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CEW Presents Prestige Skin Care’s Top Innovators
By: Nancy Jeffries
Posted: December 4, 2012
(from the left) Tomoko Yamagishi-Dressler, senior vice president, marketing, Shiseido Cosmetics America; Silvia Galfo, senior vice president, marketing, U.S., Lancôme; and Charisse Ford, senior vice president, global marketing, Estée Lauder; talk prestige skin care innovations and consumers at CEW's November 2012 event.
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“With fragrance, customers can shop by environment or mood; this is different than with skin care,” said Galfo. “The customer wants something very luxurious. It’s part of the after-recession effect, where customers want to do something good for themselves."
While the observation is positive, targeting continues to remain a predominant thread in the discussion surrounding retail. Providing samples for customers, giving men more convenient ways to shop and expanding reach with more targeted efforts were among the ideas suggested.
The panelists agreed that social media is an effective way to drive business, noting that social media engages people in conversation about products, provides feedback, and, as Yamagishi-Dressler noted, offers a platform for social engagement around the individuals who have used the products.
The event was sponsored by Shape, Givaudan, Mark, 24 Seven Inc., HauteLook, Dermstore Beauty Group, ModiFace, Beauty Inc, WWD, Kaplow Communications and Indelible.