April 2019 Eme edition - Eyes Wide Open - Trends by Sephora
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april 2019 Eme edition
a p r i l 2 0 1 9
amazOn
LEVERAGES DATA INSIGHTS FOR PRODUCT DEVELOPMENT IN ITS FIRST SKINCARE LINE
Amazon has unveiled its own skincare la- And, as Amazon’s biggest selling point is its
bel, just months after the release of its private iron-clad shipping offer, all Belei products are
makeup line, find. eligible for free shipping with Amazon, includ-
ing unlimited free, two-day shipping through
The brand, called Belei (a combination of Amazon Prime.
“believe” and “beauty” when said out loud),
is made up of 12 products that range from $9 > DISCOVER THE BELEI COLLECTION
to $40 each.
In related news, a few days after the unveil-
The items — which include cleansing wipes, ing of Belei, Amazon announced that it would
moisturizers, masks, and serums — are each become the exclusive retailer of the cosmetic
designed to target different skin concerns, like products from Fast Beauty Company.
acne, fine lines, dark spots, dehydration, and
dullness. They include ingredients like hyaluron- The concept behind the line is that the prod-
ic acid, Vitamin C, and retinol. ucts work quickly and effectively. The prod-
ucts — which include various masks for the
The products were developed to meet the face, lips, under-eye area, and chest — were
most common consumer demands searched developed by Amazon in collaboration with a
for and mentioned in reviews by shoppers on dermatologist and models Simona and Diana
Amazon. Kubasova.
This demonstrates the company’s ability not Price range from $5 to $18. The products ap-
only to collect valuable consumer data, but to pear to be sold exclusively in the U.S.
action it in a powerful, innovative way.
> DISCOVER THE FAST BEAUTY COLLECTION
The products are sold on amazon.com and ap-
pear to be only available in the U.S. at this time.
Credit: Amazon
a p r i l 2 0 1 9
EstÉE lauDer
OPENS A DIGITAL INNOVATION LAB
Estée Lauder Co. has made it clear that it has set its
sights on beauty innovation with its new New York-
based innovation lab.
At the lab, a team of “top tech talent” focuses on
subjects like 3D printing, artificial intelligence, and
data analytics as they pertain to beauty, cosmet-
ics, and consumer experience.
For Estée Lauder, technology represents a key
component of its growth strategy. “Our consumers
are expecting experiences that really merge pres-
tige beauty and technology,” said Michael Smith,
Estée Lauder’s chief information officer.
The lab is also used for innovation workshops, like
design-thinking sessions during which data scien-
tists, UX designers, and engineers collaborate with
employees in customer engagement, retail, and
marketing.
Some projects that the team at the lab is current-
ly pondering is a skin analysis application and a
selfie-powered product recommendation tool. It is
also considering how 3D printing could potentially
reduce a customer’s carbon footprint by allowing
for the manufacturing of Estée Lauder products in-
store.
Credit: The Wall Street Journal
a p r i l 2 0 1 9
maRionnaud
RELEASES A NATURAL COSMETICS LINE
Marionnaud has announced its “Green” line, a collection of prod-
ucts that contain natural active ingredients that are made in
France.
The collection is made up skincare products for the face and
the body and features creams, lip balms, exfoliators, masks, oils,
makeup removers, and serums.
Each product is designed to highlight one key active ingredient
(like carot, coconut oil, pomegranate, bamboo, ginger, sweet al-
mond oil, etc.) and is packaged in minimalist, eco-friendly con-
tainers and boxes.
Prices range from €5.99 to €19.99. The collection appears to be
available online and in-store in most countries where Marionnaud
operates, including Spain, France, Italy, Austria, Hungary, Roma-
nia, Czech Republic, and Slovakia.
> DISCOVER THE COLLECTION
Credit: Fashion Network
a p r i l 2 0 1 9
mAc
LAUNCHES WECHAT-DEDICATED ‘EXPERIENCE CENTER’ FOR CHINESE MILLENIALS
MAC Cosmetics has opened its first interactive experience center with
WeChat at the center of its operations.
The so-called “new retail” location, located in Shanghai, blends product dis-
covery, social engagement, and purchasing experiences into an immersive,
phygital experience.
