- il y a 1 semaine
Where Beauty Meets Culture: The Rise of Beautytainment
Catégorie
🤖
TechnologieTranscription
00:11Bonjour everyone and welcome to this VivaTech session on Beautytainment,
00:17a bold new frontier where beauty meets entertainment, culture and technology.
00:23I'm Anne Maché, I'm the Global Head of Content and Entertainment in L'Oréal Group.
00:29And I'm delighted to host today's session.
00:32At L'Oréal, we believe that beauty is essential, a fundamental expression of emotion, creativity and identity.
00:43Entertainment shares that very same DNA and when the two collide, something extraordinary happens.
00:51We are no longer just launching campaigns, we are creating stories and cultural moments.
00:57Today, I'm thrilled to be joined by four incredible leaders shaping that space at the intersection of brand, culture, entertainment
01:07and innovation.
01:08We have here Deborah Armstrong, SVP Disney Advertising, EMEA and Country Manager, UK and Ireland.
01:18Well, I think everyone knows Disney, a leader in storytelling, but also in platforms and experience and converging all of
01:27that together.
01:28So, thank you for joining us.
01:30We have Sam Glynn.
01:35Sam is the Head of Entertainment and Culture Marketing at UTA, connecting the world's famous talents with brand stories that
01:44matter.
01:44We have Asmita Dubey, Chief Digital and Marketing Officer at L'Oréal Group, driving innovation at the intersection of beauty,
02:01tech and culture.
02:02And, last but not least, we have Olivier Montaigne, SVP Global Image and Content for L'Oréal Paris, bringing both
02:13creativity and authenticity to brand storytelling.
02:17So, maybe let's start with one first question.
02:20And, hi Deborah again.
02:22Hi.
02:23So, Disney has a long history as a cultural powerhouse mastering storytelling that resonates across generations.
02:31So, given today's rapidly evolving cultural landscape, how do you see Disney's role in shaping the future of entertainment?
02:42Well, thank you very much.
02:43And, I just want to say thank you for acknowledging our role in culture.
02:47I think absolutely everybody here can remember some point in their lives where they had a big Disney moment.
02:54I mean, I can remember way back when the first Star Wars came out.
02:59And, that was a very big moment for me, but I'm showing my age.
03:02And then, of course, more recently, you'll have new generations with your avatars, Lilo and Stitches, the Kardashians, Modern Families,
03:10Simpsons or the Bear.
03:12We have an absolute embarrassment of riches of content, which I'm super proud of.
03:17But, I think, in terms of staying relevant and shaping the future, I think the first thing is that you
03:22have to have an absolutely relentless commitment to quality storytelling.
03:27That's, first and foremost, an absolutely fundamental.
03:31And, be ruthless about it.
03:33Be ruthless about that storytelling and putting creativity at the heart of everything that you do.
03:39And, I think, the other piece is making sure that your consumers can consume you, if it's content, in a
03:48way that they want to.
03:49So, linear channels or streaming and different forms of streaming solutions, whether that's ad tiers or not.
03:56I think, for us, also, thinking about our universe, being where the consumers are.
04:02So, for example, in gaming, we recently announced our stake with Epic Games.
04:09And, then, I think it's really important to embrace all the areas where your fans show up.
04:14So, and that is changing.
04:15I mean, it can be social, long-form, video sharing.
04:19So, really being where your consumers are.
04:22For us, also, it's things like cruise lines.
04:23People want to go on cruises more.
04:25So, we're making sure that our IP is there.
04:27But, in every single instance, an absolute ruthless commitment to consistent quality storytelling, I think, is really, really important.
04:36And, being locally relevant, producing local content and customizing.
04:40Well, bravo and congrats on Estee.
04:42That's very impressive.
04:43All of us would like to follow this path.
04:45So, what would be your advice as a brand, a brand that wants to become also part of the cultural
04:52landscape like Disney has done for DK?
04:54So, what's the recipe?
04:55Well, I think you brands know very well.
04:57Because, right at the very beginning of great entertainment, brands were there, right?
05:02That's why we have soap operas.
05:04You, yourselves, are amazing storytellers.
05:06I think L'Oreal is the creme de la creme.
