Chanel Beauty Is Expanding Distribution In An Effort To Talk Directly To Customers
Chanel is realizing that today’s beauty fiends have no patience for the inaccessible world of luxury. Instead, they value having direct connections to their favorite brands, and not simply via e-commerce; social channels and more-intimate customer service models are crucial, too.
As such, Chanel has rolled out two new Instagram accounts catering specifically to beauty consumers and is expanding its distribution with public-facing pop-ups and a move into Ulta.
In January, it debuted a separate Instagram account for its beauty collection, with @Chanel.Beauty as the chosen handle. Said to be helmed by the brand’s global creative makeup artist and color designer, Lucia Pica, the account shares her inspirations and makeup tips, plus new product news and video clips of Chanel ambassadors like Kristen Stewart and Lily-Rose Depp. During fashion week, behind-the-scenes makeup tutorials were also common.
“There are whole generations of people going to social first — in many instances, Instagram — to engage with beauty brands,” said Toni Box, group director of social and content at marketing company ForwardPMX.
This increasingly includes the luxury consumer: A recent study by ForwardPMX found that luxury-specific Instagram users grew by 54 percent between 2016 and 2017.
“Instagram is a place where luxury can actually preserve the traditional allure and status of the brand, while staying deeply connected with the consumer,” said Box.
You May Find These Interesting
This article originally appeared in The Drum. With agencies around the world at different stages on the long return to the office, we look at what lessons have been learned by agencies in APAC – and considers how agencies in the west can take note. Check out the...
This article originally appeared in Digiday. Publishers know Americans are going to be hunkered down at home for another few months of coronavirus-created isolation, so some of them are hoping to drive more revenue by going right through readers’ front doors. Over...
This article originally appeared in Glossy. Since early April, there’s been news of “revenge spending” in China — the idea that a cooped up populace finally free from lockdown would celebrate with a big boom in spending, especially on luxury goods. Revenge...