{"id":12260,"date":"2012-06-22T12:35:19","date_gmt":"2012-06-22T11:35:19","guid":{"rendered":"http:\/\/timoelliott.com\/blog\/?p=4083"},"modified":"2012-06-22T12:35:19","modified_gmt":"2012-06-22T11:35:19","slug":"ysl-luxury-is-about-innovation","status":"publish","type":"post","link":"https:\/\/timoelliott.com\/blog\/2012\/06\/ysl-luxury-is-about-innovation.html","title":{"rendered":"YSL – Luxury is About Innovation"},"content":{"rendered":"

\"Carla<\/a><\/p>\n

Carla de Preval, Digital Marketing Manager for Yves Saint Laurent, was interviewed at the LeWeb London event this week. She explained that luxury is not just about story-telling and craftsmanship, but also very much about innovation: \u201cWhen you look at the history of almost every luxury brand, the kickoff thing was always about innovation\u2026 Saint Laurent invented pr\u00eat-a-porter clothes, bringing haute couture to women in the street for the first time, and that\u2019s what we continue to strive to do today.\u201d<\/p>\n

The company aims to have a multi-touch approach, with one key message that is adapted to different platforms, each combining added value with \u201ccutting-edge experiences.\u201d This means that the company doesn\u2019t focus on any particular platform or technology when trying to engage with customers: \u201cAll the different social tools can be useful in reaching our consumers and giving them the best possible adapted technology. It\u2019s about whatever is the \u2018air du temps,\u2019 like Pinterest, Instagram, and so on\u2026 as long as it luxurious enough, respecting the aesthetics, obviously.\u201d<\/p>\n

A launch of a new makeup brand, for example, might involving inviting Instagram users to post pictures, teasers on Twitter, the creation of infographics for Pinterest and cover pictures for Facebook.<\/p>\n

De Preval gave the example of an upcoming campaign for Touch Eclat<\/a>, a popular highlighter product. The company talked to bloggers around the world and created videos of their vision of how they were going to use the makeup, how they selected shades, and so on. The videos will be not only posted on YouTube and Facebook, but also shown in the retail stores at the point of sale.<\/p>\n

One of the company\u2019s key goals is to create a seamless experience between the offline and online worlds. An example of this is a recent campaign for YSL\u2019s new Vernis \u00e0 L\u00e8vres glossy stain lip line<\/a>. It included the installation of interactive hardware in Heathrow\u2019s Terminal 5. Using the Microsoft Kinnect technology, visitors could \u201cthrow\u201d different colors to create \u201ctheir artistic vision of color.\u201d You can play an online version of the \u201csplash\u201d at the YSLExperience.com<\/a> web site. They co-organized an event at Heathrow with Facebook where people could get free samples of the product.<\/p>\n

The company has also created an iPhone application called \u201cColor Mirror<\/a>,\u201d which involved close collaboration between a startup and the company\u2019s makeup artists to ensure that the result was as close as possible to real-life.<\/p>\n

\"iPhone \"iPhone<\/p>\n

In line with the luxury status of the products, the company aims to concentrate on a small number of \u201cVIP blogs\u201d in each country, and work with them on a long-term relationship, providing them with experiences and information \u201cto help them really understand the brand.\u201d\u00a0 De Preval emphasized that the luxury bloggers, although very different from journalists, have a very high level of expertise: \u201cYou can\u2019t bullshit them. You can\u2019t market things to them that aren\u2019t truly edgy breakthrough stuff\u201d<\/p>\n

\"devotedtofans_small\"<\/a>Another startup mentioned by De Preval was Tigerlily<\/a>, a social media content manager for Facebook that YSL uses internationally.<\/p>\n

Finally, De Preval gave an \u201cexclusive avant-premi\u00e8re\u201d of the company\u2019s latest innovation, explaining that \u201cwe wanted to digitalize the full experience \u2013 but who could we digitalize the product itself?\u2026 Now, just like Saint Laurent created pr\u00eat-a-porter, we have created the first real social beauty product, called \u2018Devoted to Fans\u2019, that we will be selling in early July in a limited edition.\u201d<\/p>\n

The campaign will be using the hashtag #devotedtofans<\/a> and more information will be available on the YSL page on Facebook<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Carla de Preval, Digital Marketing Manager for Yves Saint Laurent, explains at LeWeb London that luxury is not just about story-telling and craftsmanship, but also very much about innovation.<\/p>\n","protected":false},"author":2,"featured_media":4078,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[53,100,224,484,618,689,712,1157,1158],"class_list":["post-12260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-53","tag-analytics","tag-carla-de-preval","tag-fashion","tag-innovation","tag-leweb","tag-makeup","tag-ysl","tag-yves-saint-lauren"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/timoelliott.com\/blog\/wp-content\/uploads\/2012\/06\/carla-de-preval-2_thumb.jpg?fit=690%2C310&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p3X9RF-3bK","_links":{"self":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts\/12260","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/comments?post=12260"}],"version-history":[{"count":0,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/posts\/12260\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/media\/4078"}],"wp:attachment":[{"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/media?parent=12260"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/categories?post=12260"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/timoelliott.com\/blog\/wp-json\/wp\/v2\/tags?post=12260"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}