social marketing

BMW, Clinique and Audi Top Facebook Luxury Brands Ranking

Posted by Sheila Shayon on June 6, 2011 04:00 PM

Luxury brands that don't allow fans to post comments on their Facebook walls score lower for engagement (and "Facebook success") than those that do.

That's just one of the findings from a new report that rates the Facebook savvy of 100 luxury brands across Auto, Beauty, Fashion, Watches and Jewelry, and Spirits and Champagnes.

The L2 "Prestige 100" Facebook report, produced in partnership with Buddy Media, gives top marks to  the top three brands on Facebook are BMW, Clinique, and Audi, #1-3 respectively. Each brand was scored against more than 200 qualitative and quantitative data points and ranked across four criteria: Size & Growth, Engagement, Programming and Integration.

Automotive and Beauty brands nabbed the top seven spots in the ranking, with the Watch & Jewelry industry earning the lowest average Facebook IQ. 

The Top 10 luxury brands on Facebook, according to the new report:Continue reading...

lap of luxury

Shiseido's Burgeoning "Masstige"

Posted by Laura Fitch on June 2, 2010 11:00 AM

Japanese cosmetics company Shiseido is looking to reinvent its image from one of a high-end luxury brand to one of affordable quality.

Noting that the emerging middle class in China heralds a new beginning for developing countries throughout Asia, namely the beginning of a massive middle class, Shiseido is looking for ways to tap into this market while retaining it’s reputation for quality and prestige.

Dubbed “masstige,”  an amalgamation of “mass prestige” the company intends to broaden its product line, and snap up foreign companies that fit in with its new line of marketing, such as US brand Bare Escentuals, which Shiseido purchased for US$1.7 billion.Continue reading...

brand partners

Shiseido Purchases Bare Escentuals To Expand International Exposure

Posted by Sara Zucker on January 18, 2010 11:39 AM

With cosmetics companies extolling the benefits of mineral makeup, it makes sense that Shiseido would purchase Bare Escentuals. In an attempt to revamp its global presence and enter emerging markets, the larger Japanese brand will spend $1.7 billion to buy the line that has championed the mineral movement. That should buy a lot of powder.

"Bare had good opportunities for growth internationally, but the size that they are, they needed greater resources. Shiseido provided them so many greater resources... into Europe and into Asia," said Jason Gere, an analyst at RBC Capital Markets.Continue reading...

brand news

Headline Roundup: Ring-A-Ling

Posted by Sara Zucker on January 15, 2010 08:37 AM

Text messages aid in Haitian philanthropy efforts. [WSJ]

Gotham hired to take over 1-800-OK-CABLE creative duties. [Brandweek]

FocusDriven created to prevent texting while driving. [Consumerist]

Japanese cosmetic brand Shiseido to buy Bare Escentuals. [NY Times]

New Oscar Mayer campaign isn't just about hot dogs. [NY Times]

Layoffs hit the music industry: 50 fired at Universal Music Group. [LA Times]Continue reading...

brand collaborators

Sephora And JC Penney Roll Out Kiosks In Cross-Branding Effort

Posted by Sara Zucker on December 8, 2009 03:05 PM

JC Penney is on a roll with its collaborations recently, and the brand's latest venture merely adds to the accumulating snowball: The department store has teamed up with Sephora to create standalone kiosks.

This development comes only three years after JC Penney introduced in-store Sephora counters, a plan helmed by then-CEO Mike Ullman.

"Our customer spends approximately the same amount each year as the typical Sephora customer,” said Ullman. “She has the desire and the wherewithal to shop Sephora as it exists today.”

Mr. Ullman also used to head LVMH Moet Hennessy Louis Vuitton, which owns Sephora.Continue reading...

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