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Luxe Avenue Publication – First Half 2017

The Luxe Avenue Charter
Beauty and luxury brands are facing a challenge today regarding their communication strategy: they
must learn how to drive brand awareness on more than simply traditional media, and embrace the new
opportunities brought about by social and digital media.

10 Keys Pillars to Understanding the Use of Social Media in
Beauty and Luxury

L

Social media P ATFORMS are flourishing, with Facebook, Twitter, Instagram, Snapchat, Pinterest,
Wechat and Line being the most popular ones. They offer an ever-widening array of opportunities to
advertize products, reach new audiences and differentiate from other brands. However, brands should
not try to be omnipresent. Each platform is different and sends a different message. It is about using the
right platforms that fit with the brand, its audience and the message it wishes to convey.

USTOMERS – the Millennials – represents a growing demographic on

The NEW GENERATION OF C

the beauty and luxury market and a guaranteed audience online. These customers are curious but
impatient and portray a prevailing fear of missing out. Hence, brands must constantly stay on top of the
trends to keep them satisfied. An increased consumer cynicism can be witnessed as they rely heavily on
online product feedback to make purchase decisions. Brands must make themselves accessible through
social media since Millennials prefer learning about and buying products online rather than in-store.

Social media procure an INNOVATIVE BRAND E

XPERIENCE. They revolutionized the way that brands

can communicate with their customers, allowing them to connect on a personal level. Brands attempt to
meet consumers in their everyday life in order to appear more accessible and get them to use their
products routinely or simply to feel part of the brand journey.

E

Social media represent NEW BUSINESS OPPORTUNITI S for brands that are willing to only exist
online. They have made it very easy for small brands to reach audiences in unprecedented ways. As
mentioned above, younger consumers tend to be very demanding and constantly looking for what is
new and what is different, and therefore niche brands can be more appealing to them.

Luxe Avenue ® – Sourcing Talent in Luxury – Copyright © 2017 Luxe Avenue, Inc. All Rights Reserved

Luxe Avenue Publication – First Half 2017

An

AUTHENTIC message with less manipulative intentions than traditional advertizing emanates from

social media communications. They procure so much information and choice that consumers are
seeking the best products from the most honest brands and will easily ignore one if unsatisfied with its
message. A study showed that 61 percent of women will not engage with any post that feels forced.

Mastering the art of

VISUALS is crucial on social media for it only takes 50 milliseconds for something

to create an impression on people online. This should not be a problem for beauty and luxury brands but
it is an important point to mention. Social media should be seen as a means to bring products to life and
create a sense of excellence, exclusivity and urgency – luxury brands require a more sophisticated social
media presence than other brands.

E

Today’s consumers tend to trust INFLU NCERS more than beauty and fashion editors or in-store
experts. There is something human, aspirational and trustworthy about influencers – consumers can
relate to them on a personal level, look up to them and seek inspiration in their truthful posts. As a
consequence, influencers tend to have more followers and engagement than big brands on social media.
There is great scope for improved reach when partnering with an influencer today.

Brands can easily develop a sense of belonging to a COMMU

NITY via social media engagement where

consumers can share about the products. A dialogue between the brand and its audience is established
helping maintain engagement, driving brand awareness and allowing brands to stay up-to-date with
what is in demand. By giving a sense of having an insider access to the latest trends and to the heart of
the brand, social media turn interest into purchase and enhance loyalty.

Such circumstances facilitate word-of-mouth (WOM) and user-generated content (

UGC): the brand

communicates about its products, the consumers give feedback – via the use of hashtags, comments
and tweets – and the brands can (and should) respond to it as a way of providing customer service that
better fits the lifestyle of Millennials. Eventually, trust is consolidated and loyal customers become ‘free’
brand advocates. This should not be undermined for WOM spreads very fast and trends evolve rapidly,
therefore feedback can quickly change a reputation.

E

Nowadays, everyone can be online and competition is harsh. A significant SHIFT IN BUDG T, with a
larger than ever portion dedicated to digital marketing, is necessary in order to break through this
‘digital noise’. The US digital ad revenue is expected to reach nearly $100 billion by 2021, compared to
$68.9 billion in 2016, driven primarily by the sustained migration of ad dollars from traditional
advertizing to digital advertizing.

Luxe Avenue ® – Sourcing Talent in Luxury – Copyright © 2017 Luxe Avenue, Inc. All Rights Reserved

Luxe Avenue Publication – First Half 2017

Madeline Walsh –
Junior Recruiter

Chloe Suming –
Talent Acquisition Director

Laurent Guerrier –
President and Founder

Zoe Destang –
Project manager

|

H E A D Q U A R T E R S

T H

2 5 0

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N E W

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I S

A N

S P E C I A L I Z I N G

I N

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&

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. L U X E A V E N U E . C O M

Luxe Avenue ® – Sourcing Talent in Luxury – Copyright © 2017 Luxe Avenue, Inc. All Rights Reserved

W A T C H E S
A N D

,

S E L E C T I V E


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