Latest / Omni Talk Retail / Why Gen Z Knows More About Beauty Products Than 25-Year Industry Veterans | Douglas Group CCO

Transcript

Why Gen Z Knows More About Beauty Products Than 25-Year Industry Veterans | Douglas Group CCO · Omni Talk Retail

• 0:00
  Bonjour,
• 0:01
  and
• 0:01
  hello,
• 0:01
  everyone.
• 0:01
  This
• 0:01
  is
• 0:02
  omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:03
  Chris
• 0:03
  Walton.
• 0:03
  And
• 0:03
  I'm
• 0:03
  Anne
• 0:04
  Mazinga.
• 0:04
  And
• 0:04
  we
• 0:04
  are
• 0:05
  coming
• 0:05
  to
• 0:05
  you
• 0:05
  live
• 0:05
  from
• 0:05
  the
• 0:06
  Vuzian
• 0:06
  Group's
• 0:06
  podcast
• 0:07
  studio
• 0:07
  at
• 0:07
  NRF's
• 0:08
  big
• 0:08
  show
• 0:08
  in
• 0:09
  Paris.
• 0:09
  And
• 0:09
  we
• 0:09
  are
• 0:09
  pleased
• 0:10
  to
• 0:10
  introduce
• 0:11
  to
• 0:11
  you
• 0:11
  today
• 0:12
  Philippe
• 0:12
  Andre,
• 0:13
  the
• 0:13
  Chief
• 0:13
  Commercial
• 0:14
  Officer
• 0:14
  at
• 0:14
  the
• 0:15
  Douglas
• 0:15
  Group.
• 0:16
  Welcome
• 0:16
  to
• 0:16
  omnitalk.
• 0:17
  Thanks
• 0:17
  for
• 0:17
  having
• 0:18
  me.
• 0:18
  It's
• 0:18
  great
• 0:18
  to
• 0:18
  be
• 0:19
  here
• 0:19
  with
• 0:19
  you.
• 0:19
  Yes,
• 0:20
  same
• 0:20
  here.
• 0:21
  Well,
• 0:22
  let's
• 0:22
  start
• 0:22
  by
• 0:22
  getting
• 0:23
  a
• 0:23
  little
• 0:23
  bit
• 0:23
  of
• 0:23
  your
• 0:24
  background,
• 0:24
  Philip,
• 0:25
  and
• 0:25
  then
• 0:25
  if
• 0:26
  you
• 0:26
  don't
• 0:26
  mind,
• 0:26
  for
• 0:27
  some
• 0:27
  of
• 0:27
  our
• 0:27
  audience
• 0:28
  who
• 0:28
  might
• 0:28
  not
• 0:29
  be
• 0:29
  familiar
• 0:29
  with
• 0:29
  Douglas
• 0:30
  Group,
• 0:30
  just
• 0:30
  tell
• 0:30
  us
• 0:30
  a
• 0:30
  little
• 0:31
  bit
• 0:31
  about
• 0:31
  the
• 0:31
  organization.
• 0:32
  Yes.
• 0:33
  So
• 0:33
  the
• 0:34
  Douglas
• 0:34
  Group
• 0:34
  is
• 0:35
  the
• 0:35
  biggest
• 0:35
  premium
• 0:36
  retailer
• 0:36
  in
• 0:36
  Europe.
• 0:37
  So
• 0:37
  we
• 0:38
  are
• 0:38
  operating
• 0:38
  in
• 0:39
  22
• 0:40
  countries
• 0:40
  in
• 0:40
  Europe.
• 0:41
  We
• 0:41
  are
• 0:41
  in
• 0:41
  most
• 0:41
  of
• 0:41
  the
• 0:41
  markets,
• 0:42
  number
• 0:42
  one.
• 0:42
  Sometimes
• 0:43
  we're
• 0:43
  number
• 0:43
  two.
• 0:43
  But
• 0:43
  across
• 0:44
  Europe,
• 0:44
  we
• 0:44
  are
• 0:44
  by
• 0:45
  far
• 0:45
  the
• 0:45
  market
• 0:45
  leader.
• 0:46
  Okay.
• 0:46
  And
• 0:47
  the
• 0:48
  interesting
• 0:48
  thing
• 0:48
  is
• 0:49
  that
• 0:49
  we
• 0:49
  are
• 0:49
  market
• 0:49
  leader
• 0:50
  both
• 0:50
  online
• 0:50
  and
• 0:50
  offline,
• 0:51
  which
• 0:51
  is
• 0:51
  quite
• 0:51
  rare
• 0:52
  because
• 0:52
  usually
• 0:53
  you
• 0:53
  have
• 0:53
  either
• 0:53
  one
• 0:54
  or
• 0:54
  the
• 0:54
  other.
• 0:54
  Right.
• 0:55
  I
• 0:55
  personally
• 0:55
  actually
• 0:56
  don't
• 0:56
  know
• 0:56
  any
• 0:56
  company
• 0:57
  globally
• 0:58
  in
• 0:58
  any
• 0:58
  vertical,
• 0:58
  to
• 0:59
  be
• 0:59
  frank,
• 0:59
  who
• 0:59
  is
• 0:59
  market
• 0:59
  leader
• 1:00
  in
• 1:00
  both
• 1:00
  channels.
• 1:00
  So
• 1:01
  that's
• 1:01
  quite
• 1:01
  exciting.
• 1:02
  In
• 1:02
  our
• 1:02
  industry,
• 1:03
  just
• 1:04
  us
• 1:04
  or
• 1:04
  probably
• 1:05
  just
• 1:05
  the
• 1:05
  one.
• 1:05
  I
• 1:05
  know.
• 1:06
  Nice
• 1:06
  job.
• 1:06
  Yeah.
• 1:07
  And
• 1:08
  tell
• 1:08
  us
• 1:08
  a
• 1:08
  little
• 1:08
  bit
• 1:08
  about
• 1:09
  your
• 1:09
  role
• 1:09
  there.
• 1:09
  Yeah,
• 1:10
  I'm
• 1:10
  Chief
• 1:11
  Commercial
• 1:11
  officer,
• 1:11
  so
• 1:11
  I'm
• 1:12
  part
• 1:12
  of
• 1:12
  the
• 1:12
  management
• 1:13
  group
• 1:13
  of
• 1:14
  the
• 1:14
  board.
• 1:15
  Management
• 1:15
  board.
• 1:16
  And
• 1:17
  I'm
• 1:17
  basically
• 1:17
  responsible
• 1:18
  for
• 1:18
  everything
• 1:18
  the
• 1:18
  customer
• 1:19
  sees,
• 1:20
  let's
• 1:20
  say,
• 1:20
  and
• 1:20
  touches
• 1:21
  along
• 1:21
  the
• 1:21
  customer
• 1:21
  journey.
• 1:22
  So
• 1:22
  marketing,
• 1:22
  CRM,
• 1:24
  retail
• 1:24
  media,
• 1:25
  E.
• 1:25
  Com,
• 1:26
  store
• 1:26
  experience,
• 1:27
  store
• 1:27
  operations,
• 1:28
  and
• 1:28
  tech.
• 1:29
  So
• 1:29
  quite
• 1:29
  a
• 1:29
  broad,
• 1:30
  let's
• 1:30
  say,
• 1:31
  role,
• 1:32
  which
• 1:32
  is
• 1:32
  interesting
• 1:32
  because
• 1:33
  then
• 1:33
  you
• 1:33
  can
• 1:34
  really
• 1:34
  integrate
• 1:34
  everything.
• 1:35
  That's
• 1:35
  the
• 1:35
  idea
• 1:35
  behind
• 1:36
  it.
• 1:36
  Because
• 1:37
  Omnichannel
• 1:37
  for
• 1:37
  us
• 1:38
  is
• 1:38
  actually
• 1:38
  the
• 1:39
  name
• 1:39
  of
• 1:39
  the
• 1:39
  game.
• 1:39
  And
• 1:40
  having
• 1:40
  a
• 1:40
  real
• 1:40
  Omnichannel
• 1:41
  experience
• 1:41
  as
• 1:42
  much
• 1:42
  as
• 1:42
  possible.
• 1:42
  That's
• 1:42
  why
• 1:43
  we
• 1:43
  also
• 1:43
  organizationally
• 1:44
  have
• 1:45
  organized
• 1:46
  it
• 1:46
  like
• 1:46
  that.
• 1:46
  Right,
• 1:46
  that
• 1:47
  makes
• 1:47
  sense.
• 1:47
  That
• 1:47
  makes
• 1:47
  sense.
• 1:48
  And
• 1:48
  then
• 1:48
  for
• 1:48
  those
• 1:48
  back
• 1:48
  home,
• 1:49
  too,
• 1:49
  what
• 1:49
  product
• 1:49
  categories
• 1:50
  do
• 1:50
  you
• 1:50
  mainly
• 1:50
  sell?
• 1:51
  What
• 1:51
  lines
• 1:52
  of
• 1:52
  business
• 1:52
  are
• 1:52
  you
• 1:52
  in?
• 1:53
  Yeah,
• 1:53
  so
• 1:53
  it's
• 1:53
  everything
• 1:53
  around
• 1:54
  premium
• 1:54
  beauty.
