Dior has just published pages called "Beauty Expertise" on its website: The Make-Up Artists of the brand offer to give customers basic lessons in makeup (for eyes, lips, skin, etc.) then introduce them to Dior make-up styles (a look for Christmas / the Smoky look / the Flashy look / the Sophisticated look / the Natural look), explained in videos that can be downloaded.This initiative follows those of two other brands - Stila, and Mary Kay:
- Stila launched a "make up player" this year: It consists of a vanity case to which an iPhone can be connected – where one can view and listen to makeup advice. The stilabeautytube is a combination of a classic make-up case and make-up lessons (with downloadable videos and a podcast).
- Mary Kay is growing in China through direct sales: The future ambassadors of the brand are given make-up lessons and are responsible for selling products and also initiating their clients in the rituals of beauty care. Mary Kay has approximately 200,000 "beauty consultants" in China (and Avon has a million).
This leads me to draw 2 more conclusions with regard to brands:
- It is important to integrate the communication and distribution channels: The Internet is becoming a place where one obtains knowledge and counsel (something not possible at a sales point); the iPhone is a support for advice and communication, downloadable (and thus shareable), video is a privileged instrument for promoting the brand. The brand thereby accepts relinquishing absolute control over its communication tools.
- Brands have to act in keeping (consistentcy!!) with their professed identity: Dior uses international make-up artists who make-up stars, in an environment that reminds us of the store on Avenue Montaigne / Stila evolves in a young and musical world / Mary Kay trains ambassador-entrepreneurs ...