BW Confidential - Issue #3 - September 2010 - (Page 8)

Update Digital digest Sephora begins selling beauty on the go Sephora launched a mobile site in the US in August, which allows shoppers to buy, view previous purchases and consult product reviews on the go. The new mobile site (m.sephora.com) provides what the retailer calls a ‘shopping tool kit’ and grants new features and perks for members of Sephora’s Beauty Insider loyalty program. It enables customers to charge a purchase from their phone, access more than one million product ratings and reviews, remember the shades or names of products they bought by looking at their purchase history and create a shopping list. It also alerts users to new products and events and uses a GPS to show the closest Sephora store. Sephora also plans to launch an app called Beauty-to-Go later this fall for the iPhone, iTouch and iPad. The app will include all the features of the retailer’s mobile site and will provide additional ways to shop, such as being able to scan a product and watch video content. Navigation application Fragrance house Givaudan is aiming to help consumers navigate the perfume market with its new iPhone app, iPerfumer. The free app uses Givaudan’s Miriad 2.0 tool to create a database of 4,000 prestige fragrances. Users create a profile that can be used to shortlist fragrances. The tool‘s recommendations are based on individual user and fragrance preferences of the iPerfumer user community in addition to olfactive categorization. The idea of a tool that helps consumers choose fragrance has been welcomed, but some users complain that there is not enough detail about the fragrances and that it does not contain the most recent launches and needs to be updated frequently. Case study: social media and smelling like a man, man Companies puzzled about how to approach social media have been dissecting and analyzing the campaign for P&G’s Old Spice brand. The company made a massive social media push with the campaign known as the ‘Smell like a man, man’ leading to more than 100 million YouTube views and catapulting the campaign’s actor and ex-football player Isaiah Mustafa to stardom. The campaign, by New York agency Wieden + Kennedy, started as a humorous TV ad featuring a confident, shirtless Mustafa standing in front of shower telling the “ladies” that their man could smell like a man with Old Spice. The buzz from the ad was prolonged by an onslaught of content in social media, when Mustafa promised he would respond to comments from fans on Twitter, Facebook and YouTube. The brand also posted up to 200 videos on YouTube showing Mustafa responding to comments. All versions of the Old Spice videos (including ads and responses) have recorded around 130 million views on the web since February, according to marketing magazine Advertising Age and tracking firm Visible Measures. Analysts say the campaign’s success lies in the creation of a comic character, the volume of content created around it on video and in Twitter and the personalization aspect of promising individual responses to viewers. It’s also an example of how TV ads can integrate with social media tools and increase the shelf life of traditional media thereby boosting the return on initial investment. 8 More beauty apps... The number of beauty apps is growing by the day. Some of the favorites from the beauty bloggers include the app from e-tailer Beauty.com, and TV shopping channel QVC, where users can order live from their phone. Another pinpointed by the blogging community is the Coppertone MyUV Alert (pictured below), which allows users to quickly manage sun protection needs and tailor re-application alerts to each family member’s outdoor activities. September 2010 - N°3 - BW Confidential http://m.sephora.com http://www.Beauty.com

Table of Contents for the Digital Edition of BW Confidential - Issue #3 - September 2010

Cover
Contents
Comment
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- O Boticário president Artur Grynbaum
Insight: luxury
- Category overview
- Pricing
- The internet
- Return to quality
Wellness
- The spa consumer
- Spa case studies
Retail
- New store concepts
Travel retail
- Inflight sales
Market watch: US
- Country overview
- Industry roundtable
- Retailing analysis
- Emerging retail channels
Radar
- Six up-and-coming beauty brands
Packaging trends
- Make-up innovations
Last word
- Inspiration&Creation founder Leïla Rochet-Podvin

BW Confidential - Issue #3 - September 2010