KARLA OTTO’s Post

The new era of luxury fragrance marketing gives brands two choices: Embrace it or be left behind. It’s no longer enough to simply see your customers as buyers. Modern consumers are more informed than ever, and they want to feel actively involved in the brands they support. They’re looking for authenticity and connection – and it’s up to you to make sure they get it. It’s time to shake up the way you communicate with your customers. There are three key ways to do this: 1. Understand: Know what drives your consumers - What values do they admire? 2. Anticipate: Staying one step ahead means engaging in meaningful conversations and forecasting trends that resonate with your audience. 3. Engage: Create inclusive platforms where consumers feel their voices are heard and valued. It might feel strange at first, but fostering genuine connections and embracing your customers' insights will help you explore new markets more effectively and expand your reach - without losing your brand's essence. P.S. We’d love to hear how you’re adapting to these changes. Let us know some of your more successful strategies. #Perfume #Marketing #Distribution #SocialMedia #Branding

The shift towards a more engaged consumer experience is reshaping not only the luxury fragrance marketing but the broader luxury sector as well. Focusing on really getting to know, predict, and connect with customers demonstrates the evolution from transaction-based interactions to relationship-driven experiences. Brands that are quick to adapt to this new paradigm are not just future-proofing themselves; they are also leading the way for the whole industry. #Beautynet #LuxuryFragrance #FragranceIndustry

Are there any brands utilising social as well as Marc Jacobs at the moment? Not only is the brand having a huge renaissance, but is tapping creators to make user-generated content and ingeniously blending GenZ humour with high fashion, showcasing influencers in the latest MJ collections. And everyone looks like they are having a blast doing it. Impressively the brand has effortless channelled TikTok’s culture, whilst avoiding obvious commercialism. By featuring influencer-created content directly on the official Marc Jacobs account, instead of just on the creators’ personal feed, the whole campaign feels fully cohesive, irreverent and miles away from the rest of the industry. Partnerships with the likes of Alex Consani, known for her Gen Z humour or the "Chick-fil-A Sauce Girl," Gina Lynn, leverage meme culture, all with lo-fi production values. It is classic Marc Jacobs, going left when everyone else turns right. With a ton of very serious luxury re-brands taking place, the lightness of touch at Marc Jacobs feels more refreshing and authentic than most. Look around you in the street. MJ bags are everywhere and on cool kids. In fact, sales have never been stronger, breaking the €1bn mark for the first time. The brand is now led by Eric Marechalle who moved over from LVMH-owned KENZO Mode. He joined when the business was at an all-time low with revenues dropping below $300m, but has restructured the brand and seemingly revitalised its founder into discovering his love for the industry again. This including a return to the brand’s heritage in downtown New York with a 2,120-square-foot store on Prince Street in SoHo, and a Fifth Avenue flagship will follow. “We will continue to move quickly, opening 20 stores in the next 16 to 18 months. E-commerce, it’s a big part of the business, so we know which states are really asking for the product, and when we open new stores, it also increases e-commerce sales.” Next up is the relaunch of Marc Jacobs Beauty, which was discontinued in 2021. Beauty giant Coty, which has been making Marc Jacobs fragrances since 2001, has acquired the rights and plans to relaunch it in 2025. Humour and fun are rarely utilised enough in our industry but ask anyone who used to work with Jacobs at Louis Vuitton and they’ll tell you it was one of the tightest teams in the industry. It’s good to see the joy and wit back in the brand - the industry missed it. DHR Global #socialmediatrends

Luxury beauty brand #YSLBeauty recently readied itself for a new look by deleting all content on its #socialmedia page. The luxury beauty brand took five-days of silence and came back with a teaser and later on, a revelation of British pop-singer #DuaLipa as its new brand ambassador. Are social media blackout stunts still impactful in an "always-on" #digital world? #marketing #strategy

The role that celebrities play in the the retail, and certainly luxury, sector is evolving in a very interesting way. Far from being faces stuck on posters, the most effective celebrity marketing involves a personal engagement with the brand - from creative input to actual ownership. As celebrities get more personally invovled with the brands they represent, that also raises challenges should any celebrity upset their followers, either online or in the real world. The actions of the ambassador are now seen to reflect on the brand. In this context, it is not surprising to see brands in China - an especially precarious market for public sentiment - turn to sports stars, who may be seen as more reliable figureheads. #celebrity #branding #retail

Some insights from the industry

The Ordinary's latest campaign is a bold move in the beauty industry, prioritising science over celebrity endorsements. But what can we learn from their success? 👇🏽 🗣️ Authenticity resonates with modern consumers Consumers today crave transparency. The Ordinary ditches the celebrity facade and focuses on the science behind their products, building trust through clear communication. ✍🏽 Less is More The campaign's clean aesthetics with impactful headlines showcase the power of simple, direct messaging and sticking to your brand guidelines. 💫  Let your product be the star  This campaign proves that effective skincare doesn't need celebrity endorsements. By focusing on high-quality ingredients and research, they empower consumers to make informed choices based on product efficiency. 🧪 Disruption breeds innovation The Ordinary's science-first approach has pushed the beauty industry to be more transparent about their ingredients and research. 🤝🏽 Building trust is key to long-term success Their commitment to core values like transparency and quality has resonated with a generation of consumers seeking authenticity. This builds brand loyalty that goes beyond fleeting trends. The takeaway? Focus on what truly matters: your product, your values, and building a genuine connection with your audience. In today's world, sometimes the most revolutionary marketing is the most honest 💡 #Marketing #EmployerBranding

🌟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.

-Science Over Stardom- In an era where celebrity endorsements are synonymous with brand identity, The Ordinary is setting a new precedent. Their latest campaign reveals a bold truth: that they prioritize genuine expertise over mere popularity. Why? Because understanding the science behind their products matters more than a celebrity's endorsement. 💬  Trust - By emphasizing their dedication to science and expertise, The Ordinary fosters a deeper level of trust with consumers. It's not just about looking good, but about understanding what you're putting on your skin.  💬 Authenticity - This campaign cuts through the usual noise of the beauty industry by stating they couldn't find a celebrity with a biochemistry degree to endorse their products. The message? Real knowledge matters more than star power. 💬  Concrete vision - The Ordinary isn’t just selling beauty products; they are advocating for informed consumer choices driven by genuine benefits, not just brand visibility. This approach not only challenges the status quo but also invites consumers to think critically about what authenticity in branding really looks like. As someone passionate about marketing that respects and educates the consumer, I find The Ordinary’s stance both refreshing and revolutionary. Let's celebrate brands that dare to be different and prioritize substance over superficiality. #Marketing #Branding #TheOrdinary #AuthenticityInBeauty

Congrats to all the winners of the 2023 Glossy Beauty Awards! I was honored and lucky to be a juror this year. I learned so much and was very inspired by all the entries. The three most important things that I took away from the experience: 1. Our industry is on the cutting edge of marketing. From social media to ecommerce experiences, Beauty and Wellness is moving faster than almost anyone else. 2. Truly great brands and great work start with clear understanding of your target audience and your community. When you are laser focused on the consumer, everything else clicks into place. 3. Don't be afraid to take a risk. Often it is that wacky idea or unexpected partnership or out-there product that breaks through and connects with people. https://lnkd.in/gNZvdWu6