NEWSLETTER ESTEE LAUDER

Newsletter
THE LATEST IN DIGITAL, RETAIL & BEAUTY

PARIS MILAN LONDON

SPECIAL FASHION WEEK

NEW TRENDS

ALL YOU NEED TO KNOW

ESTÉE LAUDER EMEA | SEPTEMBER - October 2020

CONTENT

Due to the Covid-19 pandemic, and social distancing measures put
into practice, digital content and platforms have taken an even
stronger dimension. This period has allowed brands, influencers and
consumers to accelarate interactions through digital platforms, and
has emphasized the existence of an interdependent relationship
between these three actors. This is why this newsletter will be
evocating emerging trends, digital innovations and new retail
experiences.

03 04

06
11 19

03 Zoom in Paris phygital fashion week 11 Pink October: Savage x Fenty
13 Melayci: Wooden lipstick collection
04 Louis Vuitton: goes Green Screen
14 L'Oréal: Creates bottle from carbon emissions
06 Burberry: Live on Twitch from London ! 16 Sensori +: First touchless beauty counter
07 MiuMiu: Livestreamed from Milan 17 Clarins: First Kiosk-Style store
08 Versace's: Body positive fashion show 18 Clarins : First overseas lab in Shanghai
TikTok: First Digital Fashion Month 19 What should you remember ?
09 Estée Lauder: First Digital Event on Zoom
10

ZOOM IN PARIS PHYGITAL
FASHION WEEK

WHAT HAS CHANGED WITHIN THE COVID-19 CONTEXT ?

LIMITED GUESTS & SANITARY MEASURES
Taking the temperature at the entrance, masks
distribution, limited guests from 350 to 1,500 last
season and safety distances imposed between each
spectator. This is what a Dior fashion show looks like
due to the health crisis context in 2020.

Same at Acne, where the intimacy notion has been
pushed to the limit: 140 guests compared to 400 the
previous year. The show was divided into 4 sessions,
each gathering 35 people and presented in 3 successive
rooms.

LOCKDOWN AS A SOURCE OF INSPIRATION
FOR THE SHOWS

Also at Dior, the lockdown period has inspired their
artistic director. The results: ample, easy-to-wear,
comfortable pieces combining transparency and airy
materials, as well as the house codes. Elsewhere,
softness and comfort also came first: comfortable
materials with a touch of hope just like "Hope"
collection by Chloé - or in the oversized overcoats by
Acne.

VIRTUAL GUESTS BEHIND THEIR SCREENS

To get the best out of the show during this phygital
Fashion Week, the brands competed in ingenuity. The
most memorable was Olivier Rousteing's stroke of
genius in inviting a virtual audience from Anna Wintour
to Cindy Crawford filmed on a white background to sit
next to physical guests or even the delicate attention
from JW Anderson in sending a box full of samples of
materials and miniature paper silhouettes to the press.

CLICK HERE FOR THE SOURCE

03

Paris

3 THINGS TO KNOW ABOUT
LOUIS VUITTON’S VISUALLY-
CHARGED SS21 SHOW

After what has been a challenging time for the ✓exptUreoesrticeearniienncatecete,ureasantcogutimanvegieqerwusaeanysd
industry, the first “phygital” fashion month ✓sfoacsihetiGoyendaneindsmderairis-sninnidneguhitnirgaohluerr
successfully came to an end on October 6th, in
Paris. Seeing it out in style was the live digital
showcase of French designer Nicolas Ghesquière‘s
SS21 collection for Louis Vuitton. Here’s
everything you need to know about the Louis
Vuitton spring/summer 2021 show.

04

THE SHOW TOOK PLACE IN PARISIAN LANDMARK LA SAMARITAINE

Guests were sent an individual link to their virtual seat from which
the camera could be manipulated in 360 degrees to admire the art
murals, the glass ceiling of La Rotonde, as well as the clothes. The
LVMH-owned complex will house the revamped Samaritaine
department store, as well as a hotel, offices, restaurants, housing and
day-care facilities, and is set to open in 2021 due to COVID-19.

GREEN-SCREEN TECHNOLOGY WAS EMPLOYED TO FULL EFFECT

A green screen, which wrapped round the floors of the Samaritaine
“for an enhanced virtual experience”. The result? A kind of two-in-one
viewing experience, with scenes from the 1987 Wim Wenders fantasy
Wings of Desire, about two angels observing life in Berlin, playing
behind guests and overlaid with catwalk footage on the livestream.
Guests were able to manipulate their cameras, and even to hear
conversations of the physical front row.

