online events e-retail guidelines

ONLINE EVENTSE-RETAIL GUIDELINES

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3 TYPES OF ONLINE EVENTS

ONE-TO-ONE CONSULTATION ONE-TO-FEW MASTERCLASS ONE-TO-MANY LIVE EVENT

RETAILER: OPEN TO ALLHOSTS: BCs – please refert to casting guidelines

AUDIENCE: 1 person, by registration

RETAILER: OPEN TO ALLHOSTS:• PRO TEAM OR MUA APPROVED BY PRO TEAM• FRAGRANCE AMBASSADOR• SKINCARE EXPERT

IF INFLUENCER > APPROVAL BY CENTRAL e-PR TEAM NEEDED

AUDIENCE: ≈20 persons, targeted or not

+

RETAILER: TOP ONLINE RETAILERSHOSTS:• PRO TEAM • FRAGRANCE AMBASSADOR• SKINCARE EXPERT

INFLUENCER > APPROVAL BY CENTRAL e-PR TEAM NEEDED

AUDIENCE: mass event

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6 MONTHS TEST & LEARN PHASE: VALIDATION FLOW & PROCESS

ONE-TO-ONE CONSULTATION ONE-TO-FEW MASTERCLASS ONE-TO-MANY LIVE EVENT

LOCAL REQUEST

REGION FILTER / VALIDATION

CENTRAL CHECK/VALIDATION

• People (BCs)• Pre-questionnaire• Sampling kit• Speech• Styling / Grooming• Location / Merchandising

Based on provided guidelines

• Communication> Team in charge: e-Retail

LOCAL REQUEST

REGION FILTER

CENTRAL VALIDATION (PRE-DAM / DAM)

• People (Pro Team or MUA selected by Pro Team, Fragrance Ambassador, Skincare Expert

• Model for application demo• Angle, products, speech• Styling / Grooming• Location / Merchandising

• Communication> Team in charge: e-Retail

LOCAL REQUEST

REGION FILTER

CENTRAL VALIDATION (PRE-DAM / DAM)

• People (Pro Team, Fragrance Amb., Skincare Exp.)• Influencer (final validation by Central e-PR team)• Model for application demo• Angle, products, speech• Styling / Grooming• Location / Merchandising

• Dior host casting, styling/grooming> Teams in charge: e-Retail + Retail Education based on test video• Model for application demo casting, styling/grooming> Teams in charge: e-Retail• Influencer casting, styling/grooming> Team in charge: e-PR• Angle, products, main talking points> Teams in charge: e-Retail• Location / Merchandising> Teams in charge: e-Retail• Communication & generosity offer/communication> Team in charge: e-Retail

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ONE-TO-ONE CONSULTATIONS

TABLE OF CONTENT• CLIENT JOURNEY

• ONE-TO-ONE CONSULTATION E-RETAIL MENU

• FRAGRANCE CONSULTATION

• PRE-QUESTIONNAIRE

• SAMPLING KIT

• WHAT TO DO, WHAT TO SAY

• MAKE-UP CONSULTATION


• SAMPLING KIT


• SKINCARE CONSULTATION


• SAMPLING KIT


• PREP RECOMMENDATIONS

• PEOPLE CASTING

• STYLING / GROOMING

• LOCATION / MERCHANDISING

• EQUIPMENT

• COMMUNICATION

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26

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CLIENT JOURNEY

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ONE-TO-ONE CONSULTATION CUSTOMER PATH

REGISTRATION VIA DIOR BRAND SPACE ON

RETAILER SITE

PRE-QUESTIONNAIRE

FILLED-OUT DURING

REGISTRATION

SAMPLING KIT + INVITE SENT TO

CUSTOMER

CLIENT TO SHARE SPECIFIC NEEDS/EXPECTATION

FROM THE CONSULTATION> PERSONALIZATION

REMINDER EMAIL D-DAYTHANK YOU EMAIL INCL. REDEEMABLE

PROMO CODE

DIOR PURCHASE ONLY W/ MINIMUM AMOUNT

PAID BUT REDEEMED POST CONSULTATION

(PROMO CODE)

LOGISTIC TO BE DETERMINED IN LOCAL

DEPENDING ON FEASIBILITY

NOT MANDATORY BUT HIGHLY RECOMMENDED

WARNING – SAMPLING KIT IS TO BE RECEIVED BY CUSTOMER PRIOR THE

CONSULTATION

1-1 ONE CONSULTATION E-RETAIL MENU

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E-RETAIL MENU

AXIS CONSULTATION BASED ON CLIENTS NEEDS SHARED IN THE PRE-QUESTIONNAIRE

MAKE-UP CONSULTATION

FOCUS ON SKINCARE W/ MAKE-UP PUSH

20’

SKINCARE CONSULTATION 20’

FRAGRANCE CONSULTATION

A JOURNEY OF THE SENSES TO DISCOVER THE PERFUME THAT MATCHES YOUR PERSONALITY FROM ALL OUR CREATIONS

20’

PREREQUISITE

▪ BEFORE CONSULTATION: pre-questionnaire + sampling kit to be sent to client

▪ AFTER CONSULTATION: Thank you email including redeemable promo code (Dior purchase only with minimum purchase amount)

PAID AND

REDEEMABLE WITH

SAMPLING KIT SENT

TO CUSTOMER PRIOR

CONSULTATIONFOCUS ON COMPLEXION W/ SKINCARE PUSHIF AVAILABLE, USE OF THE VTO DURING THE CONSULTATION TO HELP THE BC

FRAGRANCE ONE-TO-ONE CONSULTATION

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PRE-QUESTIONNAIRE

❑ Q1. ARE YOU LOOKING FOR A FRAGRANCE FOR YOU OR FOR A GIFT? FOUR YOURSELF / A GIFT

❑ Q2. WHICH UNIVERSE DO YOU WANT TO DIVE INTO? FEMININE / MASCULINE

❑ Q3. WHAT WOULD YOU LIKE THIS FRAGRANCE TO SAY ABOUT YOU?FEMSENSUALITY: PASSIONATE - VOLUPTUOUS - SEXY JOIE DE VIVRE: CHEERFUL - ENTHUSIASTICELEGANCE: REFINED - GOOD TASTESERENITY: COOL - RELAXED

❑ Q4. WHAT TYPE OF SCENT WOULD YOU ENJOY TODAY?FEMFLORAL, FEMININE, GENEROUSFRESH, SPARKLING, LUMINOUSSWEET, DELICIOUS, MOUTHWATERINGORIENTAL, INTENSE, MYSTERIOUS (EXCEPT ASIA)

USE THE FRAGRANCE FINDER DIGITAL CUSTOMER PATH FOR VISUAL SUPPORT

SAME INVESTIGATION STEPS AS PCD CLASSIC CONSULTATION

MASC:WOODY, MASCULINE, WARMFRESH, CITRUS, LIGHTAROMATIC, CLEAN, INVIGORATINGORIENTAL, SENSUAL, POWERFUL (EXCEPT ASIA)

MASC:DARING: UNIQUE - ORIGINAL ELEGANCE: REFINED - GOOD TASTECASUAL: COOL - RELAXED


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WOMEN’S FRAGRANCE SAMPLING KIT (PAID WHEN BOOKING THEN REDEEMABLE)

FRESH FLORAL SWEET ORIENTAL

J’ADORE EDT 0,21€

OR

MD EDP

0,21€

MD RNR

0,21€

J’ADORE EDP0,21€

OR

TOTAL COST: 0,42€

TOTAL COST: 0,42€

TOTAL COST: 0,42€ TOTAL COST: 0,66€

+

MD BB

0,21€+

MD AB

0,21€PG EDP

0,21€

+ +

J’ADORE L’OR0,45€

HPSN EDT

0,21€

RECOMMEND THE CUSTOMER NOT TO OPEN THE FRAGRANCE SOFISTICS BEFORE THE CONSULTATIONA 2 FRAGRANCE OLFACTIVE KIT TO BE SENT BEFOREHAND + 4 BLOTTERS + PRESTIGE MICRO HUILE SAMPLING TO TRY BEFORE CONSULTATION + LEAFLET “LES GESTES DIOR” TBC + AOG CLUTCH

J’ADORE INFIINISSIME0,21€


PERSONALIZED NOTE

PERSONALIZED HAND-WRITTEN THANK YOU MESSAGE - DO NOT OPEN FRAGRANCE SAMPLES BEFORE THE CONSULTATION- SURPRISE: PRESTIGE MICRO HUILE DE ROSE SAMPLE TO TEST BEFORE CONSULTATION- DRAW THE LINK BETWEEN SKINCARE & FRAGRANCE BY TALKING ABOUT FLOWERS AND ROSES: AS CHRISTIAN DIOR USED TO SAY

« AFTER WOMEN, FLOWERS ARE THE MOST DIVINE CREATIONS »

4 PCD GENERIC

BLOTTERS

2€ (PACK OF 100)

UTILITIES

+

CROSS-SELLING (OPTIONAL)

