BW Confidential - Issue #13 - March/April 2013 - (Page 38)

Insight: Make-up Social media Cosmetics network An analysis of innovative social media initiatives in color by Alissa Demorest YSL’s Facebook palette In July 2012, L’Oréal-owned Yves Saint Laurent launched a make-up item to be sold exclusively to its fans via its Facebook page. According to the brand, YSL has 585,000 fans on the social media network. The product, called Devoted to Fans, is a four-color eyeshadow palette with two applicators; the outer packaging features the same blue color as the Facebook logo. YSL manufactured 1,650 palettes and in July the first 50 items went on sale, after which the brand announced that fans who signed up to the waiting list would receive their palette in early September. The palette retailed for €48.50 and also gave shoppers access to exclusive offers via Facebook and in-store. Make Up For Ever HD campaign As a follow-up to its advertising campaign in 2011 using non-retouched photographs of models, LVMH-owned brand Make Up For Ever embarked on a campaign for its HD High Definition foundation line in 2012 which featured a non-professional model as the line’s spokesperson. The brand created a dedicated website, www.Hd-notretouched.fr, to which 7,000 candidates signed up in the first month. Of those, 20 were shortlisted following a vote by both online visitors and a jury chosen by Make Up For Ever. The brand launched a web series chronicling the model’s experience which broadcasted seven five-minute episodes. The series followed the contest from the initial applications to the final vote. The series was shown on cable channel Fashion TV, YouTube and on Make Up For Ever’s website. The brand claims that the initiative attracted more than 150,000 viewers, as well as generous editorial coverage. Blogwatch Make-up is a category that excites bloggers. BW Confidential scanned some of the most influential beauty blogs, which provided interesting insights on what bloggers like and don’t like about color cosmetics. What they said “Since I’m on a budget, I’ve been more interested in checking out drugstore make-up brands. Most of these brands are owned by or are the parent company of department-store brands, so a lot of the “fancy” formulas find their way into mass-market products.” http://www.clairesbeauty.com/ “Shopping for nail polish in drugstores can be pretty time consuming. On average I’ll hit up to three to four different stores looking for specific seasonal displays or brands.” http://www.alllacqueredup.com/ “A solid crème [tinted moisturizer] is better for touch ups than liquids—we all know tinted moisturizers aren’t known for their staying power.” http://beautyeditoroncall.com Maybelline Color Show To promote its Color Show nail polish range, Maybelline launched an augmented reality app to encourage users to share colors on their Pinterest, Facebook and Twitter accounts. Using image recognition platform Blippar, the app allows consumers to virtually try on up to 40 nail polish shades by aligning their nails to an outline that appears on the smart phone, taking a photo and then rotating the image manually to match up with the outline. The user then selects a polish color and can move the nails manually on screen to fit onto the image of the fingertips, giving the nails a realistic look. The final result is a photo of the user’s polished nails. Once the nails have been “painted”, a window appears so that users can share the photos on social networks. 38 “I don’t believe these [‘BB’ product] claims for a second—the brand went overboard on this one. Complexion radiance for lips? The marketing teams haven’t even bothered to change the product description, they must think that consumers will run out and buy it as long as it says BB on the packaging.” http://beaute-blog.blogspot.fr/ March-April 2013 - N°13 - BW Confidential http://www.clairesbeauty.com/ http://www.alllacqueredup.com/ http://www.beautyeditoroncall.com http://beaute-blog.blogspot.fr/

Table of Contents for the Digital Edition of BW Confidential - Issue #13 - March/April 2013

Cover
Comment
Contents
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 Natura Cosméticos evp José Vicente Marino
Insight: Make-up
- Category overview
- The latest trends
- Social media
- Retail viewpoint
- Retail case studies
- Increasing usage
Retail
- European perfumeries
- Store concepts
Digital Mobile strategies and brand case studies
Strategy spotlight Trends to inspire
Market watch: US
- Country overview
- Department stores
- Specialty stores
- Industry viewpoint
Emerging markets Company profile: Jequiti
Radar A profile of six up-and-coming beauty brands
Travel retail: Brazilian travelers
- Overview
- Passenger profiles
Packaging Designs for travel retail
Last word The Beauty Company’s Alisa Marie Beyer on new ways to converse with consumers

BW Confidential - Issue #13 - March/April 2013