“The phygital format is a fantastic way of telling
multiple stories at the same time,”

CEO of Louis Vuitton, Michael Burke

GENDERLESS FASHION WERE A KEY THEME

Cognisant that many women have been buying Virgil Abloh’s Louis 05
Vuitton menswear collections, and many men have been buying
Nicolas Ghesquière’s womenswear collections, the latter decided
to explore genderless fashion more assiduously than he ever has
before for spring. “It doesn’t mean I’m going to dress women in
menswear, but show clothes that are in between,” he said. “Not
clearly feminine or masculine, but in between.”

CLICK HERE FOR THE SOURCE

London

BURBERRY CHOOSES ✓ Twitch is an
TWITCH FOR ITS NEXT
emergent rising
LAURENTFASHION SHOW platform online

✓ The gaming world
allows to target a
younger audience and
a larger masculine

target

A GREAT FIRST IN FASHION - Due to Covid-19, A STRATEGIC CHOICE - Knowing that the brand
the Burberry SS 2021 collection was has only 362 followers on Twitch, compared to 17.3
broadcasted Twitch streaming platform on the million on Instagram, this audacious choice seems to
17th of September. be a long term project.

Initially known for its video games in streaming, The platform hosts a young audience (more than
the luxury house was able to broadcast four half of the users are between 18 and 34 years old)
screens on a single window on Twitch. The and 81.5% are male. This rising platform was
viewing experience was also be customizable. created in 2011, but its popularity has notably
increased during the confinement period.
This gave virtual guests "the opportunity to view
several perspectives of the show at the same Likewise, it is impossible not to make the link
time and converse via Twitch's chat function, between the gaming world - and the growing gaming
creating a personal and inclusive experience" in the luxury sector, between online challenges,
says Rod Manley, Burberry's marketing director. encrypted products and e-sport partnerships.

CLICK HERE FOR THE SOURCE 06

OCTOBER 6TH, 2020, MILAN (ITALY)

LiLvIVesEtSrTeaRmEAedMEfrDomFROMMilaMnILAN - the show set The Miu Miu show read like the Euphoria
imagined a cyber-spacious sports arena covered in generation’s guide to effortless dressing: the
screens with the—also livestreamed—faces of Miu things you wear through the process of learning
Miu poster girls watching the show, including Elle the messages. Prada wanted to convey about the
Fanning, Chloé Sevigny, and various influencers. role of clothes in life through this unifying event
Opened by Lila Moss (the 18-year-old daughter of and livestreamed experience. Carried by the
Kate), the collection captured the accidental young women on her runway, that sentiment
uniforms of young people. Too under-construction reminded some of us of the time we fell in love
to have developed the dress codes that shape their with fashion shows in the first place, in our
wardrobes later in life, the youth’s uniforms teenage bedroom, chunky laptop at hand...
materialize around the duties and pastimes that
the pandemic took away from them this year. It’s
a wardrobe suspended between the extremes of
the hyper-casual and that stilted sense of formality
you get from a prom photo.

✓ Since the lockdown, comfort has

taken a greater place in the daily lives
of our consumers and is implemented

in new brand strategies.

✓ Keep your customers at the center
on your brands universe and DNA.

CLICK HERE FOR THE SOURCE 07

MILAN FASHION WEEK: VERSACE'S
BODY POSITIVE FASHION SHOW

MILAN, ITALY ✓ Diversity leads to
inclusivity
On September 25th, Versace presented its new
creations for SS21. A fashion show with an inclusive ✓ Highlighting inclusivity
cast that marks an attempt to renew the fashion and being more
industry. Versace chose to highlight beauty in all its representative of society
forms. A first for the Italian luxury house. makes consumers feel closer
to the brand's purpose and
Models Jill Kortleve, Alva Claire, and Precious Lee,
broke away from the threadbare silhouettes that the values
fashion industry is accustomed to betting on. This new
casting, more representative of women is causing a 08
general craze, starting with those who compose it.

By diversifying its casting, Versace is taking a first step
towards inclusive fashion and helping to redefine the
lines of an entire industry.