PRESTIGE

MICRO HUILE

1ML - 0,50€

TO BE TESTED BEFORE CONSULTATION

+

NEUTRAL OR RETAILER

SHIPPING BOX

+

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MEN’S FRAGRANCE SAMPLING KIT (PAID WHEN BOOKING THEN REDEEMABLE)

FRESH AROMATIC WOODY

TOTAL COST: 0,42€ TOTAL COST: 0,42€ TOTAL COST: 0,42€

+

RECOMMEND THE CUSTOMER NOT TO OPEN THE FRAGRANCE SOFISTICS BEFORE THE CONSULTATIONA 2 FRAGRANCE OLFACTIVE KIT TO BE SENT BEFOREHAND + 4 BLOTTERS + LEAFLET “LES GESTES DIOR” TBC


PERSONALIZED NOTE

PERSONALIZED HAND-WRITTEN THANK YOU MESSAGE - DO NOT OPEN FRAGRANCE SAMPLES BEFORE THE CONSULTATION

4 PCD GENERIC

BLOTTERS

2€ (PACK OF 100)

UTILITIES

SAUVAGE

EDT

0,21€

DH

COLOGNE

0,21€

EAU SAUVAGE

EDT

0,21€

SAUVAGE

EDT

0,21€

SAUVAGE

EDP

0,21€

DH

EDT

0,21€

+ +

ORIENTAL

TOTAL COST: 0,42€

+

SAUVAGE

PARFUM

0,21€

DH

INTENSE

0,21€

NEUTRAL OR RETAILER

SHIPPING BOX

+

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WHAT TO DO & WHAT TO SAY

20’

INITIATE THE EMOTIONAL BOND WITH THE CLIENT

“Good morning madam/sir and welcome!”“How are you doing today?”“Thank you for your time. I am very happy to have this unique opportunity and help you discover youriconic Dior fragrance.”“Are you comfortable?”

I WELCOME MY CLIENT &

ASK HER/HIM HOW SHE/HE FEELS

GUIDE THE CLIENT IN THE EXPRESSION OF HER/HIS FRAGRANCE ASPIRATIONS

I MAKE SURE MY CLIENT HAS THE SAMPLE KIT AT HAND “Do you have the sample kit, which I prepared for you at hand?”

I EXPLAIN WHY I CHOSE THESE FRAGRANCES IN TERMS OF WHAT I

DISCOVERED ABOUT MY CLIENT

I ASK MORE QUESTIONS TO BUILD UP

THE RELATIONSHIP WITH MY CLIENT

“ Thank you for filling the online questionnaire up.”“May I ask you a couple of complementary questions?”“Which fragrances have you used in the past? From Dior or other brands ?”“Could you tell me what made you choose these fragrances?”“How do you like your fragrance to last?”

“I have personally chosen these fragrances for you because of their clean & floral notes.”


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20’

OFFER TO DISCOVER FRAGRANCES & TELL THEIR STORY IN AN EMOTIONAL WAY

I GIVE SOME STORYTELLING ABOUT THE CHOSEN FRAGRANCES “I suggest starting with the lightest fragrance. This is a delicate & fresh peony surrounded by whitemusks, soft & velvety…”

I REMAIN SILENT AND ASK MY CLIENT TO IMMERSE HERSELF IN THE

FRAGRANCE

I TAKE OUT 3 BLOTTERS, WRITE THE NAME OF EACH FRAGRANCE AND

SPRAY THEM ONE BY ONE AND INVITE MY CLIENT TO DO LIKEWISE

“I would now like to invite you to take 3 blotters, write the name of each fragrance and spray them.”

“Which fragrance would you feel like wearing?”“What are your first impressions…?”“Which one appeals to you most?”

I LET THE CLIENT DETERMINE WHICH ONE SHE PREFERS

THEN I REFORMULATE

“You told me that you liked …”


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20’

OFFER TO DISCOVER FRAGRANCES & TELL THEIR STORY IN AN EMOTIONAL WAY

POINTING OUT THAT SHE WILL FIRST NOTICE THE TOP NOTES,

FOLLOWED BY THE HEART NOTES &THEN THE BASE NOTES“The top notes represent the magical moment when you discover the fragrance…”

I INVITE HER TO DISCOVER THE FRAGRANCE BY

TELLING A STORY ABOUT ITS BOTTLE, ITS HISTORY OR

ITS LINKS WITH MONSIEUR DIOR…

I SHOW THE CLIENT HOW TO DELICATELY SPRAY THE FRAGRANCE ON

HER INNER WRIST

“A fragrance truly comes to life on the wearer’s skin and becomes unique, so I would like toapply it on your wrist.”

“Miss Dior Blooming Bouquet is a beautiful tribute to Monsieur Dior. It feels like 1000 flowerscompose this fragrance named Miss Dior, first name given by Christian Dior himself to his firstfragrance.

CLOSING CEREMONY

I GIVE MY CLIENT CHOICES “We have a spray of 150ml for a generous application, a 100ml or a 50ml spray. ”

I LET THE CLIENT DETERMINE WHICH ONE SHE PREFERS

I INVITE MY CLIENT TO BUY ONLINE “What would you like to treat yourself to today?”

“Which do you prefer? ”


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20’GUIDE YOUR CLIENT TO TRY THE COMPLEMENTARY LINE AND TO BEAUTY

I EXPLAIN THE BENEFITS OF LAYERING “The association of your Eau de Toilette and body milk will prolong and intensify your fragrance, whichwill accompany you throughout the day.”

I IINTRODUCE LIPSTICK

I REFER TO THE OLFACTIVE UNIVERSE THE CLIENT IS LOOKING FOR “To extend this elegant universe you like, I would like to recommend the beautyfying body milk.”

“Do you know that this elegant fragrance is expressed in color at Dior?”

REINFORCE RELATIONSHIP

I THANK MY CLIENT FOR HER TIME

“I invite you to visit our website dior.com where you will discover not only our latest releases but moreabout the brand, more stories, more fragrances.

“Thank you for our time together today.”“I would be pleased to welcome you back to our counter soon to offer you an exclusive beauty service…(make an appointment if possible)”“Please rest assured that all the sanitary precautions have been taken at our POS and we are very ableto welcome you (again) under the best conditions.”“Have a wonderful day! See you soon!”


MAKE-UP ONE-TO-ONE CONSULTATION

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❑ Q1. SELECT YOUR AGE GROUP <25 / 26-35 / 36-45 / 46 – 55 / 56<

❑ Q2. WHAT DO YOU EXPECT FROM THIS CONSULTATION? GET PRODUCT INFO / LEARN TIPS / DISCOVER DIOR STORIES / KNOW MY PERSONNALIZED ROUTINE

❑ Q3. HOW WOULD YOU DEFINE YOUR FAVORITE SKINCARE ROUTINE?SIMPLE, NATURAL, EFFICIENTSENSORIAL, EFFICIENT, WITH RARE & PRECIOUS INGREDIENTS

❑ Q4. SELECT YOUR PREFERRED LOOK NATURAL OR SOPHISTICATEDCOLOURFUL OR NUDEDAY OR NIGHTGLOW OR MATTE

❑ Q5. WOULD YOU LIKE TO FOCUS ON A SPECIFIC AREA? YES: LIPS / COMPLEXION / EYESNO

❑ Q6. WHAT IS YOUR SKINTONE?FAIR / LIGHT / MEDIUM / DEEP / VERY DEEPADD A LINK TO ACCESS THE SHADE FINDER

❑ Q7. WHAT IS YOUR HAIR COLOUR? YOUR EYE COLOUR?BLOND/DARK BLOND/BRUNETTE/DARK BROWN/RED/SILVER/OTHERBROWN/BLUE/GREEN

DPCT

PRE-QUESTIONNAIRE


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FOREVER 2 SHADES, ROUGE DIOR, LIP GLOW, DIORSHOW, DIORSHOW ICONIC OVERCURL + AOG CLUTCH

SAMPLING KIT (PAID WHEN BOOKING THEN REDEEMABLE)

LETTER OF INVITATION

TOTAL COST: 2,58-3,86€

LETTER TO BE PRINTED & SEND OUT WITH THE BEAUTY KIT

ASK THE CLIENT:- TO KEEP THE BEAUTY KIT FOR THE DAY OF THE CONSULTATION EXCEPT SKINCARE- TO HAVE HER SKIN READY FOR THE CONSULTATION I.E WELL PREPARED W/ THE SKINCARE

SAMPLES

2 SHADES

0,7ml

0,16€-0,4€

4 SHADES

1,35€(US/Asia)

4 SHADES

1€(Inter)

1 SHADE

0,55€

W/ BOX

4ml

1,35€

OR


NEUTRAL OR RETAILER

SHIPPING BOX+

/!\ FOUNDATION SAMPLING 2 scenarios depending on the shade the client indicated in the pre-questionnaire after completing the online foundation finder.1. A sachet/deluxe sample exists

in the clients shade → send 1

sample in her shade + 1 sample in a different closest shade to compare

2. A sachet/deluxe sample does not exist in the clients shade→do not send any foundation samples

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20’

GREET & ENGAGE CONVERSATION

“Hello Madame X and welcome to today’s session, I am Emma, your Dior Beauty Expert. As planned together, I’m calling you for our virtual makeup consultation.”“How are you today?”

