All posts tagged: cosmetics

chanel-storytelling-example

Chanel – Inside Chanel & The One That I Want

A strong narrative is by far the most essential element for a good content. The iconic high-fashion house Chanel is no stranger to good storytelling. Its creator, the legendary Gabrielle “Coco” Chanel has become the brand’s strongest symbol, along with the actual signature logo of two interconnected C’s. Coco’s legacy also plays a major role on the company’s interactive website. INSIDE CHANEL is a content-centric microsite created in 2013, which features 12 chapters of Chanel’s most distinguishing fashion pieces and faces, along with embedded videos. The microsite is a digital story by itself, a visual ride, submerging the user straight to the core of Chanel’s history and values. Every chapter tells a success story of a product or the life story of the brand’s ambassadors, such as Marilyn Monroe and the iconic Chanel No°5 perfume in chapter 2. Moreover, INSIDE CHANEL takes the brand’s history and presents it in an interactive chronological timeline, celebrating each milestone with grace, style and sophistication. Great narrative is also at the core of the company’s recent campaign “The One That I Want”. …

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Dove – Real Beauty Sketches

The brand’s real-life stories celebrate beauty in which it truly believes.  Dove, owned by Unilever, has been embracing digital storytelling and showcasing real beauty for more than 10 years now, and is considered to be one of the most creative beauty brand on the market. Its best-known “Campaign for Real Beauty” was created after a market research demonstrated that only 2% of women think they are beautiful. Dove then started featuring real women instead of models for the brand’s advertisements. In 2013 the brand launched “Real Beauty Sketches” as part of the long-running campaign, which is also a social experiment that became an Internet sensation, going viral within hours (if not minutes) of its publication. Created by Ogilvy & Mather ad agency, the video documents a forensic sketch artist drawing portraits of women, without seeing them, just as they describe themselves. He later draws these women according to strangers’ descriptions. At the end, the results are striking: the first portrait described by women is never as attractive and flattering as the second one described by strangers. …

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Storytelling and Cosmetic Brands: 5+ Best Practises

Storytelling and marketing have always been intertwined. The magic here is rather simple: a brand tells a story people can relate to, with the goal to connect and persuade its prospective consumers to switch to their product. However, marketing’s dependency on storytelling techniques has never been more strong and creative than it is now. Brands tell stories that create a certain style of life, a feeling of comfort, liberation and empathy, or even a desire to be a better human being. The online marketing landscape is swamping with digital storytelling. We wrote about the automotive industry embracing storytelling and user-engagement techniques. Today we would like to shift our attention to beauty and personal care brands that, with the help of technology, have been successfully utilizing the power of storytelling. A personal care product is not a high commodity, but because of its high market saturation marketers need to tell consumers more than they can actually see. Beauty brands have been telling stories as early as from the 1920s, such as Nivea, which was associated with young, …