Upon arrival at the store, customers are encouraged to scan for a WeChat
check-in, which provokes a personalized greeting. MAC’s WeChat mini-pro-
gram then drives the remainder of the customer’s store experience.
The store includes a virtual makeup mirror that allows customers to test 18
different MAC lip shades in less than a minute.
Customers can also choose from 6 influencer-created eyeshadow palettes
and, then, customize one of their own. Payment and delivery of the palette,
which will be 3D printed, is handled right in the WeChat mini-program.
All of these activites take place on the first floor of the space. A second floor
features an open space reserved for master classes and key opinion leader
events.
Credit: Jing Daily
a p r i l 2 0 1 9
l’OrÉal
LAUNCHES PLATFORM FOR INGREDIENT TRANSPARENCY
L’Oréal has deployed “Inside Our Products,” a platform centered on The website also includes information about the laws regarding cos-
creating more brand transparency regarding its ingredients. metics as well as about the quality of its products and stance on animal
testing.
In the Ingredients section, the brand has created a page for each in-
gredient that can be found in its products and answers questions about Finally, L’Oréal has included a section about its commitment to cus-
what it is; where it comes from; how and why it has been used in L’Oréal’s tomer safety.
product or products; how it might be dangerous; and which allergies are
associated with it. Why It’s Important: The creation of this platform is in line with the current
consumer trend of demanding further brand transparency. L’Oréal’s re-
There is also a section on product composition, where L’Oréal breaks sponse to this demand is likely an effort to solidify customer trust and put
down what types of ingredients it uses in its products, ranging from pig- forward an image of the brand acting in good faith.
ments, to texturizers, to fragrance.
> DISCOVER THE PLATFORM
Credit: L’Oréal
a p r i l 2 0 1 9
a p r i l 2 0 1 9
herMes
TO LAUNCH A LINE OF BEAUTY PRODUCTS
Hermès has confirmed its plans to venture
into the beauty sector with a skincare and
cosmetics line.
Without giving away too many details, the
house said that it will be "a fine project which
fits the Hermès spirit.”
The line, whose name is still unknown, will
begin by proposing makeup products,
followed eventually by personal care items.
The makeup products will be launched by
2020.
Hermès has long had a fragrance line. In
2014, it made its first steps into the cosmetics
division with a bath and body line.
Credit: Vogue
a p r i l 2 0 1 9
shisEIdo
JOINS FORCES WITH ALIBABA FOR NEW PRODUCTS
Shiseido has entered into a partnership with
Alibaba, with the duo co-creating products
specifically tailored for Chinese consumers.
By next year, the cosmetics company will dedicate
a team of 20 employees to the project. The goal of
this partnership is to tighten collaboration with Tmall,
Alibaba’s incredibly popular B2C marketplace,
and improve Shiseido’s position in the Chinese
beauty market.
The two companies will work together on product
development, marketing, e-commerce and CRM,
with Alibaba providing expertise in digitization and
consumer engagement and Shiseido providing
know-how in R&D.
Shiseido is the first cosmetics company in the world
to open a dedicated office in partnership with
Alibaba.
The first co-created products from the duo will be
launched under the Aquair hair and body care
line and will be exclusively available on Tmall.
They were developed with the help of data from
700 million Alibaba users.
Credit: Global Cosmetics News
a p r i l 2 0 1 9lululemOn
LAUNCHES ALTHLEISURE COSMETICS LINE
Sportswear brand Lululemon is launching Selfcare, a beauty range
targeting “active” women.
The cruelty-free, natural line will include 4 key products:
- an organic lip balm
- a sweat-resistant and cooling face moisturizer
- no-show dry shampoo
- aluminum-free deodorant.
The brand, lauded for its leggings and yoga mats, announced the
launch on its blog and expressed a desire to accompany its customers
in the transition from the workout mat to their day-to-day activities.
"Over the years, we’ve heard from athletes, ambassadors, and our
community that the transition from sweat into daily life requires some
specific solutions.”
The brand did not specify prices or distribution for the products, and only
mentioned that it would be available “late spring”.