“Are you comfortably seated?”“Are you in a quiet place where this virtual consultation can be a self care moment foryou?”

“I am really happy to spend the next XX mins with you today. Further to our lastconversation we are going to focus on xxx and together, we are going to define your bestadapted Dior beauty routine. But most importantly I will show you my makeup tips andtricks.This session is entirely dedicated to you, so please do not hesitate to ask all yourquestions at any time, I’ll be happy to answer them.”

CHECK YOUR CLIENT’S LEVEL OF COMFORT

EXPLAIN THE VIRTUAL CONSULTATION GOALS

Make the link with the Covid19 situation if relevant in your country


CHECK IF THE CLIENT HAS RECEIVED HER BEAUTY KIT

“Before joining this moment, you answered a few questions to receive the appropriate beauty routine at home and enjoy this session.. Do you have your Dior beauty kit nearby?”

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20’

ASK THE CLIENT HOW SHE DEALS WITH THE WEARING OF THE MASK?

EXPLAIN THE INVESTIGATION GOALS

Just between us, how do you deal with the mask while wearing makeup?What do you wear under your mask?”

“So this is why”

“I will show you makeup tips & tricks to either ensure your makeup hold at its best (face or lips)”

“I will show you how to emphasize your eye makeup look (as the rest of your face is masked)”

ASK THE CLIENT IF SHE FEELS COMFORTABLE APPLYING THE PRODUCT

ON HER FACE DIRECLTY“I’m going to explain step by step your Dior ideal beauty routine. So I invite you to apply the products at the same time as I will coach you on the application tips.How do you feel?”In any case the client do not feel comfortable, ask the client to try the product on

her hand to feel the textures and see the results.


REFORMULATE YOUR CLIENT’S NEEDS“As a recap, you are facing xxx issues with the mask, we have the perfect beauty serviceadapted to your needs: let me show you how!!”

PROACTIVELY ASK IF THE CLIENT HAS QUESTIONS “Is there anything you would like to add?”

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20’

PLACE THE RECOMMENDED ROUTINE ON THE TABLE FACING THE CAMERA

PRESENT THE STEPS OF THE SELECTED BEAUTY SERVICE “Here is the personalized beauty routine that perfectly meets your needs. The combinationof xxx and xxx will allow you to…”“Ideally, this routine is composed of xxx makeup & skincare products that work in synergyfor the best results.”

EXPLAIN HOW YOU WILL PROCEED “I offer you 2 alternatives:

COACH ON THE APPLICATION TECHNIQUES

PROACTIVELY ASK IF THE CLIENT HAS QUESTIONS

EXPLAIN EACH PRODUCT BENEFITS WHILE APPLYING

SHOW THE GESTURES ON YOUR FACE/LIPS/EYES AND PROPOSE THE CLIENT TO PERFORM THEM RIGHT AFTEREXPLAIN THE ADDED VALUE OF EACH GESTURE AND THE DO’S AND DONTs

SHOW EACH PRODUCT CLOSER TO THE CAMERABeauty influencer tip : place your hand behind the product to enhance visibility

I will do a demonstration on myself and you are totally free to interrupt me to ask any questions.

“If you want to be involved, we can do it together step by step with samples/products youhave => I will show you first and you follow my lead afterwards!”

ORFOR PRODUCT KNOWLEDGE, PLEASE

REFER TO THE TRAINING TOOLS (MODULE, MEMOS, KKC & DROPSHEETS)


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20’

CLOSE THE VIRTUAL MU CONSULTATION“How do you feel?“Have you learnt new tips to update your makeup techniques while wearing the mask?”

CROSS SELL:

SHOW THE IMPORTANCE OF MIXING MAKEUP WITH SKINCARE“You discovered through our conversation that I mixed makeup with skincare => this will definitelyoptimize the result and the hold of your makeup How do you feel?”

CLOSE THE MAKEUP SALE

“Do you have everything for cleansing and skin prep?”SHOW THE PRODUCT CLOSER TO THE CAMERABeauty influencer tip : place your hand behind the product to enhance visibility.

“you can order your product directly with me or I can send you the product links so you can order at yourearliest convenience and the products will be shipped to your home within 2 to 3 days.”“You can also make your purchase on our website dior.com / e-popup.”


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20’

CONCLUSION

“To conclude our virtual MUP consultation I just would like to take a moment to thank you foryour time and it has been my pleasure helping you today“I was truly happy to share this moment with you.”I hope you enjoyed it!” “Wear colours that make you happy because at Dior we colour andcare for you”

INVITE THE CLIENT TO VISIT OUR DIOR DIGITAL COMMUNITY “I invite you to visit our website www.dior.com / e-popup and check also @diormakeup and@diorbeautylovers where you will discover not only our latest releases but more about thebrand, more stories, more tips and more trends. ☺”

INVITE THE CLIENT TO COME AND SEE YOU AT YOUR COUNTER TO

MAKE A FOLLOW UP/EXPERIENCE A UNIQUE DIOR SERVICE

WHENEVER SHE FEELS READY

“Thank you for our time together today.”“I would be pleased to welcome you back to our counter soon to offer you an exclusivebeauty service… (make an appointment if possible)”“Please rest assured that all the sanitary precautions have been taken at our POS and weare very able to welcome you (again) under the best conditions.”“Have a wonderful day! See you soon!”


http://www.dior.com/

SKINCARE ONE-TO-ONE CONSULTATION

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PRE-QUESTIONNAIRE


❑ Q1. SELECT YOUR AGE GROUP

❑ Q2. WHAT WOULD YOU LIKE TO TAKEAWAY FROM THIS CONSULTATION?

❑ Q1. HOW WOULD YOU DEFINE YOUR SKIN TYPE?OILY / DRY / COMBINATION

❑ Q2. WHAT ARE YOUR MAIN SKIN CONCERNS (SELECT 2)? DEHYDRATION / WRINKLES & FINE LINES / DARK SPOTS / LACK OF RADIANCE / LACK OF FIRMNESS / REDNESS / OPEN PORES / EYE CONTOUR FATIGUE / EYE CONTOUR AGING

❑ Q3. WHAT IS YOUR CURRENT SKINCARE ROUTINE (SELECT 1 OR MANY)?MAKEUP REMOVAL / CLEANSER / LOTION / SERUM / LIGHT TEXTURE CREAM / COMFORTABLE TEXTURE CREAM / EYE CARE / UV PROTECTION / SPECIAL CARE (MASK,SCRUB…) / NIGHT TREATMENT

❑ Q4. HAVE YOU EVER TRIED PREMIUM SKINCARE FROM DIOR OR OTHER BRANDS?YES / I'D LIKE TO DISCOVER WHAT IT IS /

I'M NOT INTERESTED

❑ Q5. WHAT IS YOUR SKINTONE?FAIR / LIGHT / MEDIUM / DEEP / VERY DEEP

❑ Q.6 WHAT’S YOUR IDEAL MAKEUP FINISH?GLOW / MATTE

DPCT

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CT OR DP SIMPLE ROUTINE (SERUM, CREAM, EYE CREAM) + FOREVER ROUTINE + AOG CLUTCH

SAMPLING KIT (PAID WHEN BOOKING THEN REDEEMABLE)

LETTER OF INVITATIONLETTER TO BE PRINTED & SEND OUT WITH THE BEAUTY KIT

ASK THE CLIENT:- TO KEEP THE BEAUTY KIT FOR THE DAY OF THE CONSULTATION EXCEPT SKINCARE- TO HAVE HER SKIN READY FOR THE CONSULTATION I.E WELL PREPARED WITH THE SKINCARE

SAMPLES


x2 SHADES

0,7ml

0,16€-0,4€

(US)

2g

1€

1ml

0,50€

1,5ml

0,25€

1,5ml

0,25€1ml 1ml

0,15€1ml

0,15€

OR

0,15€

TOTAL COST: 1,77-2,8€

NEUTRAL OR RETAILER

SHIPPING BOX+

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20’

WHAT DO I DO? WHAT DO I SAY?

GREET & ENGAGE CONVERSATION

CHECK YOUR CLIENT’S LEVEL OF COMFORT

EXPLAIN THE 1-1 VIRTUAL CONSULTATION GOALS

“Good morning Madam X, my name is Emma and I’m your Beauty Expert for today. How are you?You took an appointment on XX to enjoy a Dior Skincare consultation. Is that correct?”

“Before starting the session, are you comfortably sitting? Are you in a calm place where this virtual consultation can become a self care moment for you?”

“I’m really happy to spend the following 20’ with you today. I’m going to share with you how to achieve the perfect skin you’re looking for with Dior Skincare and I’ll share also some Dior makeup secrets in the end of this beauty moment.”