• 1:55
  That's
• 1:55
  mainly
• 1:57
  fragrances.
• 1:58
  It's
• 1:58
  haircare,
• 1:59
  it's
• 1:59
  makeup,
• 2:00
  it's
• 2:00
  skin
• 2:01
  care
• 2:01
  and
• 2:01
  accessories.
• 2:02
  Those
• 2:02
  are
• 2:02
  our
• 2:02
  core
• 2:03
  categories.
• 2:03
  And
• 2:04
  then
• 2:04
  we
• 2:04
  have
• 2:04
  some
• 2:04
  adjacent
• 2:05
  categories
• 2:05
  online
• 2:05
  in
• 2:06
  our
• 2:06
  partner
• 2:06
  program.
• 2:06
  But
• 2:07
  that's
• 2:07
  our
• 2:07
  core,
• 2:08
  are
• 2:08
  these
• 2:08
  five
• 2:08
  categories.
• 2:09
  Got
• 2:09
  it.
• 2:09
  Great.
• 2:09
  Thank
• 2:09
  you
• 2:09
  for
• 2:10
  that.
• 2:10
  All
• 2:10
  right,
• 2:10
  so
• 2:11
  you're
• 2:11
  on
• 2:11
  stage.
• 2:12
  You
• 2:12
  were
• 2:12
  just
• 2:12
  on.
• 2:12
  Did
• 2:12
  you
• 2:13
  just
• 2:13
  got
• 2:14
  off
• 2:14
  stage?
• 2:14
  Right.
• 2:14
  Literally.
• 2:15
  Correct.
• 2:15
  Like,
• 2:15
  literally
• 2:16
  just
• 2:16
  got
• 2:16
  off
• 2:16
  stage.
• 2:16
  Literally.
• 2:17
  That's
• 2:17
  why
• 2:17
  I
• 2:17
  was
• 2:18
  a
• 2:18
  bit
• 2:18
  late.
• 2:18
  Oh,
• 2:18
  no,
• 2:18
  you
• 2:19
  were
• 2:19
  fine.
• 2:19
  Hey,
• 2:19
  you're
• 2:19
  on
• 2:19
  time.
• 2:20
  Most
• 2:20
  people.
• 2:20
  Yeah,
• 2:20
  no,
• 2:20
  you
• 2:20
  were
• 2:21
  great.
• 2:21
  Hey,
• 2:21
  this
• 2:21
  is
• 2:22
  retail.
• 2:22
  You
• 2:22
  showed
• 2:22
  up
• 2:23
  on
• 2:23
  time.
• 2:23
  You're
• 2:23
  on
• 2:23
  time.
• 2:24
  So
• 2:25
  talk
• 2:25
  to
• 2:25
  us
• 2:25
  about
• 2:25
  what
• 2:26
  did
• 2:26
  you
• 2:26
  share
• 2:26
  with
• 2:26
  the
• 2:27
  audience?
• 2:27
  And
• 2:27
  then
• 2:27
  also
• 2:28
  I'm
• 2:29
  curious,
• 2:30
  how
• 2:30
  does
• 2:30
  what
• 2:30
  you
• 2:30
  shared
• 2:31
  fall
• 2:31
  in
• 2:31
  line
• 2:31
  with
• 2:31
  what
• 2:31
  you're
• 2:32
  thinking
• 2:32
  about
• 2:32
  strategically
• 2:33
  at
• 2:33
  Douglas
• 2:33
  Group?
• 2:34
  Yeah,
• 2:34
  I
• 2:35
  think
• 2:35
  our
• 2:36
  industry
• 2:36
  is
• 2:37
  really
• 2:37
  exciting,
• 2:37
  I
• 2:38
  have
• 2:38
  to
• 2:38
  say.
• 2:38
  I'm
• 2:38
  like
• 2:38
  three
• 2:38
  years
• 2:39
  now
• 2:39
  in
• 2:39
  the
• 2:39
  industry
• 2:39
  and
• 2:39
  in
• 2:40
  the
• 2:40
  role,
• 2:40
  and
• 2:40
  it
• 2:40
  is
• 2:40
  really
• 2:41
  exciting
• 2:41
  because
• 2:41
  premium
• 2:42
  beauty
• 2:42
  is
• 2:42
  so
• 2:43
  much
• 2:43
  about
• 2:43
  emotions
• 2:44
  and
• 2:44
  innovations
• 2:45
  and
• 2:45
  people
• 2:45
  just
• 2:46
  love
• 2:46
  our
• 2:46
  products.
• 2:47
  And
• 2:47
  this
• 2:48
  is,
• 2:48
  let's
• 2:48
  say,
• 2:49
  a
• 2:49
  great
• 2:49
  opportunity
• 2:50
  to
• 2:50
  just,
• 2:51
  you
• 2:51
  know,
• 2:51
  have
• 2:51
  a
• 2:51
  great
• 2:51
  experience
• 2:52
  online
• 2:52
  and
• 2:53
  offline.
• 2:53
  And
• 2:53
  that's
• 2:53
  actually
• 2:54
  what
• 2:54
  we
• 2:54
  try
• 2:54
  to
• 2:54
  do.
• 2:55
  And
• 2:55
  what
• 2:55
  I
• 2:55
  find
• 2:56
  fascinating
• 2:56
  and
• 2:56
  actually
• 2:57
  didn't
• 2:57
  know
• 2:57
  before
• 2:57
  I
• 2:58
  joined
• 2:58
  the
• 2:58
  Douglas
• 2:59
  Group
• 2:59
  is
• 3:00
  how
• 3:00
  much
• 3:00
  people,
• 3:01
  especially
• 3:01
  the
• 3:01
  young
• 3:01
  generation,
• 3:02
  how
• 3:02
  much
• 3:03
  they
• 3:03
  really
• 3:04
  interact
• 3:05
  with
• 3:05
  our
• 3:05
  products.
• 3:06
  And
• 3:06
  they
• 3:06
  know
• 3:07
  so
• 3:07
  much
• 3:07
  about
• 3:07
  our
• 3:08
  products,
• 3:08
  about
• 3:08
  the
• 3:09
  ingredients,
• 3:09
  how
• 3:09
  to
• 3:10
  apply
• 3:10
  it.
• 3:10
  They
• 3:10
  spend
• 3:11
  days
• 3:12
  and
• 3:12
  hours
• 3:13
  a
• 3:13
  day
• 3:13
  on
• 3:13
  TikTok,
• 3:14
  but
• 3:14
  they
• 3:14
  also
• 3:15
  love
• 3:15
  also
• 3:15
  the,
• 3:16
  I
• 3:16
  don't
• 3:16
  know,
• 3:16
  15,
• 3:17
  16
• 3:17
  year
• 3:17
  olds
• 3:17
  that
• 3:17
  they,
• 3:18
  they
• 3:18
  love
• 3:18
  to
• 3:19
  enter
• 3:19
  our
• 3:19
  stores
• 3:19
  in
• 3:20
  groups
• 3:20
  of
• 3:20
  10.
• 3:21
  They
• 3:21
  just
• 3:21
  want
• 3:21
  to
• 3:22
  try
• 3:22
  the
• 3:22
  product.
• 3:23
  Yeah,
• 3:23
  they
• 3:23
  take
• 3:24
  it
• 3:24
  over,
• 3:24
  but
• 3:24
  in
• 3:25
  a
• 3:25
  good
• 3:25
  way
• 3:25
  because
• 3:25
  they
• 3:25
  are
• 3:26
  just
• 3:26
  so
• 3:26
  into
• 3:26
  the
• 3:26
  products.
• 3:27
  Right.
• 3:27
  And
• 3:27
  that
• 3:28
  is
• 3:28
  actually
• 3:28
  great.
• 3:28
  And
• 3:28
  the
• 3:28
  cora,
• 3:29
  and
• 3:29
  that
• 3:29
  was
• 3:29
  why
• 3:29
  I
• 3:29
  was
• 3:30
  talking
• 3:30
  a
• 3:30
  bit
• 3:30
  about
• 3:30
  is
• 3:30
  how
• 3:30
  do
• 3:31
  we
• 3:31
  actually
• 3:31
  use
• 3:32
  this
• 3:32
  to
• 3:32
  make
• 3:32
  this
• 3:32
  great
• 3:33
  experience
• 3:33
  and
• 3:33
  also
• 3:34
  to
• 3:34
  do
• 3:34
  it
• 3:34
  online.
• 3:35
  But
• 3:35
  omnichannel,
• 3:36
  how
• 3:36
  does
• 3:36
  tech
• 3:36
  help
• 3:36
  us?
• 3:37
  That's,
• 3:37
  that's.
• 3:38
  Yeah.
• 3:38
  And
• 3:38
  what
• 3:38
  do
• 3:39
  you
• 3:39
  do?
• 3:40
  Like,
• 3:40
  how
• 3:40
  do
• 3:40
  you
• 3:40
  do
• 3:41
  that?
• 3:41
  Yeah,
• 3:42
  a
• 3:42
  lot.
• 3:42
  Yeah.
