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to load just because of the presence of a heavy video file (think Chanel) and
online users simply want to be empowered to maneuver their online expe-
rience according to their desire. And let's not forget that it takes only one
click and a fraction of a second to switch from one website to another. The
choice of the video and where to feature it on a luxury brand's website are
key issues and questions that every brand ought to answer before rampantly
placing videos on multiple pages. Videos that feature products, locations,
services or demos should include close shots that linger on main features,
as these will enhance the tactile sensory response. One website whose demo
video captures the attention is H&M, which is definitely not a luxury brand
but has one or two lessons to teach luxury brands about incorporating demo
videos in relevant sections of its website. Although H&M is known more for
apparel and accessories, they also have a make-up line and to demonstrate
the different applications of make-up they have incorporated a full-screen
close-shot video online, which not only shows effects of different colors but
also traces the brush strokes during applications. One would have expected
such a high-impact video from a luxury brand renowned for its cosmet-
ics range like Chanel or Estee Lauder but this is not (yet) the case. Rather,
another cosmetics brand that has come close to reproducing the tactile sense
online is La Maison Calavas (see Figures 4.8 and 4.9).
Interactive flash animation is another movement feature that has become
popular on luxury websites. While animation that is based on flash media
technology could add excitement to a luxury website and also bridges the
Figure 4.8
Frenchcosmetics
brand La Maison Calavas uses
close-shot images to reproduce the
sense of touch on its website and
compensate for the lack of online
human presence
Figure 4.9
Swedishmass
fashion brand H&M (yes, it is
not luxury) has a lesson or two
to teach luxury cosmetics and
skincare brands in incorporating
close-shot video demos of
product application and care
as a means of reproducing the
sense of touch online
