Valerie Hoecke, VP Digital Experience & Commerce, LVMH, Benefit Cosmetics
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The Future Is Now: How Beauty Can Benefit from Digital Valerie Hoecke @vhoecke @benefitbeauty Rome 2014
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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
Transcript of Valerie Hoecke, VP Digital Experience & Commerce, LVMH, Benefit Cosmetics
The Future Is Now: How Beauty Can Benefit from Digital Valerie Hoecke @vhoecke @benefitbeauty Rome 2014
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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!
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• Mobile, Finally • Shopping Ubiquity • Futuretainment • The Age of the Influencer
4 Digital Trends We’re Focused On
MOBILE, FINALLY!
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Mobile Traffic is Exploding
• Insert stats • Background of VaKcan pics
2005
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Mobile = DisrupGon
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Device ProliferaGon, But Think Mobile First
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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
SHOPPING UBIQUITY
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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
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Barriers to Ecommerce Are Falling
Saved Accounts & Universal Shopping Carts
Delivery Expansion Richer Shopping Experiences
Free Shipping & Generous Returns
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Online | Offline DisGncGon Is Blurring
Order Online Pickup In Store
Scan to Buy
Scan to Replenish
Scan to Shop Via Mobile
Benefit Airport Kiosk
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Online Shopping is Changing
Add Items to Cart via Twiher
Mobile Commerce
Research Pricing In Store Via Mobile
Shoppable Video WeChat Payment
FUTURETAINMENT
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“Mass produced media must make way
for media produced by the masses”
-‐ Futuretainment by Mike Walsh
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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
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DemocraGzaGon of Entertainment
Vloggers Rising!
Vine & Instagram
Indie Programming Self Made Stars
New Placement OpportuniKes Ad MicrotargeKng
THE AGE OF THE
INFLUENCER
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Vlogger Videos More Popular Than Brands’
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Everyone Influences -‐ UGC
Benefit #Realsies CompeKKon: Over 11,000 Entries
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Thank you
QuesKons? Just ask! Or, talk nerdy to me @vhoecke.
