Video shared on Facebook for the Diorskin Nude Air campaign
Explanation is everything
French fashion house Dior often uses videos to help explain the details of its products to consumers. The brand is releasing its new Capture Totale Le Sérum with a microsite that allows consumers to learn as much as possible about the product before purchasing it.
The site includes charts, interactive experiences, explanatory text, photo slideshows and videos to give users a comprehensive understanding of the serum’s creation and its many benefits. The extensive information provided gives users the ability to develop an emotional relationship with the product (
see story).
Other beauty brands also use this technique to show the intricacies that go into their products. For instance, Estée Lauder is showing how its latest product multitasks with a campaign fronted by model Kendall Jenner.
Estée Lauder’s Little Black Primer is described as a “lash multi-tasker” that can be worn alone or with a preferred mascara to boost effects. Ms. Jenner was selected by the beauty brand as its ambassador in November to align Estée Lauder’s namesake products with a younger consumer sect, likely enamored by the model’s notoriety (
see story).
It is important for brands to use tools such as social videos and microsites to reach out to consumers and fully explain the product in order to increase conversion.
"Finding the right balance between relevant content (text, video and external press, etc.) and aligning it to users' decision making is key in building a strong digital and social media strategy," Mr. Jespersen said. "Dior has the opportunity to thoroughly understand and transform their consumer insights into valuable targeting approaches, in order to know which pieces of content are most relevant to their customer segment groups and which appropriate social media channels should be used."
Final Take
Kay Sorin, editorial assistant on Luxury Daily, New York