“This session is entirely dedicated to you Madam X, so do not hesitate to ask me all your questions, I’ll be happy to answer them.”MAKE YOUR CLIENT COMFORTABLE IF SHE HAS ANY QUESTION


INTRO

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XXX


20’WHAT DO I DO? WHAT DO I SAY?

ASK THE CLIENT IF SHE FEELS COMFORTABLE APPLYING THE PRODUCT ON HER FACE DIRECLTY

CHECK IF THE CLIENT HAS RECEIVED HER BEAUTY KIT

“I’m going to explain step by step your Dior ideal beauty routine. So I invite you to apply the products at the same time as I will coach you on the application tips.How do you feel?”

“Before joining this beauty moment, you took time to answer few questions to receive the right beauty routine at home and make the most of this session. Do you have your Dior beauty kit with you?”

The investigation questionnaire has been done before the session and you have already checked the answers.

REFORMULATE THE CLIENT’S NEEDS

In any case the client do not feel comfortable, ask the client to try the product on her hand to feel the textures and see the results.

“Thank you for answering the questionnaire on-line before today. From what I’ve seen, you’re looking for ….Is that correct?”


INVESTIGATION

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““Here is the personalized skincare programme that perfectly meets your skin needs. XXX will allow you to… Ideally, this programme is composed of X skincare products that work in synergy for best results. Let me explain them and then you’ll be able to make your choice.”

PRESENT THE PROGRAMME ADAPTED TO THE CLIENT’S NEEDS / LIFESTYLE / WISHES.

EXPLAIN EACH PRODUCT : - BENEFITS - TEXTURE- APPLICATION TIP

“At Dior, to maximize the skincare products efficiency, they have developed specific preparation and application techniques inspired by the Dior Institut. They are expert gestures but easy to perform. Let’s start with the face preparation gesture…

FACE PREPARATION GESTURE > stimulates micro-circulation and encourage the absorption of active ingredientsSERUM : Now the skin is well prepped, it is now time to apply the serum : the most concentrated formula, the pilar of efficacy that has the lightest texture to penetrate quickly and act deep into the skin.The CT/DP serum is the only one that … Its texture is…. How to apply? (transversal application method)

EYE PREPARATION GESTURE > relax the eye area and open the lookEYE CONTOUR CARE : it is the specialist care for this delicate area that has 2x less cells, 5x thinner, 100x less protected and is often stimulated as we make 10 000 blinks per day.The CT/DP eye contour is the only one that…. Its texture is … How to apply? (transversal application method or specific application method with the applicator)

CREAM : program must have that targets the uppermost layers of the skin and gives hydration, nutrition, protection and comfort.The CT/DP cream is the only one that … its texture is …How to apply? (transversal application method or specific application method with the applicator)

APPLY THE TEXTURE ON A SPATULA or ON YOUR HAND AND SHOW IT CLOSER TO THE CAMERA WHILE DESCRIBING IT (BE SPECIFIC)

PLACE THE RECOMMENDED ROUTINE ON THE TABLE FACING THE CAMERA

SHOW EACH PRODUCT CLOSER TO THE CAMERABeauty influencer tip : place your hand behind the product to enhance visibility

SHOW THE GESTURES ON YOUR SKIN AND PROPOSE THE CLIENT TO PERFORM THEM AT THE SAME TIME.

FOR PRODUCT KNOWLEDGE, PLEASEREFER TO THE TRAINING TOOLS

(MODULE, MEMOS, KKC & DROPSHEETS)


PRODUCTS RECOMMANDATION

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“Would you like to add this wonderful Forever trio to your beauty routine for a perfect XXX skin?”

CLOSE THE SKINCARE SALE

EXPLAIN THE “HOW TO BUY” PROCESS(to be adapted by countries)

“Example : Retailer.com link,...”

“You have discovered your perfect Dior skincare routine that answer all your skin’s needs and your expectations, how would you like to treat yourself today?”

CROSS SELL WITH MAKEUP “Let me show one last skin-caring tip : do you know how to make your skin even more XXX (glowy, smooth, even…) with the best finishing touch to your skincare routine?I’m happy to share with you the secrets of a perfect complexion with the Forever routine.

FOREVER FOUNDATION : for professional application & result, at Dior, we advice the use of brushes. If you have a foundation brush, I invite you to use it for the application. If not, let me show you how to apply the foundation with a sponge/fingers. The golden rule : apply the texture on the center of the face and spread out outwards, finish with a light tapping.

FOREVER SKIN CORRECT : like foundation, ideal with a brush. To apply on specific zones to correct imperfections.

FOREVER POWDER : a brush is mandatory to apply the powder

SHOW EACH PRODUCT CLOSER TO THE CAMERA. Beauty influencer tip : place your hand behind the product to enhance visibility

CLOSE THE MAKEUP SALE


FOR PRODUCT KNOWLEDGE, PLEASEREFER TO THE TRAINING TOOLS

(MODULE, MEMOS, KKC & DROPSHEETS)

PRODUCTS RECOMMANDATION

33



“We are coming to the end of your virtual beauty consultation, and I was delighted to share this moment with you Madam X... I hope you enjoy it!”

EXPLAIN THE FOLLOW UP (email with personalized beauty routine, tutos…)(to be adapted by countries)

“XXX”

INVITE THE CLIENT TO COME AND SEE YOU AT YOUR COUNTER TO MAKE A FOLLOW UP/EXPERIENCE A SERVICE

“Thank you for our time together today.”“I would be pleased to welcome you in XXX soon to offer you an exclusive beauty service… (make an appointment if possible)”“Please rest assured that all the sanitary precautions have been taken at our POS and we are very able to welcome you (again) under the best conditions.”

“Have a wonderful day Madam X and see you soon.”

INVITE THE CLIENT TO VISIT DIOR.COM & INSTRAGRAM ACCOUNTS

“I invite you to visit our website and check also @diorskincare, @diormakeup, @diorparfums and @diorbeautylovers where you will discover not only the latest releases but more about the brand, more stories, more tips and more trends. ”


CONCLUSION

CONCLUSION

PREP RECOMMENDATIONS

35

• PREPARE A SEAT & A TABLE• PREPARE THE NEEDED PRODUCTS AND YOUR HYGIENE KIT NEARBY THE TABLE > MAKE SURE TO HAVE CLEAN PACKAGING FOR CLOSE-UPS.• CHECK THE TECHNICAL MATERIAL (LIGHT, SOUND, VIDEO…) • VIEW : UPPER BODY OR CLOSE UP FACE FOR APPLICATION• KEEP HANDS AVAILABLE TO SHOW PRODUCTS OR GESTURES

• PREPARE YOUR SPEECH RELATED TO THE CHOSEN SERVICE &/OR THEME• CHECK THE CLIENT ANSWERS TO THE PRE-QUESTIONNAIRE• CHECK IF BEAUTY KIT HAS BEEN SHIPPED• CALL THE CLIENT TO CONFIRM THE APPOINTMENT & ASK HER TO PREPARE HER SKIN ACCORDING TO THE SERVICE

MANDATORY RUN TEST

HOW TO PREPARE?

TECHNICAL

CLIENT

PEOPLE CASTING

37

SPECIFIC CASTING & PEOPLE

DIOR or MULTI-BRAND BCs (BETTER IF DEDICATED TO DIOR)

VALIDATED BY LOCAL &/OR REGIONAL DIOR TEAM

SPECIFIC TO DIOR BCs:EVERY POTENTAL CANDIDATE MUST HAVE FOLLOWED MANDATORY TRAININGS:> THE PROFESSIONALIZATION PATH AT LEAST PRIOR TO CONDUCT VIRTUAL CONSULTATIONS. + DIGITAL TOOL TRAINING

DIGITAL SAVVY

GOOD PRESENTATION & COMMUNICATION SKILLS:

✓ at ease with camera✓ good speech rate✓ smiling✓ have an open & positive body language✓ dynamic tone of voice✓ be authentic & show empathy ++✓ pay attention to your vocabulary✓ take time to listen ++✓ look at the camera, not at yourself

ELIGIBLE PEOPLE FOR 1-1 CONSULTATIONS MUST HAVES:

STYLING / GROOMING

39

RETAILER UNIFORMWhen no uniform : plain black or white t-shirt

GROOMING GUDELINESSee next slide

Dont’s : wear jewerly/clothes from competitors

GROOMING AND STYLING GUIDELINES

40

SPECIFIC GROOMING & STYLING – AMBASSADOR FROM HEAD TO TOE

USE DIOR MAKEUP ONLY. SOPHISTICATED OR TRADITIONAL LOOKS.FOLLOW LOCAL GUIDELINES.DON’T HESITATE TO REFRESH YOUR MAKEUP DURING THE DAY.

