MARKETING AND E-COMMERCE DIRECTOR | GIVENCHY BEAUTYView profile
In recent years, the luxury beauty industry has accelerated its evolution to be relevant to a wider and more diverse audience.
Regarding sustainable development, the luxury and beauty industry is a prime actor. Firstly, the protection and sustainable sourcing of raw materials is of pivotal importance. When you think fragrance you think Bergamot from Calabria, Rose from Grasse… these raw materials are part of our patrimony, and we need to protect them for future generations. Second, the formulations have been improved to answer customers’ concerns on product safety. The segment of clean or green beauty has boomed over the last 10 years with the emergence of new brands and entire new product line-ups. Third, work has been done to reduce the carbon footprint of products by reducing the weight of glass in fragrance bottles, or the volume for skincare products. I am proud of our achievements at Guerlain to reduce the carbon footprint of the Orchidee Imperiale range by 50%, a premium line which has fully been redesigned – and that was in 2015, seven years ago already.
The beauty industry gives a voice to all forms of beauty. In that respect, great progress has been made in recent years to be more inclusive of skin tones, shapes, cultures, age, genders… The road will be long but it is important to celebrate the achievements. We need to keep energy levels high to accelerate the process.
The recent pandemic has also accelerated the digitalisation of the beauty experience, allowing people from everywhere to consume content and enjoy products at their own leisure. Delivering an omnichannel experience is key to success and the arrival of the metaverse is a great opportunity to further build the relationship with the customer. A few examples worth noting: Givenchy launched an NFT to support the young LGBTQI+ community in Pride month last year and we’ve just launched on Roblox, go enjoy the brand!
Delivering an omnichannel experience is key to success and the arrival of the metaverse is a great opportunity to further build the relationship with the customer.
On the topic of representation, as much as the shop floor has become more diverse, the board room is still very uniform.
Representation in all layers of the industry should be a short-term goal (as in we need to reflect the world as it is today) and a mid-term instrument (as in a more representative industry will lead the change for more inclusion and more diversity). Therefore, it’s a virtuous mechanic: give it a push now and it will be exponential tomorrow. Let’s do it. It starts with things as simple as training hiring managers to develop more inclusive recruitment processes where people are aware of their bias.
I’m very proud of my diverse team of talents where we include diversity of origins, race, culture, sexual orientation or gender identification. A rich melting pot where we feel elevated by others and respected for our contribution.
Within a company? Surely and we can already see the change so I feel very optimistic. After all, this is how we have been programmed to survive: trust people who look like you, be on your guard when something different comes to you. But I’m sure we’ll agree that the world has evolved and the same applies to the rules of survival! We need to move from this representation to the next generation of social interaction. Let’s value the unknown, the undiscovered and always keep in mind not to take what we think as a universal truth.
It doesn’t mean that homophobia or transphobia for instance will disappear soon. We need to be constantly on our guard to protect LGBTQI+ rights and avoid any return to darker times.