Prsentation PowerPoint

Beauty, women and digital# beautyis

How does digital influence beauty perception & purchases?

We did our homework: Data Sources

agenda12WOMEN, DIGITAL & BEAUTY

SOME KEY FIGURES & CONSUMER INSIGHTSDIGITAL EMERGINGTRENDS

& BEAUTY RELATED CASES

12WOMEN, DIGITAL & BEAUTY

SOME KEY FIGURES & CONSUMER INSIGHTSDIGITAL EMERGINGTRENDS

& BEAUTY RELATED CASES

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

70%feel reassured with positive comments & reviews on products

Beauty purchasers say that brand websites help them to decide on a brand15%more than magazine do (9%)

almostOf all beauty shoppers watch a beauty video on YouTube while they are shopping for products50%

almostof beauty shoppers dont know which brand they will buy when they start shopping1/2

of undecided shoppers search exclusively on non-branded terms when they begin their research49%

And of shoppers who start their search with non-branded terms,end by thesearching on brand items46%

64%Even on the goOf mobile and tablet researchers use video while shopping for beauty products

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AND DONt FORGETWomen also use digital In search of self-esteemi surf to feel beautiful

34 924 648#selFIE TAGGED on INSTAGRAM

12WOMEN, DIGITAL & BEAUTY

SOME KEY FIGURES & CONSUMER INSIGHTSDIGITAL TRENDS

& BEAUTY RELATED CASES

4Digital Gets Personal1The Rise of Niche Network2The Power of Image-centric Content3The Valueof Video5Connecting.com & Life5 DIGITAL TRENDS

1The riseof niche network

The rise of niche networkSOCIAL 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 informationNeed for personalized, curated experiencePrivacy needs versus Like-minded users searchUtility Social media not only as a place to connect, but also as a tool to help manage interests

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 share6 second short looping videos with sound.Vine was the 4th most downloaded free app on the Apple Store in 2013Snapshat 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.

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How BURBERRY uses Vine?

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Create simple videos with a clear brand message.

Relate themes to customer interests and relevant trends.

Make your content seasonal.

Dont 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 success12345

2The Power of Image-centric Content

What do Snapchat, Vine, Facebook, Instagram and Pinterest all have in common? Images!

+ easy to share content

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.

A 2012 study by ROI Research found that when users engage with friends on social media sites, it's the pictures they took that are enjoyed the most. Forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media. Pictures have become one of our default modes of sorting and understanding the vast amounts of information we're exposed to every day.

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The rise of PINTEREST

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PINTEREST, 6 facts to knowPINTEREST HIT 10 MILLION UNIQUE USERS FASTER THAN ANY INDEPENDANT SITE IN HISTORYPINTEREST IS GENERATING MORE REFERRAL TRAFFIC THAN YOUTUBE, GOOGLE+ AND LINKEDIN COMBINEDIN THE US, 97% OF USERS ARE FEMALETHE MOST-FOLLOWED BRAND IS THE PERFECT PALETTE, A WEDDING BLOG FOCUSED ON COLOR PALETTESWOMEN TRUST PINTEREST MORE THAN FACEBOOK OR TWITTER FOR PRODUCT PURCHASESTHE BIGGEST DEMOGRAPHIC ON PINTEREST: WOMEN AGES 25-34

SEPHORA is big on Tumblr, Instagram and Pinterest!

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 morereferral trafficthan Google+, LinkedIn and YouTube combined. Pinterest has also proven itself a solid revenue driver. Sephora recently reported that Pinterest users spend15 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 Sephora123Pinterest 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, Sephoras boards are not just Blush or Lipstick, but uniquely fit for occasions, trends and topics.

4 The Valueof video

DIOR Golden christmas tell us a powerful story

A loccasion des ftes de fin danne, la prodigieuse maison de Couture Dior, qui a fait de la femme une icne de sophistication, nous a invit rveret rver en grand.En effet, un conte des plus feriques fut publi sur la toile en Dcembre 2013 : le DiorGolden Christmasclbrant la nouvelle collection Golden Winterde la marque. Un mini-film dune beaut irradiante o nous, simples voyageurs charms, nous arpentons les alles de verdures des jardins de Versailles, la rencontre de produits iconiques et nouveaux. Une pure merveille, savamment orchestre et relaye vers un mini-site ddi pour loccasion.34

Webseries The Garnier Movida COLOPARTYLOral 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 viewsat the low cost of just 0,00 per view.