• 3:43
  Right.
• 3:43
  I
• 3:44
  think,
• 3:44
  first
• 3:44
  of
• 3:44
  all,
• 3:44
  I
• 3:45
  think
• 3:45
  it
• 3:45
  starts
• 3:45
  with
• 3:45
  a
• 3:45
  mindset.
• 3:46
  Okay.
• 3:47
  How
• 3:47
  I'm
• 3:47
  thinking
• 3:48
  about
• 3:48
  it
• 3:48
  is
• 3:49
  omnichannel
• 3:49
  means
• 3:50
  omnipresence.
• 3:51
  I
• 3:52
  actually
• 3:52
  don't
• 3:52
  care
• 3:52
  if
• 3:52
  a
• 3:53
  customer
• 3:53
  does
• 3:53
  a
• 3:53
  purchase
• 3:54
  right
• 3:54
  away
• 3:54
  and
• 3:55
  if
• 3:55
  they
• 3:55
  do
• 3:55
  it
• 3:55
  online
• 3:56
  or
• 3:56
  offline,
• 3:57
  for
• 3:57
  me,
• 3:57
  it's
• 3:57
  more
• 3:58
  bringing
• 3:58
  customer
• 3:58
  into
• 3:59
  our
• 3:59
  ecosystem
• 4:00
  first
• 4:00
  and
• 4:01
  then
• 4:01
  having
• 4:01
  complementary
• 4:02
  services
• 4:03
  and
• 4:03
  channels.
• 4:04
  That's
• 4:04
  how
• 4:04
  I
• 4:05
  think
• 4:05
  about
• 4:05
  it.
• 4:05
  So
• 4:05
  in
• 4:05
  stores
• 4:06
  we
• 4:06
  have
• 4:06
  beauty
• 4:06
  advisors,
• 4:07
  actually
• 4:07
  19,000
• 4:08
  beauty
• 4:08
  advisors.
• 4:08
  They
• 4:09
  can
• 4:09
  help
• 4:09
  so
• 4:09
  much.
• 4:09
  They
• 4:09
  have
• 4:10
  so
• 4:10
  much
• 4:10
  expertise
• 4:10
  and
• 4:10
  knowledge.
• 4:12
  You
• 4:12
  get
• 4:12
  beauty
• 4:12
  services,
• 4:13
  you
• 4:13
  can
• 4:13
  touch
• 4:13
  and
• 4:13
  feel
• 4:14
  the
• 4:14
  products,
• 4:14
  you
• 4:14
  can
• 4:15
  sell,
• 4:15
  smell
• 4:15
  your
• 4:15
  new
• 4:15
  fragrance.
• 4:16
  That
• 4:17
  is
• 4:17
  very
• 4:17
  important.
• 4:17
  Premium
• 4:18
  beauty.
• 4:18
  So
• 4:18
  the
• 4:19
  majority
• 4:19
  of
• 4:19
  our
• 4:20
  customer
• 4:20
  journeys,
• 4:20
  also
• 4:21
  the
• 4:21
  one
• 4:21
  that,
• 4:21
  including
• 4:22
  the
• 4:22
  one
• 4:22
  that
• 4:22
  the
• 4:23
  purchase
• 4:23
  happens
• 4:23
  online,
• 4:24
  have
• 4:24
  a
• 4:24
  store
• 4:25
  included.
• 4:25
  Right.
• 4:26
  But
• 4:26
  then
• 4:26
  everybody's
• 4:27
  also
• 4:27
  online
• 4:27
  today.
• 4:28
  So
• 4:28
  how
• 4:29
  do
• 4:29
  you
• 4:29
  translate
• 4:30
  this
• 4:30
  experience
• 4:31
  online?
• 4:32
  So
• 4:32
  I
• 4:32
  always
• 4:33
  Say
• 4:33
  internally
• 4:34
  to
• 4:34
  our
• 4:34
  people,
• 4:35
  we
• 4:35
  are
• 4:35
  more
• 4:35
  than
• 4:35
  a
• 4:36
  place
• 4:36
  to
• 4:36
  buy
• 4:36
  products.
• 4:37
  Right?
• 4:37
  We
• 4:37
  are,
• 4:38
  yeah,
• 4:38
  we
• 4:38
  are
• 4:38
  about
• 4:39
  inspiration,
• 4:39
  curation,
• 4:40
  advice.
• 4:40
  You
• 4:40
  want
• 4:40
  to
• 4:41
  have
• 4:41
  the
• 4:41
  best
• 4:41
  selection
• 4:41
  content
• 4:42
  but
• 4:42
  also
• 4:43
  want
• 4:43
  to
• 4:43
  give
• 4:43
  the
• 4:43
  best
• 4:43
  advice
• 4:44
  and
• 4:44
  inspiration.
• 4:45
  How
• 4:45
  do
• 4:45
  you
• 4:45
  do
• 4:45
  that
• 4:45
  online?
• 4:46
  Right.
• 4:46
  There
• 4:47
  are
• 4:47
  actually
• 4:47
  a
• 4:47
  couple
• 4:48
  of
• 4:48
  elements.
• 4:48
  So
• 4:48
  one
• 4:48
  is
• 4:49
  of
• 4:49
  course
• 4:49
  everybody
• 4:50
  tries
• 4:50
  to
• 4:50
  do
• 4:51
  content.
• 4:51
  We
• 4:51
  started
• 4:52
  quite
• 4:52
  early
• 4:53
  on
• 4:53
  the
• 4:53
  social
• 4:54
  commerce
• 4:54
  side
• 4:54
  with
• 4:55
  generating
• 4:55
  a
• 4:55
  lot
• 4:55
  of
• 4:56
  user
• 4:56
  generated
• 4:56
  content.
• 4:57
  Not
• 4:57
  only
• 4:57
  to
• 4:58
  do
• 4:58
  a
• 4:58
  purchase
• 4:58
  in
• 4:58
  a
• 4:59
  live
• 4:59
  stream,
• 4:59
  but
• 5:00
  we
• 5:00
  have
• 5:00
  a
• 5:00
  creator
• 5:00
  program
• 5:01
  where
• 5:02
  the
• 5:03
  content
• 5:03
  of
• 5:03
  the
• 5:03
  creators
• 5:04
  is
• 5:04
  on
• 5:04
  our
• 5:04
  platform.
• 5:05
  So
• 5:05
  we
• 5:05
  have
• 5:05
  our
• 5:05
  own
• 5:06
  kind
• 5:06
  of
• 5:06
  social
• 5:06
  network.
• 5:07
  Right,
• 5:07
  okay,
• 5:08
  interesting.
• 5:09
  Based
• 5:09
  off
• 5:09
  the
• 5:10
  traffic
• 5:10
  that's
• 5:10
  generated
• 5:11
  from
• 5:11
  their
• 5:11
  content
• 5:12
  to
• 5:12
  our
• 5:12
  pdp.
• 5:13
  So
• 5:13
  product
• 5:13
  detail
• 5:14
  pages.
• 5:14
  Right.
• 5:15
  And
• 5:15
  that
• 5:16
  is
• 5:16
  a
• 5:16
  great
• 5:17
  independent
• 5:18
  content
• 5:18
  for
• 5:18
  our
• 5:19
  customers
• 5:20
  actually.
• 5:20
  And
• 5:20
  they
• 5:20
  really
• 5:21
  engage
• 5:21
  a
• 5:21
  lot
• 5:21
  with
• 5:22
  this
• 5:22
  content.
• 5:22
  And
• 5:22
  you
• 5:23
  see
• 5:23
  some
• 5:23
  customers,
• 5:24
  they
• 5:24
  don't
• 5:24
  care,
• 5:25
  they
• 5:25
  don't
• 5:25
  want
• 5:25
  that.
• 5:26
  But
• 5:26
  the
• 5:26
  one
• 5:26
  that
• 5:26
  interact
• 5:27
  with
• 5:27
  this
• 5:27
  content,
• 5:28
  they
• 5:28
  come
• 5:28
  back
• 5:28
  so
• 5:29
  much
• 5:29
  more
• 5:29
  often.
• 5:30
  So
• 5:30
  they're
• 5:30
  not
• 5:30
  only
• 5:31
  buying
• 5:31
  more,
• 5:31
  but
• 5:31
  they
• 5:31
  are
• 5:31
  just
• 5:32
  coming
• 5:32
  back
• 5:32
  more
• 5:32
  often
• 5:33
  for
• 5:33
  inspiration.
• 5:33
  That's
• 5:34
  really
• 5:34
  a
• 5:34
  big
• 5:34
  element
• 5:35
  to
• 5:35
  create
• 5:35
  this
• 5:35
  experience
• 5:36
  online.
• 5:37
  And
• 5:37
  then
• 5:37
  we
• 5:38
  also
• 5:38
  using
• 5:39
  now
• 5:39
  of
• 5:40
  course
• 5:40
  AI
• 5:40
  a
• 5:40
  lot
• 5:42
  to
• 5:42
  have
• 5:42
  tools
• 5:43
  that
• 5:43
  help
• 5:43
  you
• 5:43
  to
• 5:43
  find
• 5:43
  your
• 5:44
  right
• 5:44
  products.
