Information Technology Reference
In-Depth Information
Figure 3.15
Luxury brands have approached social networks in different ways.
While the likes of Cartier, Chloé and Dolce & Gabbana have created official
communities in mass social networks like My Space and Facebook, which makes
little strategic sense, others like Raymond Weil and Lancôme have approached
corporate online communities more intelligently by incorporating core values and
benefits for the members as well as interactive features to foster sharing and
brand affiliation
Rose Beauty, its online community for the Chinese beauty and cosmetics
enthusiasts. The website, which records traffic of more than 500,000 message
posts per month, has become an online destination for Chinese women of all
ages seeking beauty tips, product trials and connecting with others. One of
the key success factors of Rose Beauty is that the all conversations are pub-
lished and presented in a clear and transparent manner, even if the people are
discussing other brands or comparing Lancôme's products to that of its com-
petitors. Another factor is that Rose Beauty links to the e-commerce portal of
Lancôme in China from whence instant purchases may be made following the
exchanges and education on the use of skincare obtained from Rose Beauty.