DOVE Selfie film challenges girls and their mothers to take an honest selfie Dovelaunched 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 viewed4.1 milliontimes while the longer version has generated more than750,000views.

Selfie feels like a watered down version of the concept behind Sketches, consciously repackaged for a social media generation.

The seven-minute YouTube documentary, created in partnership with theSundance Institute, follows a group of high school girls from the Berkshires of Western Massachusetts as they are challenged to take an honest selfie, and then get their mothers to do the same.Throughout the video, which is also available as a three-minute cut-down, the girls and their mothers talk about their insecurities and the parts of themselves they would normally try to hide when taking selfies.The project ends with a gallery show featuring all the photographs taken by the girls and their mothers, with visitors to the exhibit encouraged to write positive comments next to the images. Comments range from beautiful teeth to gorgeous.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 viewed4.1 milliontimes while the longer version has generated more than750,000views.

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LANCME hire hot shot video bloggersMichelle Phan, a 23-year-old art school student, is the official video makeup artist for Lancme 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 Lancme 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 Lancme's attention because she had used several of the brand's products in her videos and Lancme was captivated by her unique approach to the medium.

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

Cest aprs avoir constat la redondance de certaines questions dinternautes concernant lutilisation du maquillage Chanel, que la marque a dcid de crer unmini-site ddipour leur rpondre, tout en promouvant sa ligne de cosmtique Vitalumire. Cette plateforme digitale est loccasion pour Chanel de nous rvler six secrets en six vidos en utilisant judicieusement le pouvoir dinfluence de la maquilleuse professionnelleLisa Eldridge.Cette campagne, judicieusement mene par la maison aux deux C, joue sur la corde sensible et simmisce dans le quotidien des femmes contemporaines. Chanel cre un lien de proximit avec ses clientes en leur offrant une parenthse plaisir en totale immersion dans lunivers de la marque o sont clairement identifis: bnfices et conseils dutilisation.

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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.

OpportunitiesBackstageShowing 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).1234

5 Digital Gets Personal

Say good-bye to one-sizE-fits-all content and advertising.

Because technology can now predict what you need before you search for it, its 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.

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SEPHORA Colour me appApps 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.

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 BOXA new personnalized approach for sampling

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

En 2013, nat ainsi leSTUDIO 42 by Payot.Une aventure nouvelle: un blog consommateur ddi dlivrant des conseils privilgis aux clients de la part des ambassadrices de la marque Payot, des vidos exclusives sur les vnements et les produits, des promotions exceptionnelles, un agenda ultra slect lesavertissant des rendez-vous privs mais aussi des jeux-concours! Payot insiste galement sur lchange rciproque en demandant en permanence lavis sa clientle sur les produits et des sondages pour obtenir des ractions en cascade.Lintrt du Studio 42 pour les laboratoires Payot:Cet espace interactif dchanges et de privilges aux contenus exclusifs est un levier de communication puissant pour Payot, fidlisant les clients actuels et tissant une relation directe de confiance avec de potentiels prospects. De surcrot, endlivrant des conseils en direct,les prescriptrices de la marque se positionnent comme de vritables expertes. Le Studio 42 sert ainsi dinterface entre la marque et ses ambassadrices professionnelles. Une double formation par la matrise du discours sans cesse retravaille: en ligne et en institut.Enfin, ce blog permet la marque de centraliser en son sein lensemble des plateformes digitales quelle possde. Facebook, Instagram, articles de bloggeuses beaut, mini-sites agres des instituts Payot sont ainsi accessibles depuis le Studio 42. Ces flux externes ramnent les internautes vers la plateforme et permettent la marque de mieux cerner les besoins de ses clients !Notons galement que lexprience digitale est optimise pour tous les supports (web, mobiles, tablettes) grce la technologie du responsive design. Grandiose !Le fonctionnement du Studio 42 pour les clients:Aprs inscription, les clients enregistrs pntrent sur la plateforme entirement inspire par la danse. Reprenant le code couleursombre et profond de la marque, les internautes sont invits gravir sept chelons en accumulant des toiles comme des points de fidlit, les flicitant pour leur implication sur le blog. Chaque tape donne accs des cadeaux spcifiques dont le retrait se fait en point de vente (plutt malin pour attirer galement du trafic en boutique et recevoir les conseils des expertes Payot) !Devenez alors tour tour: apprentie danseuse, petit rat, coryphe, demi-pointe, premire pointe, prima-ballerina, danseuse toile et recevez vos produits Payot!Chers galaxynautes, amateurs de lart subtil de la danse et de celui des cosmtiques, dcouvrez sans plus attendre le Studio 42.

