator, and makeup fans are particularly tuned into the dynamic ones who are highly active online. Procter & Gamble (P&G) in Asia-Pacific has launched two new digital influencer campaigns to promote its SK-II skincare range. The #ChangeDestiny campaign enlisted 9 online influencers. Each created and distributed video content around the ‘Destiny Changing’ challenges they have overcome in their lives. The influencers' videos were uploaded to their own YouTube or Youku channels and distributed via a number of social networks. For the second campaign, P&G sourced four popular vloggers from Australia, Singapore and Japan to create and distribute videos that highlighted the benefits of SKII’s Facial Treatment Essence and Mid-day and Mid-night Miracle Essence sprays through "A day in my life" stories. StyleHaul is the largest original video content network on YouTube for fashion and beauty. A community of more than 6,000 original creators serving a global audience of style influencers who create, consume and share actively. Confidential - Not to be shared without the author’s consent Source:
  26. 26. brand community - advocacy ` Brand communities are the next step in the consumer retention funnel and the penultimate goal for every customer relationship journey. Nurturing a community allows brands to get in touch with their audience in meaningful and genuine ways. It deepens the engagement with the brand and the consumers can be rewarded for their loyal participation. It is a win-win situation for consumers as well as advertisers. Consumers engage directly with the brands, are connected to their peers, derive value, share their stories and earn rewards / recognition. Brands receive first hand information and content from their consumers. Brand communities foster deep engagement and are excellent avenues to indulge in social exploration tactics, trials and product testing or comparisons. Asking fans to share their stories and photos about a product, getting members to review, rate, and share products within the community are common. When a visitor arrives on Sephora’s Beauty Talk branded community, they find there a like-minded tribe of makeup experts, and newbies, looking to discover the best makeup, hair, fragrance, or skincare products that are a match for them. Members spend 2x while “super-fan” community members spend 10x as much as non-community members. Source: Confidential - Not to be shared without the author’s consent
  27. 27. programmatic - shu uemura ` Shue Uemura collaborated with artist Karl Lagerfeld (and his cat Choupette) to release the Shupette line. Their target audience were mostly women between 25 and 30 who had previously purchased luxury beauty products online. They wanted to lead the young North American consumers along the path to purchase, from awareness to conversion. The brand leveraged DoubleClick Bid Manager and Google Analytics Premium to get a unified solution for managing website audiences and programmatic buying. Shu Uemura started the campaign with an awareness and consideration phase designed to increase website traffic & grow their email subscriber list. They tapped into a list of users who had already visited their site. They reached out to both existing and potential customers — those who had visited the web property and those who looked like them, using look-alike modelling. Lastly, the team re-marketed the Shupette line to its past website visitors. Using Google Analytics, Shu Uemura was able to determine which products past visitors were interested in and present them either with particular products from the Shupette line or an offer to win the entire collection.  The Results Drove almost 2X the anticipated revenue Exceeded CPA targets and achieved a 2200% return on ad spend (ROAS). Source: Confidential - Not to be shared without the author’s consent
  28. 28. 3 key takeaways (1) Connect everything, Share with everyone: Brands need to understand that the consumer is living in a hyper connected world. She expects the brand to play a more meaningful role in her life, connect with her and be more personal.
 Make it simple for the consumer to share her encounters with the brand. This will ensure she shares the experience with her peers. 
 Understand her need to “belong” is being replaced by her need to stay “connected”. The mobile is her 5th sense and enables her to sense the world around her. It provides independence and a venue for self expression.
 Chances are that the shopper at your aisle is armed with a smartphone. Create a complete digital, social and mobile ecosystem that connects with retail. Make the most of it. (2) Prioritise and leverage all your digital assets in an endless loop of experience: Beauty and skincare brands may have an amazing story to narrate. But the content and experiences are not uniform. They may offer a great in-store experience but a badly designed e-store or shoddy websites that are not optimised or social media content that is not speaking the consumers language. Many times, leveraging all the touch-points may not be possible due to resource constraints. 
 Brands need to carefully plan their priorities and must-win digital battles. Focus on assets that will deliver and where the biggest potential lie, then go after it. Lastly, they do not need to go it alone. If E-commerce is not your cup of tea, then tie-up with online partner/s. Ensuring you are connecting the dots to give a seamless experience across all your touch-points.
 (3) Take risks and evolve: Ensure that the team has the flexibility to take risks and are encouraged to do so. By running staid strategies, repeating same successes and tactics, the brand may be making short term gains but compromising on opportunities. 
 Digital does not always means high tech. Keep inventing ways to penetrate less technology savvy markets. Explore and discover hidden gems that can work more cost effectively - think ways to tap non-smart phone markets for Africa & Asia. 
 Try and leverage new technologies through incubators and pilots. Keep a part of your budget for trying the new and unexplored. Tie up with partners who can do it. Keep peering into the rear view mirror to learn from your failures, share your successes and keep dreaming bigger. Source: | Confidential - Not to be shared without the author’s consent
  29. 29. Ranajoy Roy, Managing Partner Contact
  30. 30. source & references 1. 2. 3. consumers 4. 5. Digital-IQ-Index-Beauty-2015-EXCERPT 6. 7. AT Kearney Beauty and the E-commerce Beast 8. 9. 10. 11. How top beauty brands stand out: 12. 13. 14.ômes-bareselfie-project/2014/blog 15. 16. on-beauty-and-skincare/ 17. time-272619061.html 18. new-customers 19. 20. 21. 22. 23. 24. 25. 26. 27. youtube-you-ve-never-heard-of.html 28. asia-pacific.html 29. why 30. 31. 32. 1320918#KbCbdzw8Y2Ud6JfP.99 33. potential.html