- Alison LEVY BRINGÉ, Chief Marketing Officer of Launchmetrics
- Valerio PEREGO, Industry Lead CPG, Pharma & Retail of Facebook
- Elena Dominique MIDOLO, CEO of Cliomakeup
- Marta CASADEI, Journalist of Il Sole 24 Ore
- Fulvia AURINO, Digital Commerce & Marketing Officer of Estee Lauder Companies Italia
Over the last 10 years, the cosmetics industry, as in fashion and luxury, has experienced a radical revolution due to the rise of digital. Increasingly demanding and digital savvy consumers have forced brands to develop new marketing strategies, giving them the opportunity to generate brand awareness, increment sales and build brand loyalty — all at the same time.
Meanwhile, traditional media has suffered the impact of social media’s diffusion and the birth of the new opinion leaders, influencers. They have not only transformed the way brands approach consumers but influencers have contributed to, and sometimes even changed, the way a brand is perceived. However, social media has also had a positive impact, giving companies the chance to communicate directly to their consumers and share their identity through constant and interactive storytelling. With consumers taking center stage, big data has become fundamental when getting to know them but also when it comes to understanding the products they’re most interested in and identifying potential needs and trends that can drive product development strategies.
In response to this online and digital revolution in which data, technology and new brand strategies have emerged, Launchmetrics would like to invite the beauty industry’s main voices to discuss the current state of affairs, the challenges facing the industry today and shed light on how brands can overcome these obstacles to grow their consumer base while strengthening relationships.