WOMEN HAIR HAS TO LOOK NEAT,BLOW-DRIED, NATURALLY COLORED, NO FLASH COLORS, NO VISIBLE ROOTS.- MEDIUM HAIR, UP TO SHOULDER LENGTH CAN BE WORN DOWN.- LONG HAIR SHOULD BE TIED BACK WITH CARE (EITHER LOOSELY OR TIGHTLY) WITH A DISCREET ACCESSORY THAT MATCHES YOUR HAIR COLOR.

MEN SHOULD ALWAYS BE CLEAN-SHAVEN.TRENDY BEARD IS ALLOWED TO ALIGN WITH THE CURRENT FASHION TRENDS BUT MUST BE NEATLY TRIMMED.

• MAKEUP ARTISTS CAN HAVE A FUN HAIR STYLE (YET LONG HAIR MUST STILL BE KEPT AWAY FROM THE FACE FOR HYGIENE PURPOSES).

• REGARDING THE MAKEUP, THEY SHOULD WEAR DARING COLORS AND TRENDY LOOKS, THEIR MAKEUP CAN BE CREATIVE.

• IT IS IMPORTANT TO ENSURE THAT COUNTRIES SEND OUT PROPER GUIDELINES ON SEASONAL MAKEUP LOOKS FOR THEM TO WEAR ON COUNTER:

➢ 2 LOOKS, ONE SOPHISTICATED & ONE MORE TRADITIONAL WITH THE SEASONAL COLORS.

➢ EACH COUNTRY SHOULD PRODUCE THESE LOOKS WITH THE HELP OF THEIR LEAD MAKEUP ARTIST.

MAKEUP ARTIST SPECIFICS

MAKEUP

HAIRSTYLE

NAILS SHOULD BE MANICURED AND NOT TOO LONG.USE SHADES OF DIOR VERNIS. SPECIFIC DIOR COLORS SHOULD BE WORN ACCORDING TO YOUR MARKET GUIDELINES.ALWAYS CLEAN YOUR HANDS WITH GEL HYDRO ALCOHOLIC IN FRONT OF THE CLIENT.

HANDS & NAILS

WEAR THE SELECTED ACCESSORIES PROVIDED BY DIOR AT GIVEN TIMES. ON TOP OF THAT, YOU CAN WEAR YOUR OWNJEWELLERY, AS LONG AS YOUR OVERALL LOOK REMAINS HARMONIOUS.AVOID COUNTERFEIT JEWELLERY.

JEWELLERY

LOCATION / MERCHANDISING

42

DEDICATED LOCATION & MERCHANDISING

BACKGROUNDLOCATION

DIOR, CHIC AND SIMPLE

- White or black background with Dior logo- Vertical background – smartphone only- Flower bouquet with white flowers for beauty consultations, and color bouquet

for fragrance consultation- White / black furniture

SEPARATED NEUTRAL E-RETAIL ROOM (OUT OF POS)

For inspiration, see 3Ds on next slide

HIGH WIFI CONNECTION

43

FRAGRANCE BEAUTY

Mandatory bouquet for Fragrance, recommanded for beauty


EQUIPMENT

45

TOOLS

MATERIAL LIST SETUP

• A white table• A seat• Plain and light colour

background• Connect with a stable Wi-

Fi network • Always have a backup

battery• Use a tripod to shoot

stable video• Use a smartphone Tripod

Mount• Clip-on microphone• Set up appropriate lighting

(refer to preparation for video shooting – lighting equipment)

1. Tap on the iPhone screen to set focus on the subject (hold for 2 sec, make sure AE/AF is locked)

2. Use ‘original’, (i.e. no filter) for iPhone video shooting.

3. Always setup your phone vertically to match with My Dior Format.

REQUIRED EQUIPMENT

46

TOOLS

Clip Microphone

- Clip-on microphones

- Mono voice recording, to record one specific voice

Condenser Microphone

- Stereo voice recording

Smartphone

- Super handy

- Emergency saver

EQUIPMENT FOR SOUND

OR OR

Noise pollution to avoid

• Traffic

• Air-conditioner

• Echo

• Opening/closing doors

• Footsteps

• Mobile phones (ringtone + vibration)

• Friction sound (interviewee’s clothing + hair)

+ Always listen by headphones while recording

REQUIRED EQUIPMENT

47

TOOLS

EQUIPMENT FOR LIGHT

A ring light

OR

A led panel

More details next slides

REQUIRED EQUIPMENT

48

RING LIGHT IDEAL LOCATION

Camera

Ring Light

• Set around the camera

• Approx. 1 m away from subject

Subject

Ring Light

Camera

Subject

Ring Light

• Around 45o

to the right


Reference picture of Close up

Instruction of setup

Camera



49

LED PANEL IDEAL LOCATION

Subject

White Reflector

Key Light

Camera

Key Light

• Above subject + around 45o to the right

• Approx. 1m away from subject

White Reflector

• At around 45o

• Approx. 0.6m away from subject

Reference picture of Close up Instruction of setup

50

LED PANEL IDEAL LOCATION FOR MEDIUM SHOT WITH GREEN SCREEN

SubjectBack light

Key lightFill light

Camera

Green Screen

Key light

• Above subject + around 45o

to the right

• Make sure the light is casting the subject from waist and up

Fill light

• At around 45o to the left

Back light

• At around 45o to the left, lighting up the background

Reference picture of Medium Shot Instruction of setup

51

STANDARD LIGHTING SETUP: 2 OR 3 POINTS OF LIGHTING

Standard 3-point lighting Key light

- Strongest, to provide most of the light in the shot

- Generally placed in front of the subject

- Around 45o above+ 45o to the right / left

Fill light

- Softer light, to fill in shadows on the subject’s face

Back light (Rim light)

- Creates depth

- Provides a soft glow in the background

- Placed above + behind the subject (out of the shot)

Subject

Back light

Key light

Fill lightCamera

LED Panel with tripod Limited budget: 2-point setup (Key and Fill lights)

*back light adds a nice depth to the background, it is not necessarily essential.

APPENDIX

COMMUNICATION

53

AVAILABLE ASSETS FOR COMMUNICATION

A JOURNEY OF THE SENSES TO FIND THE DIOR PERFUME THAT MATCHES YOUR PERSONALITY

UN VOYAGE DES SENS POUR DÉCOUVRIR LE PARFUM DIOR QUI S’ACCORDE LE MIEUX À

VOTRE PERSONNALITÉ

ENGLISH

FRENCH

SIMPLE STEPS TO PERFECT YOUR DAILY BEAUTY ROUTINE FOR A FLAWLESS

COMPLEXION, EYES & LIPS

ENGLISH

LES GESTES ESSENTIELS ET LES ASTUCES DE PROS POUR PERFECTIONNER VOTRE ROUTINE BEAUTÉ DU TEINT, DES YEUX

ET DES LÈVRES

FRENCH

A PERSONALIZED SKIN DIAGNOSIS AND TARGETED

ADVICE FOR A CUSTOM-MADE SKINCARE ROUTINE

LE DIAGNOSTIC DE PEAU PERSONNALISÉ,

ACCOMPAGNÉ DE CONSEILS CIBLÉS POUR UNE ROUTINE ADAPTÉE À VOS BESOINS

ENGLISH

FRENCH

FRAGRANCE CONSULTATION MAKEUP CONSULTATION SKINCARE CONSULTATION

54

COMMUNICATION – OVERVIEW ERETAIL

ON-SITE

OFF-SITE

BANNERS:

BRAND SPACE:

PRODUCT PAGES:

OWNED SOCIAL MEDIA:

CRM:

PAID SOCIAL MEDIA:

1 TO 1

CONSULTATIONS

ONE-TO-FEW MASTERCLASS

TABLE OF CONTENT• CLIENT JOURNEY

• MASTERCLASS ANIMATION PLAN

• PEOPLE CASTING

• MASTERCLASS FORMAT / DURATION

• MASTERCLASS FLOW / STRUCTURE

• PREP RECOMMENDATIONS

• STYLING / GROOMING


• EQUIPMENT

• COMMUNICATION

60

62

64

66

68

70

73

76

84

58

WARNING

FAVOR PRE-RECORDED EVENTS AS MUCH AS POSSIBLE FOR BRAND IMAGE CONTROL

IF PRE-RECORDING IS NOT POSSIBLE, PRE-REQUISITES ARE:• Rehersal must be organised• Rehersal or test video to be sent to Central for validation prior the live• Recording and performances to be shared with Central after livestreaming

