{"id":2295,"date":"2016-05-03T13:04:55","date_gmt":"2016-05-03T13:04:55","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2295"},"modified":"2016-05-03T13:04:55","modified_gmt":"2016-05-03T13:04:55","slug":"max-factor-brand-to-the-next-level-bringing-their-products-to-life-in-the-digital-space","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/05\/max-factor-brand-to-the-next-level-bringing-their-products-to-life-in-the-digital-space\/","title":{"rendered":"Max Factor Takes Their Brand to the Next Level by Bringing Their Products to Life in the Digital Space"},"content":{"rendered":"

Procter &\u00a0Gamble brand, Max Factor, are introducing scannable apps onto almost 500 of their cosmetic products, providing tailored content and reviews in an instant.\u00a0 Claiming to be revolutionising the digital and retail space with this new technology, have the global brand just cemented themselves in the top position for the sector?<\/strong><\/em><\/p>\n

1) Rationale<\/h1>\n

It doesn\u2019t matter which sector you operate in, the words technology, digital era, apps etc. surround it and they\u2019re only getting bigger.<\/p>\n

Through their research into this move, Max Factor found that women had a tendency to use their mobile phones at point of purchase to validate their decision making.\u00a0 And speaking to Marketing Week, Laure Murciano, global brand manager at Max Factor, commented that while 70% of women research online before buying beauty products in-store, 90% of purchases still happen offline.<\/p>\n

\u201cWith this innovation we\u2019re putting the shopper at the centre and making the Max Factor brand interactive. We identified that women do a lot of research online when it comes to the beauty category. Only 10% actually make the purchase online, which means 90% of those women are going to the store and we lose them between the online and offline world,\u201d she explained.<\/p>\n

2) The importance<\/h1>\n

By identifying with their customers, Max Factor are able to identify a need and provide a solution to help fulfil this. \u00a0It also helps them to extend their brand relationship and focus on those 90% of customers which they\u2019ve identified.<\/p>\n

The reviews, product information and tutorial videos which are downloaded from the apps will be available for customers even after their purchase has been made.\u00a0 Extending the brand in such a way connects with the customer and in this sense, the emotional relationship is built.\u00a0 This is also very hard to break, so in return can potentially yield that customer a lifetime customer of their products.<\/p>\n

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3) The app itself<\/h1>\n

At the point of purchase, customers will be able to see unbiased ratings and reviews, as well as have access to offers and vouchers available.\u00a0 Using customer behaviour and external factors to tailor make the app for them.<\/p>\n

Quoted in Retail Times, Murciano goes on to say \u201cwith perfectly targeted content, we\u2019ll drive a strong preference for Max Factor, increasing customer loyalty.\u201d<\/p>\n

Max Factor will also be linking this new technology with their advertising campaigns, having the scannable apps also available to download \u2013 reaching a much wider audience.<\/p>\n

4) Big for brand, big for business<\/h1>\n

Max Factor are one of the first cosmetic brands to introduce this to the market, so it will be a trial to see what the results prove.\u00a0 However, to show that they\u2019re innovative, adaptable and customer focused this is certainly the best way to strengthen their brand affinity.<\/p>\n

Of course it also allows the brand to market to the customer through their mobile.\u00a0 But P&G were quick to inform customers that they will not be holding any personal data and they will simply be using algorithms to support their marketing push.<\/p>\n

As we said from the start, advancements in technology are only going to continue and in today\u2019s busy world, anything that can help to make our lives easier is more than welcomed.\u00a0 Building a brand based on this knowledge will only help it align itself with the direction in which our world is going.<\/p>\n

Concluding, \u201cI\u2019m proud to be the first brand to switch on all our entire product portfolio and many of our in-store touch-points,\u201d says Murciano. \u201cThis is ground-breaking not only for the category, but for the whole shopper experience. We have started a revolution.\u201d<\/p>\n

References:\u00a0<\/strong>Retail Times<\/a>,\u00a0Marketing Week
\n<\/a>Pictures from:<\/strong> <\/em>Marketing Week<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Procter &\u00a0Gamble brand, Max Factor, are introducing scannable apps onto almost 500 of their cosmetic products, providing tailored…\n","protected":false},"author":15,"featured_media":2297,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Procter & Gamble brand, Max Factor are introducing scannable apps onto almost 500 of their cosmetic products, providing tailored content in an instant.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[72,4],"tags":[547,549,77,546,185,548],"ppma_author":[757],"class_list":{"0":"post-2295","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digital","8":"category-news","9":"tag-apps","10":"tag-cosmetics","11":"tag-digital-2","12":"tag-max-factor","13":"tag-retail","14":"tag-technology","15":"cs-entry","16":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":72,"label":"Digital"},{"value":4,"label":"News"}],"post_tag":[{"value":547,"label":"apps"},{"value":549,"label":"cosmetics"},{"value":77,"label":"digital"},{"value":546,"label":"Max Factor"},{"value":185,"label":"retail"},{"value":548,"label":"technology"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/04\/max_factor_campaign_the_branding_journal_1.jpg",980,600,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":1,"category_info":[{"term_id":72,"name":"Digital","slug":"digital","term_group":0,"term_taxonomy_id":72,"taxonomy":"category","description":"Explore the latest insights and strategies in digital brand communications to elevate your online presence. 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