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Beauty and Glam
By: Jane Evison
Posted: November 8, 2006, from the November 2006 issue of GCI Magazine.
GCI magazine was delighted to be a media partner for the Future Beauty & Body Visions 2006 conference held September 20–21 at the very glam London Art House, in London’s trendy Islington district.
This health and beauty summit, organized by Marketing Week magazine, highlighted strategic thinking for brands within the skin care, fragrance, cosmetics, hair care and personal care markets. Major themes included the men’s market, antiaging products/cosmeceuticals, natural products, the increasing use and importance of the Internet, and how to build and sustain successful brands in a choice-filled market.
In addition to the conference program of lectures and panel discussions, on-site beauty treatments and a hands-on perfumery workshop were available during refreshment breaks.
Proceedings were overseen by event chair Hilary Dart, former president of Calvin. Klein and former head of beauty development at Selfridges. Jeanne Chinard, founder and president of et y and LLC, got the conference off to a thought-provoking start with her fable of the girl who cried “new,” which noted that out of the tens of thousands of product introductions each year, only a few succeed. “The party is over for new,” said Chinard. Companies lose credibility by presenting slight incremental differences in products touted as “new,” spending millions of dollars distinguishing these microscopic differences. Companies should make sure that products are really new and different, singling the product out in order to succeed. Brand strengths should be communicated over time to slowly build up confidence in the brand, as demonstrated by Estée Lauder.
The first beauty panel discussion conversed on the impact of the Internet’s immediacy, from consumers to promotional campaigns and data capture, and how it can lead to increased knowledge of trends and consumers.