• 5:44
  Just
• 5:44
  to
• 5:44
  name
• 5:45
  two,
• 5:45
  we
• 5:45
  have
• 5:45
  a
• 5:45
  beauty
• 5:45
  mirror
• 5:46
  so
• 5:46
  you
• 5:46
  can
• 5:46
  virtually
• 5:47
  try
• 5:47
  on
• 5:47
  makeup
• 5:48
  that's
• 5:48
  also
• 5:49
  AI
• 5:49
  based
• 5:49
  but
• 5:50
  we've
• 5:50
  introduced
• 5:50
  already
• 5:51
  two
• 5:51
  years
• 5:51
  ago
• 5:51
  so
• 5:52
  you
• 5:52
  can
• 5:52
  try
• 5:52
  different
• 5:53
  shades
• 5:53
  of
• 5:53
  a
• 5:54
  lipstick
• 5:54
  or
• 5:55
  other
• 5:55
  makeup
• 5:55
  products.
• 5:56
  And
• 5:56
  we
• 5:56
  also
• 5:56
  have
• 5:57
  a
• 5:57
  skin
• 5:57
  analyzer
• 5:58
  in
• 5:58
  our
• 5:58
  app
• 5:58
  so
• 5:58
  you
• 5:59
  can
• 5:59
  just
• 6:00
  take
• 6:00
  a
• 6:00
  picture
• 6:01
  of
• 6:01
  your
• 6:01
  face.
• 6:02
  It's
• 6:02
  analyzing
• 6:02
  your
• 6:03
  skin,
• 6:03
  it
• 6:03
  tells
• 6:03
  you
• 6:04
  what
• 6:04
  skin
• 6:04
  type
• 6:04
  you
• 6:05
  have,
• 6:05
  what
• 6:05
  you
• 6:05
  need
• 6:05
  to
• 6:05
  do,
• 6:05
  what
• 6:06
  kind
• 6:06
  of
• 6:06
  routines
• 6:07
  you
• 6:07
  need,
• 6:07
  but
• 6:07
  also
• 6:07
  what
• 6:08
  kind
• 6:08
  of
• 6:08
  products.
• 6:09
  Because
• 6:09
  sometimes
• 6:09
  you
• 6:09
  also
• 6:10
  want
• 6:10
  to
• 6:10
  sell
• 6:10
  something
• 6:11
  kind
• 6:11
  of
• 6:11
  products
• 6:11
  you
• 6:11
  need
• 6:12
  and
• 6:12
  that
• 6:12
  you
• 6:12
  can
• 6:12
  do
• 6:13
  online
• 6:13
  or
• 6:13
  you
• 6:13
  can
• 6:13
  just
• 6:14
  go
• 6:14
  to
• 6:14
  a
• 6:14
  store
• 6:14
  and
• 6:15
  purchase
• 6:15
  there.
• 6:16
  So
• 6:16
  Philip,
• 6:16
  you
• 6:16
  filled
• 6:17
  us
• 6:17
  in
• 6:17
  on
• 6:17
  quite
• 6:18
  a
• 6:18
  lot
• 6:18
  that's
• 6:18
  happening
• 6:19
  and
• 6:19
  a
• 6:20
  lot
• 6:20
  of
• 6:21
  I
• 6:21
  think
• 6:21
  very
• 6:21
  engaging
• 6:22
  ways
• 6:23
  to
• 6:23
  talk
• 6:23
  to
• 6:24
  your
• 6:24
  customers.
• 6:25
  What
• 6:25
  technologies
• 6:26
  right
• 6:27
  now
• 6:27
  are
• 6:27
  you
• 6:27
  personally
• 6:28
  interested
• 6:28
  in
• 6:29
  as
• 6:29
  you're
• 6:29
  kind
• 6:29
  of
• 6:29
  thinking
• 6:30
  about
• 6:30
  the
• 6:30
  next
• 6:30
  iteration
• 6:31
  of
• 6:32
  connecting
• 6:32
  with
• 6:32
  and
• 6:33
  providing
• 6:33
  a
• 6:33
  Douglas
• 6:34
  experience
• 6:35
  for
• 6:36
  the
• 6:36
  next
• 6:36
  generation
• 6:37
  of
• 6:37
  customer.
• 6:38
  Yeah,
• 6:38
  I
• 6:38
  think
• 6:39
  at
• 6:39
  the
• 6:39
  moment,
• 6:39
  of
• 6:39
  course
• 6:39
  everything
• 6:40
  is
• 6:40
  about
• 6:40
  AI
• 6:41
  and
• 6:41
  gen
• 6:41
  AI.
• 6:42
  So
• 6:43
  I
• 6:43
  mentioned
• 6:43
  already
• 6:43
  two
• 6:43
  tools
• 6:44
  we
• 6:44
  use
• 6:44
  but
• 6:44
  I
• 6:44
  think
• 6:44
  on
• 6:45
  the
• 6:45
  customer
• 6:45
  facing
• 6:46
  there
• 6:46
  are
• 6:47
  two
• 6:47
  big
• 6:47
  topics
• 6:48
  or
• 6:48
  projects
• 6:48
  we
• 6:48
  are
• 6:49
  working
• 6:49
  on
• 6:49
  with
• 6:49
  AI.
• 6:50
  One
• 6:50
  is
• 6:50
  our
• 6:51
  virtual
• 6:51
  shopper
• 6:52
  assistant.
• 6:52
  So
• 6:53
  basically
• 6:54
  also
• 6:54
  other
• 6:54
  companies
• 6:55
  are
• 6:55
  working
• 6:55
  on
• 6:55
  that,
• 6:55
  a
• 6:56
  chatgpt
• 6:56
  kind
• 6:57
  of
• 6:57
  interface
• 6:58
  for
• 6:58
  our
• 6:58
  website,
• 6:59
  but
• 7:00
  it
• 7:00
  should
• 7:01
  be
• 7:01
  the
• 7:02
  Douglas
• 7:02
  way.
• 7:02
  What
• 7:03
  Do
• 7:03
  I
• 7:03
  mean
• 7:03
  by
• 7:03
  that
• 7:03
  if
• 7:04
  you
• 7:04
  just
• 7:04
  have
• 7:04
  an
• 7:04
  AI
• 7:05
  based
• 7:06
  interface,
• 7:06
  then
• 7:07
  what's
• 7:07
  the
• 7:07
  difference?
• 7:08
  Not
• 7:08
  for
• 7:08
  luxury.
• 7:10
  So
• 7:11
  what
• 7:11
  we
• 7:11
  of
• 7:11
  course
• 7:12
  include
• 7:13
  all
• 7:13
  our
• 7:14
  knowledge
• 7:14
  about
• 7:14
  products
• 7:15
  and,
• 7:15
  and
• 7:15
  how
• 7:15
  to
• 7:16
  apply
• 7:16
  products
• 7:16
  and
• 7:16
  we
• 7:17
  use
• 7:17
  our
• 7:17
  beauty
• 7:17
  advisors,
• 7:18
  how
• 7:18
  we
• 7:18
  call
• 7:18
  our,
• 7:19
  our
• 7:20
  staff
• 7:20
  in
• 7:20
  stores
• 7:21
  to
• 7:21
  train
• 7:22
  the
• 7:22
  bot,
• 7:23
  how
• 7:23
  to
• 7:23
  actually
• 7:24
  engage
• 7:24
  with
• 7:24
  our
• 7:24
  customers
• 7:25
  and
• 7:25
  also
• 7:26
  what
• 7:26
  are
• 7:26
  the
• 7:26
  sales
• 7:27
  tricks
• 7:27
  to
• 7:27
  make
• 7:27
  a
• 7:27
  purchase?
• 7:28
  Because
• 7:28
  if
• 7:28
  you
• 7:29
  look
• 7:29
  at
• 7:29
  a
• 7:29
  typical
• 7:30
  AI
• 7:31
  agent
• 7:31
  today
• 7:31
  and
• 7:32
  ask
• 7:32
  them
• 7:32
  about
• 7:32
  products,
• 7:33
  you
• 7:33
  get
• 7:33
  like
• 7:33
  a
• 7:33
  search
• 7:34
  results
• 7:35
  kind
• 7:35
  of
• 7:36
  function
• 7:36
  where
• 7:36
  you
• 7:37
  get.
• 7:37
  That
• 7:37
  would
• 7:37
  never
• 7:37
  happen
• 7:38
  in
• 7:38
  a
• 7:38
  store.
• 7:38
  Yeah,
• 7:39
  you
• 7:39
  would
• 7:39
  get
• 7:39
  one
• 7:39
  product
• 7:40
  or
• 7:40
  a
• 7:40
  backup
• 7:40
  for
• 7:41
  the
• 7:41
  product.
• 7:41
  That's
• 7:41
  it.
• 7:41
  And,
• 7:42
  and
• 7:42
  then
• 7:42
  you
• 7:42
  get
• 7:42
  something
• 7:43
  like.