Why It’s Important: Active cosmetics is increasingly gaining foothold
in the beauty industry, with collaborations like Puma x Maybelline,
technology like beauty-focused wearables, and collections like this one
by Lululemon leading the way. This crossover between sport and beauty
suggests a new usage by consumers, opening the door to new products,
new formats, and a new approach to beauty for beauty brands and
retailers.
Credit: Lululemon
a p r i l 2 0 1 9a p r i l 2 0 1 9
benefit cOsmetics
TESTS SAMPLING SYSTEM POWERED BY VOICE TECHNOLOGY
Benefit Cosmetics has launched its first voice- “This opportunity with ‘Send Me A Sample’
led marketing campaign, powered by Send has opened a route that was never avail-
Me a Sample. able before: to drive in-home product trial
via voice. Using voice in this way has allowed
Send Me a Sample is a company that partners us as a brand to collect key marketing data
with brands in order to offer to their customers at scale, allowing us to harness that data to
the ability to ask for a sample using their voice build future relationships and create strong
and either Google Assistant or Amazon Alexa. brand affinity,” a spokesperson for Benefit
told WGSN.
Benefit Cosmetics shoppers with a high pro-
pensity to buy were targeted with Facebook The campaign was planned to last for sev-
ads introducing them to the “Ask Send Me a eral weeks or until the stock of 10,000 sam-
Sample for Benefit POREfessional” call to ac- ples had been sent out. However, it was
tion. such a success that 100% redemption was
achieved within 3 days, with 6,500 samples
After they had activated the Send Me a Sam- being sent out after the first two hours alone.
ple skill on their device, owners of Amazon Al-
exa- and Google Assistant-enabled devices Benefit Cosmetics is the first brand in the U.K.
could simply say this phrase to their device to to use voice-led marketing in a campaign.
begin the sample requesting process. The initiative was only active in the U.K.
They, then, received their free sample of the Why It’s Important: Voice technology presents a unique opportunity for brands to insert them-
product, with shipping costs included in the selves into the homes of their customers. Leveraging it for at-home sampling makes the interac-
offer and no additional fees needing to be tion between the brand and its customers seamless and ideal for data collection, while allowing
paid by the user before or after the sample is the brand to push sampling of its key products on a large scale.
sent.
Credit: WGSN
a p r i l 2 0 1 9instagRam
OPENS IN-APP PURCHASES
Facebook-owned Instagram has rolled out
a “Checkout on Instagram” feature allow-
ing, for the first time on the social network,
users to make purchases directly from with-
in the app.
Access to this feature is currently still limit-
ed to just 20 brands in the test phase, and
it is mostly reserved for brands across the
luxury, fashion, and beauty sectors. They in-
clude Dior, Balmain, Nyx, M.A.C., Nike, Adi-
das, Zara, H&M, Uniqlo, Oscar de la Renta,
and Michael Kors.
This tool aims to capitalize on the inspira-
tional aspect that drives Instagram use,
allowing brands to snap up interested po-
tential customers before they change their
minds. The key to this is, and has always
been, reducing the amount of steps to pur-
chase, which is exactly what this feature On the B2B front, Facebook has employed a The Facebook “Checkout on Instagram” fea-
accomplishes. commission-based plan. When a user makes a ture is only available in the U.S. at this time. The
purchase using Instagram, the money is with- company appears to have plans to roll it out on
From an image, a user can click to access drawn by Facebook, which then subtracts fees a larger, international scale, providing that the
a product page, then make a purchase in for processing and post-purchase service. test is a success. It has not specified when this
one click — all without leaving the app. Then, Facebook transfers the remainder of the will be, however.
From the first purchase, a user’s information revenue to the product’s brand.
is saved to make future purchases even
simpler and quicker.
Credit: Instagram
a p r i l 2 0 1 9amazOn
FLAUNTS ITS AGILITY WITH EPHEMERAL COACHELLA LOCKER DELIVERIES
Amazon flaunted its ability to be as agile as its customers need
with its Amazon Lockers setup at Coachella.
The storage containers will make it possible for festival-goers to
shop festival needs ahead of time or while at the concert, using
the Coachella lockers as a same-day delivery address during
checkout.
Like in standard Locker deliveries, when the package arrives,
the customer is notified by an email that contains a barcode
necessary for picking up their package.
Amazon says that the lockers will have a dedicated space at
the festival, which will be staffed by team members for trouble-
shooting.
