beauty disruption - the direct to consumer revolution
TRANSCRIPT
BEAUTY DISRUPTIONJune 29th
OCTOLY Quick reminder
Our solution: the OCTOLY Free Store
#1 Marketplace for product reviews
Hundreds of brands - willing to give away free products to boost their social media
presence
Thousands of influencers - eager to test new products
and speak with brands
Disruption
The problem is HERAnd the millions of other passionate people like her who post videos & photos
Major Brands have a big problem…
Brands have lost control of their messaging due to a highly fragmented audience
Creators Networks Audience
Online retailers
Direct to consumers
Top Tier creators are hard to reach, long and expensive to activate.
41% of views
Top
25 YouTubers
Mid / Long Tail
59% of views
700+ YouTubers
Octoly© Beauty FR
Mid & Long Tail creators are a great opportunity for brands to reach creators and audience at scale
MicroInfluencing is the Future of brands on Social Media
Influencers are More Relevant than Brand Pages
As organic social reach is increasingly limited, social influencers offer a more authentic voice, leading to more engaged audiences.
Influence has quickly changed hands
Millennials would try a product or a brand suggested by:
13 y.o. 14-17 y.o. 18-24 y.o.
62%63%62%
49%47%43%
TV / Movie star YouTuber
Influencers Drive Sales
…of beauty consumers indicate that YouTube influenced their purchasing decisions by helping them to visualize how the products would fit their lifestyle
Pure players give incentives to creator’s audiences through promotional codes
66%
Source YouTube
Influencer Marketing Emerges as Key Model
The Direct to Consumer revolution in a social media environment
Direct to Consumer revolution is reaching all industries
5 Years old
$200M Revenues
www.bloomberg.com
2 Years old
$75M Revenues
http://fortune.com/
2 Years old
$60M Revenues
http://www.inc.com/
The Rise of Indie Makeup Brands
7 Years old
$40M Revenues
0 Marketing spent
150 Countries
https://en.wikipedia.org/wiki/Sigma_Beauty
A ROI Driven Company focusing on YouTube
13,000 Affiliates
M.A.C Cosmetics Vs. Sigma Beauty on YouTube
Beauty Brands Earned Media Ranking on YouTube
US FR
Anastasia Beverly Hills
3 Years old
$20M Revenues
149 Countries
27s to sell 1 brush
An Instagram Brand
7 Years old
$15M Revenues
A brand made by a YouTuber
“I sell directly to customers. With other brands, they are putting
their stuff in Sephora, and Sephora takes their cut, so they have
to mark up their prices to cover overhead and staffing, and all
that. But because we sell online—directly from the warehouse to
the customer—we can kind of cut out that middle portion and
save a lot of money in costs.”
How are you able to provide the same quality as high-end makeup brands and keep prices low?
Marlena Stell, YouTuber
“NYX is a dynamic company that has done a tremendous job
of harnessing the power of social media, digital marketing
and multi-channel distribution”
Frédéric Rozé, President and CEO of L’Oréal USA
Retailers are also disrupted
5 Years old
$150M Revenues
fortune.com
5 Years old
$50M Raised
forbes.com
6 Years old
$125M Revenues
Key Lessons from Indie Makeup Brands
#AdaptorDie to #SocialCommerceHarnessing the power of Influencers
INDIE BRANDS MAGIC FORMULA
Data & insights from Influencers
WORD of mouth by giving FREE products
Online Tupperware sales by giving incentive
to creators’ audience
+ +
CREATE MARKET NO MEDIA
SELLING WORLDWIDE
How to play the #TupperwareMillennials phenomenon?Software, organisation, mindset & scale
SOFTWARE PEOPLE
Customer Excellence
Products Creators
CREATIVE ASSETS + AUDIENCE CONNECT, EDUCATE & DRIVE SALES by creating a unique relationship with influencers
E-COMMERCE x COUNTRIES
Octoly Future
Expansion
!Instagram Spain launch
TrueReview: Advertising made simple
Beta for current customers opening on:
JULY 1st
Leverage earned media to easily create at scale video ads for social networks.
Licence content from creatorsA mashup of best moments of influencers who love your products
