Year in Review
Communicating in Crisis
We select social and digital media campaigns that stood out in the world of brands and travel retail, underlining how the industry has embraced a new level of creativity in its communications.
L’Oréal Paris debuts first-ever virtual makeup line
L’Oréal Paris recently unveiled its first digital makeup line called ‘Signature Faces.’ The collection comprises ten augmented reality filters which are available to use on SnapCam.
The tool is compatible with a wide variety of video platforms including SnapChat, Instagram, Skype, Google Hangouts and Zoom.
Commenting on the range, L’Oréal Paris said: “Our cameras are always on. They have changed the way we work, socialise and express ourselves. L’Oréal Paris embraces our new digital lifestyles and creates looks that can only be achieved online, unlocking a whole new experience of modern makeup.”
The camera is always on: L’Oréal Paris taps into the 2020s consumer mindset
Puig introduces AI.LICE mobile fragrance technology
Family-owned Spanish fragrance house Puig launched AI.LICE, an innovative new mobile technology that allows customers to preview scents in real time without testing or smelling it.
The AI.LICE technology allows customers to use their mobile cameras to scan a QR code, focus on a particular fragrance and reveal key ingredients, olfactory notes and other relevant product information. The tool also recommends similar products available in-store to match each customer’s specific preferences.
Puig-owned heritage fragrance brand Penhaligon’s is the first to introduce the AI.LICE technology through its ‘Magic Monocle’ digital tool. The tool helps customers navigate Penhaligon’s range and enables them to test products and curate their own wish-lists. Progressive thinking from Puig as it accelerates its innovation drive.
Ralph Lauren and its shoppable virtual range
We like this story from Ralph Lauren and its move to team up with social media company Snap Inc. to launch the world’s first branded virtual apparel line. The Ralph Lauren x Bitmoji Collection is fully shoppable and can be matched with Snapchat users’ personal ‘Bitmojis.’
The digital range will be available through Bitmoji’s newly-launched ‘Mix and Match’ feature. It will highlight 12 looks — six menswear and six womenswear — from Ralph Lauren’s archive. The range is the first in a series of digital marketing initiatives, from Ralph Lauren and Snap Inc., that targets younger customers.
Burberry opens doors to first ‘social retail’ store in China
Burberry opened the world’s first social retail store in the luxury MixC Shenzhen Bay Mall in Shenzhen, China. The store was opened in partnership with WeChat owner Tencent, which powers all the in-store technology.
Customers are guided through a digital point system measuring their ‘social currency’ based on their digital engagements through the brand’s customised WeChat Mini Programme. The programme offers an array of shoppable content and brand stories. It also allows users to pre-book themed fitting rooms and unlock items they can purchase at the Thomas Café.
#StopHateForProfit: Pernod Ricard puts consumers in charge to stop online hatred
French drinks giant Pernod Ricard created a crowdsourcing app that gives consumers the power to identify and report hate speech on social media directly to brands and companies.
Brands can then leverage their influence with social media platforms to help ensure the content is reviewed and removed, if warranted. The app will be an additional resource for individuals, brands and social media platforms to use in the fight to stop hate speech online, Pernod Ricard said.
“The world is waking up to the reality that we all have a role to play in stopping the spread of hate speech, racism and misinformation on social media platforms,” said Pernod Ricard USA CEO Ann Mukherjee.
“There is a long way to go. Movements like #StopHateForProfit are demonstrating that brands and consumers want them to take more urgent action. This is important, and it is why we are joining the movement across all paid social media platforms in the US, not just Facebook.”
Do What Moves You: Bacardi unveils first-ever remotely shot film campaign
Bacardi Rum ramped up the creativity during lockdown by launching its first-ever remotely shot film campaign. The campaign is titled ‘Bacardi Roommates’ and authentically depicts how people have been spending their time during quarantine.
The digital short stars three real roommates, who starred, shot, styled, and lit the film, all while in isolation. The three roommates — Alina, Kiara and Raisa — shared some relatable at-home activities while enjoying some of Bacardi Rum’s latest releases. These included the Bacardi Superior White rum and the new Bacardi Real Rum Cocktail.
Bacardi tapped creative agency BBDO New York and production company 1stAveMachine to help prepare the roommates for the shoot. The roommates received professional lighting equipment and attended several Zoom tutorials on lighting and interior décor to prep their apartment. The final film was the result of 30 hours of Zoom meetings, two days of filming, 15 boxes of props, and zero physical outsider interference. Truly a film for our times.
