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CEW Explores Digital Beauty

By: Nancy Jeffries
Posted: January 27, 2011

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.

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“I love that answer because it’s not really about being technological," responded Thalberg. "It’s like being a cultural anthropologist and figuring out how to keep up with the development that will work best for consumers and say, here’s where we’re going and we’re going to place our bets here. Being curious is a big part of it. We’ll place our chips and keep being a filter for what is going on.”

In assessing the importance of PR, bloggers and editors, the consensus was that they are important because they speak to the content readers and should be integrated into your marketing plans. Consumer dollar measurements, as well as consumer engagement, continue to be measured via numerous metric systems. “There are so many metrics available that it’s important to understand the time consumers spend in digital spaces, and the dollars that are spent. There are metrics that can look at shifting levels of engagement, as well as driving sales,” Thalberg said. Yraola offered another perspective, “It’s still TV. It’s just a different screen.”

Yraola also broached another aspect of marketing, noting that while it is about targeting, there are other variables. “We target consumers not necessarily on a beauty sector of a site, but we’ll find her somewhere else on the Internet, at her point of receptivity from a digital perspective,” she said. Thalberg concurred, “Digital beauty is not as rigid as other profiles by age. Digital beauty is kind of age agnostic, as the consumer is voting with her mouse, not by age, so it is ultimately liberating and shifts the paradigm.”