BW Confidential - Issue #16 - November/December 2013 - (Page 76)

Digital Innovation strategies The disruptive era How beauty brands and retailers can do digital better by Naomi Marcoulet D igital technology in beauty has only actively taken off in the past two or three years, but it has already reshaped the market. Not so long ago, Facebook seemed like the sole domain of social media in beauty, but earlier this year Sephora revealed that its Pinterest fans spend 15 times more on products than Facebook fans. Meanwhile, video tutorials and virtual makeovers are making YouTube the favored digital channel for most beauty players. Beauty retailers such as Sephora receive more upstream traffic to their sites from YouTube than any other retail category does, while professional and consumer haircare and color brands also see significantly more traffic from YouTube than from either Facebook or Twitter, says Stasha Rosen, research & advisory lead at digital consultancy L2 Think Tank. Other social sites, like Instagram and Twitter, have since introduced video platforms. “Beauty is visual and video provides the ultimate online visual experience. From instructional ‘how-tos’ to expert beauty advice, demos and customer testimonials, video builds trust in your brand and confidence in your product,” comments Mark Sidney director at online and video strategists firm Nova Pictures. Switching on to video Consumer surveys by eDigitalResearch confirm the interest generated by video tutorials and live chat. “When [Live Chat] is implemented and well delivered, user feedback is very positive and indicates that it is a key factor in the purchase decision process,” says Steve Brockway, director of research (UK), eDigitalResearch. “In our research we have often identified that visitors appreciate any expert tips and advice on the use and application of beauty products.” 76 credit: istock “What happens is that a lot of people go online and engage with these videos, and that teaches them a lot about the product and how to use it. That is where people spend the most time. People spend five or six minutes with your brand, learning about your products, which I think is critical,” says Ray Rainville, vp client services at advertising and interactive agency Barker DZP. Meanwhile, experts are looking at new opportunities, like using animation to communicate with consumers in more imaginative ways. An example is L’Oréal’s launch of the Next Level style application for Microsoft Xbox, which demonstrates the group’s efforts to connect with beauty consumers in new and unique ways, says Rosen. Launched in 2012, L’Oréal’s Next Level app targeted women in the gaming world on the Microsoft XBox platform. It was designed to be a personalized style hub, offering videos, beauty recommendations and tips, forums and special offers. The more the users interact with it, the more points they earn that are then redeemable on L’Oréal products. For Brian Philips, co-founder of US-based digital design studio The Basement, interactive media and animated storytelling can provide a rich and compelling means of educating and guiding consumers. “One key advantage of November-December 2013 - N°16 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #16 - November/December 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 Coty ceo Michele Scannavini
Insight: Fragrance
Category overview
Regional breakdown
Launch strategies
The niche market
Retailer initiatives
Launch roundup
Strategy M&A analysis
Retail
The store of the future
Creative strategies
Store concepts
Digital Innovation strategies
Market watch: Brazil
Country overview
Natura & Grupo Boticário
International brand strategies
Prestige retailing
Trendwatch Upcoming innovation
Travel retail
Channel analysis
The CIVETs
Digital strategies
Interview: L’Oréal Luxe md travel retail worldwide Barbara Lavernos
Interview: WDFG global head of beauty Antonin Carreau
Radar Up-and-coming brands
Emerging markets Company profile: Shanghai Jahwa
Packaging
Luxury packs in the BRICs
Luxury innovations
Industry viewpoint
Last word Euromonitor International senior analyst beauty and personal care Oru Mohiuddin

BW Confidential - Issue #16 - November/December 2013

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