“How do we find white spaces? How do we break through and how do we leverage digital to drive consideration in a new way?” asked Marc Speichert, L’Oréal USA’s chief marketing officer, about the ever-evolving digital beauty marketplace.
Speichert, who oversees L’Oréal USA’s four divisions, including consumer, luxury and professional products, as well as active cosmetics, discussed the new consumer decision cycle and his focus on identifying innovative digital initiatives for L’Oréal’s 23 brands.
Speichert said that “2010 has been declared the year of digital by our ceo, Jean-Paul Agon. [This has] really mobilized our entire organization to bring digital to a whole new level.”
Charged also with the tasks of creating synergy among L’Oréal’s cross-category divisions and stimulating innovation on multiple levels, Speichert said that while in the past the shopping process was mostly a linear one, the new model involves an educated, discerning consumer who is evaluating products online many times before purchasing them.
“[It’s a] much more circular more complex process,” but also one that’s exciting and lets us talk to consumers in a very different way,” said Speichert.
While Speichert said that L’Oréal still relies on traditional push advertising for many of its brands, a rich, contextually relevant and consumer-specific digital presence is essential.
“The sophistication level that consumers have in terms of research of content is getting greater and greater,” said Speichert. “Instead of creating one video that will generate a million views, how do we create thousands of videos that will answer those very specific content needs?”
To that end, Speichert identified L’Oréal’s recent partnership with Demand Media, a company that monitors consumer behavior and matches it with relevant content, as one of the beauty company’s biggest investments to date from a digital perspective. He also named 23-year-old beauty blogger Michelle Phan as a “virtual beauty adviser” who has reached millions of women through her how-to videos.
“She’s inspiring consumers to try new looks and doing it with our brands,” said Speichert.
He also cited L’Oréal’s recent collaboration with Telemundo Communications Group as a way the company has been reaching potential Hispanic consumers. Billed as the first official club for Telemundo’s loyal telenovela fan base, Club De Noveleras is sponsored by L’Oréal brands like Maybelline and Garnier.The “first Hispanic beauty blogger” will also have space on the site, said Speichert.
“This is the beginning of a journey that is going to be very transformational for us,” he said. “We need to reinvent ourselves and be very visionary in terms of where we think beauty will be going.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews