FROM DIGITAL COMMUNICATION TO EMOTIONAL MARKETING: NEW CONSUMER METHODS IN COSMETICS

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FROM DIGITAL COMMUNICATION TO EMOTIONAL MARKETING: NEW CONSUMER METHODS IN COSMETICS


Saturday, 18 March 2017

2:00pm - 2:45pm

 

 

 STRATEGIC PARTNER

 

ABSTRACT

As per tradition, the Statistics Department presents a full year forecast for the cosmetic sector on the occasion of Cosmoprof. Facing a basically stable domestic market, the turnover of Italian companies has been supported largely by exportation for some time now. The Statistics Department will report the statistical measurements of these phenomena and introduce a focus on the ten-year forecast on the evolution of the cosmetic sector from two complementary points of view: the future of market players and the future of consumers and their expectations for new products. A second focus on teenagers will show how taking care of one's body can contribute to defining the personality of adolescents and serve as a tool for an untroubled rapport with a group of peers.

SPEAKERS

> Gian Andrea Positano, Research and Studies Center Director, Cosmetica Italia – the personal care association (moderator)

Mr Positano has served as Director General within the Confindustria system for more than 30 years, as well as working as an economist and lecturer. After holding positions in marketing and planning at multinational corporations, he landed in Confindustria armed with experience in the instrumental, primary and consumer goods sectors. Active at Cosmetica Italia, he is Head of the Statistics Department and Business Culture, Advisor to groups dedicated to perfumery and professional hairdressing, and Secretary General of the Camera Italiana dell’Acconciatura.

 

 

 

 

 

 

> Enrico Giubertoni, Consultant in Social Media Strategy for the beauty sector

Mr Giubertoni is a trainer and consultant specialised in Social Media Marketing for the cosmetics sector. In his professional activity as a consultant, lecturer, coach, and assistant to directors, managers, marketing and communication teams for companies that operate in Cosmetics, Hair, Beauty and Cosmeceuticals, he has increased the efficacy of their digital and social marketing strategies, paying particular attention to safeguarding online reputations and social media monitoring.  He is a lecturer for Master and at corporate training schools in advanced corporate training programmes including IdeaProgramme at Università Cattolica of Milan, the specialised Masters programme at Up Level Milano, IED Roma and other schools of higher managerial training.

 

 

 

 

> Gianandrea Abbate, CEO, Emotional Marketing

Mr Abbate was a partner at A&H Communication then held positions in communications at major multinational corporations including Young & Rubicam, Publici and FCB as director of Strategic Planning and Research and partner of the Management Board. These experiences instilled a need to look deeper into the profound dynamics of effective or ineffective communication and led him to become the promoter of the launch and development in Italy of a new research method, Psycholinguistics. Based on PNL and Psycho-Economics, this method is a scientific study of the increase of return on communication efforts and the unconscious mechanisms of efficiency. Subsequently, Mr Abbate assumed the role of Partner at Sperry and Lexis Ricerche. Today he is CEO of Emotional Marketing, a research and consulting institute that holds the exclusive international rights to the technology of the same name. The Institute has vast experience in multiple product sectors and with diverse companies including Barilla, Boehringer Ingelheim, CK, Coca Cola, Cameo, Coop, De Agostini, Dior, Damiani, Ferrero, Gatorade, ING Conto Arancio, Il Sole 24 Ore, Mondadori, Nestle’, Peroni, Rai, L’Oreal Saipo, Star, Mediobanca CheBanca!,Unicredit, Unilever and many others.