This initiative appears to be the first time that Amazon has set
up temporary lockers, with the format usually being available
in a permanent location at places like Whole Foods and local
businesses.
Why It’s Important: With the ephermeral locker spaces at Coach-
ella, Amazon is solidifying its ability to provide flexible and rapid
delivery services wherever their customers need it most.
Credit: Tech Crunch
a p r i l 2 0 1 9intermArché
INTEGRATES CONVERSATIONAL COMMERCE IES
Intermarché has begun offering to its custom-
ers the ability to purchase their groceries from
A-to-Z using voice technology with Google
Assistant.
The vocal assistant was created to fluidify the
shopping experience, from cart creation to or-
der confirmation, as well as to provide com-
plementary services to the shopping list cre-
ation feature.
Customers in France can call on Assistant for
help using the call to action “Ok Google, talk
to Intermarché”. They can, then, ask for it to
add items to their cart; consult their loyalty
account and the associated benefits; browse
recipes; and consult their Intermarché store’s
opening hours, address, and services.
However, Intermarché especially distinguishes They can use this feature from their
itself by offering to its customers the ability to fi- mobile device or their Google Home.
nalize their orders using their voice and without
leaving the Google Assistant ecosystem. While The assistant will continue to be en-
payment is not possible using the vocal assis- riched and will soon be available for
tant, Intermarché Drive customers can confirm Amazon Alexa.
their order then pay for it when they pick it up
in-store.
Credit: E-Commerce Mag
a p r i l 2 0 1 9aVEEno x caRgo
ROLLS OUT IN-CAR ORDERING IN UBER VEHICLES IES
In partnership with in-car ordering brand Cargo, Aveeno has
introduced cosmetic product samples and purchasing in
Uber vehicles in the U.S.
Cargo is a company that provides diverse products during
Uber rides via a mobile marketplace application. It has iden-
tified beauty as one of its best-performing categories in cars
throughout the country.
Aveeno recently teamed up with the company to offer com-
plimentary peel-off mask samples to Uber customers in Miami
during spring break and after music festivals.
During their Uber ride, customers could, then, scan a QR code
with their smartphone or enter a unique code on Cargo’s mo-
bile website to place an order of the masks if they wished.
Other brands that have worked with Cargo to distribute prod-
uct samples as promotional actions targeting on-the-go cus-
tomers include Coca-Cola, Red Bull, and Kellogg’s.
Credit: Mobile Marketer
a p r i l 2 0 1 9a p r i l 2 0 1 9
galeries lafayette
OPENS AN AMBITIOUS NEW LOCATION ON PARIS’ CHAMPS ELYSÉES
Paris’ historical Galeries Lafayette opened its long-awaited Champs
Elysées location, to much fanfare.
The store, which spans 6,500 square meters and four levels, includes
600 brands and 300 designers covering the best of fashion, cosmet-
ics, and food.
150 of these brands are beauty-focused, including makeup, per-
fume, and skincare brands for men and women.
Present is a mix of prestige brands (like Tom Ford, Chanel, Yves Saint
Laurent, and Atelier Cologne) and niche, digital native brands (like
Rouje, Shaeri, and Irisé Paris). Many of the niche brands were discov-
ered on Instagram, with a specific criteria of diversity.
There is also a variety of restaurants available, with cuisines from
Alain Ducasse, Stohrer, and Yard on the menu. In the summer, the
roof of the building can be used, and a restaurant may be in the
works at this location.
Where?
Le Bon Marche
24 rue de Sèvres, 75007
Credit: Sortir à Paris/Fashion Network
a p r i l 2 0 1 9new bAlance
BUILDS AN OMNISPORTS CENTER
New Balance is extending its impact
on the sports world with its forthcom-
ing omnisports center.
The 23,000-square-meter complex,
called The Track, will be based in
Boston and is expected to include a
multisports arena, and a 3,500-per-
son concert hall. It will also include a
shopping center and a food court.
For sports activities, the Track will fea-
ture an inclinable 2,000-square-meter
floor, tennis and soccer turfs, and a
warm-up area. The sports arena will
have a capacity of 5,000 people.
