PARIS — Lancôme is increasingly netting consumers on the Internet.
As reported, the firm announced Kate Winslet's appointment as Trésor spokeswoman during a soiree at the Musée Rodin here Monday (see below) and simultaneously broadcast the event on the Internet, a first for a luxury brand, according to Lancôme. It also hosted an evening for bloggers and held an event in the virtual world Second Life.
More than 100,000 people tuned in to june-11-2007.tv, a site created specifically for the presentation, on Monday.
"We are a pioneer on the Internet," said Odile Roujol, president of Lancôme International.
She added the brand's business online is growing by around 25 percent annually and in the U.S., four of Lancôme's top 10 points of sale are e-tailers, the firm's own e-commerce site among them.
Industry sources estimate Lancôme's sales via the Web are approximately equivalent to its turnover in Russia.
To maintain the excitement created by the Winslet announcement, the site tresor-is-love.tv features an image of a Trésor bottle made up of more than 1,000 film stills, each linked to short films by young artists, depicting their interpretations of love. Lancôme is inviting consumers to send in their own via the video sharing site dailymotion.com.
"What is important is to give Web surfers their say," explained Michel Campan, vice president of interactive marketing and customer relationship manager at Lancôme International.
Campan also engineered a broadcast of Winslet's presentation to the press on Second Life, which was attended by some 200 "avatars," or computer-generated characters representing Internet users.
In addition, about 20 VIBs, or Very Important Bloggers, were invited to watch the announcement at Lancôme's Rue du Faubourg Saint-Honoré flagship.
Across Paris at the Musee Rodin, Lancôme executives checked in on blog coverage while dining with Winslet.
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