L2 Presents “Brands as Media Companies” at FIT Alumni Event

L2 Founder Scott Galloway and Head of Research  & Advisory Maureen Mullen will speak at FIT’s Cosmetics and Fragrance Marketing and Management Master’s in Professional Studies Alumni Association event on October 30, 2012. L2 will present “Brands as Media Companies”  — insights on how brands generate meaningful digital content on their owned and social media properties in order [...]

Posted in Beauty

Cars Account For 48% of Luxury Brand Searches

The Miu Miu satchel you saw Michelle Williams carrying, that BMW coupe in the new Bond movie, the five-star Balinese resort you read about in your favorite travel magazine. When we task Google to give us information on aspirational purchases like these, a few of us may actually be researching, but really, for the majority, [...]

Posted in Automotive, Beauty, Fashion, Hospitality, Watches & Jewelry
Tags: Hospitality

The Next, Next Call to Action on Commercials

A June 2011 study from Nominet, one of the world’s largest internet domain registries, showed that 61 percent of UK television ads feature a URL. There are many reasons brands are adding a URL call to action to their TV commercials. First, brands are providing viewers a way to find out more information about a [...]

Posted in Beauty
Tags: Advertising, Facebook

Beauty Gets the Equation Right: To Earn High Facebook Engagement, Just Ask

One of the key findings in L2’s recently released Digital IQ Index®: Beauty is that beauty-only brands have been more successful than brands that participate in other luxury categories in creating highly engaged Facebook communities. Beauty-only brands have been more willing to solicit fan opinions, and as a result, have established powerful forums where fans [...]

Posted in Beauty

The Customer Knows Best

One of the key findings for the 55 brands in L2’s recently released Digital IQ Index®: Beauty was that customer reviews on Beauty sites have finally reached a tipping point. In the 2010 Beauty Index, only 41 percent of brands had user reviews on their product pages. Fast forward to 2011, and 69 percent of [...]

Posted in Beauty
Tags: Beauty, Digital IQ Index, Information, Social Media

Luxury Brands Push Beauty Lines

Luxury brands are ramping up the marketing of their cosmetics and fragrance lines, and giving plenty of attention to digital platforms. Luxury Daily speculated that this trend could be attributed to the state of the economy. The beauty industry in general is more recession-proof than other industries, and the beauty lines of luxury brands have [...]

Posted in Beauty
Tags: Beauty, Burberry, Chanel, Fragrance, Luxury

YouTube: Crazy for Color

Skincare-only brands have been wondering for years whether they have a place on YouTube. Unlike their makeup-only counterparts, such as M.A.C., Maybelline, and Smashbox, they don’t have the advantage of being able to show an immediate impact via color on video. Analysis of 53 brands with YouTube channels from the upcoming L2 Digital IQ Index®: [...]

Posted in Beauty
Tags: Beauty, Digital IQ, Video, YouTube

News

• Fashion Brands in China: Playing Mobile Catch-up
  China Mobile estimates that it will spend almost $7 billion this year to finally

• "ICYMI, @katespadeny opened first Kate Spade Saturday store in Tokyo's Harajuku District & will open 4 more by June. more"


 

upcoming event

• 2013-04-04
  Social CRM: NY
  NY
  On Thursday, April 4, we will look at how prestige brands can capture data and i More