13 April
KNOWLEDGE HUB
The Role of Stores in Digital Business & Using Tech For Sustainability
In this partaking Knowledge Hub session, BW Confidential Editor-in-Chief Oonagh Phillips talked with L’Occitane Group Sustainability Officer and Director of the L’Occitane en Provence Brand Adrien Geiger about how ‘brick and mortar’ shops can use ecommerce to enhance buyer expertise.
Geiger was previously the group’s Chief Digital Officer and revamped the model’s ecommerce technique. He champions sustainable causes and has spearheaded the corporate’s programmes for in-retailer recycling.
Considering the altering function of shops in a digital-dominated period, Geiger underlined the continued significance of making buyer experiences, together with by way of human interplay.
“The manner retail is evolving is to have our magnificence assistants (BA) and our gross sales folks on the centre of the retail expertise. We are social animals and we want this interplay. In digital we will have a number of issues however the true human connection if one thing you can by no means get wherever apart from within the retailer.”
L’Occitane’s imaginative and prescient, he mentioned, is to take care of he interplay – “the bond that folks really want so strongly” – and to reinforce that with digital.
Geiger thought of logistical issues across the environment friendly supply of on-line orders, noting that within the US, L’Occitane launched adjustments to make sure that its community of shops might assist supply and improve its digital efficiency.
“That’s a unique story to the human method however tremendous vital too,” he added.
Asked if L’Occitane was contemplating main adjustments to its retailer community – with shops performing as locations and with the vast majority of gross sales on-line – Geiger mentioned: “When I began with L’Occitane in 2014 I bear in mind saying that our sustainable aggressive benefit is our shops.
“We have 3,000 shops world wide; that was a energy we wanted to leverage. Today I might say that our sustainable aggressive benefit is our 10,000 workers, our 10,000 BAs.”
He famous the latest closure of some shops within the US however emphasised that L’Occitane was in a position to retain most of its employees members who use a clienteling app gross sales to take care of interplay with clients.
He predicted that L’Occitaine might downsize its community and the variety of giant retailers to depend on smaller models the place BAs may be current.
“Being a retailer takes yr of expertise; it’s troublesome. But L’Occitane is in ecommerce for 20 years; it accounts for greater than 20% of our enterprise and is large. So being on these two legs, and with the ability to hyperlink them, is vital,” he added.
He famous new gross sales touchpoints, together with social media and influencers, which L’Occitane makes use of to make sure new alternatives should not missed. He additionally underlined the necessity for manufacturers to have up to date data on locality and shutting instances accessible for engines like google and the rise of voice-over instruments similar to Amazon Alexa.
Geiger mentioned L’Occitane’s growth of video interplay between its BAs and clients is proving profitable. “It affords the additional connection folks need and don’t actually have in digital,” he mentioned, including that it additionally affords BAs the flexibility to hyperlink each on-line and offline experiences.
Asked how shut L’Occitane is to making a frictionless expertise of their shops, Geiger mentioned: “We have carried out many experiments and didn’t see a large enchancment on the shopper expertise stand level. At the top of the day 80% of the expertise is the interplay with the BA in order that’s what issues probably the most.”
“For us now digital is how we will scale back the burden that the BA has with the intention to make the shop purposeful; how she will be able to spend extra time with the shopper as a result of that’s what issues.”
Considering digital learnings associated to the Chinese market, Geiger famous the heavy use of social media and WeChat to strengthen BAs’ interplay with clients and the “superfast” growth of reside streaming. Geiger added that L’Occitane has already included reside streaming amenities in shops in Japan and Korea.
On L’Occitane’s vital sustainability efforts, Geiger mentioned the model was contemplating the heavy impression of ecommerce on its carbon footprint and outlined the usage of digital and information to minimise this impression. The firm can also be reviewing its distribution and supply methods, he added.
EXHIBITION HUB
Have you had the possibility to discover the Beauty Tech Live Exhibition Hub but? If not, here’s a dynamic video walkthrough which is able to preview the #Virtual Stands from a few of magnificence and know-how’s main innovators and disruptors.
Here you’ll be able to discover the most recent product improvements, instruments and providers from Scentys, Orlandi, im1ne, Perfumist, Les Parfumables, Revieve, Arcade Beauty, Reziena and Perfect Corp.