05:09I'm in France.
05:09So, you know, you throw that in.
05:11And, I think that the thing is, again, you have to have a ruthless commitment to relevant and authentic storytelling.
05:21Don't think about anything but your consumer and the audience that you're trying to reach.
05:26Don't try and force a message.
05:28But, I think, try it.
05:30Engage.
05:31Do more of it.
05:32I think that people want to feel engaged to content and want to see brands show up in different ways.
05:38So, do more of it, is what I would say.
05:42Thank you.
05:43And so, Sam, from your perspective, your point of view at UTA, how do you see brands accelerating in cultural
05:51entertainment marketing?
05:53And do you see brands, and it can be even outside of beauty, do you see brands that do it
05:58the right way?
05:59Which brands are they?
06:00So, how does that work?
06:01Oh, my goodness.
06:04Which brands are they?
06:05Well, L'Oreal, of course.
06:06And we've been working with you in the U.S.
06:08We've done some great examples.
06:10And when it really works, as Deborah said, it has to be completely authentic.
06:14Would this character use this product in this context?
06:17And how do we bring that to life?
06:19And I think there's lots of different ways of doing that.
06:21On one level, there is prop placement, where the brand just puts their prop into the show.
06:25No payment is exchanged.
06:27But it makes the scene look more realistic.
06:30It makes the characters look like real people, because they're using real products.
06:34Then the next level up is a brand will pay to be inside the show.
06:37And again, Sex Lives with College Girls, we did with L'Oreal and Maybelline in the U.S.
06:42And it was a great moment where the character was using lip gloss.
06:46But it was just really authentic to that character and that particular moment in the script.
06:51The next level up is brand-funded entertainment, when a brand will invest in a piece of IP.
06:57And I think Olivia might be talking about something he's got up his sleeve for Cam next week,
07:03which I've seen and is fabulous.
07:04But around that, what is key is, what does the brand do outside of the TV show or the music
07:11project or the podcast
07:12to really drive that message home?
07:15What's the 360 ecosystem they're creating?
07:17Is it on social?
07:18Is it on digital?
07:19Is it a co-marketing campaign?
07:21Is it a co-branded product?
07:23And that is how you will really engage your consumers and take them into that moment to really understand
07:30that the cultural equity of the piece of IP and the brand are coming together into something tangible
07:37that they want to buy and consume?
07:40Thank you so much.
07:41So you're talking about different level of entertainment marketing and activations.
07:46You're also talking about the different platforms.
07:49But then there are also, you know, we have global brands.
07:52There are some other groups that have global brands.
07:54But at the same time, we need to be locally relevant.
07:56So how do you navigate this?
07:58How do you recommend, you know, if we want to step into entertainment
08:02and we want to tap into a global IP, you know, a global franchise,
08:07how do we tackle that at a global level to make a global impact?
08:11But at the same time, how do we manage to get locally relevant?
08:16Well, we're at a wonderful time at the moment because content is global.
08:20So the fact Squid Game was such a hit on Netflix, the fact Lupin has been so successful
08:24shows that there's a global appetite for content that comes from unexpected countries.
08:29So first of all, think about what reach that piece of content can have
08:33by working with global platforms such as Disney.
08:36There's also the opportunity to work with regional platforms.
08:39So do you work with a regional broadcaster and disseminate that production in multiple territories?
08:45Or do you work with a format?
08:47And by a format, I will mean a piece of IP that a production group has developed that is made
08:53in several different territories.
08:54So I don't know who's watched The Traitors, which has just launched in India to huge success.
08:59And, you know, who would have thought that was going to go to 20, 30 countries?
09:02So when you can embed yourself into a piece of IP that travels, you have a scalability that you will
09:08never have with a TVC.
09:10And I think that's the magic of entertainment, that it's scalable.
09:13It can travel across platforms, it can travel across territories, and it can travel across seasons.
09:19So your investment as a brand is amortized potentially over years and globally.
09:24Yeah, which means you need to be able to make big bets as well, right?
09:27Because you never know what can happen still.
09:29You never know.
09:29Thank you.
09:31And hello, Asmita.
09:32My dear Asmita, so how do you see the shared DNA of beauty and entertainment merging today?
