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
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