BW Confidential - Issue #17 - March/April 2014 - (Page 48)

Insight: Make-up Innovative strategies Getting creative A spotlight on creative approaches that make-up brands are using to promote the category by Alissa Demorest Burberry's virtual kisses For the 2013 holiday season, Burberry Beauty launched Burberry Kisses, an app (created in partnership with Google) that allows users to capture their lip imprint and send it to the person of their choice online. The user can either take a picture of her lips with a webcam, or by kissing a tactile screen directly (a longer kiss gives a more defined imprint). Before creating a personalized message, the user can color her lip print by choosing from five shades of Burberry's Lip Cover line: Bright Plum, Tea Rose, Union Red, Nude Beige or Devon Sunset. The technology registers the lip print and replicates it onto an on-screen image of a piece of paper that is then sent to its destination. The user can follow her kiss as it travels through 3D "urban landscapes" via either Google Earth or Google Street View. Burberry Kisses can be accessed through dedicated website Kisses.Burberry.com. On the site users can also view the kisses of others-in Live Kisses mode, they can see all the kisses as they travel around the world, while the All Kisses mode spotlights which cities are giving and receiving the most kisses. The app is a light and humorous way to promote the brand and, more subtly, its color collection, but without any link to sales. Burberry has been working to integrate the digital and physical worlds in its brand message; Burberry Kisses is an example of this strategy. SLA links services and sales French make-up artist brand Serge Louis Alvarez (SLA) launched a weekly series of nighttime events at its concept store in Paris in the month leading up to Christmas last year. The brand, which also operates a make-up school in the city, organized Beauty Bars every Thursday night in December that featured four "workshops": a hair bar (in partnership with hair accessories specialist Jolie Tête), make-up bar, nail bar and brow bar. The evenings began with a one-hour tutorial at each of the stations, centered around a holiday theme, such as "how to create a glamorous pout" at the make-up bar and "the secret to drawing a stunning brow line" at the brow bar. Following the tutorial, visitors could purchase items from SLA's range, and for every item bought, a service at the corresponding bar was given free-of-charge-a makeover for the purchase of an eyeshadow, for example. "This is the first time we've embarked on this kind of concept, and we hope that it will create a buzz and drive consumers to come visit the store," explains an SLA spokesperson. On opening night, the store was a hive of activity. The tutorials brought in a large number of onlookers, while the service-with-purchase concept highlighted the brand's make-up artistry expertise, providing publicity for the Make-Up University, its training academy. 48 March-April 2014 - N°17 - BW Confidential http://Kisses.Burberry.com

Table of Contents for the Digital Edition of BW Confidential - Issue #17 - March/April 2014

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 Guerlain ceo Laurent Boillot
Insight: Make-up
Category overview
Budget brands
The latest trends
Retail
Innovative strategies
Retail
Vending machines
Store concepts
Digital Social media content
Market watch: Latin America
Regional overview
Mexico: country analysis
Mexico: prestige retailing
Colombia: country analysis
Colombia: prestige retailing
Argentina: country analysis
Argentina: prestige retailing
Radar A profile of six up-and-coming beauty brands
Emerging markets Company profile: Mahogany
Travel retail: Brazilian travelers
Analysis
Industry viewpoint
Packaging: Decoration techniques
Trends analysis
Innovations
Last word Diagonal Reports analyst Jacqueline Clarke

BW Confidential - Issue #17 - March/April 2014