How you doin'?
Yes that's the F.R.I.E.N.D.S fever talking
There were so many emotions flowing down while watching the reunion yesterday. Honestly, Friends was the first-ever show that I had binge-watched, like so many others who grew up in the 90s. The one that introduced us to the world of global pop culture and the one which will always be special :)
And if you haven’t watched Friends, all of this is gonna be a moo point for you🤷🏻♀️ Anyway, let’s dive into today’s edition now.
In today’s edition:
The transformative power of lipstick has been spotlighted as never before during the ongoing pandemic. But selling it, in a world of shuttered beauty counters, has posed challenges to marketers.
L’Oréal is betting big on a new AI-powered at-home device called Perso, which will launch in early spring under L’Oréal-owned YSL Beauty as Rouge Sur Mesure. The 6.5” device, which might sit on a bathroom shelf, enables consumers to experiment with lipstick and other cosmetics as never before.
It pairs with a smartphone app, which customers can use to explore lipstick shades via four options. They include: a trends portal, browsing other users’ uploads in a social media-adjacent space; using their phone camera to scan a color from an item they own, to prompt an AI-driven shade recommendation.
The device meets a sweet spot between tech and play.
Likewise, in November of 2020, L'Oréal Paris launched a digital makeup collection called Signature Faces, which consists of 10 looks that customers can wear on video-call platforms such as Zoom & Google Duo. L'Oréal has also seen a 100 percent increase in usage of virtual try-on tools on its website.
What’s more, AR can make brand advocates out of regular consumers. It’s a very natural and effortless way to build advocacy, and often consumers become advocates before they even become customers.
But AR is not just a temporary fix. Even in a post-pandemic world, VTOs offer exceptional benefits, such as the opportunity to gain real-time data insights. If a brand rolls out its tools globally, it can easily analyse which markets and demographics respond better to different products and shades, and tailor future launches to suit.
Recent shifts in consumer behaviour have driven brands across sectors to pivot and reimagine how they communicate. With these shifts, there’s been an increased need for brands to reach out to their consumers where they’re most active, making it even more important for brands to be digitally supercharged.
When we speak of digitisation, the e-commerce industry shines as a silver lining in the midst of a dark pandemic past. Prompted by this influx of consumer attention and needs, e-commerce brands have been amplifying their digital presence to communicate and establish a sense of reliability in their consumers’ minds.
Brands need to be on their toes and preserve their customers as there is an increased tendency of seeking more feasible alternatives.
With a strong presence and a promising future, e-commerce brands stand in front of a massive opportunity to tap into the Indian market. Amplified digital outreach via strategically chosen channels and communication designed to engage audiences will pave the way forward for these brands.
It’s been 2 years since Swedish streaming platform Spotify launched in India and in these two years, the platform has had quite a few milestones. Since its launch, its brand popularity has increased 3X, Spotify recently share and the way it has marketed itself in the country has a lot to do with this reception.
Neha Ahuja, Head of Marketing - India, Spotify discusses the things she feels worked in the platform’s favor in India, and a few things they plan to do, to capture a wider audience here:
On what her focus areas as a marketer are going to be in the year ahead, Neha Ahuja said, “One is to educate people on this music streaming behavior, two, to drive a love for audio, more and more people should consume more music and podcasts. So that's the intent. And thirdly, we want to leverage advocacy-both consumer and artist – where I use my current users to bring in more users along with the fandom of an artist to bring in more users.”
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That’s all for today folks. Hope you liked today’s edition.
Stay in & stay safe :”)