CLICK HERE FOR THE SOURCE

TIK TOK LAUNCHED
ITS FIRST DIGITAL
FASHION MONTH

THE #TIKTOKFASHIONMONTH

Now that the coronavirus pandemic has shut “We’ve seen the fashion industry reinvent
down in-persons gathering : TikTok is taking what luxury fashion means to culture and
things digitally. TikTok runned its own society through TikTok by bringing fashion
#TikTokFashionMonth for all September until into the homes of our community during
October 8th in partnership with Louis Vuitton, quarantine.”
Saint Laurent, JW Anderson, PUMA, and Alice
and Olivia. The monthlong event is a “community-
driven approach to showcasing their art,
The short-form mobile video platform celebrated creativity, and personalities in a unique
all things fashion by hosting a series of events, and truly TikTok way,” Cece Vu added.
initiatives and hashtags dedicated to the world
of fashion which sees high social interest during CeCe Vu - TikTok's Head of
the catwalk season. fashion content partnerships

#TikTokFashionMonth featured two ✓ The rising platform is getting
more and more popular and
livestreamed runway shows each week (some allows brand to target a larger

starring TikTok creators as models) plus the range of young customers

launch of two TikTok-exclusive capsule ✓ TikTok must be considered in
brand's strategies and
collections. In addition, all shows can be found partnerships

streaming from brands’ official TikTok accounts.

CLICK HERE FOR THE SOURCE 09

ESTÉE LAUDER LAUNCHES FIRST
INTERNATIONAL VIRTUAL EVENT

On the night of the 17th September 2020, Estée The virtual event allowed its guests to
Lauder launched the first ever international virtual participate to: first, a Q&A session that was
event. The 80 minutes show was broadcasted live. livestreamed between Paris and New York with
This unique experience was shared with 49 countries Pro Make-Up Artist Paola Marcos and Global
worldwide simultaneously connected including more Spokesmodel Grace Elizabeth.
than 1500 VIP guests (Influencers, Press and
Retailers). Then to various digital activities such as playing
to the ANRcade - a gaming platform dedicated to
1500 influencers the new product, Face Yoga feat. Natalia
18M reach Broberg, Dancing class feat. Raphaël Say,
meeting the experts and get supercharged
60M impressions application tips. Finally, guests were also invited
100K interactions to dance and listen to @Melowlow 's DJ SET
presenting the ANR evolution through the
decades.

CLICK HERE FOR THE SOURCE 10

RIHANNA SELECTS BREAST CANCER
SURVIVORS FOR HER SAVAGE X FENTY
LINGERIE CAMPAIGN

After launching its first men's capsule on September
25th, Savage X Fenty unveils its new line imagined on
the occasion of Pink October.

Recently, Rihanna said : "We want them to feel [the ✓ Crossing industries collabs doubles
brand] as a secure space, a place where they are the visibility of a brand, targets a
understood, where they are one with them," a promise larger range of consumers and
that was honored this month at the launch of her new spreads stronger messages
line. Available in shades of mottled grey and pale pink,
the collection is part of a sportswear universe, and even ✓ Highlighting inclusivity makes
unveils an ultra-comfy hooded jumpsuit.
consumer feel in a secure space and
To give concrete expression to its boundless closer to the brand
determination, the American brand is using its 11
campaign to highlight three breast cancer survivors
helping to make this prevention initiative more
impactful than ever. These inspirational muses have
taken the floor to share the broad outlines of their
journey in a society where every difference can prove
to be a real obstacle. CLICK HERE FOR THE SOURCE

WHAT'S NEW?

“The elegant, prestigious, and unique MELAYCI MAKES ITS DEBUT
packaging and the natural look of wood, WITH A WOODEN LIPSTICK

supports the brand’s values: heritage, COLLECTION
diversity, empowerment and beauty.”
CORPACK HAS DEVELOPED A WOODEN LIPSTICK
Kelly Njiké FOR FRENCH BRAND MELAYCI

The brand was founded by Kelly Njiké to answer the
need of representation for women of colour in the
beauty industry, especially in France and worldwide.

The collection of five shades of lipstick colours, were
created to highlight all types of skin tones. The
lipstick’s outer base and cap are made of ash wood
from certified, European sustainable forestry. Since
the wood grain is always different, every lipstick is
unique.

CLICK HERE FOR THE SOURCE

✓ Sustainable products lead to

unique and rare products which
aligns perfectly with the definition

of luxury.

✓ Products reminiscent of diversity
and inclusivity are part of the
customer's demand
13

L’ORÉAL
CREATES BOTTLE
FROM CARBON
EMISSIONS

Cosmetics producer L’Oréal has partnered with ✓ Collaborating with other sectors
LanzaTech and Total to create the world’s first
bottle made from captured and recycled carbon combines different expertises and
emissions. allows to divide and conquer in

The conversion process takes place in three steps. order to reduce the environmental
First, LanzaTech captures industrial carbon impact more efficiently.
emissions and converts them into ethanol using a
unique biological process. Next, thanks to an ✓ Sustainability is a must in a
innovative dehydration process jointly developed
with IFP Axens, brand's long-term strategy and
vision
Total converts the ethanol into ethylene before
polymerizing it into polyethylene that, according to 14
the company, has the same technical characteristics
as its fossil counterpart.

