Webisodes that are an essence of you
Designer brand Cacharel developed a web series which bears the same name as one of their fragrances Amor Amor. The show follows a character named Emma through her blog posts on a variety of topics: beauty rituals, love experiences and cultural tips. Viewers are invited to comment and participate in the writing exercise for future episodes.
Why it matters
The web series tries to embody what love represents for the brand’s target audience. By inviting viewers to collaborate in the evolution of the series, Cacharel is probably betting that the audience will relate more closely with the story and ultimately, the brand.
Can a web series be an effective way to reinforce female customers’ loyalty?
Recession-bitten consumers are abandoning premium make-up brands but are not just turning to the mass-market for alternatives; the Harley Medical Group reports that non-surgical rejuvenation procedures such as botox are up 14 per cent on last year.
Following the successful launch of ‘Alverde’, a range of low-priced all-natural toiletries and cosmetics, Austrian drugstore DM has expanded it to include a number of new products. The range waives synthetic ingredients and preservatives and also sports recyclable packaging.