A collection of my Favourite Products 

Most of my previous blogs touched on how various fashion and cosmetic brands have utilised the power of digital media to promote their products. With the research I carried out and comparing facts I would certainly declare that Burberry have had the most successful effects from the way the have utilised the digital facilities available to them. But instead of looking at how businesses are using media to their benefit, I have decided this time I would just write about brands and stuff that I like. In no particular order:-

Marks and Spencer 

No matter what anyone has said about M&S in the last few years I have never stopped loving this shop. I like a lot of their clothes. Its where most of us go for our pants and have done since we were kids. I rate their kids school wear higher than most other suppliers and the food hall is somewhere I visit a bit too often as well. Who doesn't love M&S food? 

Not the pants I personally buy but they are still by Marks and Spencer ;)

Yankee Candles

I love a scented candle and I keep going back to Yankee. They last ages and they actually fragrance your room unlike some I have tried. You can buy them in loads of places now but I have started buying from a shop in Prestwick called The Keekin Glass. Trying to do my bit to support the small local businesses. 

Primark shoes

Primark

Who doesn't love a trip into Primark. Fast fashion at cheap prices - whats not to love? You know there is a good chance your newly purchased T-shirt will probably fall apart after 2 washes but who cares? It only cost £4 so go back in and replace it with something else. I will champion their shoes. If I need a pair for a night out I almost always try here. Due to the limited nights out I have that require a heel, then a pair from here at under £15 cannot be argued with. 

I have never seen a Primark shop look so tidy!!!

LUSH 

I do love a bath bomb and Lush my favourite place to get them. The scents and quirky names totally appeal to me and the staff are always really friendly in-store too. Especially when I visited with my two boys once and they told the shop assistant their favourite bomb was the Dragon's Egg because of the golden nugget you find in the middle once is has fizzed. When we got to the checkout with our purchases she had went out the back, collected a pile of golden nuggets from broken bombs and gave them to the boys in a bag F.O.C. Three happy customers. 

 

Monsoon

I love shopping in Monsoon. There is hardly ever a time I go in and don't see something I want to buy. It can be a bit on the pricey side for some of it's products but it doesn't put me off. 

I'm signing off this blog for now. I could write forever about things I like. Hope you have enjoyed reading.

Rae x 

Dior Cosmetics

Dior Products I Like 

Dior AIRFLASH

The first Dior cosmetic product I ever purchased was Airflash foundation. It was, at the time, the most expensive cosmetic product I had ever bought and I loved it. Sadly I soon found out the cans didn't last me very long and it was turning into an expensive routine. It has been completely replaced by my beloved and slightly more cost effective Estee Lauder Double Wear. 

Dior LIPGLOW

I also love Dior Lipglow and use it daily. It's a lip balm which revives the natural colour of your lips and the shade will differ from person to person. 

Dior's Digital Campaigns

We will all have been familiar with the presence of The House of Dior for many years whether it be the clothing, fragrance, make up or the handbags. Launching in 1947 the company has evolved into a high end couture brand sought after by many. 

The company become one of the first couture brands to launch a social media marketing campaign with the Fall 2013 collection being headed in this way. Prospective audiences were targeted through the customary platforms like Facebook and YouTube.

Two filmed commercials titled "The Secret Garden" and "The Secret Garden II" displayed the collections in an abstract way. The filming had been carried out at Chateau de Versailles with a soundtrack set to Depeche Mode and both were launched through YouTube and Facebook. Additional behind the scenes footage could also be accessed via Facebook and on DiorMag. 

Following on from this, Dior used it's YouTube channel and social media pages to launch its Dior Addict Fluid Stick. It was tagged with the caption 'not lipstick'.   

Dior gave followers their first taste of its Fluid Stick with a brief Instagram video that shows the product being poured into tubes. Words flash telling consumers that this is not a lipstick. The video left viewers with the message “stay tuned.”

Fluidstick Promotional Shot

This was then followed by two more videos. The last showed a hand writing the name of the product using the applicator wand of the product. All of the posts included the hashtag #thisisnotalipstick to allow consumers to easily follow the conversation.

Links to the first Instagram post were tweeted by Dior after they had been up for a week, building a bridge to the other platform but keeping the content distinct.