CLIENT JOURNEY

59

ONE-TO-FEW MASTERCLASS CUSTOMER PATH

INVITATION SENT VIA EMAIL TO TARGETED

CLIENT GROUP

CLIENT TO RSVP TO CONFIRM PRESENCE

REMINDER EMAIL D-DAYRETARGETING / THANK

YOU EMAIL

SHADOW COMMUNICATIONMAX. 20 PERSONS

NOT MANDATORY BUT RECOMMENDED

IF TARGETED EVENT

IF NOT TARGETED


EVENT ANNOUNCEMENT VIA

BANNER / SOCIAL MEDIA / NEWSLETTER

CLIENT REGISTRATIONFIRST COME, FIRT

SERVEREMINDER EMAIL D-DAY

RETARGETING / THANK YOU EMAIL

MAX. 20 PERSONS NOT MANDATORY BUT RECOMMENDED


MASS COMMUNICATION

MASTERCLASS ANIMATION PLAN

61

ANIMATION PLAN – MASTERCLASS THEMATICS

IN ADDITION TO THESE CENTRALLY PROPOSED THEMES, LOCAL MARKETS TO DEVELOP LOCAL EVENTS / THEMATICSRETAIL EDUCATION, D2C SERVICES / E-RETAIL TEAMS TO BE INFORMED OF THOSE THEMES TO TRACK SERVICES

EXCL

U DI

OR.C

OMTR

I AXI

S BR

AND

ANI

MAT

IONS

&

DIOR

PRE

STIG

E BE

AUTY

CLA

SSES

DIOR

.COM

+

ERET

AIL

BEAU

TY T

HEM

ES(S

KINC

ARE

+ M

AKEU

P)JAN FEB MAR APRIL JUNE JULY AUG SEPT OCT NOV DECMAY

DESIGN YOUR OWN COUTURE « NEW

LOOK »

PREP YOUR SKIN & LOOK FOR SUMMER AND GET THE DIORIVIERA ATTITUDE

EMPOWER YOUR BEAUTY AND MAKE IT LAST FOREVER

DRESS YOUR FEMININITY IN GOLDEN LIGHT FOR HOLIDAY

BUILD THE PERFECT CARING & COMPLEXION ROUTINE FOR YOUR

SKIN

DISCOVER 4 CATWALK EYELOOKS AND LEARN HOW TO MAKE THEM

YOURS

DRESS YOUR LIPS AND DESIGN A FLAWLESS COMPLEXION TO ENHANCE

YOUR COUTURE SMILE

NEW DIOR PRESTIGE THEME TBDUPLIFT YOUR SKIN & SENSES WITH DIOR PRESTIGE EXPERT FACE COACHING

PREPARE YOUR SKIN FOR SUMMER WITH DIOR BEAUTY ESSENTIALS

FIND THE IDEAL SHADES FOR YOUR COMPLEXION AND GET THE

PERFECT NUDE LOOK

REVEAL YOUR BEST LOOK WITH THE COLORS OF LOVE

ALL BEAUTY THEMES EXCEPT SUMMER CAN BE PLAYED ALL YEAR LONG

DIOR.COM EXCLUSIVITY

PEOPLE CASTING

63

GOOD PRESENTATION & COMMUNICATION SKILLS

• at ease with camera• good speech rate• smiling• have an open & positive body language• dynamic tone of voice• be authentic & show empathy ++• pay attention to your vocabulary• take time to listen ++• when not applying a product on the model, look at the camera

DIGITAL TOOL TRAINING

*Assisted by a makeup artist, a skincare expert/specialist or a fragrance specialist to handle the chat*Demonstration done on a model (choice of the model to be validated by central)

PRO-TEAM OR MAKE-UP ARTISTS SELECTED BY PRO-TEAM EXCLUSIVELY

FRAGRANCE AMBASSADORS

INTERNATIONAL SKINCARE EXPERTS (Mathilde MOLINOS validation)

BCs NO GO

PEOPLE SPECIFIC TO MASTERCLASS FORMAT

ELIGIBLE PEOPLE: MUST HAVES:

MODEL FOR APPLICATION DEMONSTRATION IS A MUST HAVE – NO SELF-APPLICATION POSSIBLE

FORMAT / DURATION

65

• Better if pre-recorded (to control the content)If not possible share test/rehearsal video w/ Central

• NO SELF-APPLICATION – demo must be done on a model

If filmed with Iphone : vertical 9:16 (720x1280 maximum), 30 images/sec, .mp4

MASTERCLASS FORMAT & DURATION

FORMAT DURATION

30 minutes maximum

MASTERCLASS FLOW / STRUCTURE

67

STRUCTURE TO FOLLOW STEP BY STEP

Opening/introduction Location discoveryMeet the expert x the model x special guest if needed

Dior generic DNAsharing

Guest of honor speech

Introduction of the theme

Product application x selling speech x instant tips (skincare + makeup)

Dior specific DNA sharing linked to the product(s) to highlight

Product/routine recap Cross sell fragrance – the final touch

Closing ceremony

SKINCARE : focus Capture Totale or Dior PrestigeMAKEUP : look of the season products

FRAGRANCEfocus on the fragrance that suits the best the MU look. Example with SUMMER : Miss Dior BB or Rose”N’Roses or J’adore EDT > luminous, fresh, light, feel good, easy fragrances

1 2 3 4 (OPTIONAL) 5

6 7 8 9 10

FOR PRODUCT KNOWLEDGE, PLEASE REFER TO THE TRAINING TOOLS (MODULE, MEMOS, KKC & DROPSHEETS)

MASTERCLASS FLOW / STRUCTURE

PREP RECOMMENDATIONS

69

PREPARE YOUR SPEECH RELATED TO THE CHOSEN SERVICE &/OR THEME

• PREPARE A SEAT & A TABLE• PREPARE THE NEEDED PRODUCTS AND YOUR HYGIENE KIT

NEARBY THE TABLE > MAKE SURE TO HAVE CLEAN PACKAGING FOR CLOSE-UPS

• VIEW : UPPER BODY• KEEP HANDS AVAILABLE TO SHOW PRODUCTS OR GESTURES

• CHECK THE TECHNICAL MATERIAL (LIGHT, SOUND, VIDEO…) • MANDATORY RUN TEST

HOW TO PREPARE?

SET-UP

TECHICAL

SPEECH

STYLING / GROOMING

71

A TOUCH OF CDC ONLY FOR PROTEAM / FRAG. AMB / SK PROS

> CDC EARINGS + CDC TOP(no need for a full CDC look)

to be locally budgeted

CDC EARINGS + CDC TOP FOR MODELTo be dealt with CDC team for loan


GROOMING AND STYLING GUIDELINES

72

SPECIFIC GROOMING & STYLING – AMBASSADOR FROM HEAD TO TOE

USE DIOR MAKEUP ONLY. SOPHISTICATED OR TRADITIONAL LOOKS.FOLLOW LOCAL GUIDELINES.DON’T HESITATE TO REFRESH YOUR MAKEUP DURING THE DAY.

WOMEN HAIR HAS TO LOOK NEAT,BLOW-DRIED, NATURALLY COLORED, NO FLASH COLORS, NO VISIBLE ROOTS.- MEDIUM HAIR, UP TO SHOULDER LENGTH CAN BE WORN DOWN.- LONG HAIR SHOULD BE TIED BACK WITH CARE (EITHER LOOSELY OR TIGHTLY) WITH A DISCREET ACCESSORY THAT MATCHES YOUR HAIR COLOR.

MEN SHOULD ALWAYS BE CLEAN-SHAVEN.TRENDY BEARD IS ALLOWED TO ALIGN WITH THE CURRENT FASHION TRENDS BUT MUST BE NEATLY TRIMMED.

• MAKEUP ARTISTS CAN HAVE A FUN HAIR STYLE (YET LONG HAIR MUST STILL BE KEPT AWAY FROM THE FACE FOR HYGIENE PURPOSES).

• REGARDING THE MAKEUP, THEY SHOULD WEAR DARING COLORS AND TRENDY LOOKS, THEIR MAKEUP CAN BE CREATIVE.

• IT IS IMPORTANT TO ENSURE THAT COUNTRIES SEND OUT PROPER GUIDELINES ON SEASONAL MAKEUP LOOKS FOR THEM TO WEAR ON COUNTER:

➢ 2 LOOKS, ONE SOPHISTICATED & ONE MORE TRADITIONAL WITH THE SEASONAL COLORS.

➢ EACH COUNTRY SHOULD PRODUCE THESE LOOKS WITH THE HELP OF THEIR LEAD MAKEUP ARTIST.

MAKEUP ARTIST SPECIFICS

MAKEUP

HAIRSTYLE

NAILS SHOULD BE MANICURED AND NOT TOO LONG.USE SHADES OF DIOR VERNIS. SPECIFIC DIOR COLORS SHOULD BE WORN ACCORDING TO YOUR MARKET GUIDELINES.ALWAYS CLEAN YOUR HANDS WITH GEL HYDRO ALCOHOLIC IN FRONT OF THE CLIENT.

HANDS & NAILS

WEAR THE SELECTED ACCESSORIES PROVIDED BY DIOR AT GIVEN TIMES. ON TOP OF THAT, YOU CAN WEAR YOUR OWNJEWELLERY, AS LONG AS YOUR OVERALL LOOK REMAINS HARMONIOUS.AVOID COUNTERFEIT JEWELLERY.