• 7:43
  And
• 7:43
  you
• 7:43
  know,
• 7:43
  the
• 7:44
  customers
• 7:44
  who
• 7:44
  use
• 7:44
  that,
• 7:45
  they
• 7:45
  are
• 7:45
  so
• 7:45
  happy
• 7:46
  because
• 7:46
  this
• 7:46
  and
• 7:46
  that
• 7:46
  happens
• 7:47
  and
• 7:47
  they
• 7:47
  also
• 7:47
  apply
• 7:48
  by
• 7:48
  the
• 7:48
  way
• 7:48
  you
• 7:49
  use
• 7:49
  this
• 7:49
  tool
• 7:49
  for
• 7:49
  it.
• 7:50
  So
• 7:50
  that
• 7:51
  kind
• 7:51
  of
• 7:51
  more
• 7:51
  human
• 7:52
  interaction
• 7:52
  is
• 7:52
  something
• 7:53
  we
• 7:53
  try
• 7:53
  to
• 7:53
  bring
• 7:53
  in.
• 7:53
  That's
• 7:54
  something
• 7:54
  I'm
• 7:54
  very
• 7:54
  excited
• 7:55
  about.
• 7:55
  It
• 7:55
  is
• 7:56
  we
• 7:56
  have
• 7:56
  it
• 7:56
  already
• 7:57
  in
• 7:57
  a
• 7:57
  proof
• 7:57
  of
• 7:57
  concept
• 7:58
  life
• 7:58
  internally
• 7:59
  and
• 7:59
  we
• 8:00
  yeah,
• 8:00
  plan
• 8:01
  to
• 8:01
  bring
• 8:01
  that
• 8:01
  to
• 8:01
  customers.
• 8:02
  Like
• 8:02
  how
• 8:03
  are
• 8:03
  they
• 8:04
  like
• 8:04
  actually
• 8:04
  doing
• 8:05
  interactions
• 8:05
  with
• 8:06
  the
• 8:06
  AI
• 8:06
  then
• 8:06
  to
• 8:07
  train
• 8:07
  it
• 8:07
  so
• 8:07
  that
• 8:07
  it's.
• 8:08
  Is
• 8:08
  that
• 8:08
  how
• 8:08
  it's
• 8:08
  learning
• 8:09
  or
• 8:09
  how
• 8:09
  does
• 8:09
  that
• 8:09
  even
• 8:10
  work?
• 8:10
  The
• 8:10
  training
• 8:11
  part
• 8:11
  you
• 8:11
  mean?
• 8:11
  Yeah,
• 8:12
  for
• 8:12
  the
• 8:12
  like
• 8:12
  how
• 8:13
  are
• 8:13
  you
• 8:13
  training
• 8:13
  your
• 8:13
  chat,
• 8:14
  your,
• 8:14
  your
• 8:14
  Douglas
• 8:15
  like
• 8:16
  chatbot.
• 8:16
  Yeah,
• 8:16
  especially
• 8:17
  they
• 8:17
  use
• 8:17
  it
• 8:18
  and
• 8:19
  then,
• 8:19
  and
• 8:19
  then
• 8:19
  they
• 8:20
  give
• 8:20
  the
• 8:20
  feedback
• 8:20
  and
• 8:21
  then
• 8:21
  the,
• 8:21
  the,
• 8:21
  the
• 8:21
  tech
• 8:22
  folks
• 8:22
  they
• 8:22
  train,
• 8:23
  then
• 8:23
  the
• 8:23
  bot.
• 8:24
  Let's
• 8:24
  say
• 8:24
  that's
• 8:24
  probably
• 8:25
  okay.
• 8:25
  Got
• 8:25
  it,
• 8:25
  got
• 8:25
  it.
• 8:26
  Yeah,
• 8:27
  yeah,
• 8:27
  that
• 8:27
  makes
• 8:27
  sense.
• 8:28
  Okay.
• 8:28
  And
• 8:28
  then,
• 8:29
  and
• 8:29
  the
• 8:29
  other
• 8:29
  part
• 8:29
  where
• 8:29
  I
• 8:30
  think
• 8:30
  AI
• 8:30
  is
• 8:30
  really
• 8:30
  exciting
• 8:31
  is
• 8:31
  in
• 8:32
  personalization
• 8:33
  for
• 8:33
  two
• 8:34
  elements
• 8:34
  because
• 8:34
  I
• 8:35
  mean
• 8:35
  we
• 8:35
  always
• 8:35
  went
• 8:36
  a
• 8:36
  lot
• 8:36
  into
• 8:36
  personalization
• 8:37
  already
• 8:37
  for
• 8:37
  the
• 8:37
  last
• 8:37
  years
• 8:38
  because
• 8:39
  we
• 8:39
  have
• 8:39
  actually
• 8:40
  the
• 8:40
  biggest
• 8:40
  loyalty
• 8:40
  card
• 8:41
  program,
• 8:41
  Premium
• 8:41
  Beauty
• 8:42
  with
• 8:42
  more
• 8:42
  than
• 8:43
  60
• 8:43
  million.
• 8:43
  I
• 8:43
  think
• 8:44
  today
• 8:44
  it's
• 8:44
  62
• 8:44
  million
• 8:45
  beauty
• 8:45
  card
• 8:46
  customers.
• 8:46
  That's
• 8:46
  how
• 8:46
  we
• 8:47
  call
• 8:47
  our
• 8:47
  loyalty
• 8:47
  card
• 8:47
  system.
• 8:48
  So
• 8:48
  we
• 8:48
  always
• 8:48
  worked
• 8:49
  a
• 8:49
  lot
• 8:49
  about
• 8:49
  personalization,
• 8:50
  how
• 8:50
  to
• 8:51
  activate
• 8:51
  customers.
• 8:52
  That's
• 8:52
  a
• 8:52
  huge
• 8:52
  database.
• 8:53
  That's
• 8:54
  a
• 8:54
  massive
• 8:54
  database.
• 8:54
  But
• 8:55
  AI
• 8:55
  is
• 8:55
  really
• 8:55
  helping
• 8:56
  a
• 8:56
  lot
• 8:56
  and
• 8:56
  I
• 8:56
  think
• 8:56
  on
• 8:57
  two
• 8:57
  ends,
• 8:57
  one,
• 8:57
  of
• 8:58
  course
• 8:58
  it
• 8:58
  helps
• 8:58
  even
• 8:59
  to
• 8:59
  find
• 8:59
  more
• 8:59
  trigger
• 9:00
  points
• 9:00
  for
• 9:00
  your
• 9:00
  customers.
• 9:01
  And
• 9:01
  what's
• 9:01
  the
• 9:01
  next
• 9:01
  big
• 9:02
  best
• 9:02
  offer?
• 9:02
  A
• 9:03
  bit
• 9:03
  smarter.
• 9:04
  What
• 9:04
  we
• 9:04
  already
• 9:04
  did
• 9:05
  the
• 9:05
  last
• 9:05
  couple
• 9:05
  of
• 9:05
  years,
• 9:05
  so
• 9:06
  to
• 9:06
  speak.
• 9:07
  But
• 9:07
  the
• 9:07
  second
• 9:07
  part
• 9:08
  is
• 9:08
  for
• 9:08
  me
• 9:08
  more
• 9:09
  exciting
• 9:09
  actually
• 9:09
  is
• 9:10
  the
• 9:10
  content
• 9:10
  generation
• 9:11
  because
• 9:11
  the
• 9:11
  more
• 9:11
  you
• 9:11
  personalize,
• 9:12
  the
• 9:12
  more
• 9:12
  content
• 9:12
  you
• 9:13
  need.
• 9:13
  And
• 9:13
  that's
• 9:13
  quite
• 9:13
  costly
• 9:14
  usually.
• 9:15
  So
• 9:15
  if
• 9:16
  you
• 9:16
  are
• 9:16
  able
• 9:16
  that
• 9:17
  the
• 9:17
  machine
• 9:17
  basically
• 9:18
  does
• 9:18
  all
• 9:18
  the
• 9:19
  personalization,
• 9:19
  does
• 9:19
  different
• 9:20
  text
• 9:20
  for
• 9:20
  different
• 9:21
  customized,
• 9:21
  different
• 9:22
  pictures.
• 9:22
  Or
• 9:23
  videos
• 9:23
  or
• 9:23
  whatever
• 9:23
  assets
• 9:24
  you
• 9:24
  have.
• 9:24
  That's
• 9:25
  really
• 9:25
  amazing
• 9:25
  because
• 9:26
  that
• 9:26
  opens
• 9:26
  up
• 9:26
  personalization
• 9:27
  at
• 9:27
  scale,
• 9:28
  at
• 9:28
  lower
• 9:29
  cost.
• 9:29
  Right.
• 9:29
  And
• 9:30
  you
• 9:30
  have
• 9:30
  to
• 9:30
  do
• 9:30
  that
• 9:30
  in
• 9:30
  a
• 9:30
  brand.
• 9:30
  Right.
• 9:31
  Way
• 9:31
  too.
• 9:31
  To
• 9:31
  your
• 9:32
  point.
• 9:33
  So
• 9:33
  one
• 9:34
  thing,
• 9:34
  because
• 9:34
  you
• 9:34
  meant.
• 9:34
  You
• 9:35
  said
• 9:35
  you
• 9:35
  have
• 9:35
  stores
• 9:35
  too.
