For Julia Goldin, global chief marketing officer at Revlon Inc., authenticity is the foundation for any marketing initiative — whether in-store or online.
“At the end of the day, it’s the benchmark against which all brands are now judged,” she said, quoting John Grant from “The New Marketing Manifesto.”
Goldin cited a digital program that focused on Revlon India — where the brand isn’t as accessible as it is in the U.S. — as serving a 2-in-1 purpose. A dual product was targeted toward women online who live “dual roles” — what Goldin described as the juxtaposition between traditional Indian values (90 percent of marriages in the country are still arranged) and modern life, hobbies and professions.
“We created a connection with the Indian woman,” she said. The project became Revlon’s most successful lip launch to date in India — in just over three months, it garnered 90 million impressions with an 80 percent engagement rate.
A virtual catwalk on Pinterest during New York Fashion Week also saw strong engagement, as did the brand’s sponsorship of the U.K.’s Brit Awards — where five nail looks based on music nominated for the show appeared online. Revlon Australia also partnered with Oracle Fox’s Amanda Shadforth, following the blogger for a day and producing a video that ran on the blog and YouTube.
Goldin suggested companies do fewer things in the digital realm, but in a “bigger way,” and warned organizations not to spread themselves too thin in the space.
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