ENGAGEMENT LOUNGE
The Beauty Tech Live Engagement Lounge opened with Revieve CEO and Co-Founder Sampo Parkkinen, who hosted the ‘Skincare Becomes No1: How to Personalise the Brand Experience within the Highly Competitive Beauty Industry’ webinar. The webinar provided an in-depth take a look at the way forward for the wonder business and the function of personalised digital model experiences.
It additionally debuted Revieve’s new personalised digital pores and skin diagnostic software Pores and skinCoach, which makes use of selfie know-how to curate a bespoke, information-pushed skincare routine for purchasers. According to Parkkinen, Pores and skinCoach was designed to create shopper engagement, elevate the model expertise and increase gross sales.
Pores and skinCoach by Revieve affords straightforward-to-entry personalised pores and skin diagnostics by way of a cell app
Parkkinen mentioned, “The way forward for magnificence is thrilling, however connecting with customers is extra vital than ever. As a market chief in serving to manufacturers improve the pores and skin well being expertise, we noticed the COVID-19 disaster by way of a novel lens.
“We noticed shopper urge for food in digital engagement and new rising options sky-rocket, and we developed Pores and skinCoach with all these new insights and information. We consider Pores and skinCoach will rework the way you create loyalty, retention along with your magnificence clients.”
Pores and skinCoach makes use of selfie know-how to evaluate varied pores and skin considerations and curate bespoke, information-pushed skincare regimens for customers
KNOWLEDGE HUB
Puig’s Javier Bach on how ‘sensible fundamentals’ can elevate the net perfume expertise
“It will not be on-line vs offline” says Puig Chief Operating Officer Javier Bach who underscores the significance of an omnichannel method
Puig Chief Operating Officer Javier Bach opened Day Two of Beauty Tech Live with a compelling session on experiencing and promoting fragrances on-line.
Family-owned perfume firm has Puig forecast that 30% of its enterprise will come from digital by 2025. In a one-on-one interview with BW Confidential Editor-in-Chief Oonagh Phillips, Bach mentioned Puig’s on-line acceleration, classes over the past yr, the function of brick & mortar shops and Puig’s ‘sensible fundamentals’ method to standing out in a aggressive digital market.
“2020 was a yr of learnings,” Bach mentioned. “We initially predicted 25% of our enterprise will turn out to be digital by 2025, however our ecommerce enterprise in status fragrances went from 12-13% in 2019 to 24% 2020, reaching our projections 5 years early. It was 5 years of digital acceleration in a single.”
Bach says that perfume manufacturers must have ‘sensible fundamentals’ to face out in a aggressive on-line market
With a lot emphasis positioned on digital, how should the brick & mortar retailer evolve to maintain up? “The function of bodily shops has to evolve. Online brings a lot comfort, forcing manufacturers and retailers to rethink how their shops function. Brick & mortar must turn out to be extra experiential and elevated. If they depend on a purely transactional method, they are going to lose the race to on-line. An omnichannel method is vital. It’s not on-line vs offline, however as a substitute how do you incorporate each to reinforce the buyer journey.”
So, how can perfume manufacturers stand out in a crowded on-line market? Bach mentioned, it’s all about having sensible fundamentals. “You must be wonderful by way of channel search, visibility, rankings and critiques to face out. It’s actually about having sensible fundamentals and having efficient execution. Part of our technique is mastering the omnichannel connection and conversion of customers. Brands want to know who their buyer is and all of the touchpoints of their buying journey.
Read our full report right here.
Welcome to Day Two of Beauty Tech Live, the pioneering digital event that brings collectively the joint worlds of magnificence and know-how.
Today sees a wealthy and diversified Engagement Lounge programme start, with a sequence of partaking periods from our companions from 1300 CET. Click right here for extra particulars.
The Knowledge Hub programme that started strongly on Monday continues right now. At 0930 CET Puig Chief Operating Officer Javier Bach will focus on the net method of the perfume & magnificence powerhouse, whereas at 1100 CET sustainability might be a key theme for L’Occitane Group Sustainability Officer and Director of the L’Occitane en Provence Brand Adrien Geiger.