JEWELLERY

74


BACKGROUNDLOCATION

DIOR, CHIC AND SIMPLE

- White or black background with Dior logo- Vertical background – smartphone only- Flower bouquet with white flowers for beauty consultations, and color bouquet

for fragrance consultation- White / black furniture

SEPARATED NEUTRAL E-RETAIL ROOM (OUT OF POS)



75


GLOBAL FRANCHISE

EQUIPMENT

77

TOOLS

MATERIAL LIST SETUP

• A white table• 2 seats (1 for host, 1 for model)• Plain and light colour

background• Connect with a stable Wi-Fi

network • Always have a backup battery• Use a tripod to shoot stable

video• Use a smartphone Tripod Mount• Clip-on microphone• Set up appropriate lighting (refer

to preparation for video shooting – lighting equipment)

1. Tap on the iPhone screen to set focus on the subject (hold for 2 sec, make sure AE/AF is locked)

2. Use ‘original’, (i.e. no filter) for iPhone video shooting.

3. Always setup your phone vertically to match with My Dior Format.

REQUIRED EQUIPMENT

APPS

Any qualitative visio app available locallye.g:• ZOOM• TEAMS• WHATSAPP

78

TOOLS

Clip Microphone





Smartphone

- Super handy

- Emergency saver

EQUIPMENT FOR SOUND

OR OR


• Traffic

• Air-conditioner

• Echo


• Footsteps




REQUIRED EQUIPMENT

79

TOOLS

EQUIPMENT FOR LIGHT

A ring light

OR

A led panel


REQUIRED EQUIPMENT

80


Camera

Ring Light



Subject

Ring Light

Camera

Subject

Ring Light

• Around 45o

to the right




Camera



81


Subject

White Reflector

Key Light

Camera

Key Light



White Reflector

• At around 45o



82


SubjectBack light

Key lightFill light

Camera

Green Screen

Key light


to the right


Fill light


Back light



83






Fill light



- Creates depth



Subject

Back light

Key light

Fill lightCamera



APPENDIX

COMMUNICATION

85

COMMUNICATION – E-RETAIL LEVERS OVERVIEW

ONE TO FEW

ON-SITE

OFF-SITE

BANNERS:

BRAND SPACE:

PRODUCT PAGES:

OWNED SOCIAL MEDIA:

CRM:

PAID SOCIAL MEDIA:

LAUNCH PAGE:

86

COMMUNICATION VIA CAROUSEL STORY

SCREEN 1 SCREEN 2

DIOR HOST PICTURES USED MUST BE VALIDATED AND USAGE RIGHTS APPROVED FOR AN E-RETAIL USE

87

COMMUNICATION VIA CAROUSEL IN-FEED POST


SCREEN 1 SCREEN 2

88

COMMUNICATION VIA ON-SITE BANNERS


OPTION 1 OPTION 2

89

COMMUNICATION VIA NEWSLETTER


ONE-TO-MANY LIVE EVENT

WARNING

FAVOR PRE-RECORDED EVENTS AS MUCH AS POSSIBLE FOR BRAND IMAGE CONTROL

IF PRE-RECORDING IS NOT POSSIBLE, PRE-REQUISITES ARE:• Rehersals must be organised• Rehersal or test video to be sent to Central for validation prior the live• Recording and performances to be shared with Central after livestreaming

LIVE MUST BE MONO-BRAND, INCLUSION IN MULTI-BRAND LIVE EVENTS IS NOT APPROVED

TABLE OF CONTENT

• CLIENT JOURNEY

• CASTING GUIDELINES

• FOCUS ON INFLUENCERS

• GENERAL GROOMING / STYLING GUIDELINES

• FORMAT / DURATION

• HOW TO PREPARE?

93

95

117

120

128

131


• EQUIPMENT

• COMMUNICATION

• GENEROSITY OFFER & COMMUNICATION

97

109

112

114

CLIENT JOURNEY

94

ONE-TO-MANY LIVE EVENT CUSTOMER PATH

EVENT ANNOUNCEMENT VIA

BANNER / SOCIAL MEDIA / NEWSLETTER

CLIENT REGISTRATION REMINDER EMAIL D-DAYRETARGETING / THANK

YOU EMAIL

NOT MANDATORY BUT HIGHLY RECOMMENDED TO COLLECT

CLIENT DATA



MASS COMMUNICATION

CASTING GUIDELINES

96

CASTING GUIDELINES

And/or upskilled identified PR people*(according to market needs and situation)

GOOD PRESENTATION & COMMUNICATION SKILLS• at ease with camera• good speech rate• smiling• have an open & positive body language• dynamic tone of voice• be authentic & show empathy ++• pay attention to your vocabulary• take time to listen ++• when not applying a product on the model,

look at the camera

DIGITAL TOOL TRAINING BAMBUSER > Please contact your Zone Digital contact

The PERFECT MATCH: 1 INFLUENCER + 1 DIOR EXPERT

MODEL IS OPTIONAL

PRO-TEAM(POSSIBILITY TO HAVE A SELECTED MAKEUP ARTIST FOR A DUO)

FRAGRANCE AMBASSADORS

DIOR SKINCARE PROs

Assisted by at least 2 persons (makeup artist, a skincare expert specialist or a fragrance specialist) to MANAGE BAMBUSER:1. Handle the chat 2. Push productsDemonstration done on a model or influencer (choice of the model to be validated by central)

*Specific PR people guidelines to come

Validation process for Dior expert & influencer: 1min video (content: product presentation)

to identify good presentation & communication skills

FOCUS ON INFLUENCERS

98

INFLUENCER LIVESTREAM: COVERAGE & OBJECTIVE

INFLUENCERS TO PARTICIPATE IN OR HOST A LIVESTREAM OR MASTERCLASS

INVITE INFLUENCERS TO PARTICIPATE IN OR HOST A LIVESTREAM OR MASTERCLASS ON

E-RETAILER CHANNELS

COVERAGE TYPEPAID COVERAGE

INFLUENCER CASTINGS MUST BE APPROVED BY CENTRAL e-PR INFLUENCER MOODBOARDS, CONTENT CENTRAL e-PR + E-RETAIL

OBJECTIVEBROADEN AWARENESS & DRIVE TRAFFIC

99

INFLUENCER LIVESTREAM / MASTERCLASS : 101

▪ MAKE SURE TO PRESERVE AND FIT TO THE DIOR BRAND IMAGE

▪ KEEP A LUXURY APPROACH TO THE PRODUCT AND THE VIDEO

▪ DO RESPECT THE CAMPAIGN HASHTAGS & MENTIONS

▪ SHOULD BE A DEDICATED DIOR LIVESTREAMING

▪ DO BE CREATIVE AND GIVE YOUR PERSONAL INTERPRETATION

▪ DO KEEP AUTHENTIC LOOK AND FEEL

▪ AVOID HAVING SURPRISE GUESTS IF NOT PRE-APPROVED WITH CENTRAL

▪ WHEN POSSIBLE SAVE THE LIVESTREAM DOWN TO IN-FEED (INSTAGRAM)

LIVESTREAM ACTIVATION MUST BE APPROVED BY CENTRAL E-PR + E-RETAIL

100

INFLUENCER LIVESTREAM : LOCATION & SETTING

▪ KEEP THE VIDEO SETTING AUTHENTIC TO DIOR AESTHETIC

▪ USE BRIGHT LIGHTING AND LIGHTING ACCESSORIES, OR PROFESSIONAL TEAM

▪ ROOM MUST BE CLEAN ROOM WITH A SOLID BACKGROUND

▪ NO BRANDING, IF BRANDING IS REQUIRED THIS MUST BE APPROVED WITH CENTRAL

▪ ENSURE PRODUCTS ARE SHOWN THROUGHOUT THE VIDEO IN AN AUTHENTIC WAY

▪ ALL PRODUCTS ARE NEW AND IN GOOD CONDITION

▪ ENSURE MAKE-UP BRUSHES/TOOLS ARE DIOR OR PLAIN BLACK WITH NO VISIBLE LOGOS

▪ AVOID THE USE OF ANY NON-PREAPPROVED PROPS

▪ AVOID OVER-FILTERING THE CONTENT

▪ AVOID ALCOHOL OR ALCOHOL EVOCATION

▪ AVOID DANGEROUS STAGED SITUATIONS OR EVOCATING DANGEROUS SITUATIONS

LIVESTREAM LOCATION & SETTING ALL MUST BE APPROVED BY CENTRAL E-PR + E-RETAIL

101

INFLUENCER LIVESTREAM : APPEARANCE

▪ IF POSSIBLE, WEAR CDC, IF NOT CLOTHING MUST BE UNBRANDED AND DISCRETE (BLACK/WHITE SHIRT AND PANTS)

▪ DO NOT SHOW VISIBLE COMPETITIVE BRANDS OR LOGOS

(CLOTHING, MAKE-UP, BRUSHES, OTHER MU TOOLS, JEWELRY, ACCESSORIES, BAGS, ETC.)

▪ AVOID WEARING DISTRACTING ACCESSORIES (EARRINGS, BRACELETS, NECKLACES, RINGS, HAIR BARRETTES, ETC.)

