Together with the celebration of the second edition of the Digital Beauty Awards, arrived the first of the Digital Beauty Summit. It celebrated this Thursday 22 September and gathered to the professionals of the sector of previous way to the DBA of 9 of the morning to 2 of the afternoon. This new event, organised by the Beauty Cluster in the UPF Barcelona School of Management, put in the focus the development and the adaptation of the digitalisation in the sector beauty, as well as to the consumer and also the communication through the different channels and the social networks.
The act was driven and presented by Sara Jiménez, PR & Communication Manager in the Beauty Cluster. Iván Borrego, General Director of the Beauty Cluster was the attendant to receive to the assistants with the welcome Institutional.
The day developed in three different blocks with professionals and experts that offered all his knowledges in the matter to the assistants to the event. The first block was focused in the future of the industry: "The future of the sector beauty in digital & ecommerce, Be in on/off or not being?" In this first part that extended until the 10:30h of the morning, had the presence of Rosa Pilar López, Fashion & Beauty business director in Kantar. Rosa, offered the last data of the report of Kantar on the behaviour of the digital consumer in Beauty. Camila Tomas, Vice-president Innovation & Technology in Puig, shared with the assistants the keys and how is producing the digital transformation in the perfumery, and Irma Ugarte, Regional Marketing Director of LVMH, that travelled from Miami until Barcelona to share his experience and knowledge on which seems 'imminent' arrival of the metaverse to our lives. To culminate this first part and start of the event, a moderate round table by Lluís Rodríguez of Bella Aurora Labs, with the three previous speakers, and with Elena Borrás of L'Oréal Luxe and Fernando Esteban of Rituals, concluded in that it is necessary to follow working, especially in on-line, to attain a personalised and fruitful experience for the consumer, something, that still finds in the physical point of sale.
In the second block treated the technological innovation to grow and compete in a digital world. Of the hand of Juan Carlos Cortizo, of Product Hakers, Enrique Pérez, of Google Cloud, Silvia Martínez of BASF and Jennifer Scribe of Flowww exposed and exhibited the last tendencies regarding digitalisation, the present and what can offer us in a future the Artificial Intelligence and Andrés of the Pasture explained us in detail the case of success of Nike, after leaving to operate with companies like Amazon.
To the 12:30 a.m., Sara Jiménez gave start to the third and penultimate matter to be discussed in the first Digital Beauty Summit: "To where it goes the e-commerce Beauty". In this case, Rebeca Lamata, Salts Team Manager Spain in Lenglow exposed the thematic of the on-line international strategy in the case of Clarins with Lenglow, and how Clarins achieved to optimise the distribution of his catalogue of products of personalised form. The moderate round table by Álex Vallbona of Techstyle, had experts in the e-commerce like the awarded Gerardo Cañellas of Perfume's Club, and also Chen Yue of Laboratories Phergal, Jose Carlos Cortizo of Product Hackers and Saves Marsal of Freshly Cosmetics.
As no, in matter of communication and digital, could not be missing the social networks, therefore, east was the block that culminated the DBS: "Present and future of the communication in social networks in perfumery". It marked the start of this last block Ana Serrano Salabert, director of Elogia Pharma , where detailed us the 'small big trip' of the consumer before it produce the moment of purchase of a product, specifically, in the dermocosmetics. Ana Serrano, concluded, that in matter of dermocosmetics, the consumer studies several routes and alternative (mainly, the factor that more influences is the price to the hour to decant ) of purchase before doing with the product chosen. The last round table of the day, with Sara Jiménez of the Beauty Cluster like moderator, had the presence of America Vallejo, of the Group NAOS, Carlota Pérez, of 'You Plough the Princess', Carlota Arias, of the agency of communication 'Bemypartner' and also had the point of view of the influencer and creator of content Marta Pons. With them, we knew the exponential growth of TikTok, and how the marks have to adapt to this channel, the uncertainty around the new platform 'Be Real' and the paper of the influencers and creators of content like Marten in the industry to the hour to approach to the consumer.