Teasers continued until the final reveal of the product. 

The Backstage Makeup School

When launching new beauty products, Dior now uses its Backstage Makeup Mag as a central source of information for consumers but the brand’s Backstage Makeup School features a range of products to allow consumers to find more of what suits their personal style, while learning more about what the brand offers. Dior is letting enthusiasts become backstage pros by visiting its Backstage Makeup School to explore new products through content and tutorials. 

The video content can be accessed through the Dior website or via their YouTube channel. 

Not strictly a cosmetic but I love this fragrance.

Some of the latest products launched

Burberry and it's Digital Success

Burberry Eyewear Campaign

Burberry is a brand that has been established for over 150 years renowned for its iconic Nova check pattern. It sells clothing, fragrance, eyewear and cosmetics. 

Unfortunately for Burberry, the first thought many of us have when we hear the name won't be related to 'luxury' or 'quality' as the brand would hope. The first image will be of some chav wearing a knock off baseball cap with matching scarf and some chunky gold rings. The 90's were a decade where the 'designer knock off' became notorious with availability on every market stall throughout Britain with Burberry one of the forerunners. 

Pair of Chav's

To reduce the negative association, Burberry appointed CEO Angela Ahrendts and Chief Creative Officer Christopher Bailey. This also attributed to Burberry recognising how digital was vital to the future success of the business. A decision that would change their business forever.

Chav

The first and most important thing that Burberry did was to identify their vision of where they wanted to take the brand. Back in 2006, Ahrendts and Bailey clearly stated “the vision was to be the first company who is fully digital” and that they wanted “to build a social enterprise”. Ahrendts also mentioned to the Harvard Business Review that “The number one strategy that came (from our first meeting) was all centred around the brand. We needed to purify the brand message and how we were going to do that; by focusing on outerwear, by focusing on digital, by targeting a younger consumer”.

Ahrendts was a huge admirer of the branding Apple and Starbucks applied to their brands. The flawless design drew her attention. The customer experience is the same no matter if you visit a store in the United Kingdom or the United States. Burberry wanted to reposition themselves in the market as a luxury brand and not a product produced for the masses and the key was to enter the digital world.

"Technology is an intrinsic part of most people’s lives. All we’ve done is make sure to weave technology into the fabric of the company. This is how customers live, they wake up with a device in their hand and life begins" 

(Christopher Bailey 2014)

Whilst Burberry have placed their business across mainstream social media websites such as Facebook, Instagram and YouTube it is the Unique Digital Content on their website that has caught the attention of followers. 

Art Of The Trench

One of the early digital campaigns that Burberry launched was the excellent ‘Art of the Trench’ microsite. The microsite was essentially an independent social networking website that allowed Burberry lovers to take pictures out on the street of the iconic trench coat and share them. Users can drag around their mouse around the page and see hundreds of different people wearing the coat, whilst listening to a soundtrack of up and coming artists. There’s also an option to filter the style of trench by colour, style and gender.

Burberry Acoustic

Sat within the main Burberry website, Acoustic showcases brand new music talent from across the United Kingdom. The Acoustic section of the website features bands and artists performing tracks acoustically wearing items from the latest Burberry collection. It’s a great way to promote the brand to a key target audience and encourage consumer discussion with the brand.

Burberry Bespoke

Personalisation has become an important factor throughout Burberry’s digital strategy, across both products and communications. Burberry Bespoke allows visitors to customise and purchase their own trench coat. Similar to how Nike use their ID service, Burberry allow users to change the colour, sleeves, lining, buttons, and even add a personalised monogram. Visitors can then buy it online instantly, request an appointment, live chat with customer service, or share their design across social media.

Burberry.com

Burberry.com is one of the finest fashion websites on the internet. With a fantastic experience across all devices (especially on a 27” iMac!), clear user journeys, simple CTAs and gorgeous imagery, it’s a runaway success. The site itself has a navigation that links visitors to ecommerce, lookbooks, digital content such as Art of the Trench, Burberry Acoustic, and much more.

