The Future is Now: How the Beauty Industry can Benefit from Digital Campaigns Assessing changes in the digital landscape in order to proactively capitalise future sales and marketing opportunities Understanding shifts in entertainment and media creation, and where they create new opportunities for brands Adapting to the monetization of social media- Connecting with the vlogger, a.k.a. the "Beauty Editor for the digital era" Leveraging user generated content to extend brand reach & credibility & exploring opportunities for always on shopping in a multi-device world

1. The
Future
Is
Now:
How
Beauty
Can
Benefit
from
Digital
Valerie
Hoecke
@vhoecke
@benefitbeauty
Rome
2014

2. 2
A
Bit
About
Benefit…
• San
Francisco-­‐based
presKge
beauty
brand
• Founded
in
1976
by
twin
sister
models
• Acquired
by
LVMH
1999
• Sold
in
>4000
counters
in
>40
countries
• $1B
in
retail
sales
• Makeup,
skincare,
beauty
services
sold
through
premium
retailers,
our
own
bouKques,
&
online
• 10
million
eyebrows
waxed
• Challenger
brand!

3. 3
• Mobile,
Finally
• Shopping
Ubiquity
• Futuretainment
• The
Age
of
the
Influencer
4
Digital
Trends
We’re
Focused
On

4. MOBILE,
FINALLY!

5. 5
Mobile
Traffic
is
Exploding
• Insert
stats
• Background
of
VaKcan
pics

6. 6
Mobile
=
DisrupGon

7. 7
Device
ProliferaGon,
But
Think
Mobile
First

8. 8
Mobile
ImplicaGons
• Mobile
phones
are
locaKon
aware
–
increase
in
locaKon
&
context-­‐specific
messaging
• Mobile
phones
have
cameras:
hence
the
selfie
• Opportunity
for
concierge
services
• Screen
sizes
are
smaller,
requires
less
copy
• Video
becomes
more
important
• Touch
allows
for
greater
play
&
interacKvity
• The
“splinternet”
is
a
challenge

9. SHOPPING
UBIQUITY

10. 10
Ecommerce
Growth
By
2020,
online
sales
are
forecast
to
be
…
20%
of
nonfood
retail
sales.
For
many
types
of
retailers,
the
%-­‐to-­‐total
sales
could
be
even
higher,
as
e-­‐commerce
growth
conKnues
to
significantly
outpace
overall
retail
sales
growth.
*
Retailing
2020
Report
by
NYU
Stern
hhp://www.stern.nyu.edu/cons/groups/content/documents/webasset/con_033838.pdf

11. 11
Barriers
to
Ecommerce
Are
Falling
Saved
Accounts
&
Universal
Shopping
Carts
Delivery
Expansion
Richer
Shopping
Experiences
Free
Shipping
&
Generous
Returns

12. 12
Online
|
Offline
DisGncGon
Is
Blurring
Order
Online
Pickup
In
Store
Scan
to
Buy
Scan
to
Replenish
Scan
to
Shop
Via
Mobile
Benefit
Airport
Kiosk

13. 13
Online
Shopping
is
Changing
Add
Items
to
Cart
via
Twiher
Mobile
Commerce
Research
Pricing
In
Store
Via
Mobile
Shoppable
Video
WeChat
Payment

14. FUTURETAINMENT

15. 15
“Mass
produced
media
must
make
way
for
media
produced
by
the
masses”
-­‐
Futuretainment
by
Mike
Walsh

16. 16
Futuretainment
• Online
is
stealing
Kme
away
from
tradiKonal
TV
• With
the
internet’s
targeKng
comes
program
proliferaKon,
niche
content,
highly
targeted
audiences
•
Youtube
is
the
place
for
product
discovery
• Youtube is the #2 search engine in the world.**
• 15 billion Youtube beauty related video views in 2013.
• Sustained Growth: Youtube video consumptions has increased
800% in the last 6 years.*
*Google.com
Think
Insights
Study,
October
2013
**
Socialmouths
2013:
hhp://socialmouths.com/blog/2013/02/12/youtube-­‐in-­‐2013/
*http://searchenginewatch.com/article/2326673/YouTube-Vloggers-and-Haul-Girls-Crush-Big-
Beauty-Industry-Brands-Study

17. 17
DemocraGzaGon
of
Entertainment
Vloggers
Rising!
Vine
&
Instagram
Indie
Programming
Self
Made
Stars
New
Placement
OpportuniKes
Ad
MicrotargeKng

18. THE
AGE
OF
THE
INFLUENCER

19. 19
Vlogger
Videos
More
Popular
Than
Brands’

20. 20
Everyone
Influences
-­‐
UGC
Benefit
#Realsies
CompeKKon:
Over
11,000
Entries

21. 21
Thank
you
QuesKons?
Just
ask!
Or,
talk
nerdy
to
me
@vhoecke.