• 9:36
  Right?
• 9:36
  Stores.
• 9:37
  You
• 9:37
  oversee
• 9:37
  stores
• 9:37
  too.
• 9:38
  I'm
• 9:38
  curious,
• 9:38
  because
• 9:39
  a
• 9:39
  lot
• 9:39
  of
• 9:39
  what
• 9:39
  we've
• 9:39
  been
• 9:39
  talking
• 9:40
  about
• 9:40
  is
• 9:40
  digital,
• 9:40
  but
• 9:40
  yet
• 9:40
  you
• 9:41
  also
• 9:41
  talked
• 9:41
  a
• 9:41
  lot
• 9:41
  about
• 9:41
  Omni
• 9:42
  Channel
• 9:42
  and
• 9:42
  Omnichannel
• 9:43
  approach
• 9:43
  on
• 9:43
  the
• 9:44
  technology
• 9:44
  side
• 9:44
  in
• 9:44
  terms
• 9:44
  of
• 9:45
  improving
• 9:45
  stores
• 9:46
  and
• 9:46
  stored
• 9:46
  up
• 9:46
  productivity
• 9:47
  and
• 9:47
  the
• 9:47
  happiness
• 9:48
  of
• 9:48
  the
• 9:48
  workforce.
• 9:48
  What
• 9:49
  types
• 9:49
  of
• 9:49
  things
• 9:49
  are
• 9:49
  you
• 9:49
  looking
• 9:49
  at
• 9:50
  there?
• 9:50
  Yeah,
• 9:51
  so
• 9:51
  most
• 9:51
  of
• 9:51
  what
• 9:51
  I
• 9:51
  was
• 9:51
  talking
• 9:52
  about
• 9:52
  is
• 9:52
  actually
• 9:52
  Omnichannel.
• 9:53
  Yeah.
• 9:54
  So
• 9:54
  any
• 9:55
  skin
• 9:56
  Eliza
• 9:56
  or
• 9:56
  beauty
• 9:57
  mirror
• 9:57
  you
• 9:57
  can
• 9:57
  also
• 9:57
  apply
• 9:58
  in
• 9:58
  stores.
• 9:59
  Yeah.
• 9:59
  And
• 10:00
  the
• 10:00
  shopper
• 10:00
  assistant.
• 10:01
  Okay.
• 10:01
  We
• 10:01
  try
• 10:01
  this
• 10:02
  now
• 10:02
  for
• 10:02
  consumers,
• 10:03
  but
• 10:03
  eventually
• 10:03
  it
• 10:04
  should
• 10:04
  also
• 10:04
  help
• 10:04
  our
• 10:05
  beauty
• 10:05
  advisors
• 10:05
  in
• 10:06
  stores,
• 10:06
  make
• 10:06
  them
• 10:07
  better
• 10:07
  internal.
• 10:09
  And
• 10:09
  there
• 10:09
  are
• 10:09
  also
• 10:10
  other
• 10:10
  ways
• 10:10
  where
• 10:10
  we
• 10:10
  use
• 10:11
  technology
• 10:11
  in
• 10:12
  stores.
• 10:12
  But
• 10:12
  I
• 10:12
  also
• 10:13
  think
• 10:13
  you
• 10:14
  need
• 10:14
  to
• 10:14
  watch
• 10:15
  out
• 10:15
  not
• 10:15
  to
• 10:15
  use
• 10:16
  technology
• 10:16
  for
• 10:16
  the
• 10:16
  sake
• 10:17
  of
• 10:17
  technology.
• 10:17
  Yeah.
• 10:18
  So
• 10:19
  we
• 10:19
  have
• 10:19
  a
• 10:19
  lot
• 10:19
  of
• 10:19
  tools
• 10:20
  also
• 10:21
  for
• 10:21
  beauty
• 10:21
  routines,
• 10:22
  for
• 10:22
  skin
• 10:23
  analysis
• 10:23
  and
• 10:23
  all
• 10:23
  the
• 10:24
  beauty
• 10:24
  treatments
• 10:25
  we
• 10:25
  do.
• 10:26
  And
• 10:26
  we
• 10:26
  also
• 10:27
  have,
• 10:27
  let's
• 10:27
  say
• 10:27
  a
• 10:28
  storm
• 10:28
  mode
• 10:29
  in
• 10:29
  our
• 10:29
  app
• 10:29
  for
• 10:29
  the
• 10:29
  consumers
• 10:30
  that
• 10:30
  they
• 10:30
  get
• 10:30
  different
• 10:31
  interface
• 10:31
  in
• 10:31
  the
• 10:32
  app
• 10:32
  when
• 10:32
  they
• 10:32
  are
• 10:32
  in
• 10:32
  the
• 10:32
  store.
• 10:33
  So
• 10:33
  there's
• 10:33
  a
• 10:33
  lot
• 10:33
  we
• 10:33
  do.
• 10:34
  Right.
• 10:34
  But
• 10:35
  you
• 10:35
  also
• 10:35
  need
• 10:35
  to
• 10:35
  make
• 10:35
  sure
• 10:36
  you're
• 10:36
  not
• 10:36
  just
• 10:37
  using
• 10:37
  it
• 10:37
  for
• 10:37
  the
• 10:37
  sake
• 10:37
  of
• 10:38
  using
• 10:38
  it,
• 10:38
  but
• 10:38
  you
• 10:39
  really
• 10:39
  need
• 10:39
  to
• 10:39
  come
• 10:39
  from
• 10:39
  the
• 10:40
  use
• 10:40
  case,
• 10:40
  basically.
• 10:40
  Right.
• 10:40
  Because
• 10:40
  you're
• 10:41
  asking
• 10:41
  your
• 10:41
  store
• 10:41
  employees
• 10:42
  to
• 10:42
  use
• 10:42
  something
• 10:42
  new.
• 10:43
  You
• 10:43
  got
• 10:43
  to
• 10:43
  train
• 10:43
  them
• 10:43
  on
• 10:44
  every.
• 10:44
  New
• 10:44
  thing
• 10:44
  that
• 10:44
  you're
• 10:44
  deploying.
• 10:45
  Right?
• 10:45
  Correct.
• 10:45
  Correct.
• 10:46
  That's
• 10:46
  what
• 10:46
  you're
• 10:46
  saying
• 10:46
  you
• 10:46
  got
• 10:47
  to
• 10:47
  watch
• 10:47
  out
• 10:47
  for.
• 10:47
  Correct.
• 10:48
  But
• 10:48
  where
• 10:48
  we
• 10:48
  use
• 10:49
  it
• 10:49
  a
• 10:49
  lot,
• 10:49
  so
• 10:49
  we
• 10:49
  have
• 10:50
  a
• 10:50
  mobile
• 10:50
  employee
• 10:51
  device,
• 10:51
  of
• 10:51
  course,
• 10:51
  for
• 10:52
  our
• 10:52
  stores
• 10:52
  and
• 10:53
  that
• 10:53
  streamlines
• 10:54
  the
• 10:54
  processes.
• 10:54
  So
• 10:55
  the
• 10:55
  more
• 10:55
  you
• 10:55
  have
• 10:55
  in
• 10:56
  there
• 10:56
  also
• 10:57
  for
• 10:57
  replenishment,
• 10:58
  for
• 10:58
  pricing,
• 10:59
  for
• 10:59
  whatever
• 11:00
  they
• 11:00
  need,
• 11:00
  if
• 11:00
  there's
• 11:01
  just
• 11:01
  one
• 11:01
  device
• 11:01
  with
• 11:02
  everything
• 11:02
  on
• 11:02
  there,
• 11:02
  makes
• 11:02
  it
• 11:03
  of
• 11:03
  course,
• 11:03
  way
• 11:03
  more
• 11:04
  streamlined.
• 11:04
  It
• 11:04
  takes
• 11:04
  away
• 11:05
  this
• 11:05
  process
• 11:06
  time
• 11:06
  and
• 11:07
  gives
• 11:07
  them
• 11:07
  more
• 11:07
  time
• 11:07
  for
• 11:08
  the
• 11:08
  customers.
• 11:08
  That's,
• 11:09
  of
• 11:09
  course
• 11:09
  something
• 11:10
  we
• 11:10
  all.
• 11:13
  Have.
• 11:13
  One
• 11:13
  more
• 11:13
  question
• 11:14
  for
• 11:14
  you,
• 11:14
  Philip,
• 11:14
  before
• 11:15
  we
• 11:15
  close
• 11:15
  things
• 11:15
  out
• 11:16
  here,
• 11:18
  I'm
• 11:18
  curious
• 11:18
  about
• 11:19
  the
• 11:19
  content
• 11:20
  part
• 11:20
  of
• 11:21
  what
• 11:21
  you
• 11:21
  talked
• 11:21
  about
• 11:21
  earlier
• 11:22
  and
• 11:22
  the
• 11:23
  influencers
• 11:24
  or
• 11:24
  content
• 11:24
  creators
• 11:25
  that
• 11:25
  you're
• 11:25
  working
• 11:25
  with.
