In a conversation on the impact technology has on beauty brands, JuE Wong, president of Elizabeth Arden Brand, emphasized that technology needs to be utilized to its full capacity in order to lead to revenue.
“I think ultimately impressions — ‘likes,’ people getting engaged with the brand and being aware of the brand — those are all important, but at the end of the day, you can’t stop there,” she said, elaborating that social media platforms like Instagram and Facebook have been successful in turning their technology into revenue by effectively engaging their users. “We found that when we talk about a product, it’s not about the brand, it’s about the solution. That drove a lot of interest, so that was how we started to measure the monetization.”
Wong spoke during the keynote conversation at the Decoded Beauty Summit on Nov. 2 at the Convene Conference Center in Manhattan, which was the first beauty event hosted by Decoded Fashion. The beauty summit was held in order to focus on the rethinking of beauty through digital and disruptive technologies, including panels on beauty influencers, consumer trends and communicating with Generation Z, among others. Beauty industry executives, like Sheryl Adkins-Green, chief marketing officer of Mary Kay; Henry Davis, president and chief operating officer of Glossier, and Alicia Yoon, president and chief executive officer of Peach and Lily, were tapped to give their insight on the ways that technology is changing how beauty brands operate.
During a panel focusing on new beauty start-ups, cofounder Mazdack Rassi and creative director Georgie Greville of Milk Makeup explained how they’ve leveraged social media to ensure their brand is inclusive and diverse, bringing in a group of influencers that represent a range of ethnicities, genders and sexualities.
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“Our influencers are people that were never spoken to and there are so many of them out there right now that the world of beauty doesn’t speak to because of the limited language,” Greville said. “I have tons of people that thank [me] that are actually feeling a personal connection with the brand because they feel spoken to and accepted.”