A 1530 CET session led by Palix Unlimited Owner Joel Palix will discover direct to shopper promoting, and at 1700 CET the problem of selling utilizing TikTook might be addressed by a panel that includes Tribe Dynamics Co-founder & President Conor Begley, Youth To The People Senior Social Media Manager Madeline Davis and Summer Fridays Director of Marketing Blair Badge.
Stay tuned for extra updates on this web page from the digital Exhibition Hub, Knowledge Hub and Engagement Lounge.
Click right here to register for the event.
KNOWLEDGE HUB
BW Confidential Editor in Chief Oonagh Phillips led an enchanting dialogue on ‘store-tainment’ in right now’s ultimate Knowledge Hub session. She was joined by Perfect Corp Europe AVP Business Development Sylvain Delteil, e.l.f. Beauty Chief Digital Officer Ekta Chopra and Charlotte Tilbury Director of Digital Harminder Matharu.
The dialogue centred on make on-line buying enjoyable and on boosting gross sales by way of three keys: Augmented Reality (AR), digital strive-on and livestreaming.
Perfect Corp has a “Beauty, Reimagined” tagline and specialises in Artificial Intelligence (AI) and AR to reimagine clients’ buying experiences.
Delteil identified that “5 years in the past nobody was conscious that you might strive on nearly”. “Now,” he mentioned, “AR is a should have”, which secures not solely elevated gross sales but additionally encourages clients to remain longer on-line.
He detailed the impression that elevated video streaming can have on gross sales and model engagement and underlined the function of social media in store-tainment.
Chopra launched California-based e.l.f.’s mission to supply inexpensive cosmetics and its holistic method to digital, with an emphasis on constructing a digital eco system, harnessing shopper information, personalisation, shopper expertise and ecommerce development.
Matharu highlighted the success of Charlotte Tilbury’s Magic Mirror service which is accessible 24/7 and the function of its Virtual retailer in making certain that clients have been provided a enjoyable, immersive model and buying expertise.
KNOWLEDGE HUB
14:00 CET
Using digital strategies to spice up gross sales within the journey retail magnificence class
The first panel session of Beauty Tech Live – Travel Retail’s Tech Transformation – revealed all kinds of insights into how digital is influencing the promotion of the wonder class within the journey retail channel.
Au Coeur du Luxe (ACDL) President Laurence Ouaknine, iClick Interactive Asia Limited VP International Business Cody Chan and CircleSquare Managing Partner Stéphane Zermatten spoke to Martin Moodie about how magnificence manufacturers can take advantage of the quick-evolving number of digital instruments accessible to focus on customers within the COVID-formed world.
Discussing omnichannel technique, Zermatten – whose firm is a number one retail advertising, model expertise and shopper engagement company – urged a buyer-centric method which marries digital focusing on and communication with bodily retail experiences throughout the complete shopper journey.
He mentioned: “If you deal with the folks, somewhat than the channel, you give you an overarching idea [featuring both digital and physical elements] that’s going to be the spine of the dialog you should have along with your clients.”
On the usage of digital on this technique, he mentioned: “Reaching and focusing on clients and getting them into your model world is rather a lot simpler carried out on-line, with all the information that we now have accessible, all the social media and all the totally different digital advertising means at our disposal.”
He defined that from this, you’ll be able to then plan a content material technique to be delivered at every of the touchpoints within the shopper’s journey, together with journey retail.
Panellist Stephane Zermatten (proper) mentioned utilizing digital to drive engagement throughout the complete shopper journey with Martin Moodie
He added that whereas digital buying has risen in significance as a method of comfort and to finish “the mission of replenishment”, bodily journey retail has a key function to play in what he describes because the model or product “discovery mission”. But, he harassed, utilizing digital means to drive footfall into journey retail shops and personalise the expertise is essential.
Meanwhile, ACDL’s Ouaknine – whose app-based mostly know-how trains the entrance line employees of main model house owners together with Estée Lauder – defined that the usage of digital strategies to offer coaching is significant to maximise basket dimension and conversion fee in journey retail within the COVID-19 period.
She mentioned: “Recently an increasing number of firms have determined to coach entrance-liners with app-based mostly e-studying as a result of it’s very handy of their each day duties, and on the identical time, it’s very scalable and efficient. Also, the fee is low which is clearly crucial presently.