L’Oréal then uses this polyethylene to produce
packaging that reportedly has the same quality and
properties as conventional polyethylene.

CLICK HERE FOR THE SOURCE

BEAUTY ABROAD

THE FIRST
TOUCHLESS
BEAUTY COUNTER
IN SOUTHERN
HEMISPHERE

SENSORI+, is an Australian brand founded
in 2018, it is vegan, clean and sustainable.
It is founded on the following principle;
providing solutions which contain the
highest level of efficacy, sensorial pleasure
as well as the genuine care for the
environment.

This pioneer design with smart dispensers
is offering a touchless customer
experience. Designed by Architect Dimi
Kapotas; this counter meets the highest
global sustainability standards and
reduces wastage by over 67% VS
traditional designs and provides a safe yet
immersive customer journey. Live at David
Jones Elizabeth street in Sydney, Australia.

CLICK HERE FOR THE SOURCE

✓ Due to Covid-19, consider
touchless consumer
experience, it provides a
safe and immersive
customer journey.

✓ A touchless experience to

drastically reduce wastage

16

CLARINS CLARINS EXPANDS IN SINGAPORE
WITH FIRST KIOSK-STYLE STORE
INNOVATES
IN ASIA Located in the Nex Shopping Centre, the store is the
brand’s sixth boutique in the country, and takes up
20sqm of space. Offering a broad array of 17
products in the Clarin’s umbrella, the brand
introduced its Clarins Scented Collection to
celebrate the launch.

With consumers increasingly spending less time
shopping in physical stores due to COVID-19,
the kiosk-style boutique caters to time-poor
consumers that want to shop on-the-go.Taking to a
statement, Clarins said, “The new Clarins kiosk at
Nex is perfect for time-strapped shoppers who
appreciate the convenience of grab-and-go.”

CLICK HERE FOR THE SOURCE

CLARINS LAUNCHES FIRST OVERSEAS LAB IN SHANGHAI TO BETTER
UNDERSTAND ASIAN CONSUMER

The 500 square metre lab will conduct ✓ Since customers spend less
vitro experiments, sensory analysis
and clinical tests, with researchers able time in shops due to Covid-19,
to screen the active ingredients in the the grab & go Kiosk style helps
products, invite Chinese consumers in
for sensory evaluations and verify recruiting new customers
product efficacy. Helping the group
better understand the skin concerns ✓ Get closer to consumers
of Asian women, as well as develop new
products for the Asian market. through innovative concepts
such as beauty labs
Clarins will also get better acquainted
with the country’s advances in science ✓ Travelling directly to the
and technology, humanities and biology.
Clarins is also hoping to draw on ancient consumers targeted region
Chinese medicine for New Product helps better understand their
Development. needs and adapt the brand

CLICK HERE FOR THE SOURCE more efficiently

18

WHAT SHOULD YOU
REMEMBER ?

The COVID-19 pandemic has Digital is stronger than ever in Sustainability and luxury industry
incredibly changed our habits brand's strategies. Emergent are two sectors whose
and has brought out new trends. platforms such as Twitch and
Brands are challenged by this TikTok are rising and allow to compatibility is increasingly
new context and are adopting evident. Indeed, sustainable
target younger and larger products are unique by their
new strategies in order to audiences. The gaming world is nature and are perfectly align
respond fast to the consumers with the definition of luxury.
needs which has evolved. Brands also a trend to consider. Brands are joining forces by
Furthermore it is also a way to collaborating with different areas
must be on every front and recruit masculine consumers. of expertise in order to divide and
should be more easily accessible
conquer.
as well as very innovative.

WHAT COULD WE IMPLEMENT
TOMORROW ?

Establish a stronger customer- Diversity and inclusivity are the And you, what do you think we
based strategy. Use interactive new norms. Being more could implement from our
ways to engage the customer:
representative of society and Newsletter? Let us know, we want
implement immersive breaking the codes will make to hear your ideas !
experiences, position her/him at consumers identify themselves to
the center of the brand's DNA, the brand's purpose and values as

get closer while offering well as feeling closer to it.
innovative concepts in order to Implement a gender-neutral
better understand needs and strategy could help your brand
reach a larger range of loyal and
respond to the demand.
trustful consumers.

19

Contact your Estée Lauder EMEA Consumer Marketing Team
Mathilde Guerini - [email protected]

Emilie Foussats - [email protected]
Camille Hamel - [email protected]

Thanks !