It will also include a 2,000-square-me-
ter research lab, which will study per-
formances in foot races, soccer, base-
ball, tennis, and basketball, among
others, by using motion-capture tech-
nology. It will also conduct studies on
subjects like altitude, metabolism,
and climate.
Construction of the sports zone is ex-
pected to be completed in 2021.
Credit: New Balance
a p r i l 2 0 1 9my claRins
ROLLS OUT MULTISENSORY, EXPERIENTIAL, MOBILE POP-UP TRUCK
To advertise its new My Clarins line, Clarins launched
Glow Trip, an interactive mobile pop-up that places
customer experiences at the forefront.
Experiences at the pop-up were separated into 4
axes: Recharge, Refresh, Clear Out, and Re-Boost.
Attendees were invited to:
- recharge at an oxygen bar, promoting revitaliza-
tion and stress-relief;
- refresh with an edible mist to taste the key ingredi-
ents in the My Clarins line;
- clear out a prize wall full of My Clarins products,
custom merchadise, and more;
- and re-boost with a drink of coconut water, which
is hyper-present in the collection.
The truck traveled to 11 U.S. cities for a month, be-
ginning in Chicago in March and ending in Phoenix
in April.
The experience appears to have been free and
open to all.
Credit: PR Newswire
a p r i l 2 0 1 9a p r i l 2 0 1 9
pAndora
TESTS INTERACTIVE VOICE ADS
Pandora is changing the way that radio ads are diffused by injecting
theirs with voice interactivitiy.
During a test period, users will be able to engage with the ads that they
receive during their listening experience by speaking aloud to the ad
to get more information about the product, or to skip the ad if it is not
interesting.
In addition to accepting simple “yes” or “no” responses, the voice ads,
created by San Francisco-based Instreamatic, are powered by AI ma-
chine learning and natural language understanding. This allows them
to understand user intent and will allow them to improve the more that
users engage with them.
Traditional audio ads do not carry as many analytical possibilities as Why It’s Important: Pandora’s integration of voice technology in ad-
digital display ones, which offer information about clicks, impressions, vertisements follows the current trend of widespread adoption of
and other engagement at the end of a campaign. Interactive voice voice assistant-enabled devices and services. It also opens the door
ads could allow companies insight into how many of the people tar- to two-way messaging in ads, leaving behind exclusively top-down
geted were interested in their ad and how many of them were trans- communication in favor of a more engaging format for the customer.
formed into leads as a result of it, allowing them to tweak their cam-
paigns to be most effective.
This capability will be rolled out in a test phase sometime later this year
and appears to only be planned for the U.S.
Credit: Pandora
a p r i l 2 0 1 9mcdOnald’s
INTEGRATES AI DECISION TECH FOR PRODUCT RECOMMENDATION
McDonald’s announced that it would integrate AI into the customer AI also allows customers more choice in how they interact with the
purchase journey, following its aquisition of decision-logic technology company and provides McDonald’s with more consumer data.
company Dynamic Yield Ltd.
McDonald’s claims to be one of the first companies to integrate de-
Dynamic Yield Ltd. specializes in recommendations driven by machine cision technology into the customer experience at physical store lo-
learning. For McDonald’s, this means improved user experience thanks cations.
to increased personalization.
Concretely, this means that a customer ordering at McDonald’s will be Why It’s Important: The use of this technology by McDonald’s is a great
presented with suggested items based on the weather, the time, traffic, example of how a brand can leverage artificial intelligence to respond
popular products, and products that they have previously ordered. to the increasing customer desire for a personalized shopping experi-
ence and product offering.
Wait time will also be taken into account, with easy-to-prepare items
being suggested at times of heavy footfall in-store.
McDonald’s will continue to suggest products throughout the ordering
experience, adapting them based on the customer’s selections along
the way.
McDonald’s has been testing the technology in its restaurants since
last year and will now roll it out to 1,000 of its points of sale internation-
ally, beginning with the drive-thru and followed by the electronic or-
dering stations and the mobile application. Artificial intelligence could
also be used in the kitchen in the future.
This new step appears to have been made in the effort to boost cus-
tomer retention and generate more value and volume for the brand.
