Superhype » Blog Archive » L’Oréal and Procter & Gamble: content marketing masters. September 24th, 2011 by ddeal In our always-on marketing world, it’s tempting to never look back.
But sometimes reflection can be instructive. For instance, I was just reviewing a January 2011 Forrester Research report that cited trends for CMOs to watch in 2011. Clarins Gets into Social Gaming on Facebook. In a seemingly unusual move for a cosmetics company — not to mention a French one — Clarins launched a casual game on Facebook earlier this week called Spa Life.
Facebook games are not unusual among beauty brands, per se; MAC, for instance, launched a game called Cute Pinball to drive interactivity around its Quite Cute collection earlier this year. What's unusual about Spa Life is that it's set in an virtual world populated with avatars, aligning it more closely to games like Second Life and FarmVille than Cute Pinball. Spa Life, which was built by game developer Freshplanet, is a time management game that recreates the challenges of running an actual spa. Players must manage an ever-increasing flow of visitors in search of pedicures, facials and the like, lest potential customers get impatient and leave the salon, damaging its reputation in the process. TOUT LE MONDE, Visions of Beauties by Lancôme. 5 marques de luxe et de beauté qui font progresser les programmes marketing avec les blogueurs.