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Live From New York: Dellas Awarded Honor
By: Nancy Jeffries
Posted: June 9, 2008, from the June 2008 issue of GCI Magazine.
page 4 of 8
While she stressed the importance of an educated beauty advisor at the counter, she also said the company is attracting different generations through the use of new media and continues to be proactive in attracting customers and market sharing by being regionally and demographically relevant. In response to a question from the audience regarding entering the beauty business, Breen replied, “Make sure you get involved in the industry and find out if you love it.”
Selling Scents III
On March 12, 2008, The Fragrance Foundation presented “Selling Scents III” at The Paley Center for Media in New York City. Rochelle Bloom, president of The Fragrance Foundation, introduced the discussion, which addressed some of the fragrance industry’s hot topics, including convergence marketing, high-tech outreach and Hollywood product placement. Moderator Jerry Wind, a Lauder professor, Wharton School of Business, and author of Convergence Marketing, presented an overview of the challenges facing today’s marketers and introduced the panelists.
Steve Roberts, CEO, Shop Text; Laura Elkins, vice president, international marketing, MAC Cosmetics; and Jennifer Frommer, associate publisher, CondéNet, provided examples of the multi-platform opportunities that await marketers today. Wind discussed key areas addressed in his book, beginning with the convergence of customization and personalization; convergence of choice (i.e. having the tools to make the right decisions); communications; competitive value; and converging channels. “There is decreased effectiveness of traditional media,” said Wind, adding, “We can’t do what we’ve been doing before; innovative marketing is essential.”
Roberts noted that gravitation to the mobile phone as a connector to multiple initiatives is creating new commerce opportunities, and he cited a recent initiative between Shop Text and P&G as a successful interactive campaign conducted through text messaging. Elkins discussed the MAC Cosmetics Fafi initiative, which generated online buzz about a new MAC Cosmetics line, exemplified by the company’s own “Fafinettes,” whose online presence invited consumer interactivity. Their MAC brand site, www.fafi.com, allowed visitors to the site to click on products for a seamless shopping experience. They also created a friends page at the site and did outreach to the blogger community. “Fafi herself has her own page on MySpace, where she promoted herself to fans,” said Elkins. There have been more than 100,000 views related to MAC Fafi on YouTube, as well as strong brand advocacy among MAC consumers.