Lifestyle and beauty brands often emphasize the benefits and transformations customers will experience after trying a product. The customer-centered technique, also known as the you-orientation, is leveraged by marketing companies to show prospects and customers the value of different products brands have to offer.
Three collaborations especially demonstrate the effective use of you-orientation, convergence, and unique selling propositions to market transformative products:
Although each brand uses different techniques to engage target audiences and, in some cases, draw audiences across the globe with influencer participation.
The collaborative campaign by Skaggs Creative and Diptyque, “The Grand Tour,” was a global campaign designed to celebrate Diptyques’s 60th anniversary with art exhibits around the world. International artists were invited to create artwork that captured the sensory experience of different locations.
Diptyque promoted the work of each artist, and the credibility of the artists drew attention to Diptyque. This convergence allowed everyone to benefit. The campaign interested art enthusiasts as well as people who loved the fragrances created by Diptyque. Although the artwork and sensory experience was central to the campaign, the brand balanced the you-orientation with the desire to share experiences through art.
Language such as “living through the senses,” “liquid landscapes,” and “chic little bazaar of fascinating finds” positions the brand as a boutique collection of unusual art-inspired products (Diptyque: About, 2022). The language emphasized the benefits of Diptyque products to establish the you-orientation as well as the big idea: experiencing beauty through the senses.
The campaign allowed anyone to experience a virtual journey to another place through perfume and art without traveling during COVID-19. This unique selling proposition allows anyone who purchased the artwork or fragrances to benefit from artistic interpretations of places in Greece, Italy, France, Japan, or Lebanon.
Skaggs Creative’s campaign for Diptyque, “The Grand Tour,” was strong because it allowed consumers from across the world to participate and experience art in a new way. Convergence allowed for cross-promotion of personal brands and the incorporation of artwork drew the attention of different global audiences.
Diptyque’s campaign established the you-orientation to demonstrate customer loyalty, used convergence to increase market reach, and a unique selling proposition of a virtual tour that captured artists’ interpretations of different global locations with artwork and fragrance.
Plenaire’s launch of “Wanderlust” by Zero invites customers to experience the confidence of minimalistic, natural beauty. To establish the you-orientation, the brand uses language such as “In the open air I am free, I am me” (Plenaire, 2022).
Like Diptyque, the brand uses elements of nature and sensory details to convince prospects that the product will transform the experience of the person using the product line. The brand claims the products create a world of their own: “The Plenaire brand world is sensorial, free-spirited, and encourages self-reflection. Our holistic approach brings these values to life and feels like a breath of fresh air” (Plenaire, 2022).
The brand uses empowering phrases such as “own your true colours” and “take a walk on the bright side” with photos of clear, bright skin that was transformed after a few uses of the product (Plenaire, 2022). Convergence takes a different form in this campaign.
The trend of clean beauty is leveraged to enhance the appeal of the skin care line. According to Plenaire, the products are vegan & cruelty free and contain clean ingredients (Plenaire, 2022). The brand incorporates the social movement of clean beauty into the marketing strategy.
Kjaer Weiss’ launch of an eye palette called “The Quadrant” was overseen by The Charles NYC, a lifestyle marketing brand. The campaign focused on promotion across social media to spread awareness. In this way, we see convergence of new technologies and paid media strategies.
According to The Charles (2022) high-definition photography accurately represents the quality of the makeup product and emphasized “product benefits and application.” This is different from the approach taken by Diptyque’s fragrance campaign where art was used to capture the essence of the product.
Kjaer Weiss allows customers to imagine using the product and see details about how to apply it as well as the confident attitudes of the models who use the makeup. The unique selling proposition of Kjaer Weiss is an earth-friendly luxury beauty product line that can transform a daily routine. The recyclable and refillable materials allow health-conscious consumers to use a certified organic product that feels luxurious.
The brand kept consumers safe by focusing on social media strategies to promote awareness and used online resources wisely to prevent putting consumers and employees at risk during the pandemic. Unlike Diptyque’s exhibits that allowed for social distancing and virtual participation, applying and testing makeup is more personal.
Diptyque (2021). The Grand Tour. Retrieved on February 6, 2022. https://www.diptyqueparis.com/en_uk/c/artist-editions.html
Diptyque (2022). About Diptyque. Retrieved on February 6, 2022.
Plenaire (2022). Skincare that celebrates your skin chemistry. Retrieved on February 6, 2022. https://plenaire.co/about/
The Charles (2022). Projects: Kjaer Weiss. Retrieved on February 6, 2022. https://thecharlesnyc.com/work/kjaer-weis-paid
Zero NYC (2022). Our Work: Plenaire. Retrieved on February 6, 2022. https://zero.nyc/work/plenaire/