Social Intelligence Customer Case: M2Beauté by Dr. Frank Zurlino @SMiCS2011 in Monte Carlo

1. M2 BEAUTÉ
For the most beautiful eyelashes
and eyebrows in the world
Company Profile & Marketing Strategy
SMiCS 2011
Dr. Frank Zurlino

2. Innovative products
Stimulating serums for an accelerated and intensified
growth of eylashes and eyebrows
Verifiably effective – due to OTC application of
ophthalmologic ingredient (MDN)
“M2 Lashes” launched in 2009 – followed by
“M2 Brows” and “M2 Gloss” in 2010
110712 SMiCS Conference
1 -- Dr. Frank Zurlino
M2B Cosmetics 2011

3. Aspiration & Strategy
Fast domestic and international market penetration
Globally standardized and rigid pricing policy
“Leading brand for effective
ingredient beauty care”
NextGen Marketing – “effectiveness & trustworthiness”
Excellence in service, training, customer care, delivery
Continuous product innovations
Best-in-class value chain
110712 SMiCS Conference
2 -- Dr. Frank Zurlino
M2B Cosmetics 2011

4. Consumer profile
Female
Well situated & fashion oriented
~ 25 – 70 years
Consumer need:
“Stronger impression – in a natural way”
110712 SMiCS Conference
3 -- Dr. Frank Zurlino
M2B Cosmetics 2011

5. Top Stores Examples
M2 Beauté: „innovative – effective - trustworthy
110712 SMiCS Conference
4 -- Dr. Frank Zurlino
M2B Cosmetics 2011

6. Multi-channel sales Examples
Douglas
Perfumeries/DaySpas
Beauty Alliance
Mang Bodenseeklinik
Beauty Clinics Haut- und Laserzentrum an der Oper
Harrods
Top Stores Collette
Oliver Schmidt Hairdesign
Top Coiffeurs Heiko Bott Beauty Lounge
m2beauté.com
Webshops
BeautyLounge24.com
110712 SMiCS Conference
5 -- Dr. Frank Zurlino
M2B Cosmetics 2011

7. Regional Expansion Status 6/2011
Austria Italy Spain
Belgium Norway Sweden
Denmark Poland Switzerland
England Portugal Taiwan
Finland Rumania Turkey
France Russia UAE (Arab)
Germany Singapore Ukraine
Iran Slovakia …
110712 SMiCS Conference
6 -- Dr. Frank Zurlino
M2B Cosmetics 2011

8. Consumer Marketing Status & Examples
Classic PR Search engines/SEO Online shops
Social networks Forums & Blogs Targeting
110712 SMiCS Conference
7 -- Dr. Frank Zurlino
M2B Cosmetics 2011

9. SMM: Lessons learnt
Trust based & “word-of-mouth” marketing
Regional FB-sites
Information
Entertainment
Reviews (customers & testimonials)
110712 SMiCS Conference
8 -- Dr. Frank Zurlino
M2B Cosmetics 2011

10. Reasons to go for „Alert
More detailed Information about fans
(above Facebook’s statistics)
Grow fan-base with targeted information for
specific customer segments
Add mobile channel and location
based service
Social Commerce
(future)
110712 SMiCS Conference
9 -- Dr. Frank Zurlino
M2B Cosmetics 2011

11. Fan intelligence schematic
110712 SMiCS Conference
10 -- Dr. Frank Zurlino
M2B Cosmetics 2011

12. Location based services & POS schematic
Harrods
Harrods
Harrods
Harrods
Take a free M2B eye mask
Harrods
110712 SMiCS Conference
11 -- Dr. Frank Zurlino
M2B Cosmetics 2011

13. Metrics for Success
Information: understand graph and segments of fans
- Compare information of alert, Facebook, internal CRM
Engagement: measure response-rate (likes, comments),
Alert growth rate of fan-base and churn rate of fans
Early Adapter Program
Compare segmented approach vs standard Facebook wall
Sales success (€)
Marketing investment (€)
Integration effort (€)
110712 SMiCS Conference
12 -- Dr. Frank Zurlino
M2B Cosmetics 2011

14. „On track
Top company value
Full range portfolio
Global coverage
BV*: xx m€
3 products 2015
23 countries
BV*: x m€
1 product 2011
1 country
2009
*BV – overall business volume
110712 SMiCS Conference
13 -- Dr. Frank Zurlino
M2B Cosmetics 2011

15. Take aways
M2 Beauté is a young, successful and fast growing company
Fast market penetration – but still big potentials
Marketing for trustworthiness (and sales)
Next step: Social CRM & more insights
110712 SMiCS Conference
14 -- Dr. Frank Zurlino
M2B Cosmetics 2011