How does Glossier, in the course of two years, go from launch to being talked about as the beauty brand that possibly defines a generation? The skincare and makeup brand is expected to grow 600 percent in 2016, rising so fast that the company has re-forecasted its revenue goals twice this year.
Read More
This campaign is coming at a time of rebirth for the company. Avon Products sold its North American division to private equity firm Cerberus Capital Management in March of this year after steady revenue declines. Struggling to attract new sales reps — its famous army of Avon ladies — New Avon is looking to refresh its brand to appeal to a younger generation. Read more at Digiday.
Read MoreBrands are more than willing to invest the time and money. “Perfume videos launched online definitely lead to online sales,” said Alexandre Choueiri, the president of international designer collections at L’Oréal USA. One of the brands he oversees, YSL Black Opium, had a surge in sales after a short film by Harmony Korine went live on YSLBeauty.com and Sephora.com in February 2015. Read more at The New York Times.
Read MoreEmbracing diversity is also an aspect which Millennial beauty consumers have shown an interest in due to globalisation. Globalisation has led to a growing trend of Millennials trying out products which are relatable on an ethnic front. Read more at Marketing-Interactive.
Read More“The Estée Lauder brand is using 360-degree video to take viewers on a tour of Smashbox Studios, the fashion photography studio in Los Angeles’ Culver City, where the brand was born. The famed 25,000-square-foot space has served as the venue for innumerable fashion ad campaign and magazine cover shoots since the studio was founded in 1990. So featuring it in the brand’s digital strategy was a no-brainer, said Ginny Chien, executive director of global digital and consumer marketing at Smashbox.” Read more at Glossy.
Read More“It’s fitting that Burberry’s first major campaign on Snapchat is for a fragrance, as fragrances present an opportunity to get young consumers to buy into a luxury brand. But this brilliantly executed campaign also denotes a serious long-term investment in Snapchat from Burberry. Brands generally use content to market their products, but here it’s the other way round. Snapchat codes on Mr. Burberry bottles allow people to scan for more Snapchat content.” Read more at Marketing Magazine.
Read More“British fashion label Alexander McQueen is traveling the world for flowers that #BloomAtNight with the launch of its first fragrance with Procter & Gamble Prestige Beauty. While marketers often cultivate mystery around fragrances or employ celebrities with large followings, Alexander McQueen has taken the opposite approach, detailing the blooming patterns of each of its floral ingredients and highlighting nature and craftsmanship.” Read more at Luxury Daily.
Read More“This marks the first time Neutrogena has run ads that weren’t product focused. In that, it joins a growing cast of brands that have run equity campaigns with female-empowerment themes the past decade and particularly the past two years. Those include Unilever’s Dove going back to 2004, Procter & Gamble Co.’s Pantene and Always in 2013 and 2014, and most recently L’Oréal Paris’ ‘Worth Saying’ effort launched during the Golden Globes broadcast last month.” Read more at Ad Age.
Read More“While the beauty products firm is already working with Marketel McCann Erickson as its creative ad agency and MEC Canada for media placement, Montreal-based Cossette will be taking on web platform optimization, content development and consumer relationship management.” Read more at Marketing Magazine.
Read More“Procter & Gamble has decided to revamp one of the oldest men’s grooming brands by reformulating and rebranding with the help of a digital infomercial to get the message out. The tongue-in-cheek campaign to promote the new collection features a series of digital infomercials hosted by Bob Giovanni, ‘the king of products,’ and is backed by a full refund if customers are not satisfied with claims that the formulations are now more effective.” Read more at Cosmetics Design.
Read More“Anastasia Beverly Hills, launched in the late 1990s by mother-daughter duo Anastasia and Claudia Soare, doesn’t have the brand awareness of peers like Mac and Benefit. What it does have, however, is the most followed Instagram beauty account on the platform, with 7.5 million followers. The beauty industry average is 1.4 million followers.” Read more at Digiday.
Read More“The Content Factory enables L’Oréal staffers to create original content for the company’s 35 brands that can be quickly uploaded to digital platforms, whether it be YouTube, Facebook, Instagram, Pinterest, etc. The content can take multiple forms, from video makeup tutorials and product reviews to testimonials and product shots.” Read more at Marketing Magazine.
Read More“Benefit Cosmetics has seen an uptick in customers who enter the store in search of specific products they’ve seen on the brand’s Instagram account. As a result Benefit, one of the members of the ‘millionaires club’ (brands with more than a million followers on Instagram) is part of a growing number of fashion and beauty brands that are betting their social marketing dollars and resources on Instagram over any other platform.” Read more at Digiday.
Read More“Mobile digital technology isn’t about portability, it’s about activity: tweeting while meeting, shopping while shopping, posting while hosting, etc. Personal care and beauty brands that cater directly to the fast-paced digital consumer will win in this space.” Read more at Cosmetics Design.
Read More