BXP - May 2018 - 28

28

AnneMArie Börlind
utilizes sever Al
different l AnguAges
on its pAck Aging to
show the Br And's
gloBAl AppeAl.

"The influencers you choose to represent your brand need

"We like testimonials and encourage consumers to engage

to be authentic in voice and in audience," Young says. "Due

with us," she says. "We use every opportunity to tell the

to the 'gold rush' in influencer marketing, there are several

annemarie Börlind company story."

influencers who have fake followers, don't engage with their
audiences consistently, or misrepresent themselves. Do your

still, while maintaining a new audience is key, corsi warns

homework to ensure your influencers can best represent your

that sometimes companies hire inexperienced people to

brand."

come in and maintain social media and it can hurt the brand.

The rise of social meDia

"it might lead to things that don't resonate with your brand

in september 2017, pop superstar and fashion icon rihanna

and its true essence, such as images not being top quality, or

launched fenty Beauty with a full line of color cosmetics

a message that isn't what you want to tell," he says.

including the cult favorite complexion matching makeup in
40 shades "for women of all shades, personalities, attitudes,

success in the future, he notes, will be a combination of

cultures and races."

traditional brick and mortar and online. he cites smashbox
as an example. The company engages customers by having

"Using the full power of social media, rihanna promoted

them interact with a 3-D lipstick matching game, so it brings

the line much the way any powerful influencer would with

customers into the store and marries it with technology, with

great content and photos across instagram, facebook, and

the result adding to increased sales for the brand.

Twitter," Young says. "This content was also instrumental in
creating the buzz and anticipation around the brand prior to

"The key will be good beauty in an interactive experience,"

the launch all but guaranteeing its success."

corsi says. "Women love to interact with beauty counters,
and the interface between brick and mortar and electronic

rowley says it's vital to post and repost/regram regularly to

possibilities in this area will transform and the brands that do

engage consumers directly through compelling visuals and

it best will be most successful." 

stories.

may 2018

|

Brand Experience



Table of Contents for the Digital Edition of BXP - May 2018

BXP - May 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer: A New Silk Road
Breaking the Tablet Mold
Beaut Y Is Brand Deep
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: Brazil
BXP - May 2018 - Intro
BXP - May 2018 - BXP - May 2018
BXP - May 2018 - Cover2
BXP - May 2018 - 1
BXP - May 2018 - Contents
BXP - May 2018 - 3
BXP - May 2018 - 4
BXP - May 2018 - 5
BXP - May 2018 - Editor’s Letter
BXP - May 2018 - 7
BXP - May 2018 - The Scene
BXP - May 2018 - 9
BXP - May 2018 - 10
BXP - May 2018 - 11
BXP - May 2018 - Chief Experience Officer: A New Silk Road
BXP - May 2018 - 13
BXP - May 2018 - 14
BXP - May 2018 - 15
BXP - May 2018 - 16
BXP - May 2018 - 17
BXP - May 2018 - Breaking the Tablet Mold
BXP - May 2018 - 19
BXP - May 2018 - 20
BXP - May 2018 - 21
BXP - May 2018 - Beaut Y Is Brand Deep
BXP - May 2018 - 23
BXP - May 2018 - 24
BXP - May 2018 - 25
BXP - May 2018 - 26
BXP - May 2018 - 27
BXP - May 2018 - 28
BXP - May 2018 - 29
BXP - May 2018 - 30
BXP - May 2018 - 31
BXP - May 2018 - 32
BXP - May 2018 - 33
BXP - May 2018 - The Debate
BXP - May 2018 - 35
BXP - May 2018 - 36
BXP - May 2018 - 37
BXP - May 2018 - 38
BXP - May 2018 - 39
BXP - May 2018 - 40
BXP - May 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - May 2018 - 42
BXP - May 2018 - Ad Index
BXP - May 2018 - The List: Brazil
BXP - May 2018 - Cover3
BXP - May 2018 - Cover4
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