• 11:26
  As
• 11:27
  somebody
• 11:27
  who
• 11:28
  sits
• 11:28
  in
• 11:28
  a
• 11:29
  very
• 11:29
  top
• 11:29
  level
• 11:30
  management
• 11:30
  position,
• 11:32
  how
• 11:32
  do
• 11:32
  you
• 11:32
  justify
• 11:34
  those,
• 11:34
  those
• 11:34
  relationships
• 11:35
  with
• 11:35
  those
• 11:36
  content
• 11:36
  creators
• 11:37
  and
• 11:37
  the
• 11:38
  asset
• 11:38
  that
• 11:38
  they
• 11:38
  are
• 11:39
  to
• 11:39
  the
• 11:39
  business?
• 11:39
  Because
• 11:40
  I
• 11:40
  think
• 11:40
  in
• 11:40
  a,
• 11:41
  in
• 11:41
  the
• 11:41
  marketing
• 11:41
  backgrounds,
• 11:42
  there's
• 11:42
  a
• 11:42
  lot
• 11:43
  of
• 11:43
  hesitation
• 11:44
  sometimes.
• 11:44
  Like
• 11:44
  on
• 11:45
  one
• 11:45
  hand,
• 11:45
  yes,
• 11:45
  you
• 11:45
  need
• 11:46
  these
• 11:46
  influencers
• 11:47
  to
• 11:47
  help
• 11:47
  speak
• 11:48
  on
• 11:48
  your
• 11:48
  behalf
• 11:49
  about
• 11:49
  your
• 11:49
  products.
• 11:49
  But
• 11:50
  on
• 11:50
  the
• 11:50
  other
• 11:50
  hand,
• 11:50
  like
• 11:52
  how
• 11:52
  much
• 11:52
  are
• 11:52
  you
• 11:52
  money?
• 11:53
  Are
• 11:53
  you
• 11:53
  paying
• 11:53
  a
• 11:53
  60
• 11:54
  somebody
• 11:54
  with
• 11:54
  60
• 11:55
  million
• 11:55
  followers
• 11:56
  to
• 11:56
  talk
• 11:56
  about
• 11:56
  your
• 11:56
  product?
• 11:57
  Like,
• 11:57
  how
• 11:57
  do
• 11:57
  you
• 11:58
  think
• 11:58
  about
• 11:58
  that
• 11:58
  as
• 11:58
  you're
• 11:59
  kind
• 11:59
  of
• 11:59
  proving
• 12:00
  that
• 12:00
  value
• 12:01
  or
• 12:01
  ROI
• 12:02
  to
• 12:02
  the
• 12:02
  rest
• 12:02
  of
• 12:02
  the
• 12:02
  organization?
• 12:04
  I
• 12:04
  think
• 12:04
  first
• 12:04
  of
• 12:04
  all
• 12:05
  you
• 12:05
  need
• 12:05
  to
• 12:05
  distinguish
• 12:06
  between
• 12:06
  the
• 12:06
  big
• 12:07
  influencers
• 12:08
  that
• 12:08
  earn
• 12:08
  a
• 12:08
  lot
• 12:08
  of
• 12:09
  money.
• 12:09
  Right.
• 12:09
  But
• 12:09
  this
• 12:10
  is
• 12:10
  usually
• 12:10
  performance
• 12:11
  based.
• 12:11
  So
• 12:12
  if
• 12:12
  they
• 12:12
  generate
• 12:12
  sales
• 12:13
  then
• 12:14
  it
• 12:14
  is
• 12:14
  justified.
• 12:15
  Right.
• 12:15
  But
• 12:15
  the
• 12:16
  majority
• 12:16
  of
• 12:16
  influencers
• 12:17
  we
• 12:17
  are
• 12:17
  working
• 12:18
  with
• 12:18
  and
• 12:18
  the
• 12:18
  creators
• 12:19
  I
• 12:19
  mentioned
• 12:19
  earlier
• 12:19
  for
• 12:19
  the
• 12:20
  user
• 12:20
  generated
• 12:21
  content
• 12:21
  of
• 12:22
  micro
• 12:22
  influencers
• 12:23
  or
• 12:24
  no
• 12:24
  real
• 12:24
  influencers.
• 12:25
  So
• 12:25
  there
• 12:25
  are
• 12:25
  also
• 12:26
  store
• 12:27
  employees,
• 12:27
  our
• 12:27
  beauty
• 12:28
  advisors
• 12:28
  that
• 12:28
  do
• 12:29
  that.
• 12:29
  They
• 12:29
  are
• 12:29
  basically
• 12:30
  natural
• 12:30
  influencers
• 12:31
  in
• 12:31
  the
• 12:31
  store
• 12:31
  all
• 12:31
  the
• 12:31
  time
• 12:32
  and
• 12:32
  they
• 12:32
  are
• 12:32
  just
• 12:32
  multiplying
• 12:33
  it
• 12:33
  now
• 12:33
  online.
• 12:34
  Right.
• 12:34
  But
• 12:35
  there
• 12:35
  are
• 12:35
  also
• 12:35
  really
• 12:36
  people
• 12:36
  that
• 12:36
  just
• 12:36
  have
• 12:36
  a
• 12:37
  couple
• 12:37
  of
• 12:37
  followers.
• 12:38
  So
• 12:38
  it
• 12:38
  is
• 12:39
  really
• 12:39
  a
• 12:39
  wide.
• 12:40
  The
• 12:40
  content
• 12:40
  we
• 12:41
  have
• 12:41
  on
• 12:41
  our
• 12:41
  website
• 12:41
  is
• 12:41
  supposed
• 12:42
  to
• 12:42
  be
• 12:42
  independent
• 12:43
  and
• 12:44
  not
• 12:44
  driven
• 12:44
  by
• 12:44
  some
• 12:45
  big
• 12:45
  influencer.
• 12:46
  So
• 12:46
  that's
• 12:47
  why
• 12:47
  we
• 12:47
  have
• 12:47
  a
• 12:47
  big
• 12:47
  range
• 12:48
  of
• 12:49
  creators
• 12:49
  we
• 12:49
  use
• 12:50
  there.
• 12:50
  So
• 12:50
  it's
• 12:50
  more
• 12:51
  important
• 12:51
  to
• 12:51
  have
• 12:51
  the
• 12:52
  content
• 12:52
  on
• 12:52
  as
• 12:52
  many
• 12:53
  PDPs
• 12:53
  as
• 12:54
  possible
• 12:54
  than
• 12:54
  it
• 12:55
  is
• 12:55
  about
• 12:55
  the
• 12:56
  level
• 12:56
  of
• 12:57
  influence
• 12:57
  that
• 12:57
  someone
• 12:58
  might
• 12:58
  have
• 12:58
  externally.
• 12:59
  We
• 12:59
  are
• 12:59
  doing
• 13:00
  both.
• 13:00
  But
• 13:01
  for
• 13:01
  the
• 13:01
  core
• 13:01
  part
• 13:01
  I
• 13:01
  was
• 13:02
  talking
• 13:02
  about,
• 13:02
  indeed
• 13:02
  it's
• 13:03
  more
• 13:03
  about
• 13:03
  having
• 13:03
  content
• 13:03
  that's
• 13:04
  also
• 13:04
  authentic.
• 13:05
  It
• 13:05
  should
• 13:05
  be
• 13:05
  authentic
• 13:06
  content.
• 13:06
  That's
• 13:07
  the
• 13:07
  point.
• 13:07
  And
• 13:08
  I
• 13:08
  think,
• 13:08
  and
• 13:08
  consumers
• 13:09
  also
• 13:09
  understand
• 13:09
  if
• 13:10
  you
• 13:10
  have
• 13:11
  some
• 13:11
  top
• 13:12
  influencers
• 13:13
  there
• 13:13
  and
• 13:14
  they
• 13:14
  rate
• 13:14
  your
• 13:14
  products
• 13:15
  that
• 13:15
  this
• 13:15
  is
• 13:15
  not
• 13:16
  right
• 13:16
  on
• 13:16
  your
• 13:16
  website.
• 13:17
  It
• 13:17
  is,
• 13:17
  it
• 13:18
  is
• 13:18
  different
• 13:18
  to.
• 13:19
  Yeah,
• 13:20
  yeah,
• 13:20
  okay,
• 13:21
  thank
• 13:21
  you.
• 13:21
  All
• 13:21
  right,
• 13:21
  yeah,
• 13:22
  no,
• 13:22
  I'll
• 13:22
  go
• 13:22
  back
• 13:22
  to
• 13:22
  you.
• 13:23
  I
• 13:23
  just
• 13:23
  had
• 13:23
  to,
• 13:24
  I,
• 13:24
  I
• 13:24
  have
• 13:24
  an
• 13:25
  expert
• 13:25
  sitting
• 13:25
  next
• 13:25
  to
• 13:25
  Personal
• 13:26
  interest.
• 13:26
  Personal
• 13:27
  interest.
• 13:27
  All
• 13:28
  right,
• 13:28
  so
• 13:28
  let's
• 13:28
  get
• 13:28
  you
• 13:28
  out
• 13:28
  of
• 13:29
  here
• 13:29
  on
• 13:29
  this.