09:39And how do you see specifically L'Oreal shape its beauty attainment strategy moving forward?
09:46Yeah.
09:47Okay, so first, I'm so privileged and happy to be sitting in this panel with Deborah and Sam and Olivier,
09:56who are such deep experts on this topic, you know, so thank you for coming.
10:01Thank you for making the travel.
10:03I would start with what you said and to begin with, to say that beauty is timeless.
10:10You know, it transcends centuries and cultures.
10:14It is an essential human need, which is deeply individual on one hand, because it is about self-identity.
10:22It is about self-expression.
10:23But on the other hand, it's a deeply social need, because with beauty, you show where you belong in terms
10:32of culture.
10:33Or you can express a counterculture.
10:36So it plays a very individual as well as social role.
10:39When it comes to entertainment, and I'm preaching to the choir here, entertainment is when you grab the attention of
10:48an audience or a group of people,
10:51usually rooted in some kind of cues that are common in terms of a craze or culture, and therefore it
11:00brings people together.
11:02I don't know if you would agree, you know?
11:04A hundred percent.
11:04Yeah, entertainment brings people together in that sense, and all of that to delight in a moment of leisure.
11:13So beauty and entertainment have one common theme.
11:17It is all about emotions.
11:20They want to make you feel something, you know?
11:23And you, of course, feel something no matter the confidence of wearing a red lipstick,
11:28or the ecstasy of watching a wonderful story unfold, it is about emotions, yeah?
11:35And I was almost ticking the boxes on what we have been discussing with Anne and Manon on the beauty
11:41attainment strategy,
11:42because I'm going to repeat what both of you were saying.
11:45We feel that beauty attainment is our approach to this immersive, you know, storytelling and experiences in beauty,
11:56and it is about three things to us.
11:58First, exactly what you said, Debra.
12:00To us, we are crafting this strategy, and I think it's very important that we are where the consumers are.
12:07So whether it is social media, film, music, gaming, sports, where are they, yeah?
12:14And we are developing that for beauty.
12:16The second thing is also something that you said, and we said that, yes, you are there where they are,
12:21but are you there in meaningful ways?
12:25And those meaningful ways can only happen when we create deep partnerships with partners like yourself,
12:33you know, Disney and UTA, and also other platforms.
12:36It could be Minecraft or Amazon Prime or, you know, any of these places where people are.
12:42And the third thing, we are at Viva Tech, you know, and because we are at Viva Tech,
12:47it also makes me think about this, because to us, beauty attainment is this fusion of creativity,
12:55you know, of immersive storytelling, but also of technology,
13:00because it's the technology which allows you to create that compelling storytelling.
13:04So beauty attainment is a fusion of the two of them,
13:07and how do you make those fusions come to life in the most relevant ways
13:13is something that we are exploring when we think about L'Oreal Group
13:17and what we do with beauty attainment in general.
13:19So I'm really looking for your validation here on that beauty attainment.
13:24100%.
13:24100%.
13:25I'm in.
13:26No, but I love that idea, and to be fair, I've done this for a long time,
13:29and I never really thought about that nexus of beauty representing emotion and creativity,
13:34and that's totally aligned to what entertainment does.
13:37Exactly.
13:38Thank you so much.
13:39It's a science, but it's also, you know, magic and emotion.
13:42And maybe, Asmita, coming back to technology, which you just talked about,
13:47if you're thinking that entertainment and culture evolve together today with technology,
13:53it can bring some exciting opportunities, but also some risks and maybe some challenges
13:59in the way that platform can shape the cultural narrative.
14:02So how do you think L'Oreal should navigate this complexity,
14:07and how can beauty attainment actually be an opportunity to deliver more meaningful experiences?
14:15Yeah.
14:16You know, and I think, and I'm looking at the time, and we are okay on it,
14:20I think technology and culture, you know, have a very complex and bidirectional relationship.
14:28You spoke about it as well.
14:30Well, technology shapes culture, and culture has this feedback loop to technology
14:36where new innovations come in because the feedback is coming to it.
14:39So when we talk about technology shapes culture, it disseminates culture.
14:45You were talking about squid game.