“Through our app we will establish efficiency and information gaps and push the related coaching, partaking folks to create a group of learners and to make them nearer to the model than ever. It will also be used report their efficiency and on the identical time to attach and talk internationally.
Laurence Ouaknine defined how the ACDL e-studying app is equipping entrance line staff with complete magnificence model information
“The entrance-liners are representing your model and your retailer community, they usually need to be within the core of your technique. It is a prerequisite that individuals are absolutely skilled with the intention to leverage the 5 senses [in the travel retail environment].”
Ouaknine additionally acknowledged the rise of livestreaming in journey retail and added that app-based mostly e-studying has a key function play right here too. She mentioned: “Livestreaming is a superb software [to generate beauty brand sales] however it is extremely vital that manufacturers and retailers use e-studying to show their model ambassadors and entrance line employees [who are presenting livestreams] into KOLs. They discover ways to promote a model’s merchandise and current it properly in livestream.”
With the assistance of sturdy product information for entrance line employees, she mentioned she foresees that “sooner or later after I journey, I can have the appropriate service, from folks that will have the ability to reply my questions on merchandise, and supply me with the expertise that I deserve as a traveller.”
The ultimate contribution of the session got here from iClick Interactive’s Cody Chan, whose firm’s digital platform, iAudience, supplies model shoppers with insights into the traits of 940 million Chinese customers, overlaying 98% of the nation’s netizens.
Leveraging such insights, Chan defined, helps manufacturers to raised perceive the specialist nature of the Chinese market, enabling them to form content material and hit the appropriate digital touchpoints to speak with native customers, together with after they journey.
He mentioned: “Trying to market a product in China may be troublesome for manufacturers, due to the media panorama, the cultural variations to Western nations, and possibly the insurance policies as properly.”
Cody Chan gave insights into how his firm’s work helps model to focus on Chinese customers
Chan mentioned iClick has a specialist enterprise unit devoted to abroad and journey retail shoppers to help on this regard, which makes use of iAudience information to assist drive footfall to shops, goal customers utilizing ecommerce and use the appropriate media to achieve them.
Chan famous the size of the chance for magnificence manufacturers in China, revealing that there are greater than 300 million females within the nation aged between 20 and 50.
He mentioned: “Many of us see the alternatives, however on the identical time the market has a number of challenges as properly. It is principally our function to resolve their [the brand’s] challenges. For instance, chances are you’ll know the quantity females in China, however how will we find them? How can we establish them?”
Chan continued: “What if I solely need to goal 20-30 yr olds? How about 30-40? So, these are all of the questions that manufacturers need solutions to they usually additionally need to see what sort of [digital] platform ought to they use in China. It actually is dependent upon the consumer scenario and what their wants are. There is completely nobody dimension suits all resolution.
“We use insights and information that we seize from iAudience, in order that we all know plan for our manufacturers strategically, and the way they will use this data to fit into totally different touchpoints.”
1100 CET
Rochet highlighted market methods, membership and subscription fashions and comfort-enhancing final-mile supply providers as keys to success
L’Oréal Group Chief Digital Officer Lubomira Rochet delivered an illuminating keynote deal with on the Beauty Tech Live, which formally opened its doorways right now.
In dialog with BW Confidential Editor-in-Chief Oonagh Phillips, Rochet analysed the quick-altering magnificence ecommerce panorama and highlighted the tendencies and instruments that can form the business within the years to return.
Rochet, a Franco-Bulgarian economist, has been Chief Digital Officer of the L’Oréal Group since March 2014. She can also be a member of the Group’s Executive Committee.
L’Oréal Group’s ecommerce enterprise elevated +60% by way of 2020, and now represents 25% of its complete revenues. Rochet mentioned L’Oréal’s digital and ecommerce technique and the way the wonder large is managing its unbelievable digital acceleration.
“Ecommerce has all the time been part of our technique, however the magnitude of our latest development has been spectacular” Rochet mentioned. “For instance, we’ve seen 200-300% development day after day within the hair care class. So, one of many first issues we did to handle this development was to put money into actual-time analytics. This is in order that we will handle information and insights day by day as a substitute of simply each quarter.
