July 11 2012
INTERACTIVE WORKSHOP 1
WORKING SESSION ON ULTIMATE EXPERIENCE COMMERCE: EXPLORING THE CRITICAL RELATIONSHIP BETWEEN VIDEO-RICH CONTENT AND SOCIAL MEDIA ACTIVATION IN THE BEAUTY INDUSTRY
Just over a decade ago, online commerce was simply a digital version of print. Mainly due to bandwidth constraints, the online experience wasn’t much more than a slightly cleaner catalogue. Now much of that has changed, with the emergence of digital video as a way of providing a much richer, deeper online shopping experience for beauty and cosmetics customers.
Today “experience commerce,” a fusion of brand marketing and product merchandising that enables visitors to access an entertaining online social shopping experience, serves as a portal to products they might like to buy, and is fundamentally changing the way people shop and experience cosmetics brands online.
But that’s only half the picture. To ensure the potency of an experience commerce initiative, social media activation must be employed. In a workshop seminar designed to actively engage attendees on the issues and possibilities related to building beauty brands through video-rich experience commerce via social media activation, Glick will helm a session that includes dynamic audience involvement and covers:
- Developing and delivering timely and engaging video content to your cosmetics customers
- Activating existing online beauty campaigns in a cost and time efficient manner
- Reaching even broader media for your business and creating brand awareness through video content
- Effectively using video to demonstrate beauty products through the three main highways of social media activation – what we like to call the ‘triad of digital distribution’ - .com, Social and Mobile
The session will actively encourage audience interaction, where technology will be integrated with audience-generated content to engage the people attending the workshop.
Ross Glick - CEO - iNDELIBLE
July 12 2012
08:50 am
Introduction by KGS
09:00 am
Chairman presentation
09:10 am
Global Trends Overview
George-Edouard Dias, SVP e-Business, L'Oreal
09:45 am
Consumer Behaviour in Innovation
Sonja Ungewitter, Marketing Director, Nordics, Beiersdorf
10:20 am
Coffee and Networking
10:50 am
Combining internal collaboration and external partnerships for better and quicker innovation
- Identifying the right external partners and bringing them early on in the innovation process
- Connecting scientists to the consumer and the business partners
- Leveraging processes from other industries to speed-up innovation
- Bringing cross-functional interaction to the next level
Fabienne Jacquet, Director External Innovation, Colgate Palmolive
11:25 am
New market Development Male Grooming in China
Justina Mejia, Director Global Product Development, Lab Series
12:00 am
Successfully Launching Brands and Products into New Markets - with Focus in Europe
- Examine the economy of the market one is entering – macro environmental analysis on political, economic, socio, and technological aspects.
- Understand the industry and business one is entering in that specific market – opportunities, gaps and threats.
- Analyze the geographic, psychographic, demographic – culture, consumer behavior, needs and demands.
- Study the competition – who’s who, threats to your business, and the potential for market share
- Create and launch a brand or a product with a strong point of difference and a specific need
Linda Treska, Executive Director, Global Product Innovation, Laura Mercier
12:35 am
Networking Lunch
2:00 pm
Aveda Case Study: A 360 approach to driving consumer engagement.
Learn how one brand developed a synergistic program utilizing print, digital, social media, sampling and CRM to acquire new guests and drive guest loyalty.
Rachel Ostrom, Executive Director, Consumer Engagement, Aveda
2:35 pm
Social Media & Local Market Innovation
In this case study, Valerie Hoecke of Benefit Cosmetics will speak to:
- the inherently local nature of social media, with implications for brands that are traditionally lead through headquarters
- examples of how market-based social media efforts are driving innovative marketing communications at Benefit
- implications for brand organization & practices
Valerie Hoecke, VP Digital Experience and Commerce, Benefit Cosmetics
3:10 pm
Coffee Break
3:40 pm
BeautyBar.com: Raising the Bar in Online Beauty
Beauty Bar’s focus on beauty is high-end and high-tech. High-end because we search the world for the most modern, curating only the finest global and niche brands. High-tech because our sophisticated, user-friendly, shop-and-ship boutique delivers the products our customers want in as little as a day. We are extremely focused on aiding in the discovery of new brands and products, rather than just replenishment. Some of our strategic initiatives include:
- Online tools to aid discover: Virtual Makeover Tool and Color Compare tool
- Sampling: On-site sampling program and soon-to-launch subscription sampling program
- Free, no-questions-asked, 365-day return policy
- A focus on the merchandising of hard-to-find beauty brands from around the world
- Our e-commerce partnership with Allure Magazine
- The Beauty Bar flagship store at the Americana Manhasste
- Interactive print advertising
Katina Mountanos, Site Director, Beautybar.com
4:15 pm
VITACARE – Vitamin-infused oral care for the next generation of consumers
- A unique approach to oral care – introducing VITACARE
- Starting a business - key success factors + challenges
- Consumer focus – the “what’s in it for you”-philosophy
- Brand buzz – how to raise awareness in an overcrowded market place
Ulli Saueberlich, CEO, Vitacare
4:45 pm
The Future of Retailing
- Online and offline integration: How can bricks and mortar retail reinvent itself with online integration?
- Curation / Curation / Curation: Fewer products, more meaning
- Supplier & retailer partnerships: Simpler and more transparent relationship even for small retail
- Customer Service: Why should it be considered as a marketing expense?
Romain Gaillard, Founder, Detox Market
5:15 pm
Chairman’s comments and close of conference
