We all know that 2020 was a year like no other, and brands have had to adapt and evolve to survive, and faced with three national lockdowns, consumers have been driven online in their millions. In fact, according to Retail Gazette, 17.2m Brits plan to permanently switch to online shopping as we move forward.
This seismic shift has created challenges for brands trying to get their products into the hands of consumers in already challenging times, but according to Nielsen, 92% of people trust recommendations from friends and family over any other type of advertising. Even academic research into word of mouth marketing has proven its high levels of effectiveness in conversion.
Join us on Wednesday 10th February from 4-5pm when we will hear from Lynne Barcoe, Co-Founder of specialist marketing agency, Get in the Loop, who will give us an insight into how the highly competitive FMCG sector tackles peer-to-peer to drive trial and adoption of new brands. Lynne will share research from a recent white paper, which delves into the power of grassroots word of mouth, showing how this can work for the beauty industry.
Chris Ashford-Reid, General Manager of Tom Ford Beauty will also join us to discuss the power of peer-to-peer, focussing on how the luxury fragrance sector has responded to the challenges of COVID and he will take a look at bringing a fragrance to life without the benefit of the face to face shopping experience.
Nicola Bonn, beauty broadcaster and founder of the Outspoken Beauty podcast, will then introduce her highly engaged panel of consumers and share her thoughts on how brands can seek to harness the power of the consumer in their marketing mix.
This event is free for members. If you require a non-member ticket please contact [email protected]
To register for this event, please click here.
Lynne Barcoe is co-founder of the peer-to-peer marketing agency Get in the Loop. As well as being a specialist word of mouth marketer she has also been a partner in Humanise for 10 years, which specialises in real life insight. Harnessing and discovering the power of everyday people is integral to Lynne’s ethos.
With over 15 years of experience in the luxury beauty industry, Chris has overseen phenomenal sales growth and digital brand evolution for some of the world’s most exciting luxury beauty brands, including Kiehl’s since 1851, Yves Saint Laurent Beauty, Perricone MD and Urban Decay Cosmetics. Today he is General Manager for Tom Ford Beauty and in addition to the day job, has been a strong advocate for Mental Health Awareness within the industry.
Nicola Bonn is a radio broadcaster, beauty columnist for Get The Gloss and the host of The Outspoken Beauty Podcast (voted as one of the top beauty podcasts by Good Housekeeping, Harper’s Bazaar, Stylist and Vogue Italy). Nicola is passionate about diversity and representation in the beauty industry and last year launched The Outspoken Panel to compliment her podcast and to give real women of all ages, skin types and ethnicities the chance to review and give their honest opinions on products and brands and to speak to real women who can identify with them.