“We constructed whole analytics techniques and elevated e-tailer partnerships to raised perceive classes, product evolution and reorganised our media spend.”
Stay tuned for our full report
Beauty Tech Live formally opened its doorways right now, welcoming virtually 2,500 guests. Visitors can meet with colleagues, community and in addition uncover the most recent magnificence tech improvements from virtually 30 main firms in magnificence, perfume, skincare, cosmetics and wellbeing.
Watch the video under for the whole lot it’s good to know concerning the pioneering all-digital event.
1000 CET
Tmall Global Beauty Alibaba Group Managing Director Jun Dong opened the Knowledge Hub periods at Beauty Tech Live with invaluable insights about how manufacturers can use the Tmall platform to construct their enterprise in China.
She instructed BW Confidential Editor-in-Chief Oonagh Phillips: “We are evolving our Tmall enterprise mannequin to assist manufacturers attain their Chinese customers. We shifted from an invite-based mostly mannequin to an open platform in 2019. Authorised manufacturers can launch on the platform in 3 ways. They can use the Tmall Global Platform to promote immediately; Tmall Direct Import, the place Tmall is the distributor or purchaser, and Tmall Overseas Fulfilment, a consignment mannequin permitting manufacturers and suppliers to profit from our international warehouse community and take a look at the China market.”
Jun Dong highlights the facility and potential of the Tmall market and Alibaba Group eco-system for magnificence manufacturers in dialog with Oonagh Phillips
Asked concerning the energy of digital to have interaction customers, Jun mentioned: “The pandemic has had a long-lasting impression on relationships between customers and types, accelerating innovation. The shopper needs distinctive, interactive buying experiences on-line. We have seen a large shift in China; 52% of all Chinese gross sales are anticipated to return by way of digital this yr, outstripping bricks & mortar for the primary time.”
She additionally mentioned the rise of livestreaming and influencers in promoting to Chinese audiences: “Livestreaming is an unbelievable software. Originating in China, it’s among the many hottest ecommerce platforms. For manufacturers, livestreaming is a automobile for training and launches, not solely gross sales.
“Today, manufacturers are utilizing KOLs along side celeb ambassadors and creating viral social moments utilizing livestreaming. Most gross sales are skewed in direction of high KOLs similar to Austin Li, however different smaller ones are growing their relevance and recognition among the many Gen Z viewers. In coming years we’ll see a more healthy steadiness between high and smaller KOLs.”
A key query for a lot of manufacturers is how finest to make use of Alibaba’s on-line buying festivals to have interaction with new customers and construct their current audiences.
Jun Dong: Harnessing the huge shopper attain of on-line buying festivals
Jun mentioned: “Shopping festivals have been a key a part of the buyer psyche for a decade now and present the clear energy of China’s retail consumption. For manufacturers the rewards will solely come from vital planning to know the goal shopper. This is a aggressive time for manufacturers so that they should have a transparent technique. For customers, whereas worth performs a task, different components embody personalisation and exclusivity of product,” she added, citing particular editions launched for latest festivals by L’Oréal’s Shu Uemura and 3CE manufacturers.
“Promotion is a driving issue, as that’s how these festivals got here into being. But now customers are asking for extra. Many manufacturers now see it as an opportunity to introduce new improvements.”
Addressing how manufacturers can do higher in understanding the digital eco-system in China, Jun mentioned: “Brands must put money into analysis. Marketing and shopper behaviour differ significantly from the West. That’s a stumbling block for a lot of firms that apply methods that work in Europe or the US. Consumer confidence is there [in China] and that may translate into sturdy gross sales. Also there isn’t a such factor as being too small. Being area of interest is constructive if it aligns with shopper demand in China. But it should be tailor-made to the ecommerce and livestreaming market.”
She strengthened the message that smaller, rising manufacturers might succeed within the Alibaba eco-system with out large budgets.
“There is a assist system for manufacturers, giant or small. Our focus is to make it simpler and enhance participation in our festivals and serve the Chinese shopper. We have organized occasions with giant and smaller KOLs, to assist them study concerning the area of interest manufacturers. We have a staff to show these manufacturers about what they should do to function within the eco-system. Over 1.2 million new manufacturers have been provided final yr by way of buying festivals to Chinese customers. We assist them attain new customers.”
