Interview with Caroline Lamprecht, Marketing Director at GEMEY MAYBELLINE FRANCE
22nd November 2011 Agence L / Womenology Is there a typical Gemey Maybelline woman? Or are there several Gemey Maybelline women?
There are several types of women, that’s absolutely certain. Primarily, we’re a brand with a double logo. The Gemey woman isn’t the Maybelline woman and there are also “Gemey-Maybellines”. Historically, the Gemey woman is a bit older. Women in their 40s and over call the brand Gemey, not Gemey Maybelline. They’re very attached to the values of Gemey, a traditional French brand with quality products that inspire confidence. Gemey and Maybelline are complementary. And to this duo, Maybelline provides all the energy of New York, the trends, the colours, in one word the SHOW! The Maybelline woman is young, very trendy, on the lookout for innovation and must-haves!
Doctors often warn against the images of beauty that are represented in magazines, which lead young girls and women to want to change their appearance at any cost in order to correspond to beauty “standards”. It’s against this unhealthy trend that the planet’s main brands are rising up by putting content online that defends the idea that each woman can be beautiful in her own way.
Leading the way is Chanel that has put a video on its Chanel Make Up Confidential site entitled “Fiction or reality? The timeless face of beauty“. In this video, we see a young woman adopting 5 very different looks successively… and encouraging viewers to also play with their palette to reinvent themselves as much as they want. This cheerful video reminds women that they can also change their style at the whim of their desires and mood, that they can try new combinations of colours, and beautify themselves every day without always being exactly the same.
According to a study carried out for Dove in 2004, only 2% of French women between the ages of 18 and 65 find themselves naturally beautiful. Not surprising then that 86% of them apply make-up at least once a week!
According to the Dove study, 63% of women think that society expects them to be more attractive than their mothers: the diktats of beauty seem to be reinforced. The beauty seen in advertisements is the ideal to achieve, even though women are aware that make-up alone isn’t enough to transform them into models.
To find out about cosmetics, women use women’s press (80% with, in this order, ELLE, Marie-Claire then Cosmopolitan), TV ads (65%), billboard posters (61%) and information available in perfume shops (60%).
Dior’s cosmetics website offers make-up application videos to its users. A wide range of tips provided by experts are there to help women apply their make-up as haute couture professionals, from the “Dior Application Techniques” (complexion, eyes, lips) to the ”Dior Looks”.
The website and videos use all the haute couture codes: music, colours, catwalk strutting and clothes of the make-up artists.
The videos give clear step-by-step explanations for each make-up technique. Each step has its own video on the presentation page. Direct access is provided to the Dior products used in the videos which can then be ordered in one click.
These videos are also available on various websites dedicated to women such as Aufeminin or Mademoiselle Boudoir and on video websites such as YouTube.
Make Up For Ever has created the Make up school at the Sephora store located on the Champs-Elysées in Paris. This little academy is open to everyone and it’s affordable! Full-time professionals teach the basics of make-up and give simple tricks that can be easily reproduced at home.
Two options: the basic one, the Focus make up, which focuses on only one part of the face (complexion, two-tone eye shadow, glitter and shimmer, etc.) and the advanced one, the Total Look, teaching how to apply make-up all over (trends, weddings, etc.) and which takes longer.
Afterwards, each participant is handed a written summary to refer to at home.
« We Love Make-up » is a community website created in May 2010 by the Gemey-Maybelline brand and the Mediagong agency where members can talk about make-up.
The users (about 30,000 members) can create an account and talk about the products they want to buy or the products they have tried, share make-up tips via videos they have made and publish photos of themselves and their make-up looks.
Each month, the members vote for the look of the month. The winners can win a year’s supply of Gemey-Maybelline make-up. The members can also organise a Make-up Party where young women meet up to take part in a home make-up session. Creating a Make-up Party is an opportunity to win make-up training organised by the brand.
The Shiseido brand provides customers of the Takashimaya department store in Tokyo with virtual make-up counters where women can try on cosmetics: the Digital Cosmetic Mirrors. A camera scans the customer’s face, generating a set of tailored recommendations. Using the device’s touch-screen interface, she can then ask to virtually try out specific types of make-up on her face.
The customer can then see herself smiling, blinking, moving with different colours on her eyelids, lips and cheeks; all this in real-time and very realistic. She can print out a summary of all the suitable products as well as the photo showing her face before/after the virtual make-up has been “applied”.
This method is cheap, hygienic and requires neither customer advisors nor testers.
Buzz My Heart is a series of 8 webisodes of about 12 minutes each that has been released to the Chinese public by L’Oréal and the Agenda Agency. The web series targets 18-30 year olds and tells the story of three beautiful young women from Shanghai, each of them encountering different life and love problems. The web series has been so successful that from 31st May to 6th August 2010, a new episode was released every 10 days on many fashion and beauty websites.
In June 2010, the series had pulled in 400 million viewers. Also, its dedicated Sina blog and Twitter page have received 2 million views.
The brand doesn’t appear in the first episodes to avoid any misleading perception of the programme. Indeed the three women could be seen juggling their career and love problems while taking care of themselves and their appearance.