Credit: Altavia Watch
a p r i l 2 0 1 9la roche posay
LAUNCHES ACNE-DIAGNOSING SKIN SCANNER TOOL
WITH BESPOKE PRODUCT RECOMMENDATIONS
L’Oréal-owned La Roche Posay is taking a step further into skincare Effaclar Spotscan is available in roughly 50 countries around the
technology with the first artificial intelligence-powered acne analyzer. world and across continents, including in North America, Europe, Af-
rica, the Middle East, and Asia.
The tool, called Effaclar Spotscan helps users to identify the severity of
their acne. It uses a patented algorithm to grade skin from 0 to +4 using
the Dermatologist GEA grade.
To use Effaclar Spotscan, a user simply needs to log in to the Spotscan
website and take three photos of their face without make-up and in
good lighting.
The tool, which is free to use, will, then, score their skin based on the
presence of blackheads, pimples, and marks.
It determines the severity of acne present (or not) by comparing 6,000
images of people of all ethnicities that have been reviewed by derma-
tologists.
After the evaluation, the tool proposes a personalized skincare routine
using products from La Roche Posay’s Effaclar line.
The tool also includes the Skin Diary feature, which allows users to doc-
ument their skincare. It is especially useful for individuals suffering from
hormonal acne or who wish to track the changes in their skin as a result
of a new routine.
Although the tool is meant to educate individuals about acne and
help them self-assess their condition, individuals who earn a score of 3
or above are referred to a healthcare professional. Credit: La Roche Posay
a p r i l 2 0 1 9stressless tech
RESPONSIVE SYSTEMS TAILOR TRAVELERS’ ENVIRONMENTS TO THEIR EMOTIONAL STATES
Clear Channel has used real-time emotion detection and artificial intelli-
gence to combat stress and bring a sense of well-being to travel envrion-
ments during a campaign in Sweden.
The initiative, called The Emotional Art Gallery, leverages urban data to
create an “emotion-triggered art exhibition” that is adapted in real-time.
The campaign synthesized real-time, publicly available data from Google
searches, social media, news articles and traffic information to determine
the mood of the city and then create artwork that would improve or cor-
respond to it.
This resulted in 6 artists creating works that were meant to induce feelings
of energy, love, peacefulness, calmness, happiness, comfort, and safety.
The artwork was, then, displayed across Clear Channel’s 250 connected
screens in Sweden.
“All companies follow current news events and trends as research for their
communication. So, we thought why not use this type of real-time data
as a new kind of creative input,” said Clear Channel chief content officer
Finn Wikander.
Credit: JWT Intelligence
a p r i l 2 0 1 9a p r i l 2 0 1 9
burger kIng
USES AR TO CREATE AUDACIOUS INTERACTIVE DISPLAY ADVERTISING
Burger King took its audacious marketing to new levels with its AR-pow-
ered campaign allowing people to virtually burn the ads of its com-
petitors.
The campaign, called “Burn That Ad”, encouraged anyone with the
Burger King app on their smartphone to point their camera at the ads
of the brand’s main competitors. Augmented reality flames, then, ap-
peared and turned the competitor ad into a Burger King one.
Following the experience, the person received a notification that they
could receive a free Whopper at their nearest Burger King restaurant.
This strategy is especially clever because it allowed Burger King to re-
duce its media investment by taking advantage of the ad spend of its
competitors for display in prime locations, like billboards and transpor-
tation hubs.
The company estimated that the experience would be tested by half
a million people all over the country.
The campaign was led exclusively in Brazil to promote the new BK Ex-
press tool, new technology integrated by the restaurant allowing cus-
tomers to pre-order their food to avoid lines.
Credit: The Drum
a p r i l 2 0 1 9le drUgstore parisien
CO-OPTS E-SCOOTER APP TO BOOST ITS DRIVE-TO-STORE IN CLEVER PLOY
Le Drugstore Parisien was able to temporarily increase its traffic by 50%
thanks to a drive-to-store initiative leveraging Lime e-scooters.
The L’Oréal-owned beauty store gathered up the free-flying e-scooters
in its neighborhood and installed them in front of the two Le Drugstore
Parisien locations.
Thanks to the geolocalization feature embedded in the scooter app,
Lime users looking for a free scooter ended up at the Le Drugstore Pari-
sien locations in hoards.
