How does digital influence beauty perception & purchases?

1. BEAUTY, WOMEN
AND DIGITAL
#
beautyis

2. HOW DOES DIGITAL
INFLUENCE BEAUTY
PERCEPTION &
PURCHASES?

3. We did our homework: Data Sources

4. AGENDA
1 2WOMEN,
DIGITAL
& BEAUTY
SOME KEY
FIGURES &
CONSUMER
INSIGHTS
DIGITAL
EMERGING
TRENDS
& BEAUTY
RELATED
CASES

5. 1 2WOMEN,
DIGITAL
& BEAUTY
SOME KEY
FIGURES &
CONSUMER
INSIGHTS
DIGITAL
EMERGING
TRENDS
& BEAUTY
RELATED
CASES

6. 82%
of women feel social
media has an important
role to play in shifting
the definition of beauty.

7. 70%
…feel reassured with
positive comments
& reviews on products

8. Beauty purchasers
say that brand
websites help them
to decide on a brand
15%…more than
magazine do (9%)

9. almost
Of all beauty
shoppers watch a
beauty video on
YouTube while
they are
shopping for
products
50%

10. almost
…of beauty
shoppers don’t
know which
brand they will
buy when they
start shopping1/2

11. … of undecided
shoppers search
exclusively on
non-branded
terms when they
begin their
research
49%

12. And of shoppers
who start their
search with non-
branded terms,
end by the
searching on
brand items
46%

13. 64%
Even on the go
Of mobile and tablet
researchers use video
while shopping for
beauty products

16. 16

17. 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

18. 1 2WOMEN,
DIGITAL
& BEAUTY
SOME KEY
FIGURES &
CONSUMER
INSIGHTS
DIGITAL
TRENDS
& BEAUTY
RELATED
CASES

19. 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

20. 1
The rise
of niche
network

22. 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

23. 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.

24. How BURBERRY uses Vine?

25. 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

26. 2
The Power
of Image-
centric
Content

27. What do Snapchat, Vine, Facebook, Instagram
and Pinterest all have in common? Images!
+ easy to share content

28. “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.

29. 29
The rise of PINTEREST

30. 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

31. SEPHORA is big on Tumblr, Instagram and Pinterest!

32. 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.

33. 4
The Value
of video

34. DIOR Golden christmas tell us a powerful story

35. 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.

36. 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.

37. 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.

38. 38
Chanel Make-up Revelations – Great integration of videos in the website

39. 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

40. 5
Digital Gets
Personal

41. “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.

42. 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.

43. « 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

44. STUDIO PAYOT – On line club & rewarding program
linked to the heritage of the brand

45. THE BEAUTY SHARE LAB (ACO) - Sharing is caring
Create your own
formula, design the
packaging and
purchase the products
online for home
delivery.

46. 6
Connecting
.com & life

47. “DIGITIZATION OF RETAIL.”
BRING THE ONLINE EXPERIENCE TO REAL LIFE:
CUSTOMIZATION
PERSONALIZATION
BRAND STORY-TELLING

48. “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

49. L’Oréal Paris Intelligent Color Experience
Intelligent vending machine matches clothing with makeup

50. 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.

51. Yves Saint Laurent – Microsoft Touchtable & Manifesto Tour