The Future Is Now: How Beauty Can Benefit from Digital Valerie Hoecke @vhoecke @benefitbeauty Rome 2014
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A Bit About Benefit…
• San Francisco-‐based presKge beauty brand
• Founded in 1976 by twin sister models
• Acquired by LVMH 1999 • Sold in >4000 counters in
>40 countries • $1B in retail sales • Makeup, skincare,
beauty services sold through premium retailers, our own bouKques, & online
• 10 million eyebrows waxed
• Challenger brand!
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• Mobile, Finally • Shopping Ubiquity • Futuretainment • The Age of the Influencer
4 Digital Trends We’re Focused On
MOBILE, FINALLY!
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Mobile Traffic is Exploding
• Insert stats • Background of VaKcan pics
2005
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Mobile = DisrupGon
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Device ProliferaGon, But Think Mobile First
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Mobile ImplicaGons
• Mobile phones are locaKon aware – increase in locaKon & context-‐specific messaging
• Mobile phones have cameras: hence the selfie • Opportunity for concierge services • Screen sizes are smaller, requires less copy • Video becomes more important • Touch allows for greater play & interacKvity • The “splinternet” is a challenge
SHOPPING UBIQUITY
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Ecommerce Growth
By 2020, online sales are forecast to be …20% of nonfood retail sales.
For many types of retailers, the %-‐to-‐total sales could be even higher, as e-‐commerce growth conKnues to significantly outpace
overall retail sales growth.
* Retailing 2020 Report by NYU Stern hhp://www.stern.nyu.edu/cons/groups/content/documents/webasset/con_033838.pdf
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Barriers to Ecommerce Are Falling
Saved Accounts & Universal Shopping Carts
Delivery Expansion Richer Shopping Experiences
Free Shipping & Generous Returns
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Online | Offline DisGncGon Is Blurring
Order Online Pickup In Store
Scan to Buy
Scan to Replenish
Scan to Shop Via Mobile
Benefit Airport Kiosk
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Online Shopping is Changing
Add Items to Cart via Twiher
Mobile Commerce
Research Pricing In Store Via Mobile
Shoppable Video WeChat Payment
FUTURETAINMENT
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“Mass produced media must make way
for media produced by the masses”
-‐ Futuretainment by Mike Walsh
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Futuretainment
• Online is stealing Kme away from tradiKonal TV • With the internet’s targeKng comes program proliferaKon, niche content, highly targeted audiences
• Youtube is the place for product discovery • Youtube is the #2 search engine in the world.** • 15 billion Youtube beauty related video views in 2013. • Sustained Growth: Youtube video consumptions has increased
800% in the last 6 years.*
*Google.com Think Insights Study, October 2013 ** Socialmouths 2013: hhp://socialmouths.com/blog/2013/02/12/youtube-‐in-‐2013/ *http://searchenginewatch.com/article/2326673/YouTube-Vloggers-and-Haul-Girls-Crush-Big-Beauty-Industry-Brands-Study
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DemocraGzaGon of Entertainment
Vloggers Rising!
Vine & Instagram
Indie Programming Self Made Stars
New Placement OpportuniKes Ad MicrotargeKng
THE AGE OF THE
INFLUENCER
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Vlogger Videos More Popular Than Brands’
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Everyone Influences -‐ UGC
Benefit #Realsies CompeKKon: Over 11,000 Entries
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Thank you
QuesKons? Just ask! Or, talk nerdy to me @vhoecke.
