- Alison LEVY BRINGÉ, Chief Marketing Officer di Launchmetrics
- Valerio PEREGO, Industry Lead CPG, Pharma & Retail di Facebook
- Elena Dominique MIDOLO, CEO di Cliomakeup
- Marta CASADEI, Giornalista di Il Sole 24 Ore
- Fulvia AURINO, Digital Commerce & Marketing Officer di Estee Lauder Companies Italia
Negli ultimi dieci anni, l’industria cosmetica – così come i settori della moda e del lusso - ha vissuto una rivoluzione radicale, causata principalmente dall’avvento del mondo digital.
Consumatori più esigenti ed esperti hanno spinto i brand a sviluppare nuove strategie di marketing: questo ha consentito una esponenziale crescita delle brand awarness , l’incremento delle vendite e la creazione di un nuovo processo di fidelizzazione. Anche i media tradizionali hanno risentito dell'impatto dei social media e della nascita di nuovi opinion leader, i cosiddetti influencer.
Questi ultimi non hanno solo trasformato le strategie dei brand nel relazionarsi con i consumatori, ma hanno determinato un cambiamento nella percezione del marchio.
I social media hanno generato un flusso positivo per le aziende, dando loro l'opportunità di comunicare direttamente con i propri consumatori e condividere la propria identità attraverso costanti narrazioni interattive. La centralità che ha assunto il ruolo del consumatore fa sì che anche i big data giochino un ruolo fondamentale per la conoscenza delle preferenze e dei gusti dei potenziali clienti. Questo pone una forte attenzione all’identificazione di bisogni e tendenze in grado di determinare le strategie di sviluppo del prodotto.
In risposta a tale rivoluzione digitale, che ha visto prevalere l'importanza di dati, tecnologie e nuove strategie, Launchmetrics invita le figure chiave del settore beauty a discutere la situazione attuale e le nuove sfide da affrontare. L’obiettivo è quello di capire come i brand possano superare gli ostacoli che questo scenario presenta e accrescere la loro base di clienti, rafforzando al tempo stesso le relazioni con questi ultimi.
Alison Bringé — Chief Marketing Officer at Launchmetrics — included on Luxury Daily’s Luxury Women to Watch list for 2019, is an industry expert and thought leader, shaping the way the Fashion, Luxury and Cosmetic (FLC) industries bridge the gap with technology. Alison was also the Director of Marketing & Communications at IMG Fashion, where she was responsible for the digitalization of New York Fashion Week, introducing the technology that has become the standard for Fashion Shows worldwide today. Previous to that, she supported the US expansion for e-commerce giant, NET-A-PORTER, working under Natalie Massenet and Alison Loehnis. In addition to her corporate experience, Alison has been an integral part of the fashion education system as an adjunct professor at Parsons The New School as well as a continued guest lecturer for programs at Condé Nast College and Il Sole 24Ore Business School. She holds a Masters from SDA Bocconi’s School of Management in Italy as well as a Bachelor’s of Arts degree in Advertising & Communications from the Univ. of Central Florida in the United States.
LEVY BRINGÉ Chief Marketing Officer di Launchmetrics
Valerio Perego is Head of Agency Partnership at Facebook Italy. He joined Facebook’s team in October 2009, when the social network was first launched in Italy. Valerio has contributed to the growth of the community and to the success of the Italian advertising agency, today taking on a strategic consultant role on the main Italian clients in the marketing and communications areas and supporting an effective use of the platform. Valerio’s passion for digital marketing and innovation has characterized him along his professional path, recently in Facebook taking care of the Italian launch and previously in Microsoft, following the development of the digital advertising agency. Indeed, Perego had joined Microsoft for the Italian launch of Microsoft Advertising agency in 2001 as an Account with an initial responsibility for SMEs and later for key accounts’ market. In July 2007, he reached the role of Team Leader for the division dedicated to the agencies’ world, dealing with the development of this sector particularly strategic for the brand. Previously, he worked as a Consultant for mobile telecommunications in Omnitel Italy, now Vodafone Italy.
PEREGO Industry Lead CPG, Pharma & Retail di Facebook
ClioMakeUp CEO Elena Dominique Midolo, PhD, represents the strongest digital publisher dedicated to beauty in Italy, founded by YouTube sensation Clio Zammatteo in 2008, boasting a big, active and engaged online community. She leads the commercial and strategic development of the company, whose mission is to make the world of beauty fun, simple and empowering for everyone. Under her guidance, ClioMakeUp has experienced constant and significant growth over the years. In April 2017, ClioMakeUp launched ClioMakeUpShop, the proprietary e-commerce website selling the Brand's iconic makeup products: CreamyLove and LiquidLove lipsticks, DarkLove Mascara, single eyeshadows pans, the eyeshadow palettes FirstLove and MyFirstLove. ClioMakeUp is a digital publisher, e-tailer and retailer, boasting millions of followers on social media, its blog.cliomakeup.com reaches 2.8 million unique users every month. Mum of 2, cultural and media studies enthusiast, Elena has a Sociology PhD and teaches at the Catholic University in Milan.
MIDOLO CEO di Cliomakeup
Marta Casadei, staff editor at Il Sole 24 Ore, the most important financial newspaper In Italy, since 2017. She was born in Pavia (Italy) in 1983, started working as journalist in 2008. Mainly covers stories in fashion and business. For almost a decade, she worked as contributor for Il Sole 24 Ore, Vogue Italia, L’Uomo Vogue, L’Officiel Italia. From 2013 to 2015, she joined the independent magazine Rivista Studio as lifestyle editor. She’s been teaching «Social media strategies for luxury brand» and «Digital evolution in the fashion industry» at the Fashion&Luxury Management MA in the 24 ORE Business School in Milan.
CASADEI Giornalista di Il Sole 24 Ore
Fulvia Aurino, Digital Commerce, Marketing and Omnichannel Officer Estée Lauder Companies Italy – with the aim to Lead the acceleration of the Digital business and media for the ELC brand portfolio combined with the Retail evolution towards a O2O business model. Fulvia from 2014 to 2018 was also the Brand General Manager Italy Estée Lauder and Tom Ford Beauty. Before move to Milan, she was based in Zurich working for Mondelēz International as Category Director of Coffee, Chocolate drinks and Sustainability. From 1994 to 2012 she had been also worked for Procter & Gamble leading the integration process of several business model and mkt.
AURINO Digital Commerce & Marketing Officer di Estee Lauder Companies Italia