Clarins Bets On Crowdsourcing For Inspiration And Ideas

Clarins' Thierry Mugler perfume is betting there is an “invisible bond between women.” Womanity.com, the brand's website which launches today, invites consumers to generate ideas that will emerge as new products and populate store shelves.

The global campaign and online media platform center on a mosaic of tiles that will host community content – photos, videos, poems, and editorial articles. According to Ferdinando Verderi, creative director at WPP shop Johannes Leonardo, "The ambitions are very large. The brand is ready to become whatever the users want." And that could be anything from a new scent to jewelry, accessories, or clothing line.Continue reading...