Marketing of cosmectics & beauty: the next future with Shiseido

by Laurent François

Citizens

Shiseido gives a good trend on what cosmectics & beauty retail/shops will look like. 2 statements on cosmectics & beauty marketing in brick&mortar shops in Europe:

  • Consumers are more and more well informed thanks to beauty & cosmectics bloggers, journalists, media. It’s really difficult for sales to add value when a consumer comes in shops. That’s the reason why we’ve launched for L’Express Styles (the media group I work for in France) a true digital beauty centre, in order to become a hub for sharing knowledge, tests, testimonials with beauty experts, and journalists among final consumers (they can get a sample of a product and add comments to experts’ point of view)
  • More generally, if the ads are really beautiful and can make you dream on TV, it’s pretty disappointing when you go in shops: it’s like going to supermarkets, and it’s like if there was a leakage on the communication chain

Shiseido answered to these 2 gaps in their new shop:

  • on the 1st floor, mirrors are digital: once you scan a barcode, you can see a glimpse of what it looks like on your skin. It also gives add-ons to amplify the user experience (tips & tricks, advices, experts’ POV…)
  • on the 2nd floor, Shiseido mix real life experience like in a beauty centre, and technologies to endeavour web-based conversations with their experts. We can imagine that there’ll soon be FAQs based on the history of conversations with the consumers

When Social @ Marketing gives more sense to the value chain for the brand and the consumer…

 

 

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