• 13:29
  Like
• 13:29
  what
• 13:29
  do
• 13:29
  you,
• 13:30
  what
• 13:30
  are
• 13:30
  you
• 13:30
  most
• 13:30
  excited
• 13:30
  about?
• 13:31
  Like
• 13:31
  is
• 13:31
  there,
• 13:31
  is
• 13:32
  there
• 13:32
  a
• 13:32
  trend
• 13:32
  in
• 13:32
  the
• 13:32
  industry
• 13:33
  and
• 13:33
  let's
• 13:33
  go
• 13:33
  broad
• 13:34
  here
• 13:34
  too.
• 13:34
  Like
• 13:34
  is
• 13:34
  there
• 13:34
  a
• 13:34
  trend
• 13:35
  in
• 13:35
  the
• 13:35
  industry
• 13:35
  you're
• 13:35
  most
• 13:35
  excited
• 13:36
  about,
• 13:37
  something
• 13:37
  you're
• 13:38
  working
• 13:38
  on?
• 13:38
  What
• 13:38
  are
• 13:38
  you
• 13:38
  most
• 13:39
  excited
• 13:39
  about
• 13:39
  to
• 13:39
  accomplish
• 13:40
  in
• 13:40
  the
• 13:40
  next
• 13:40
  year
• 13:40
  or
• 13:41
  to,
• 13:41
  to
• 13:41
  watch
• 13:42
  over
• 13:42
  the
• 13:42
  next
• 13:42
  year?
• 13:43
  I
• 13:43
  think
• 13:43
  what
• 13:43
  I'm
• 13:44
  actually
• 13:44
  the
• 13:44
  most
• 13:44
  excited
• 13:45
  about,
• 13:45
  I
• 13:45
  mentioned
• 13:45
  a
• 13:45
  bit
• 13:45
  in
• 13:46
  the
• 13:46
  beginning
• 13:46
  how
• 13:46
  the
• 13:47
  younger
• 13:47
  generation
• 13:48
  really
• 13:48
  is
• 13:48
  into
• 13:48
  our
• 13:49
  products.
• 13:50
  That's
• 13:50
  what
• 13:50
  I'm
• 13:50
  the
• 13:50
  most
• 13:50
  excited
• 13:51
  about
• 13:51
  because
• 13:51
  this
• 13:52
  is,
• 13:52
  I
• 13:52
  mean
• 13:52
  that's
• 13:53
  fence
• 13:53
  for
• 13:53
  life
• 13:54
  for
• 13:54
  the
• 13:54
  industry.
• 13:55
  And,
• 13:55
  and
• 13:55
  they
• 13:56
  are
• 13:56
  so
• 13:56
  much
• 13:56
  more.
• 13:56
  I
• 13:57
  met
• 13:57
  actually
• 13:57
  one
• 13:58
  of
• 13:58
  our
• 13:58
  partners
• 13:59
  of
• 13:59
  our
• 13:59
  brands.
• 14:00
  And.
• 14:00
  And
• 14:00
  he
• 14:01
  was
• 14:01
  telling
• 14:01
  me
• 14:01
  the
• 14:01
  same
• 14:01
  story.
• 14:02
  He
• 14:02
  was
• 14:02
  in
• 14:02
  a
• 14:02
  store
• 14:02
  and
• 14:03
  he
• 14:03
  was
• 14:03
  watching
• 14:03
  two
• 14:03
  15
• 14:04
  year
• 14:04
  old
• 14:04
  boys
• 14:05
  trying
• 14:06
  very
• 14:06
  expensive
• 14:06
  fragrances.
• 14:07
  Oh,
• 14:07
  I'm
• 14:07
  so.
• 14:07
  Wow.
• 14:08
  And
• 14:08
  it
• 14:08
  was
• 14:08
  of
• 14:09
  his
• 14:09
  brand.
• 14:09
  So
• 14:09
  he
• 14:09
  said,
• 14:10
  yeah,
• 14:10
  he
• 14:11
  talked
• 14:11
  a
• 14:11
  bit
• 14:11
  to
• 14:11
  them
• 14:11
  and
• 14:12
  he
• 14:12
  was
• 14:12
  shocked
• 14:12
  afterwards
• 14:13
  because
• 14:13
  he
• 14:13
  said,
• 14:13
  I'm
• 14:13
  working
• 14:14
  in
• 14:14
  our
• 14:14
  company
• 14:14
  for
• 14:15
  25
• 14:15
  years
• 14:15
  and
• 14:16
  they
• 14:16
  know
• 14:16
  so
• 14:16
  much
• 14:17
  more
• 14:17
  about
• 14:17
  our
• 14:17
  products
• 14:18
  than
• 14:18
  I
• 14:18
  do.
• 14:18
  Right.
• 14:19
  That
• 14:19
  is,
• 14:19
  that
• 14:19
  is,
• 14:20
  that
• 14:20
  is
• 14:20
  really
• 14:20
  fascinating.
• 14:21
  And
• 14:22
  this
• 14:22
  is
• 14:22
  such
• 14:22
  a
• 14:23
  boost.
• 14:23
  That's
• 14:23
  why
• 14:23
  our
• 14:23
  industry
• 14:24
  is
• 14:24
  so
• 14:25
  strong
• 14:26
  in
• 14:26
  growth.
• 14:27
  So
• 14:27
  natural
• 14:28
  growth
• 14:28
  trajectory
• 14:29
  with
• 14:29
  so
• 14:29
  much
• 14:29
  innovation
• 14:30
  coming.
• 14:30
  That's
• 14:31
  what
• 14:31
  I'm
• 14:31
  actually
• 14:31
  the
• 14:31
  most
• 14:31
  excited
• 14:32
  about.
• 14:32
  And
• 14:32
  given
• 14:33
  our
• 14:33
  position
• 14:33
  where
• 14:34
  we
• 14:34
  are
• 14:35
  number
• 14:35
  one
• 14:35
  across
• 14:35
  Europe,
• 14:36
  number
• 14:36
  one
• 14:36
  in
• 14:36
  both
• 14:37
  channels,
• 14:37
  we
• 14:37
  are
• 14:37
  the
• 14:37
  natural
• 14:38
  one
• 14:38
  to
• 14:39
  basically
• 14:41
  take
• 14:42
  advantage
• 14:42
  of
• 14:42
  that
• 14:43
  position
• 14:44
  of
• 14:44
  strength.
• 14:44
  Yeah,
• 14:45
  that
• 14:45
  combination
• 14:46
  is
• 14:46
  what
• 14:46
  really
• 14:46
  excites
• 14:47
  me,
• 14:47
  to
• 14:47
  be
• 14:47
  honest.
• 14:48
  Well,
• 14:48
  this
• 14:48
  was
• 14:49
  really,
• 14:49
  really
• 14:49
  fascinating.
• 14:50
  Great
• 14:51
  job.
• 14:51
  I
• 14:51
  mean,
• 14:51
  I
• 14:51
  thought
• 14:51
  you
• 14:52
  did
• 14:52
  a.
• 14:52
  Wonderful
• 14:52
  job
• 14:52
  articulating
• 14:53
  everything
• 14:53
  too,
• 14:54
  especially
• 14:54
  the
• 14:54
  part
• 14:54
  that
• 14:54
  when
• 14:55
  Anne
• 14:55
  asked
• 14:55
  you
• 14:55
  about
• 14:55
  how
• 14:55
  you
• 14:56
  think
• 14:56
  about
• 14:56
  influencers
• 14:56
  and
• 14:57
  portioning
• 14:57
  out
• 14:57
  the
• 14:58
  money
• 14:58
  for
• 14:58
  those
• 14:58
  that
• 14:58
  drive
• 14:59
  revenue
• 14:59
  and
• 14:59
  then
• 15:00
  keeping
• 15:00
  in
• 15:00
  mind
• 15:00
  how
• 15:00
  do
• 15:00
  you
• 15:01
  keep
• 15:02
  a
• 15:02
  stable
• 15:03
  that
• 15:03
  is
• 15:03
  authentic
• 15:03
  and
• 15:04
  continuing
• 15:04
  to
• 15:05
  put
• 15:05
  out
• 15:05
  content
• 15:05
  that
• 15:06
  you
• 15:06
  want
• 15:06
  to
• 15:06
  drive
• 15:06
  your
• 15:07
  authenticity.
• 15:08
  So
• 15:08
  thank
• 15:08
  you
• 15:08
  very
• 15:08
  much.
• 15:09
  Thanks
• 15:09
  for,
• 15:10
  very
• 15:10
  much.
• 15:10
  And
• 15:11
  thanks
• 15:11
  to
• 15:11
  Fusion
• 15:12
  Group
• 15:12
  for
• 15:12
  supporting
• 15:13
  our
• 15:13
  coverage
• 15:13
  here
• 15:14
  at
• 15:14
  NRF
• 15:15
  Europe
• 15:15
  in
• 15:15
  Paris.
• 15:15
  And
• 15:16
  Anne,
• 15:16
  until
• 15:16
  next
• 15:16
  time,
• 15:17
  be
• 15:17
  careful
• 15:17
  out
• 15:18
  there.