“As technology advances, the beauty industry continues to adapt new strategies to interact with consumers online, making their online communication with consumers more personal and experiential,” writes Liz Grubow, vice president, group creative director LPK Beauty, in the April 2010 issue of GCI.
From blogs to social networking websites, beauty consumers are going online where they have access to more products, can easily compare prices and can find more products, information and recommendations. Strategies introduced to counter the trend in stores are not increasing sales. Embracing technology and creating meaningful online experiences will allow beauty brands to not only stay relevant online, but also in brick-and-mortar retail stores.
Global Cosmetic Industry (GCI) magazine is a business and marketing magazine for the cosmetics, fragrance and personal care industry.
LPK is an international design agency where remarkable people Build Leadership Brands. By integrating strategy, design and innovation, LPK leverages relevant consumer, shopper and market insights to create value, sustain leadership and transform businesses.
The agency’s portfolio of category-leading brands and long-term client relationships attracts some of the best and brightest creative minds in the world. LPK’s combination of strategic skills, creative disciplines and cross-cultural perspectives results in brand-building innovation across media, geography and time.
With a presence in North America, Europe and Asia, LPK is the world’s largest employee-owned brand design agency. LPK has developed and managed brand design franchises for some of the world’s most successful businesses, including Gillette, Pampers, Olay, 3M, Jim Beam, IBM, Hershey, Coleman, U.S. Bank, AT&T, Kellogg, Novartis, Samsung, PepsiCo, and Kraft Foods.
LPK’s independent spirit champions a vibrant creative culture, recognized by The Wall Street Journal as a “Winning Workplace” and described by HOW Magazine as “one of the largest and most influential branding agencies on the planet.”