The Knowledge Hub session with Jun Dong attracted a powerful worldwide viewers
Within the important thing magnificence classes bought by way of Alibaba, Jun famous the rise and rise of anti-growing old serums (+320% yr-on-yr throughout the 2020 Global Shopping Festival and +88% in Q1 2021). Basket dimension within the magnificence sector has leapt by +20% over the previous yr, with a deal with “premium priced manufacturers which have taken off submit-COVID-19.” Importantly too, she highlighted the emergence of perfume as a quick-rising sector inside magnificence, notably amongst youthful customers.
“The tide is popping for perfume. Its worth level is accessible for the brand new center class and the world of perfumes nonetheless affords an open enjoying subject. But manufacturers ought to think about logistical issues that come up. Perfume suppliers are sometimes refused by air carriers; maritime is the most typical choice however onerous for smaller manufacturers to ship by sea at smaller volumes. Tmall’s international logistics unit has launched its first fragrance route, a devoted flight for fragrance from Europe and China day by day.
“Gen Z is the group that’s prepared to strive new manufacturers and new classes so they’re . Fragrance is smaller than the opposite main magnificence classes however we now have seen it among the many quickest rising previously 12 months.”
Skincare, together with face masks and moisturisers, is one other development sector, with lipstick & magnificence additionally driving development. Men’s cosmetics, buoyed by KOLs similar to Austin Li, are constructing on that pattern. Overall, she famous, “since COVID-19 the pattern of wellness and self-care is on the rise”.
Asked concerning the rise of Chinese manufacturers, Jun mentioned: “There is demand as these manufacturers deal with worth for cash; social consciousness and after gross sales service. But there’ll all the time be sturdy demand for worldwide manufacturers on account of provenance, manufacturers’ DNA and their high quality.”
An additional pattern is penetration amongst customers in decrease tier cities in China. Jun mentioned: “These are an vital enterprise technique with potential for development. Consumers could make frequent purchases; we had 1 million new customers throughout Shopping Festival 11.11 from decrease tier cities, the place China’s largest consumption development is coming. The off-season bargains from manufacturers at aggressive manufacturers could possibly be used to assist worldwide manufacturers penetrate the market in decrease-tier cities.”
Talking magnificence and tech: The Moodie Davitt Report Founder & Chairman Martin Moodie and BW Confidential Editor-in-Chief Oonagh Phillips introduce the Knowledge Hub periods on Monday morning
12 APRIL 0840 CET
After many months of construct-up by co-organisers The Moodie Davitt Report and BW Confidential, in collaboration with Stand & Experience Partner FILTR.QINGWA, Beauty Tech Live begins right now.
The pioneering digital event is a showcase for the joint worlds of magnificence and know-how. It is the primary digital expo of its type within the sector, bringing collectively the most recent tech improvements and options throughout all stakeholders.
The Knowledge Hub periods start right now with an deal with from Tmall Global Beauty Alibaba Group Managing Director Jun Dong about constructing enterprise in China (0930 CET). This might be adopted by a keynote deal with from L’Oréal Chief Digital Officer Lubomira Rochet (1100 CET) and at 1400 CET, a panel that includes Au Coeur du Luxe (ACDL) President Laurence Ouaknine, iClick Interactive Asia Limited VP International Business Cody Chan and CircleSquare Managing Partner Stéphane Zermatten will focus on tech transformation in journey retail.
Shop-tainment would be the theme at 1630 CET in a panel that includes e.l.f. Beauty Chief Digital Officer Ekta Chopra, Charlotte Tilbury Director of Digital Harminder Matharu and Perfect Corp Europe AVP Business Development Sylvain Delteil.
Luxasia is a sponsoring associate of the event, whereas iClick Interactive Group is sponsor of the Knowledge Hub periods
Almost 2,500 magnificence and tech executives have registered to attend this week. Visitors can meet with colleagues, community and in addition uncover the most recent magnificence tech improvements from virtually 30 main firms in magnificence, perfume, skincare, cosmetics and wellbeing.
Stay tuned for reside updates from the digital Exhibition Hub, Knowledge Hub and Engagement Lounge all through the week.
Click right here to register for the event.
Beauty Tech Live: A pioneering event for the worlds of magnificence and know-how
