Benefit Cosmetics has an irreverent streak and Claudia Allwood, U.S. director of digital marketing at the brand, wants to take full advantage of it.
But in the free-for-all of social media, even brands with an edge have to be careful about how they jump in.
Allwood said it’s vital that brands maintain an authentic voice when they do pipe up. To that end, she offered several things marketers should keep in mind as they seek to “master the art of not crashing the party” online, while also being heard.
• Not every conversation merits participation: Allwood said brands need to show restraint and think about what they are giving followers that is sharable on social media. “What’s your social artifact?” she said.
A good guideline might be to listen to the advice your mother had, when she said, “If you don’t have anything nice, don’t say anything at all.” Case in point — Miley Cyrus. While Allwood outed herself as personally in favor of twerking and keen as a marketer to latch on to the phenomenon, she decided to keep Benefit out of the fray. “Why would we slam her?” she said of the gyrating Cyrus.
• Join the conversation without butting in: Wanting to latch on to New Year’s, but skip all the downer resolution stuff, Benefit came up a more positive spin with #beautyboost. A tweet containing @Benefit and #beautyboost would generate an instant beauty compliment that Allwood described as “kind of a bad pick-up line” and some positive reinforcement from the brand.
• Plan for what’s known and make room for the unexpected: When a fashion week cross promotion with Uber featuring “emergency” mascara specialists ran into winter storm Nemo, Benefit pivoted and made use of the storm. The company zeroed in on the pink, snow-ready SUVs it had lined up for the promotion, featured them in its social media presentation and gained 50,000 Instagram followers. “Instead of pulling the plug, I was like Marky Mark going into the ‘Perfect Storm’ with this thing,” Allwood said.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion