LIFT OFF NEW VENTURE (continued from page 41)
He noted that many consumers are loyal to their older brands, but cannot find them. “At SkyMall, you will be able to find the latest scents and the older classics, because our shelf space is virtual. A passenger with several hours of flight time can browse through fragrance and cosmetic products and decide what is best for themselves as well as select a present for a loved one or friend.” “There will be sampling to over two million c o n s u m e r s a y e a r,” informed Maritza Barnes, Vice President of Fragrance Express’ Travel Retail division. “While w e m ay n o t a l w ay s capture that customer on the flight because they may want to sample a product first, it is a fantastic way for our partners to promote their brands.” Customers order products at a travel retail price. Fragrance Express Fragrance Express’ Robert Bartlett will also offer GWPs for and Maritza Barnes featured items. SkyMall receives the orders by phone or email and then downloads them to Fragrance Express on an hourly basis. They are then drop-shipped to the customer by Fragrance Express. Due to the expansion of Fragrance Express’ business with SkyMall, Mr. Bartlett revealed that the company is looking for alternative space to move in the first quarter of 2012. Ms. Barnes believes that passengers on planes will look forward to seeing the next issue of SkyMall on their flights “to see the latest fragrances and cosmetics. We believe the passengers will share, ‘I bought that over my iPhone on the plane.’” She maintains, “This will be an important channel in the fragrance industry’s future. It offers the manufacturers an unparalleled return on investment, a marketing channel for new product launches or re-launches as well as sales to support their advertising dollars. It is a unique opportunity to showcase brands to a captive US consumer market.” BF
NOVEMBER 2011 /
For those who aspire to play “Spa Owner,” Clarins can make it happen. The brand teamed up with casual games developer, FreshPlanet, to collaborate on a virtual spa management Facebook game, Spa Life. “We knew that more than 70% of gamers on Facebook are women from age 18 to 45,” informed Jonathan Zrihen, President and CEO of Clarins Groupe North America. “These people are our potential customers for products and treatments.”
Spa Life game play shots
Spa Life, which debuted in September, is Clarins’ first foray into the casual games market. “We wanted to create a way for spa enthusiasts and Clarins devotees to interact with the Clarins brand digitally in a fun and engaging way. Spa Life will, in an innovative way, bridge the virtual world with the real world by offering players the ability to discover our real products and services.” Players of Spa Life can build the most luxurious spas and can earn virtual money to customize their spa with treatment stations, decorations and Clarins products. The players can also ‘hire’ their Facebook friends to work at their spa and share in their Spa Life successes. Spa Life virtually represents the Clarins brand by reflecting the Clarins Skin Spas. It incorporates Clarins’ popular treatments, products and the spas’ interior design. Mathieu Nouzareth, Co-Founder and CEO of FreshPlanet affirmed, “Developing Spa Life with Clarins was such a terrific and novel experience. Unlike other advergames, Spa Life was developed in partnership with Clarins from the ground up. The game’s ambition,” he noted, “is to combine a truly deep and ambitious game that millions of players will enjoy while at the same time promoting Clarins’ products and values.” Spa Life can be experienced by visiting facebook.com/ spa-life. The How to Play Video Tutorial is available at youtu.be/ccEgYjxhjOw. BF
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