14:47Yeah.
14:47So squid game would never have been possible, and the Korean culture would have never become as common
14:52unless Netflix was there to make it that common.
14:55It was technology that did it.
14:57Technology also allows for new cultural narratives like cyber culture, gaming culture, TikTok culture.
15:05These are new cultures.
15:06You had never heard about it five years ago even.
15:10And then the other side of it is culture gives this feedback loop to technology so that there is technological
15:16advancement.
15:18How technology adoption is different by different cultures.
15:22There is a common layer.
15:24But think of live streaming.
15:25Live streaming is popular in China and some parts of the world, but not everywhere.
15:30So you have to take that feedback from culture.
15:34It is also about WhatsApp.
15:36WhatsApp is very, very popular, and you can probably do entertainment on WhatsApp tomorrow when it comes to Brazil,
15:42but not everywhere in the world.
15:44Yeah.
15:44And then there can be new technologies because of culture, because you were talking about India before,
15:51and I was in India this time, and I saw that the regional languages,
15:56because India has more than 15 languages, and the regional language, film, and literature is super popular.
16:03And because of technology, now they can have auto-translation.
16:07So because they have auto-translation, all the platforms want to bring that technology in
16:13because more people can then get access to that kind of literature, movie, drama, and all.
16:19So that relationship is extremely bi-directional, and I feel we should nurture it,
16:24and as you are in so many places, and how we are nurturing it with beauty attainment.
16:30I will give you three examples, and then, you know, we'll listen to Olivier on the brand.
16:35One example is Yves Saint Laurent Beauty.
16:38So Yves Saint Laurent Beauty, we have a hyper-look studio, which is a cultural portal, you know,
16:45and the cultural portal where the pulse of social media is meeting makeup artistry.
16:50How? Because we take social media trends, we take Yves Saint Laurent Beauty's makeup artist,
16:57who create makeup looks based on that, and the AI helps to pair the two.
17:02Not only that, we have a vinyl where you put it there on a turntable,
17:07and suddenly the looks transformation through virtual try-on appears on the screen,
17:13if you are on the retail store, and therefore you are using technology
17:16technology to actually bring to life a cultural moment in a social moment that is there.
17:23Second example I'm going to take is NYX Professional Makeup,
17:26which is a brand which is absolutely rooted in makeup artistry, culture, and entertainment.
17:33And the brand is working with TikTok on something called NYX Tape.
17:39So NYX Tape is about creating an original music album with five independent artists.
17:46Now you're talking original music album, it's an IP, it's independent artists, it's on a platform.
17:52It is only possible because technology and creativity are coming together.
17:57And the last example is more on a startup, and it may not sound as much on entertainment,
18:02but there is a very innovative startup called Rembrandt, with whom we are working.
18:08It's an amazing startup, and what it is doing is bringing AI-powered product placement.
18:15So our brand Garnier and the products of Garnier can now automatically be in influencer content
18:23because AI can decide which content is relevant and then put it there,
18:28and then it goes on to entertainment content as well.
18:30So to me, that is a fascinating subject to be discussed at this VivaTech conference
18:36on how technology, culture, content, entertainment are fueling each other,
18:42and how tomorrow is super optimistic on all of that.
18:46Thank you. Super interesting.
18:48So technology can actually bring accessibility, it can bring also relevancy.
18:53And so coming to relevancy and technology, I think at Disney you've made recent announcements regarding AI,
18:59so it's interesting how Disney, such a legacy, you know, can enter the world of AI.
19:04Yeah, and I'll be quick because I'm conscious we have Olivier there.
19:07So I think the first thing is to say that we've always embraced technology,
19:12and we're embracing AI mindfully.
19:15I think one of the most interesting examples is a very simple one, right,
19:19which is talking about contextual relevancy.
19:22So we are looking at, we've launched something called Magic Words.
19:26It's Disney, it has to be a bit of magic, right?
19:29So essentially we're looking at our content.
19:31We've just launched this in the US,
19:32and we are creating a metadata log of the scenes before the breaks.
19:38So that, say, and this is a really simple example.
19:41If a family is going to a beach, then you can put that metadata is there,
19:46and the next ad could be sunscreen.
