Gender Marketing Encounters: Caroline Lamprecht

Interview with Caroline Lamprecht, Marketing Director at GEMEY MAYBELLINE FRANCE

22nd November 2011
Agence L / Womenology                                    
Is there a typical Gemey Maybelline woman? Or are there several Gemey Maybelline women?

Caroline Lamprecht
There are several types of women, that’s absolutely certain. Primarily, we’re a brand with a double logo. The Gemey woman isn’t the Maybelline woman and there are also “Gemey-Maybellines”. Historically, the Gemey woman is a bit older. Women in their 40s and over call the brand Gemey, not Gemey Maybelline. They’re very attached to the values of Gemey, a traditional French brand with quality products that inspire confidence. Gemey and Maybelline are complementary. And to this duo, Maybelline provides all the energy of New York, the trends, the colours, in one word the SHOW! The Maybelline woman is young, very trendy, on the lookout for innovation and must-haves!

Agence L / Womenology
Is it a market that buys a lot online?

Caroline Lamprecht
More and more so, and it’s a growing market. It’s quite surprising because lipsticks work very well on the Internet whereas you’d think that for lipsticks, the colour should be tried out before buying.

Agence L / Womenology
Are you looking to develop online sales?

Caroline Lamprecht
Yes, we launched our e-commerce site via Brandalley as well as a shop on our site. For now, we don’t have any plans for online mobile sales.
We also launched a mobile application that works very well on all smartphones and we’re certainly going to develop applications for use on tablets in 2012. What we’d really like to push is advice, above all because lots of women don’t apply much make-up because they don’t know how to or they’re afraid of getting it wrong and therefore they don’t buy a lot, just one or two products a year.

Agence L / Womenology
Do you think there has been a digital campaign that has made a big impact?

Caroline Lamprecht
We came up with the “Chasse aux cils à cils” event which worked very well, people really liked it and we got some very good feedback. In my sector, there are all the virals and digital videos from Fructis Style or ESSIE which are excellent.

Agence L / Womenology
Do you pay attention to what’s being said on social networks?

Caroline Lamprecht
We’re really intent on developing our relationships with bloggers. They are informed of all our new products. When we have a press conference, we always dedicate a specific moment to the bloggers. They have different expectations in terms of information, they work on whims. Thanks to the Internet, they are very reactive and practically post immediately.
We therefore read the blogs, what they’re saying, we follow their news, comments… and not only the bloggers, but the consumers who use the forums as well, who bring to our attention either good ideas about products or problems that they’ve had. These are sources of information to adapt our position or make changes to our products.

AgenceL / Womenology
Which sorts of customers are most involved in the forums?

Caroline Lamprecht
Generally, it’s the young market when it comes to the digital world. But there are also two other markets that are developing: mums and the community of people who are retiring and remaining active.

Agence L / Womenology
How many Facebook fans do you have today?

Caroline Lamprecht
350,000 fans on Facebook and we have also opened WeLoveMakeUp, a forum for make-up addicts. It’s a real trendsetting market that’s aware of everything, they know all the brands, they’re looking for expert advice, wanting to know if there are other ways of using the products that they already use. On WeLoveMakeUp they can exchange looks, post videos, bloggers also get involved, they’re mostly consumers who talk about products. We currently have 14,000 looks and 1,200 videos so it’s very animated. WeLoveMakeUp is closer to girls than the Gemey-Maybelline brand website which is more institutional. There are 70,000 addicts on WeLoveMakeUp with an « addict » posting at least once a week. This site was created in May 2010 and it’s going to be launched internationally because today we want to have a real brand website and not just a site about products. We’re therefore trying to develop another way of talking to our customers.

Agence L / Womenology
Who influences your customers the most? Friends and family? The forums? Internet or other media?

Caroline Lamprecht
It’s not very different from other sectors, young people are primarily influenced by their mother or older sister. The influence also comes from close friends or friends on the Internet. Today, people want to know what’s being said about a product before they buy it, it’s the culture of Tripadvisor. And I think it’s true for all categories, even make-up, even though we’re obviously not in the same price range as a holiday.

Agence L / Womenology
We recently saw with a perfume survey that we conducted, that even in this sector, women need the opinion of others even though it’s a very personal purchase. How much do impulse purchases represent at Gemey-Maybelline compared to purchases prepared in advance? Are there differences per segment?

Caroline Lamprecht
Quite clearly, there’s more of an impulsion towards colours when you combine all the segments. If you take all of Hygiene-Beauty, it’s clear that make-up is the category where there are the most impulse buys. In large supermarkets, one of the main impulse buys is chocolate, make-up is in the top 5 of categories combined. From our studies, we see that around 60% of purchase decisions are made in the shops. If you need shampoo, you go to the shop and buy it, for make-up there isn’t really a need, it’s something that’s bought for the pleasure and the more you go towards the colour, the happier it makes you. The usefulness of a nail varnish or a lipstick is relative for example in comparison to a bottle of shampoo, it’s just to make you happy, which is important as well! It’s a purchase that’s completely impulsive, a colour of nail varnish to match the mood in a way.

Agence L / Womenology
Do you look at what men like in terms of make-up? Are you indirectly involved with this market? If you had to launch a male product, would you use different means?

Caroline Lamprecht
Of course there are men who buy make-up as a gift for their partner but a lot less than the number who buy fragrance, because they don’t necessarily know what to choose. Make-up purchases are for oneself. But a lot of young people are now buying make-up as birthday gifts for their friends, particularly nail varnish. I think that ours will be one of the last continents to launch make-up for men. If we launched it today it would be more in Asia than in Europe. In terms of communication, it depends a lot on the product. Actually, there’s an online campaign that’s fabulous, it’s the Dermablend Zombie Boy. If I’d had this product and this idea I would be very proud. They used a man. And I think that for men, I would work mostly online. With the same budget, you can do a lot more online than you can with a TV advert.

Agence L / Womenology
Thank you
Agence L contact: Marie-Estelle Wittersheim / mewittersheim@agencel.fr
aufeminin.com / Womenology contact: Benjamin Smadja / benjamin.smadja@aufeminin.com

Website of the agency:  Agence L maillots foot

1 Comment

Une réponse à Gender Marketing Encounters: Caroline Lamprecht

  1. Julie Roger-Carel dit :

    Quand on parle d’achat online, sur le mobile, l’intégration de la réalité augmentée devrait donner un réel élan aux ventes: la possibilité en quelques secondes d’essayer mon rouge à lèvre virtuellement…parfait!, et encore mieux, je partage mon ‘portrait’ et je demande l’avis de mes Fans!. Bref, bel avenir pour le maquillage ‘online’.

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