What’s really exciting about Burberry.com is how the brand have taken a similar experience and used it within their retail stores. Their flagship retail store on Regent Street in London is inspired by the site map of Burberry.com, with the layout and architecture mirroring that of the website. Floor space in the store is split between Bespoke, ‘ready-to-wear’, Acoustic and Experiences, similar to how they’re divided on Burberry.com. 

The brand has also started embedding digital chips into products, which activate short films telling the story of its creation, including sketches and runway clips. When a consumer moves around the store, these chips react with mirrors causing them to turn into digital screens that display further digital content.

The Results

Burberry’s continuing focus on digital has helped them to become one of the most popular and admired brands in the world. With an exceptional rise in sales, almost 14% higher than the rest of the luxury fashion market, consistent outperformance of competitors, and an incredible rise in stock value, Burberry is surpassing all targets. With their expansion into China including the flagship Shanghai store mirroring that of Regent Street, the future looks very bright for Burberry.

Estee Lauder is a brand I knew of but only really discovered about 7 years ago. I had taken a part time job in Debenhams, Ayr and was in need of some foundation. As I was working there I had overcome my fear of talking to the girls who worked on all the beauty counters and asked their advice on the best foundation on the market. Thats when I discovered Double Wear Stay-in Place Makeup. 

I started off with the liquid foundation, quickly followed by the powder and then added the concealer to my make up bag too. I still use at least one to all of these products on a daily basis. 

 

I have tried various makeup and skincare from the brand and whilst I have like most of the products the other favourite which has stuck with me for years now is Daywear Creme. I love this face cream. Its not greasy, it absorbs easily and smells amazing. 

I suppose thats enough about me and onto the topic in hand - how have Estee Lauder incorporated digital marketing into their business? 

I was unaware just how big the Lauder company was. I recognised it as just a

single beauty house, but founded in 1946 with a product range of 4 cosmetic items, Estee Lauder created a company which has grown its portfolio to include over 30 brands from high end to high st. Cosmetic names such as Lancome, Clinique, Aveda and Bobbi Brown to skincare giants Darphin and the much coveted La Mer. 

#LittleBlackPrimer

Lauder's most recent campaign targeted a new generation of Lauder women by incorporating the recent appointment of Kendall Jenner, the current brand ambassador.   

“Kendall represents the teen-gone-sophisticate of all things cool, including black eyeliner and smoky eyes. (Stacy DeBroff, CEO/founder of Influence Central, Newton, MA).

Black Primer is an eyelash product and Jenner can be seen in the promo video by clicking the link below. 

VIDEO  https://www.youtube.com/watch?v=Bn9LGnAOYvQ

As well as appearing in printed, televised and digital advertisements,  Kendall created branded social media content for her own channels and Estée Lauder’s. As a “breakout star” in fashion, it is anticipated by the company that she will draw attention from younger consumers capturing a new market for Estee Lauder. Within the first two hours of the video launch over 230,000 'likes' had been generated on her media channel.

We are all aware of how Jenner and her family work social media to their benefit and I feel this could have been the deal breaker when they were appointing their new ambassador. Any one using any aspect of social media will constantly see their news feeds filled with pictures and news of the family several times a day whether you like it or not! Taking into account the social media-savvy of the campaign star, the hashtag #LittleBlackPrimer is being used at a level sure to be pleasing those in charge at Lauder.

From the YouTube page a “Learn More” link can be clicked taking the consumer to the Little Black Primer product page on Estée Lauder’s Web site. Potential consumers can learn more about the primer by not only the web information but by reading user generated content with #LittleBlackPrimer. User images and reviews are posted frequently allowing audiences to see how real women use the product. 

Important factors when its comes to a brand having an edge over others are online reviews, search visibility and distribution.  Estée Lauder has smartly played on teens and young 20-somethings being mesmerised by Kendall’s trendy transformation to the latest make-up wielding reality star darling of the Kardashian clan.”

ASOS.com (As Seen On Screen) is an online fashion and beauty store who's core target market is 20 somethings fashion lovers. The company was launched in June 2000 by Nick Robertson and Quentin Griffiths and has since become a thriving, online business generating millions of pounds in revenue per year by attracting nearly 20 million visitors per month from around the globe..

