This is not a project per se, more like the long lasting mission I gave myself at CHANEL.
When I was assigned to the skincare communication it was the lesser attractive sibling compare the Fragrances and Makeup.
At that time the industry was shifting from a makeup only focus to a wholesome beauty concept in which skincare was as important. The glorious years of Glossier.
The marketing teams knew that but like every paradigm shift it need a little bit of evangelization. So I took the role of a soft power. Every new briefs I asked if we could get a little bit more budget, a little bit more media, a little bit more assets for the digital team.
Little by little the idea made its way and so finally when the IG beauty was talked internally, skincare would be a part of it. And it's still growing.
My skills on this project:
> Big company politics
> Good understanding of Japanese, Korean and Chinese mindsets
> Patience
> Change management
A first try at working with KOL