Digital Marketing in the Fashion and Beauty Industry?

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.