The following is a brief timeline of what aspects of their business ASOS developed digitally:-

2006  1st online retailer to launch moving catwalk

2009  ASOS Life, a community forum, was launched and became a new social networking       
          hub

2010  ASOS Mobile was launched, a version of the website for your phone
          Consumers in France, Germany and USA got country specific websites

2011  ASOS went multi-channel, multi-lingual and 100%screen agnostic
          iPhone and iPad apps launched
          Tailored websites for Italy, Australia and Spain

2012  Russian language website launched

2013  Chinese website launched

ASOS have embraced digital developments and adapted their business to incorporate them helping towards achieving their business strategy and ambitions. As an online retailer it has of course been essential to their success that they have followed digital trends. The business has invested heavily in mobile and digital innovation. 

Tailoring websites to specific countries allows the brand to match the best fashion to the particular market. Season specific items as well as items produced locally are stocked as part of the merchandise available.

ASOS next technological change was to develop their software to cope with different character sets such as Chinese and Russian.This makes the systems more user friendly enabling consumers to browse and make purchases in a more straightforward fashion. 

The fact that they have managed to penetrate the retail market in Russia is possibly one of ASOS's biggest successes. Russia is a large country with many variances from region to region and a reputation as being difficult to retail in. They have instilled Russian speaking customer service teams, a selection of  payment methods and delivery options all benefiting the business to combat cultural differences and language barriers. 

ASOS have received multiple recognition awards for their business, website and the services its provides which supports the investments the company has made. As an online only retail establishment it has been fundamental to its success.

BENEFIT COSMETICS

Benefit cosmetics are a familiar presence in the beauty hall of any department store you enter. Quirky named products such as 'POREfessional Primer', 'Boi-ing Concealer and 'They're Real Mascara' come with packaging to match the unique and original product names. 

I first became familiar with the brand when I started working as a Fragrance Consultant in Debenhams, Ayr. I had of course seen the products before but knew little about them. Working in Debenhams gave me the opportunity to not only learn a bit about them but more importantly, to try. They are now one of my favourite brands with several of the products now staples in my make up bag. CORALista Box o' Powder and They're Real mascara are my two favourites. 


In 1976 twin sisters, Jane and Jean Ford, opened a make-up shop in San Fransisco called The Face Place. After selling their first bottle of 'rose tint' which we know better today as Benetint, the grew their business into one of the leading make up brands we know better today as Benefit. 

In 1998 the website 'Benefitcosmetics.com' went live. From there, Benefit has grown their digital media incorporating marketing strategies. 








In July 2010, Benefit launched their own blog accessed through the company website. The first post was promoting their 'Smokin Eyes' Eye and Brow make up kit which is still a top seller amongst their line. The whole concept of their digital presence appears to be about engaging with their customer. The blog posts include everything from new product launches to what the company employees at Benetowers (Benefit's Head Office) are up to and let the public interact by posting comments. 

'How to' videos are provided via links when viewing a product detailing how it should be

used and applied. A great tool in encouraging potential buyers to make that purchase. How many times have we bought a product, gotten it home then had no idea what to do with it? More than we would like to admit. This links in to Benefit's YouTube channel 'https://www.youtube.com/user/benefitcosmetics'. With over 70,000 viewers subscribed to this outlet, it contains lots of Tips n Tricks video as well as funny and entertaining product ads. 

Benefit also has media presence in all social networking areas. Facebook, Twitter, Instagram, Pintrest. All with thousands of followers. The brand grasps the attentions of its consumers driving sales through sharp and intelligent marketing. 

JIMMY CHOO & THE DIGITAL WORLD

Jimmy Choo is a fashion brand I have been somewhat obsessed with for a few years now. Since I first saw Carrie Bradshaw in Sex and the City with her collection of Choo's, Manolo's and Louboutin's, it has

'Lace'
One of my favourite designs

been the Choo's that have always remained my favourite. Whilst my wardrobe does not have the pleasure of including a pair of Choo's and does not look likely to anytime in the near future, the brand is one I remain watchful of. Regular emails from the company and visits to the website keep me up-to-date with the latest news and collections.  

              

'Fable'
These will be my wedding shoes

The original and the reworked shoes from
'I Lost my Choo' episode in Sex and the City

The Company

Jimmy Choo is a 21st century luxury accessories brand, with shoes at its heart, offering an empowered sense of glamour and a playfully daring spirit.