KrisShop Live Instagram Series
Omnichannel retailer KrisShop unveiled a cross-category Instagram Live series called ‘KrisShop Live’ to engage with customers during the self-isolation period. The campaign ran throughout Singapore’s circuit-breaker period in June.
The social media campaign’s inaugural episode launched on 13 June and starred Singaporean KOL Christabel Chua, who shared her personal beauty tips. The follow-up episode was released on 20 June and starred MasterChef Asia Alumni Chef Lennard Yeong.
Other sessions featured Food & Drinks Writer Sihan Lee, who shared her favourite summer cocktail recipes; and TV Presenter/Eco-Activist Yumika Hoskin, who taught audiences how they can adopt more sustainable lifestyle habits.
Moët & Chandon’s ‘The Perfect Match’ IGTV Series
LVMH-owned Champagne house Moët & Chandon released an aptly titled IGTV series, ‘The Perfect Match’, which pairs Moët & Chandon signature cuvées with Michelin-star recipes.
The first season of the online series starred the company’s Chef de Cave Benoît Gouez and Michelin-starred Chef and Moët & Chandon Ambassador Yannick Alléno, as they discussed memorable food and wine pairings on Instagram.
The series comprises four episodes, each one proposing a pairing between one of the brand’s champagnes and a dish especially crated to match.
The first episode featured the house’s flagship Champagne, Moët Imperial; while Alléno prepared a simple shrimp, olive tapenade and brioche canapé dish to match. The other three episodes featured custom recipes for Moët & Chandon’s Rosé Impérial, Grand Vintage 2012 and Imperial 1869 cocktail.
The IGTV series was so popular with audiences that LVMH released a second season, which kicked off on 26 November. The latest episode was a Thanksgiving special that featured Canadian Chef Derek Lauzé.
TripurX Tech x CDFG livestream
TripurX Tech’s weekly live streaming service — launched in partnership with China Duty Free Group — is consistently generating record traffic figures for several key travel retail brands.
The programme, filmed in the company’s Shanghai studio, features a range of popular duty free items, particularly from the wines and spirits and beauty and fragrance categories. The weekly livestream sessions are also featured regularly on The Moodie Davitt Report.
Some of the latest editions include Bacardi-owned Scotch whisky brand Dewar’s, Beam Suntory-owned Cognac brand Courvoisier, LVMH-owned natural skincare brand Fresh, Amorepacific skincare line Sulwhasoo, and French wellness house Clarins.
Dubai Duty Free and La Mer partner for Instagram Livestream
Tow powerhouse names in travel retail, Dubai Duty Free and La Mer, partnered recently for their first Instagram Livestream programme, dedicated to the concept of ‘arriving hydrated.’
Tips and specialist advice on skincare routines were offered by La Mer Sales and Education Executive Denisa Hambalkova and The Estée Lauder Companies Digital Learning Content Developer, Travel Retail Worldwide and EMEA Corporate Regional Education Manager Robert Sabet.
The programme also featured an exclusive promotion offering a Deluxe Duo of La Mer minis for each online purchase of the new La Mer Eye Concentrate through Dubai Duty Free. A brilliantly engaging, innovative and commercial initiative.
Lotte Duty Free hosts 30th Family Concert
Lotte Duty Free held its 30th Family Concert on 28 September, which was the first ever to be pre-recorded and conducted online due to the COVID-19 crisis. The virtual event was a resounding success, drawing 2.2 million views and 550,000 individual users, which itself is testament to the online reach of Lotte Duty Free.
The 90-minute concert was themed ‘Duty Free Life Again’ and featured some of Korea’s biggest pop stars, including BTS, Tomorrow X Together, Hwang Chi-yeul, GFriend, and Lee Hyun.
The Lotte Duty Free Family Concert, launched in 2006, has grown over the years to become a major Korean Wave (hallyu) cultural event.
DFS walks down memory lane
DFS Group exited its liquor & tobacco contract at Changi Airport – a location and category it has served with distinction for four decades – by running a memorable, multi-faceted campaign that featured online promotions and celebrity livestreams.
It is also presented a striking ‘memory project’ that looked back on the retailer’s history at the Singapore gateway. Poignant moments, powerfully presented in the digital space.
The Moodie Davitt eZine Issue 289 | 21 December 2020
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd).
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