ESSEC BEAUTY CHAIR’s Post

View organization page for ESSEC BEAUTY CHAIR, graphic

1,057 followers

🌟𝐂𝐄𝐋𝐄𝐁𝐑𝐈𝐓𝐘 𝐄𝐍𝐃𝐎𝐑𝐒𝐄𝐌𝐄𝐍𝐓 𝐂𝐀𝐌𝐏𝐀𝐈𝐆𝐍𝐒🌟 As part of the Activating a Beauty Brand course led by Marc Mazodier and following the Building a Beauty Brand course (Cynthia Decant), We took a deep dive into 𝐜𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐲 𝐞𝐧𝐝𝐨𝐫𝐬𝐞𝐦𝐞𝐧𝐭 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 in the Beauty Industry.✨ One key element to remember is that “𝒕𝒉𝒆 𝒄𝒆𝒍𝒆𝒃𝒓𝒊𝒕𝒚 𝒏𝒆𝒆𝒅𝒔 𝒕𝒐 𝒇𝒊𝒕 𝒘𝒊𝒕𝒉 𝒕𝒉𝒆 𝑩𝒓𝒂𝒏𝒅 𝑷𝒐𝒔𝒊𝒕𝒊𝒐𝒏𝒊𝒏𝒈 𝒂𝒏𝒅 𝒏𝒐𝒕 𝒘𝒊𝒕𝒉 𝒕𝒉𝒆 𝒃𝒓𝒂𝒏𝒅 𝒊𝒎𝒂𝒈𝒆!” 𝐃𝐢𝐝 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰 𝐭𝐡𝐚𝐭 𝐜𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐲 𝐞𝐧𝐝𝐨𝐫𝐬𝐞𝐦𝐞𝐧𝐭𝐬 𝐚𝐫𝐞 𝐦𝐨𝐫𝐞 𝐞𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐭 𝐰𝐢𝐭𝐡 𝐮𝐧𝐟𝐚𝐦𝐢𝐥𝐢𝐚𝐫 𝐛𝐫𝐚𝐧𝐝𝐬 𝐭𝐡𝐚𝐧 𝐰𝐢𝐭𝐡 𝐟𝐚𝐦𝐢𝐥𝐢𝐚𝐫 𝐨𝐧𝐞𝐬 ?  Indeed, they bring attention to the unfamiliar brand, leveraging curiosity and interest.  They provide a credibility boost. Consumers are more inclined to trust the recommendation of a celebrity introducing something new.  They bring audience reach and buzz and hype around the brand. 𝐖𝐡𝐚𝐭 𝐚𝐫𝐞 𝐭𝐡𝐞 𝐭𝐡𝐫𝐞𝐞 𝐦𝐨𝐬𝐭 𝐢𝐦𝐩𝐨𝐫𝐭𝐚𝐧𝐭 𝐜𝐫𝐢𝐭𝐞𝐫𝐢𝐚𝐬 𝐛𝐞𝐟𝐨𝐫𝐞 𝐬𝐞𝐥𝐞𝐜𝐭𝐢𝐧𝐠 𝐚 𝐜𝐞𝐥𝐞𝐛𝐫𝐢𝐭𝐲 ? - Perceived Expertise in the product category  - Perceived Trustworthiness  - Perceived Likeability. After this enlightening course supported by numerous years of researches, we applied the theory with a concrete exercise on Aveda.  A brand among those of the The Estée Lauder Companies Inc..  “Aveda creates high performance botanically-based products for beauty professionals and consumers - while continuously striving to conduct business in an environmentally sustainable manner”. Divided into 6 groups, the students had to think about a celebrity relevant to the brand, as well as the activation,  taking into account the brand's positioning, its main target, and developing a coherent and relevant justification for the chosen celebrity. Together, we are building a community of beauty enthusiasts! 💄 💫 Follow our page to know more! Marc Mazodier Cynthia Decant Céline L.

  • No alternative text description for this image
Cynthia Decant

Inspiratrice Marketing-ESSEC Beauty Chair Executive Director. Ex Laboratoires Pierre Fabre. Brand Strategist

6mo

Interesting case!

Like
Reply

To view or add a comment, sign in

Explore topics