Luxury Beauty Brands 2.0 / How to look classy online, feat. “Snooki” Polizzi, L’Occitane en Provence, The Sanctuary and Josie Maran.
I don’t have a TV set. The last time I had one I was at uni. It was 1997. The other day I went to visit a friend; he’s got a TV set, and suddenly I found myself channel surfing like a young Leroy “The Masochist” Smith in Big Wednesday.
After a little while, I sat and wondered:
It looks like there are way more Snookis, WAGs, Tulisas, Geordie Shorettes, TOWIE-sque beauties out there than Carole Bouquets, Audrey Hepburns and Zooey Deschanels.
Moreover, brands often – even plush ones – when it comes to social media, tend to adapt their image to the latest trend, which means that several times they end up looking like a chav, i.e. a not very classy individual with an expensive Burberry cap.
It’s true, thanks to gangsta rappers and Reality TV stars now luxury brands are much more ‘street’ than before, LOL and YOLO and the rest, but still, a luxury brand should stay true to its roots and perpetuate the purest ideals of beauty, elegance, and excellence (that means Coco Chanel is a good style icon, Nicki Minaj is not).
So, if you really need to give it a twist, use your brain.
Want to depict immortal beauty and allure? Ask Ellen von Unwerth to take care of the photoshoot, just like The Sanctuary did (and yes, you are right, we created their website ;)).
Want to engage your customers and keep them coming back for more? Choose culture, nature, healthy recipes and Vintage Posters of Provence, instead of OMG-scandal-scoop-unseen-footage-blah-blah-bloody-blah.
Want to use Instagram in a different way? Stop posting pictures of parties with Rihanna and Drake, and give us some real pictures, like Josie Maran. She’s a mom and a business woman, and found a way to make these traits live together; moreover, her Instagram images show a brand’s human face, and the real deal, i.e. how to look cool and well-groomed even if you have to take care of a wild 1-year-old baby.
What do you think?
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A few weeks ago, Will Ferrell posted this.
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