19:48That's not a particularly thrilling example, but it's a very simple example.
19:52And then you can take that into the field of emotion or memories,
19:55a big wedding scene or a party or something really, really, really significant.
20:00Then the brands can, and actually they can do this in real time,
20:04ensure that the right ad is being seen with the right emotion
20:07and creating the right memories.
20:09I think what's also really cool is that we're rolling out Magic Words in sports as well.
20:15So very high emotion.
20:17Also, you don't know what's coming next.
20:19So the ability to use technology that way is, it's super interesting.
20:24But again, I think it has to be in service of the storytelling,
20:28and that's the approach that we will always take.
20:31Yeah, super key, and in the service of the audience then, yeah?
20:34Well, ultimately, the audience, totally.
20:36Thank you so much, Olivier, and L'Oréal Paris.
20:41So L'Oréal Paris has actually a few examples already showing
20:44that you're turning beauty attainment into a reality.
20:48And, for example, you have just released an amazing documentary,
20:53award-winning documentary,
20:55but also an Oscars campaign celebrating stunt women.
21:00So you've embraced both high production,
21:02but also more agile opportunities.
21:06And how do you navigate this space,
21:10like managing to combine long-term and also short-term agility?
21:15Yes, so first of all, I want to share my excitement,
21:18which I was telling earlier to the group,
21:20because I think that this inspiration of the entertainment
21:23is such a magic opportunity for organization and people.
21:27I can tell from the experience I have,
21:29you have mentioned a couple of them,
21:31the sense of creativity that has been unleashed within the team,
21:35the sense of joy,
21:37the sense of pleasure is really never seen.
21:40And this is something that is a strong motivation, so first.
21:43So then I think that when L'Oréal Paris approaches entertainment,
21:48there is one backbone,
21:49and it links to the notion of the emotion,
21:52which is the purpose of the brand.
21:54L'Oréal Paris has a mission,
21:55which is to give power to women,
21:58a sense of stronger self-worth,
22:00and participate in the elevation of the role of women in society
22:04through the transformative power of beauty.
22:06And that would be the backbone of any of our initiatives within entertainment.
22:12That's really the starting point and a very important one.
22:15Secondly, and that's a tribute to our predecessors,
22:19but L'Oréal Paris has been a pioneer in entertainment.
22:23Think about the ambassador strategy.
22:26Think about the names of Viola Davis, Jane Fonda,
22:29Eva Longoria, Gillian Anderson more recently,
22:31or in the supermodeling world, Kendall Jenner.
22:34They all come from the entertainment world.
22:37For fun fact, the very first one is from the 1930s.
22:42Her name is Lili Lamita.
22:43She was a cabaret performer in Paris,
22:46so already from the entertainment world.
22:48And that's the reflection of how L'Oréal Paris has always believed
22:53into partnerships that really privilege,
22:58partnerships that are really meaningful
23:01and create creative alignment over mere reach,
23:05believing in the power of the voices of those women
23:08who are storytellers by nature
23:11and natively unborn, unborn communities.
23:16So that's why a series of initiatives we have
23:19in the entertainment world are very organic, very spontaneous.
23:22think about the partnership with Cannes Film Festival
23:25nearly 30 years ago.
23:28That was the first bold step into the entertainment world,
23:31but also reflecting the purpose of the brand
23:33with an award celebrating upcoming female directors.
23:38You mentioned an Oscar campaign that our US team produced recently.
23:44It was an active ad that just paid tribute to a stunt woman
23:49at the moment where a stunt was promoted by the Academy Awards
23:55and, of course, a stunt woman much less visible
23:58than any other stunt performer.
24:00So that's indeed one of the aspects,
24:02very spontaneous, very organic.
24:04and it's true that there is also a more intentional,
24:07a more structured approach to entertainment.
24:10It's twofold.
24:11One, it's the eventing field, event.
24:14And you mentioned as Mita the sense of bringing people together.
24:18When L'Oreal Paris created Le Défilé eight years ago,
24:23which is the biggest democratic show
24:26that brings to the most possible democratic audience
24:30the best of fashion and beauty,
24:33supporting women's works,
24:35celebrating sorority
24:36to thousands of people on site in Paris,
24:39but also connecting through text, through live stream,
24:42more than two million people worldwide
24:44at the very same moment.
