Beauty, cosmectics & social media

WHY SOCIAL MEDIA MATTERS WHEN IT COMES TO BEAUTY Laurent François –2011 – @lilzeon

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A story that could be real ,[object Object]

We’re always online, whatever happens

Streets are now the most digital spaces… ,[object Object]

… purchasing beauty is happening more and more « online »… … as « online » litterally means anywhere

Beauty: a topic that matters because it’s part of daily conversations, on & offline ,[object Object],[object Object]

How can cosmetic brands fight for consumers’ engagement?

Word-of-Mouth: marketing lipstick ,[object Object],[object Object],[object Object],[object Object],[object Object]

Word-of-mouth: an help in the decision-making process

Word-of-mouth starts with organic search ,[object Object],[object Object],[object Object]

Cosmetic, beauty & fashion brands want to become media to tell their own « stories » ,[object Object],[object Object],[object Object],2005

Issue #1: value proposition ,[object Object],[object Object],[object Object]

Issue #2: reaching a critical mass in Europe ,[object Object],[object Object],The Gap

Leveraging critical mass Media: the brand’s story best social friend ,[object Object]

Clinique: insiders’ communities to spread the word among final consumers

Dr Vichy: real life to digital vertuous loop in Thaïland ,[object Object],[object Object]

Sephora: leveraging a critical mass of consumers’ interest into a beauty platform ,[object Object],[object Object]

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