This ploy increased the visibility of the shops. And thanks to reduction
codes pinned to scooters at the strategic locations, its in-store traffic
figures were also inflated by 50% during the operation.
It is unclear if the campaign was led in official partnership with Lime, but
this does not appear to be the case.
Credit: LSA Conso
a p r i l 2 0 1 9sunday rIley
PARTNERS WITH UNITED AIRLINES FOR IN-FLIGHT COSMETIC GOODIE BAGS
Indie cosmetics brand Sunday Riley has partnered with Unit-
ed Airlines to provide complimentary cosmetic in-flight kits.
Starting in April, Sunday Riley exclusively joined United Air-
lines to provide three tiers of amenity kits, featuring trav-
el-size products, to the airline’s customers.
Business class customers receive a four-product kit featuring
a lip balm, a lightweight face cream, a hand cream, and a
toner cloth. Premium Plus passengers receive a two-prod-
uct kit including the lip balm and hand cream. Premium
Transcontinental flyers receive just the lip balm.
Bathrooms in Premium cabins also feature Sunday Riley
hand cream, plus a refreshing face mist for hydration.
The partnership also sees Polaris airport lounges and clubs
stocked with the brand, where shower facilities include per-
sonal-care products like hand wash, hand cream, sham-
poo, conditioner, and body wash.
When curating the products, Sunday Riley kept in mind
the mostly-male demographic of United Airlines customers
(more than 50%), focusing on easy-to-use and straightfor-
ward hydrating products.
The products are currently only available on United Airlines
flights and in Polaris lounges, but the brand does not rule
out the idea of making them available in-store one day.
Credit: Allure
a p r i l 2 0 1 9h&m
LAUNCHES COMMUNITY-DRIVEN STYLE ADVICE PLATFORM
H&M Group is looking to leverage the power of peer
recommendation with Itsapark, its newest e-commerce
fashion platform centered on community advice.
On Itsapark, described as “a community-driven, digital
fashion guide based on questions and answers,” cus-
tomers can exchange style tips and recommendations
of products from H&M and its partners. It is currently still
in its beta version.
When someone posts a style question to the platform,
any user can respond with advice in Instagram-style
posts featuring photos and videos. They can accom-
pany their advice in the captions with shoppable prod-
uct links.
Itsapark also has a community of “content creators”
that it specifically highlights. Similar to Instagram influ-
encers, they receive “rewards” from Itsapark for their
contributions.
However, Itsapark asserts that they do not receive any This platform is part of H&M’s strategy H&M was recently included among the list
incentive to recommend any particular brand. For ex- to expand the ways that customers can of brands that allow its customers to make
ample, “rival” brands, like Asos, Topshop, River Island, make purchases, while incorporating the purchases directly through Instagram.
New Look Supreme, and Comptoir Des Cotonniers, are markers of sources of purchase inspira-
present on the platform. tion, like Instagram.
Additionally, in the beta version, content creators
do not receive commissions on products purchased
through the links they post.
Credit: Mobile Marketer Magazine
a p r i l 2 0 1 9snaPchat
LAUNCHES NON-SKIPPABLE COMMERCIALS
Snapchat has launched Commercials, its new format of non-skip-
pable video ads.
For its launch, Commercials will only be available in the U.K. They
last up to 6 seconds.
They will also only be present where Snap Ads typically run in Snap-
chat’s Shows, meaning that they will not be in pre-roll. (Shows,
Snapchat’s 3-to-5-minutelong video content, was introduced in
the U.K. last year with the aim to create premium, TV-like content
produced exclusively for mobile by leading TV networks.)
Mars and EE were among the first advertisers to diffuse on Com-
mercials. “By aligning full screen vertical video with premium mo-
bile content, we believe there is huge value for our brands at land-
ing our core message and ultimately shifting key business results,”
said Chantal Barcelona, media manager at Mars.
Why It’s Important: Snapchat has not only begun to position itself
at the helm of new video consumption trends, but has also begun
innovating in order to best capitalize on them. In a world where we
consume more video content that is shorter than ever in length,
rapid-fire commercials that fully immerse the audience and are
inserted seamlessly into their mobile video content is one way to
effectively grab its attention.
Credit: Mobile Marketer Magazine
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