She dyes her hair herself during the lockdown marks a change of pace. Today more than ever, consumers need to feel in tune with the brand. We no longer talk about storytelling but about storydoing.it
The world of beauty is. transition . The new normality made .Of masks and full smart working has. Produced a clear contraction in purchases of cosmetics , skin and hair care products, but has not extinguished consumers’ desire to “Feel good” about themselves. New needs, new routines, new purchasing habits, but also new values (one of all, process safety) are spreading among consumers.
Experiencing a moment of profound
The lockdown tsunami swept away many well-established beauty habits – simply the possibility of going to the beautician to have a .Facial cleansed or to the hairdresser for color – and forced the femal.E universe to take care of their .Appearance in a different. And there are many who think that even at the end of the pandemic nothing will be the same as before. « the virus – explained assunta timpone, media director of .L’oréal italia, speaking at a conference at the polytechnic .University of milan – has completely changed our lives and our way of using digital devices . The result is more connections, more e-commerce , more online conversation , more consulting and coaching activities, more communities. At l’oréal we asked ourselves if the principle that ..It is valuable content asia email lis conveyed on the right platforms that creates that emotional response that increases engagement , brand awareness and translates into purchasing intentions.Still applies. We realized that even during the lockdown period these assets proved to be fundamental. We have understood,
More impactful communication
New formats, new platforms and.Tone of voice.The challenge of digital experiences.New formats, new platforms and tone of voice .
Taking inspiration from the results. Of the edelman trust barometer special report: brand My Blog trust in 2020, the company worked on a. Communication strategy aimed at strengthening consumer trust . «the report highlighted that the era in which it was enough to pay to get people’s attention is over. Today we.. Need to directly involve individuals, individual consumers, in building the communication strategy and gain their interest by working on trust, offering valuable content and working on experiences says timpone.