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THE BEAUTY SHARE LAB (ACO) - Sharing is caring

Create your own formula, design the packaging and purchase the products online for home delivery.

The brand developed an online platform calledThe Beauty Share Lab. Created byPrime, Stockholm, the platform let consumers create their own personal line of skincare products, where they could hand-pick every single ingredient, including fragrance, active ingredient, and moisturising property, with 18,500 possible outcomes. Customers could use an online form to contact an ACO representative in case they required an expert opinion. ACO reported that more than 13,000 customers have used the platform to create their own moisturiser.Consumers could create their own formula, design the packaging (which could even feature their photo), give it a name and purchase the products online for home delivery. The final products could also be shared via Facebook, where skincare enthusiasts could compare their creations with those of their friends.In addition to letting people create their own products, the platform helped ACO educate consumers about the basics of skincare. As a result, the Beauty Share Lab is now used as an educational tool for pharmacists.45

6Connecting.com & life

DIGITIZATION OF RETAIL.

BRING THE ONLINE EXPERIENCE TO real life:Customizationpersonalizationbrand story-telling

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We are now as much a media-content company as we are a design company, because its all part of the overall experience.Christopher Bailey, Chief Creative Officer of Burberry

LOral Paris Intelligent Color ExperienceIntelligent vending machine matches clothing with makeup

LOral Pariss installation taps into two trends that are de rigueur: Perceptive Media and Experiential Vending Machines.LOral Parishas created an interactive vending machine that makes it easy for women to get a makeup touch-up from the subway platform. The cosmetics company partnered with New Yorks Metropolitan Transport Authorityto launch theLOral Paris Intelligent Color Experiencein a city subway station.When a woman approaches the intelligent vending machine to check out her reflection in its adjacent full-length, well-lit mirror, the cameras and sensors in the machine detect the dominant colours in her outfit. She can choose to match or clash with these shades to receive recommendations of eye, lip and nail products from the brandsColour Richeline. Finally, she can buy the makeup on the spot with a credit card. The entire process, from scanning to purchase, takes less than two minutes.

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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.

Aujourdhui, cest au tour de la maison Guerlain de se montrer inventive et imprvisible. A 17h30 heure franaise, le flagship historique et mythique de Guerlain du 68 avenue des Champs Elyses, inaugur il y a 99ans, r-ouvrira ses portes En ligne ! En effet, la maison de parfums lgendaire nous invite en avant-premire pntrer dans son crin rnov travers un Google Hang-Out. (Vido-Bulle en franais, cest moins sexy je vous laccorde)Le principe ? Tandis que vous tes confortablement install dans votre canap chez vous, Guerlain vous offre la possibilit de suivre en en visioconfrence via Youtube la r-ouverture de la boutique ! Ca se passe ICI Tous les rseaux sociaux ont t mobiliss pour communiquer sur cet vnement : Facebook, Twitter, Google + et mme Instagram o quelques photos de lintrieur du restaurant et de la boutique ont t subtilement distilles

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Yves Saint Laurent Microsoft Touchtable & Manifesto Tour

NUMRO 2 Yves Saint Laurent et sa tablette tactile reconnaissance de flaconsCest en collaboration avec SELTEN (crateur dinterfaces tactiles) que la marque Yves Saint Laurent a tenu mettre en scne son parfum provocateurManifesto. Toujours plus concerne par les innovations digitales qui agitent le web et le rseau retail dans le secteur luxe, la mythique enseigne a install, dans son bus Manifesto Tour, un cran reconnaissance de flaconnage et dtui ! Un vritable vnement sur route et sur tablette. Quel programme! Lorsque lon pose le parfum Manifesto sur la surface gante de lcran intelligent, des informations apparaissent : conception du jus et ingrdients, provenance du nom, origine de la cration, design du flacon et de ltui vous savez tout sur cette fragrance dcidment audacieuse! Lcran dtecte la position du flacon en temps rel et oriente les informations en fonction de lendroit o celui-ci se trouve. Mieux, un pont entre virtuel et ralit se crer: nous pouvons nous amuser rassembler des iconographies du jus avec la vritable bouteille elle-mme.51