The Future is Now: How the Beauty Industry can Benefit from Digital Campaigns
Assessing changes in the digital landscape in order to proactively capitalise future sales and marketing opportunities
Understanding shifts in entertainment and media creation, and where they create new opportunities for brands
Adapting to the monetization of social media- Connecting with the vlogger, a.k.a. the "Beauty Editor for the digital era"
Leveraging user generated content to extend brand reach & credibility & exploring opportunities for always on shopping in a multi-device world
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Valerie Hoecke, VP Digital Experience & Commerce, LVMH, Benefit Cosmetics
1. The
Future
Is
Now:
How
Beauty
Can
Benefit
from
Digital
Valerie
Hoecke
@vhoecke
@benefitbeauty
Rome
2014
2. 2
A
Bit
About
Benefit…
• San
Francisco-‐based
presKge
beauty
brand
• Founded
in
1976
by
twin
sister
models
• Acquired
by
LVMH
1999
• Sold
in
>4000
counters
in
>40
countries
• $1B
in
retail
sales
• Makeup,
skincare,
beauty
services
sold
through
premium
retailers,
our
own
bouKques,
&
online
• 10
million
eyebrows
waxed
• Challenger
brand!
3. 3
• Mobile,
Finally
• Shopping
Ubiquity
• Futuretainment
• The
Age
of
the
Influencer
4
Digital
Trends
We’re
Focused
On
8. 8
Mobile
ImplicaGons
• Mobile
phones
are
locaKon
aware
–
increase
in
locaKon
&
context-‐specific
messaging
• Mobile
phones
have
cameras:
hence
the
selfie
• Opportunity
for
concierge
services
• Screen
sizes
are
smaller,
requires
less
copy
• Video
becomes
more
important
• Touch
allows
for
greater
play
&
interacKvity
• The
“splinternet”
is
a
challenge
10. 10
Ecommerce
Growth
By
2020,
online
sales
are
forecast
to
be
…
20%
of
nonfood
retail
sales.
For
many
types
of
retailers,
the
%-‐to-‐total
sales
could
be
even
higher,
as
e-‐commerce
growth
conKnues
to
significantly
outpace
overall
retail
sales
growth.
*
Retailing
2020
Report
by
NYU
Stern
hhp://www.stern.nyu.edu/cons/groups/content/documents/webasset/con_033838.pdf
15. 15
“Mass
produced
media
must
make
way
for
media
produced
by
the
masses”
-‐
Futuretainment
by
Mike
Walsh
16. 16
Futuretainment
• Online
is
stealing
Kme
away
from
tradiKonal
TV
• With
the
internet’s
targeKng
comes
program
proliferaKon,
niche
content,
highly
targeted
audiences
•
Youtube
is
the
place
for
product
discovery
• Youtube is the #2 search engine in the world.**
• 15 billion Youtube beauty related video views in 2013.
• Sustained Growth: Youtube video consumptions has increased
800% in the last 6 years.*
*Google.com
Think
Insights
Study,
October
2013
**
Socialmouths
2013:
hhp://socialmouths.com/blog/2013/02/12/youtube-‐in-‐2013/
*http://searchenginewatch.com/article/2326673/YouTube-Vloggers-and-Haul-Girls-Crush-Big-
Beauty-Industry-Brands-Study
17. 17
DemocraGzaGon
of
Entertainment
Vloggers
Rising!
Vine
&
Instagram
Indie
Programming
Self
Made
Stars
New
Placement
OpportuniKes
Ad
MicrotargeKng