Category Archives: Beauty & Toiletries

Dove confronts women with their own glance


In April 2013, Dove created a buzz again with an amazing video showing how women are still struggling to see their real beauty. This new brand campaign, “Real Sketches” features seven women who have been drawn by Gill Zamora, a portrait maker from the FBI. To do this, he only had only the information that these women gave to him, hidden behind a curtain.

Women were made to precisely describe all parts of their faces: shape, features styles, dyed hair…

 

Prior this experiment, each woman had to meet another participant. Therefore, before performing her own portrait, each respondent realized the physical description of the other person with whom she could discuss a few minutes ago.

Posted on 29 April 2013 in Beauty & Toiletries, Brands Analysis

Brand Portrait: a perfume of poetry from Emmanuel Galea Paris


“He was already preparing to turn his back on this boring show to return to the Louvre, when the wind brought him something, something tiny, barely perceptible, a tiny crumb, an atom smell or even less, rather the feeling of a fragrance, (…) infallible presentiment of something he never felt. He stepped back against the wall, closed his eyes and dilated his nostrils. The perfume was delicate, subtle and so exquisite that he couldn’t capture it sustainably “(1)

This extract from the famous book “Perfume” by Patrick Süskind describes the power of fragrance; how it attracts attention, how it enables an imaginative escape.

Posted on 26 March 2013 in Beauty & Toiletries, Brands Analysis, Health & Wellbeing, Sectors

Dove trapped “Photoshop addicts”


Posted on 19 March 2013 in Beauty & Toiletries, Brands Analysis, Sectors

(Français) Sephora réinvente l’expérience beauté


Posted on 11 March 2013 in Beauty & Toiletries, Brands Analysis, Reflections, Sectors

Helena Rubinstein, a woman serving women


Helena Rubinstein celebrates her 110th year of existence, an opportunity for Womenology to look back at the path of a woman who is anything but normal.

Helena Rubinstein: businesswoman

Born in a Krakow ghetto, Helena Rubinstein, whose real name is Chaja Rubinstein, is the eldest in a family of eight children. Very quickly, she left her family and moved to Melbourne. It is there that she would create her first cosmetic item; a restorative ointment called “Valaze.” In 1902, she opened her first beauty salon and sold her own products. Then she set out to conquer the world: London, Paris, New York, Chicago … Helena never stopped.

Posted on 10 August 2012 in Beauty & Toiletries, Brands Analysis, Sectors, Case Studies

Les rencontres du Gender Marketing, interview n°14


Interview with François Xavier Apostolo, Marketing Director of Beauty and Toiletries at Unilever France

7th March 2012

Agence L / Womenology
How would you define the Dove brand’s approach towards women?

François Xavier Apostolo
For International Women’s Day, we wanted to send a strong message out with Dove. We know that it’s a bit overworked and that we wouldn’t be the only ones speaking to women. But with this brand, we think that we can legitimately talk to women on this particular day because we address them differently.
The Dove Campaign for Real Beauty was launched in the 2000s. It formed part of a coherent approach in relation to Dove’s vision of beauty, by emphasising the “real beauty” of women.
Today, we’d like to take things even further: we want to reunite “real beauty” with a slightly more aspirational dimension. Beauty has been pigeonholed for a long time with models on the one hand, and “real beauty” on the other, with no link whatsoever between the two.

Posted on 23 May 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors

Guerlain’s La Petite Robe Noire wants to seduce women


On February the 14th, 2012, Guerlain launched a web series for its Imperial Orchid range. On the 2nd of March 2012, they unveiled the campaign ‘La petite Robe Noire’ and signed a new explosive marketing campaign.

Flacon la petite Robe noire de GuerlainThe Perfume:

In 2009, the first edition of the perfume La petite Robe Noire was brought onto the commercial market. During that period the new fragrance was only available in the Guerlain boutiques in Paris. Elsewhere it was very difficult to obtain the elixir with sweet notes of lemon and vanilla or even rose and violet. In 2012, Thierry Wasser added to the aroma with black cherry and bergamot on the head notes, heart notes of Black Rose and base notes of smoked tea and patchouli. ‘La petite Robe Noire’, is a sensual, delicate and ultra feminine perfume and has been available since March 5, 2012. At the time, Guerlain shook codes with the launch of a massive multimedia campaign.

Posted on 17 April 2012 in Beauty & Toiletries, Brands Analysis, Sectors, Case Studies
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Gender Marketing encounters, interview n°11


Interview with Anne Doberstein, P&G Vice President, Consumer & Market Knowledge, Western Europe 

P&G Vice President

Anne Doberstein, P&G Vice President, Consumer & Market Knowledge, Western Europe

The 2th April 2012

Agence L / Womenology
Do you know which group of customers/shoppers are the ones consuming products of your brand? Those who decide? Those who buy?

Anne Doberstein
Roughly speaking, about 80% of our products are bought by women. This includes up to 60% of male grooming products like Gillette, Braun or Old Spice being bought by mums, wives, girlfriends etc for the men in their family. Often, however, the actual purchase decision on brand or product may already have been made as loyalty in these categories is high.

Posted on 5 April 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°5


Interview with Xavier Vey, General Manager at L’Oréal Luxury Division France

11th January 2012

Agence L / WomenologyXavier Vey, General Manager at l'Oréal Luxury Division
What share of the perfume market does the female market represent?

Xavier Vey
To give you an overall picture, the French fragrance market is the second biggest in the world, the first being the United States. But bear in mind that the size of these two markets is very similar despite the population of the United States being six times bigger than the population of France!
In France, the fragrance market represents 60% of the total consumption of skincare-cosmetics-fragrance products. And female perfume represents more than 40% of all these products in selective channels. Our target market is 80% female. And with a 20% share of fragrances for men, France is one of the most important markets, globally, for male fragrance.

Agence L / Womenology
Has this female/male division changed in your market?

Posted on 15 March 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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Gender Marketing encounters, interview n°2


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?

Caroline Lamprecht
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!

Posted on 8 March 2012 in Beauty & Toiletries, Reflections, Gender Marketing encounters , Sectors
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