BW Confidential - Issue #9 - March/April 2012 - (Page 54)

Digital focus Social media Reaching out An analysis of six original social media strategies inside and outside beauty by Alex Wynne Make Up For Ever HD Casting The initiative: The LVMH-owned make-up brand chose to launch its first open casting-call via Facebook and a dedicated microsite to recruit a real-life model for its new HD Complexion ad. Last year, the brand launched the first campaign for the line with un-retouched images, and this time, it wanted to recruit a non-professional to hit its untouched message home. The European campaign ran last fall, while a second, mainly for the US, began in January. Subsequent to the European campaign, the brand launched a second stage: behind-the-scenes webvideos of the campaign on Youtube in partnership with FashionTV. Why it works: According to the brand, recruiting a model over the internet allows anyone to participate. Coupling a microsite with a Facebook page ensured the campaign would be shared, guaranteeing maximum exposure. Using Youtube in a follow-up phase ensures continued buzz for the campaign before the launch of the finished ads. Results achieved: The European campaign garnered 7,000 applicants and 550,000 votes. What could have been improved: The brand would have liked to partner with a TV station to broadcast its video series and bring the campaign to an even wider public. YSL Forever Youth Liberator UK launch The initiative: To support the UK and Irish launch in January of its Forever Youth Liberator line and its first major skincare entry since the brand was taken over by L’Oréal, YSL launched a Facebook campaign that involved offering 50 applicants the opportunity to test the line ahead of launch and submit feedback about it. Why it works: Consumers get the chance to test a major new line of prestige products before they are available for sale on the market, and give their feedback, creating online buzz before the launch. Results achieved: The initiative was ongoing at press time, so metrics are not available. Nevertheless, the brand says that its communication with online media has been instrumental in driving traffic to Facebook. What could have been improved: The brand says it would like to increase the scope of its consumer feedback and further build relationships with its fans. Sephora Wish List The initiative: For the holiday season, Sephora US launched the Wish List application on Facebook, allowing users to create lists of products they would like to receive as gifts to share with friends. Why it works: The application lets users choose the Sephora products they would like to receive, drawing attention to the items the retailer stocks with quick links to its e-commerce site. To encourage users to create and share their lists, the retailer ran daily sweepstakes from November 22 to December 22. Results achieved: Some 30,000 of Sephora’s 2.9 million Facebook fans participated. “We are very happy with the client interaction we received, as this was our first foray into using a list app on Facebook,” Sephora Direct senior vice president Julie Bornstein comments. What could have been improved: The retailer says it is so satisfied with the response that it will renew the initiative for the next big gift-giving period for cosmetics: Valentine’s day. 54 March-April 2012 - N°9 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #9 - March/April 2012

Cover
Comment
Update - Brand & retail news recap
- Companies on the move
Take note - Market facts, figures & trends
Best of BW - Highlights from our e-publication
Launches - The latest in fragrance, skincare & make-up
Interview - HSN gm of beauty & merchandising strategy Betsy Olum
Insight: Make-up - Category overview
- Nails
- Retailing
- The latest trends
Wellness - Online marketing
- Spa case studies
Retail - Pos technologies
- Store concepts
Digital - Social media strategies
Market watch: Brazil fragrance - Country overview
- Fragrance industry roundtable
- Prestige fragrance retailing
Strategy spotlight - Case studies to inspire
Travel retail - Americas regional overview
- Brazilian travelers
- Interview: Nuance Group North America...... Andrew Rattner
Radar - Six up-and-coming beauty brands
Packaging - Electronics in beauty packs
- Latest innovations
Last word - Crépuscule ceo Christophe Lerouge & creative director Olivier Boré

BW Confidential - Issue #9 - March/April 2012