Tuesday, July 9, 2019Congress reports

Brands/consumers relationship: instructions for use

Relation marques/consommateurs : mode d’emploi

As every year, the CEW organized the “Journée de la Beauté”, an event dedicated to professionals in the sector, to take stock of market trends and future challenges. For the third edition, held in Paris on 25 June 2019, the central theme was the notion of engagement. Stéphanie Gabriel, vice-president of the trend firm Beauty Streams, was responsible for introducing this day… and developing this notion of commitment a little more.

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“Once upon a time, there was Sophie and Nicolas. They met on Tinder. After’matching’ with each other, they met. A few years later, we find our lovers at the altar, ready to say”yes" to each other," Stéphanie Gabriel said in the preamble. “What happened between the dating site and the wedding stage? Well, it’s the commitment. In French, we define this word as an act by which we commit ourselves to accomplish something, a promise, a convention or a contract by which we are bound. In English,‘commitment’ means marrying someone, it is clear that the emotional impact is very strong. To better understand the relationship between brands and consumers, it is therefore necessary to return to the strict definition of the word.”

However, the reality is very different. According to the Meaningful Brands study, conducted in 2019 by Havas:
• 77% of consumers would not be affected if the brands disappeared
• 76% of consumers want brands to have a significant impact on quality of life and well-being
• 90% of consumers expect content, but more than half of content is now considered meaningless
• 32% of brands have managed to win consumer confidence in Europe.
“These figures, which are …

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