Jimmy Choo

A bespoke shoemaker named Jimmy Choo operated from the East End of London and catered for the global jet set and included Princess Diana amongst his clients. He met Tamara Mellon, then Vogue Accessories Editor, and together with his niece Sandra Choi they founded the Jimmy Choo company that we know today. They opened the first boutique in 1996 in Knightsbridge. 

Tamara Mellon

The first collection was an immediate success and the  brands reputation as a celebrity favourite has instilled its status as a complete luxury accessories brand. Women’s shoes remain the core of the product offer, alongside handbags, small leather goods, scarves, sunglasses, eye wear, belts, fragrance and men’s shoes.

Sandra Choi

Neither Jimmy Choo or Tamara Mellon are still involved with the company which has currently grown to include 167 stores  across 35 countries. 

Jimmy Choo & Digital Marketing

Jimmy Choo joined the social media network in 2009 with Facebook and Twitter accounts emerging. In 2010 they launched 'Catch-a-Choo' Foursquare campaign. This had roughly 4,000 people running all over London to check in at various locations broadcast over Facebook and Twitter to win a pair of the company's trainers. This resulted in trainer sales increasing by 33%. A successful campaign. Since then a number of on and off site engagement activities have been promoted on both media websites. 

In 2011 'The Choo Connection' was launched as part of the Jimmy Choo website as an interactive space where followers of the brand could share their personal Jimmy Choo experiences. 'Your Choo Stories' was contributed to by not only the public but by celebrities including Elizabeth Hurley, Elle McPherson and the wardrobe director of Sex and the City. Contributors were also occasionally rewarded with the chance to win a pair of shoes for sharing their story. 

“There are so many people who feel a sense of connection to the Jimmy Choo brand. It has always been my vision to capture the hearts of women around the world and I am thrilled to give the passionate community of Jimmy Choo fans a stronger voice on jimmychoo.com.” Tamara Mellon OBE Founder and former Chief Creative Officer

#IDOINCHOO

This was also followed with #IDoInChoo. A community to unite brides in sharing their wedding memories through not only their stories but with imagery too. Brides were invited to upload their photos to Twitter or Instagram with the hashtag #IDoInChoo. 

Choo World

In 2013, the label revamped it's digital presence with a redesigned website featuring  

exclusive video, editorials and news-based content to engage consumers on a level that went beyond ecommerce. The brand announced “Choo World” to its enthusiasts on its social media accounts, and with an email blast that targeted a more precise audience. Jimmy Choo’s incorporation of content would help the brand build deeper ties with core consumers who were already familiar with what products the brand offered.

The imagery that accompanied Jimmy Choo’s new Web site announcement asked consumers to “step inside,” which was a playful take on the brand’s most well-known product range.

In the email enthusiasts received, the images were served on an iPad, another clever take on how consumers would be engaging with the brand. Additional details such as a wish list, enhanced search and the source of all things Jimmy Choo, Choo World. Choo World includes “The Edit” where fans can explore the brand’s inspiration, view celebrity wish lists and read blog posts from creative director Sandra Choi.

In addition, Choo World features “Stylemakers” where fans can view fan-submitted branded looks from around the world or upload their own, “Spotting” which lists celebrities wearing Jimmy Choo, a “News” section and a timeline of brand’s history.

The Virtual Showroom

In 2014 the brand further enhanced their approach to digital marketing by introducing a virtual showroom where the AW14 collection could be viewed and pre ordered before the products arrived in-store. This amenity was previously reserved for buyers, editors and industry insiders. The virtual showroom was giving a large scale audience the chance to  experience and shop in advance from a facility conventionally reserved for the most prominent people in the fashion industry. 

On reviewing Jimmy Choo's activities in relation to digital marketing, the company have instilled an extremely successful element by developing the features of 'Choo World'. The interest globally in not only the brand but how its worn from country to country has seen growth in website visitors. Lets face it, we all love to see what the fashionistas are wearing and how. That they are accessorised with some Choo makes it all the more appealing to me. Engaging the brands fans by allowing them to interact via the site only increases their passion for the products and in turn increases the sale of them.