Luxe 2.0 - Marketing digital - E-commerce

During the “Building a Brand’s World Presence Online” session, the executive highlighted Estée Lauder Cos.’ achievements that have kept the brand at the forefront of mobile commerce. Brands seeking to increase consumer engagement should optimize mobile platforms to engage consumers in various markets.

French fashion house Chanel is promoting its Coco Noir fragrance and its mobile-optimized beauty boutique through a mobile advertisement on New York magazine’s The Cut.

La stratégie mise en place consiste à utiliser les données comportementales collectées sur le site web de la marque de produits de beauté pour segmenter la base clients, puis à diffuser des e-mails ciblés en fonction des affinités exprimées pour certains produits.

French label Christian Dior is generating interest in its One Essential skin care line through its Beauty Chronicles campaign that highlights the product line and offers information.

Department store chain Neiman Marcus is pushing home products to the fashion-minded audience of New York magazine’s The Cut through a mobile advertisement. The retailer is likely to stick out from the other advertisers on The Cut that are promoting apparel and beauty products.

Online and offline models have become more similar as high-touch and high-technology blur the line between the two.

This blend of 24/7 omnichannel experience, or infinite commerce, is composed of three key drivers: the continuous desires of consumers, technology and the consumer option of touch when needed.

Bulgari’s new microsite focuses only on the latest of the Omnia fragrances, rather than the entire collection. By focusing on a specific product, consumers are able to have an in-depth experience with one facet of the collection rather than struggle to grasp information for multiple products.

Through the use of social content and interactive Web sites, brands are able to define a fragrance without the consumer actually smelling its notes. Social media brings the fragrance to the consumer by echoing lifestyle and allows marketers to target specific consumer.

Italian menswear label Ermenegildo Zegna is pushing its Essenze fragrance collection through a video, social media and its Web site to digitally convey each fragrances’ aroma. Although marketing scents online can seem difficult, brands should look to express emotions through digital campaigns when pushing fragrances.

Beauty marketer Estée Lauder is relaunching its Advanced Night Repair serum campaign through a digital magazine on social magazine application Flipboard that includes editorial content from Hearst’s beauty editors.