24:47That's also the very nature of the entertainment.
24:52And I love this notion of bringing people together.
24:54and in that case, it's physical.
24:58And another example, more structured,
25:01is recently, it's the documentary you mentioned,
25:04the final copy of Island Specs.
25:06Here, there was a starting point.
25:08We have a clear objective that was twofold.
25:12One was to always further communicate
25:15the deepness and the sincerity of the story
25:19of the creation of our iconic slogan,
25:21because I'm worth it, in the 70s,
25:23this forward feminine manifesto.
25:25And the other objective
25:28was to try to explore
25:29and to invent something new that we didn't know.
25:32And in this instance,
25:34we have been wonderfully accompanied
25:35by our legacy agency, McCann Paris,
25:38to guide us through total different ways of working.
25:42Forget briefs, forget approval,
25:45forget back and forth,
25:46forget KPIs in advance,
25:48meet a talent,
25:51a two-time Oscar winner,
25:52director, Ben Proudfoot,
25:53the wonderful Ben Proudfoot.
25:55Tell him the story you think is interesting
25:57and he will bring you back something
26:00one of the times more powerful than you thought.
26:02It's a 17-minute documentary
26:05that have moved L'Oréal Paris
26:07from a brand campaign
26:09to a piece of culture,
26:10to a piece of art,
26:11entering the world of culture,
26:13being awarded in film festival
26:15and bringing a sense of emotion
26:17towards the audience
26:18that have watched it
26:19that is unmatched
26:21and unprecedented
26:22compared to any sense
26:24of typical brand campaign
26:26we would do.
26:28So that's the way
26:29we are also doing
26:30in a more international way
26:33and more structured way.
26:34Brilliant.
26:35And I really invite you
26:36to watch this documentary.
26:37Prime Video, TED YouTube,
26:39IMC Plus in the US.
26:40Watch.
26:4117 minutes.
26:43That's 17 minutes.
26:44So, you know,
26:44it's really worth watching.
26:47Thank you so much.
26:48And maybe to wrap up,
26:49I'm going to ask you,
26:51each of you,
26:51like top of mind,
26:54on the negative side,
26:55so if there is a big don't,
26:58like that a brand,
26:59the biggest mistake
27:01a brand can make
27:01when entering
27:02this space of entertainment,
27:04a big don't,
27:05what would it be?
27:06So maybe Deborah.
27:08I'm going to say
27:09don't not put your audience first.
27:13It has to be all about the audience.
27:17I'm going to say
27:18do not be inauthentic.
27:20If your brand doesn't fit organically
27:22into a scene or a piece of IP,
27:24don't do it.
27:27I'm going to come back
27:28to technology
27:29and say use technology
27:30but don't drown in the AI slop.
27:33There is a lot going on there.
27:36I would simply do,
27:38say don't do entertainment marketing
27:41for the sake of doing it.
27:43Do it to build a purpose.
27:46Yes.
27:46Do it with a purpose.
27:47So thank you so much.
27:48And maybe to wrap up now,
27:50I just want to thank
27:52our Fantastic Four
27:54for your bold ideas
27:56and inspiring examples.
27:58Beauty-tainment
27:58is a cultural shift
28:00and it's how beauty,
28:02technology,
28:03and storytelling converge
28:04to create something meaningful,
28:06as you said,
28:07and memorable
28:08and also emotionally resonant.
28:10At L'Oreal Group,
28:11we're very proud
28:12to pioneer this space,
28:13not just shaping
28:14the future of beauty,
28:16but also the future
28:17of culture.
28:19Merci,
28:19Viva Tech,
28:20and thank you,
28:21and thank you all,
28:22and enjoy the rest of the show.
28:24Thank you so much.
28:24Thank you so much.
28:24Thank you so much.
28:25Thank you so much.
28:27Thank you so much.
28:27Thank you so much.
28:27Thank you so much.
28:28Thank you so much.
28:28Thank you so much.
28:28Thank you so much.
28:29Thank you so much.
28:29Merci.
Commentaires