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CEW Explores Digital Beauty

CEW Digital Beauty panelists, left to right, Annemarie Frank, director e-Commerce, digital media & strategic alliances, Mark; Marisa Thalberg, vice president of global digital marketing, The Estée Lauder Companies, Inc.; and Kristen Yraola, assistant vice president of digital media and Internet, Maybelline New York and Garnier brands.

By: Nancy Jeffries
Posted: January 27, 2011

Three of the most forward thinking women in the industry discussed the state-of-the-art in an evolving digital beauty landscape at Cosmetic Executive Women’s Women in Beauty Series (WIBS) presentation on Jan. 20, 2011. The discussion, which kicked off the first WIBS presentation of 2011, traced the beginnings of the digital revolution in beauty to its current place as an integral part of strategic marketing. The panel included Annemarie Frank, director e-commerce, digital media & strategic alliances, Mark; Marisa Thalberg, vice president of global digital marketing, The Estée Lauder Companies, Inc.; and Kristen Yraola, assistant vice president of digital media and Internet, Maybelline New York and Garnier. It was moderated by WWD’s Jenny Fine.

According to Carlotta Jacobson, president of CEW, “Leveraging and capitalizing upon emerging media and social platforms is top-of-mind for the beauty industry.”

“I think of digital media through the lens of our brands and ultimately driving business to the counter," said Thalberg. She noted that the consumer landscape has become more complex and that consumers today are connecting with many more touch points than they have in the past. “When I started in 2007, the idea of brands being participatory was new. There has been a real sea change. We can still have the authority to invite consumers in, and we do that with our brands, whether it’s DKNY or Clinique’s Insider’s Club.”

“Whether it’s an e-boutique or whatever brings consumers to the Mark brand, it’s a new way of operating," said Frank. "And it’s integrated into the fabric of everything you do and every way you do business. At Mark, we’re trying to break it down so people understand what it is, why it’s important and how it gets done. It also involves the business processes and the people, as well as the technology.”

“At L’Oréal USA, it’s an imperative and permeates throughout the entire marketing team," said Yraola. "It’s not just for nerds.” Frank provided an analogy for the emerging digital world, comparing it to learning a foreign language. “It’s almost like speaking a foreign language and everyone is getting up to speed so they are welcome in the area,” she said.

The Shopping Experience and Digital Marketing