▪ SHOULD BE FRESH FACED, NO DISTRACTING MAKEUP, LASHES, OR FACIAL ACCESSORIES

▪ AVOID A HEAVY OR COMPLEX/DISTRACTING MANICURE

▪ AVOID ANIMAL FUR

▪ AVOID NUDITY OR EXPLICIT CONTENT/IMAGERY

INFLUENCER APPEARANCE (STYLING & GROOMING) MUST BE APPROVED BY CENTRAL E-PR

102

INFLUENCER LIVESTREAM / MASTERCLASS : TALKING POINTS

▪ KEEP CONVERSATION POSITIVE, LIGHT-HEARTED, AND ENGAGING

▪ ALWAYS HAVE A POSITIVE TONE OF VOICE

▪ ALIGN THE SCRIPT WITH CENTRAL

▪ AVOID MAKING CLAIMS OR BENEFITS WITHOUT PREAPPROVAL

FROM CENTRAL

▪ AVOID POLITICAL AND RELIGIOUS REFERENCES

▪ DON’T PROMOTE OTHER BRANDS IN THE SAME VIDEO

▪ IF DOING A Q&A, THERE MUST BE A QUESTION MODERATOR OR A LIST OF PRE-APPROVED QUESTIONS & ANSWERS

INFLUENCER TALKING POINTS MUST BE APPROVED BY CENTRAL E-PR

103

INFLUENCER LIVESTREAM / MASTERCLASS : EVENT TEASING

INFLUENCERS TO TEASE DIGITAL OR IN-STORE EVENT

INFLUENCERS TO TEASE WITH INSTITUTIONAL CONTENT, COUNTDOWNS, ETC FOR LIVESTREAMS/MASTERCLASSES

OR TOP CLIENTELE IN-STORE EVENTS

SWIPE UP TO WATCH LIVE OR REPLAY MUST BE INCLUDED FOR DIGITAL EVENTS

COVERAGE TYPEPAID & UNPAID COVERAGE

IIF PAID, INFLUENCER CASTINGS, MOODBOARDS, CONTENT MUST

BE APPROVED BY CENTRAL e-PR + e-RETAIL

OBJECTIVEBROADEN AWARENESS

104

ENERGETIC MOOD TO CONTENT, FOCUS ON IG STORIES

COUNTDOWN

CLOCK

SWIPE-UP REDIRECT TO

LIVE & REPLAY

INSTITUTIONAL

REPOSTING

INFLUENCER LIVESTREAM / MASTERCLASS : EVENT TEASING

@diorbeauty

Want to learn everything about Dior Beauty? Follow their live on sephora.com tomorrow, hosted this time by my favorite makeup artist @... . So excted for this!#diorbeautylive @diorbeauty

CAPTION WORDING RECOMMENDATION: “Want to learn everything about @diorbeauty? Follow their live on sephora.com tomorrow, hosted this time by my favorite makeup artist @...

So excited for this! #diorbeautylive

105

INFLUENCER CONTENT DO’S & DON’TS

❑ MUST BE DRESSED IN CDC READY-TO-WEAR AND ALL ACCESSORIES, IF NOT POSSIBLE MUST WEAR UNBRANDED PLAIN CLOTHING AND MUST BE APPROVED BY CENTRAL E-PR

❑ HAIR MUST BE SUBTLE, LOOSELY DONE, NATURAL, AND OFF THE FACE

❑ MAKEUP MUST BE NATURAL, FRESH, AND SUBTLE UNLESS OTHERWISE SPECIFIED IN LOOK PROPOSED

❑ MAKE SURE TO PRESERVE AND FIT TO THE DIOR BRAND IMAGE

❑ USE BRIGHT LIGHTING AND RELEVANT BACKDROPS AND ACCESSORIES

❑ EXPERIMENT WITH FORMATS, VIDEOS, COLLAGES, ETC.

❑ KEEP A LUXURY APPROACH TO THE PRODUCT

❑ USE RELEVANT HASHTAGS AND TAGS

❑ AVOID OVER-FILTERING, OVERLY STAGING THE CONTENT, AVOID THE USE OF ANY PROPS NOT PRE-APPROVED

❑ DO NOT SHOW VISIBLE COMPETITIVE BRANDS OR LOGOS (CLOTHES, MAKE-UP BRUSHES, OTHER MU TOOLS)

❑ AVOID WEARING ANY DISTRACTING ACCESSORIES INCL. EARRINGS, BRACELETS, NECKLACES, RINGS, HAIR BARRETTES, ETC.

❑ DON’T PROMOTE OTHER BRANDS

❑ AVOID SEXY, PROVOCATIVE CONTENT

❑ AVOID FOOD, SMOKING, ALCOHOL AND FUR

❑ NO USE OF DIOR LOGOS IN THE CONTENT

❑ AVOID A HEAVY OR COMPLEX/DISTRACTING MANICURE

❑ AVOID DANGEROUS STAGED SITUATIONS

❑ AVOID CONTRAVERSIAL, POLITICAL AND RELIGIOUS REFERENCES

❑ FOR PAID CONTENT: DON’T PUBLISH PRIOR TO HAVING DIOR’S APPROVAL

D O ’ S D O N ’ T S

106

INFLUENCER ACTIVATION VALIDATION PROCESS

1. LOCAL COMMERCIAL TEAM WORK WITH LOCAL PR TEAM FOR:▪ CASTING RECCOMENDATIONS (MUST PROVIDE

BETWEEN 3-5 INFLUENCER CASTING OPTIONS)2. LOCAL COMMERCIAL TEAM TO INTEGRATE INFLUENCER

CASTING INTO OVERALL CONTENT PROPOSAL3. SUBMIT TO CENTRAL EPR TEAM FOR VALIDATION

1. LOCAL COMMERCIAL TEAM WORK WITH LOCAL PR TEAM FOR:▪ STYLING INFORMATION (HAIR & MAKEUP, CDC READY-

TO-WEAR, ACCESSORIES)▪ TALKING POINTS FOR THE INFLUENCER▪ BA IF APPLICABLE

2. LOCAL COMMERCIAL & PR TEAMS TO VALIDATE STYLING INFORMATION & TALKING POINTS WITH CENTRAL EPR

3. LOCAL COMMERCIAL & PR TEAMS TO VALIDATE ALL

INFLUENCER CONTENT/VIDEOS WITH CENTRAL E-PR & E-RETAIL

B E F O R E C E N T R A L E - P R V A L I D A T I O N A F T E R C E N T R A L E - P R V A L I D A T I O N

107

INFLUENCER CASTING

• INFLUENCERS SHOULD BE OF ALL AGES, OF ALL BACKGROUNDS, OF ALL

ETHNICITIES

• MAKEUP, SKINCARE & FRAGRANCE ENTHUSIASTS RECOGNIZED FOR THEIR PLAYFUL LOOKS AND HAVE REAL INFLUENTIAL EXPERTISE

• INFLUENCERS WITH STRONG BEAUTY AUTHORITY IN THE REGION/CITY

• STRONG PRESENCE ON LOCALLY-RELEVANT SOCIAL PLATFORMS, AND OVERALL INSTAGRAM, INCLUDING FOLLOWER COUNT IN THE REGION/CITY

• STRONG ENGAGEMENT – MINIMUM 2% AND UP

• REGULAR POSTING – NOT EXCESSIVE (E.G. NOT MULTIPLE TIMES PER DAY)

• CONTENT NOT OVERLY BRANDED – PARTNERSHIPS FEEL AUTHENTIC

• DISTINCT STYLE AESTHETIC – BOTH VISUALLY AND VIA TEXT COPY

I N F L U E N C E R T Y P O L O G Y

P R O F I L E C O N S I D E R A T I O N S

108

INFLUENCER CASTING IMAGE CONSIDERATIONS

▪ AUTHENTIC LOOK & FEEL▪ AESTHETIC IS MODERN, ELEGANT AND ENGAGING ▪ NOT ENGAGED IN CONFLICTING BRAND PARTNERSHIPS OR DIRECT

COMPETITORS DURING WEEK OF POSTING▪ DOES NOT ENGAGE IN CONTROVERSIAL CONTENT OR CONVERSATION

TOPICS – NOT OVERLY POLITICAL OR SEXY/PROVOCATIVE▪ DOES NOT ENGAGE IN ANY REPUTATION DAMAGING ACTIVITY ▪ HAS HOBBIES AND INTERESTS OUTSIDE OF SOCIAL MEDIA

▪ REFLECT THE DIVERSE REPRESENTATION OF DIOR GLOBALLY : DIFFERENT BACKGROUNDS, ETHNICITIES, RELIGIONS, AGE GROUPS, AESTHETICS AND LOOKS

▪ NEEDS TO ENSURE RELEVANCE TO THE MODERN AUDIENCE –REPRESENTING DIFFERENT BACKGROUNDS, LIFE STORIES AND DEFINITIONS OF SUCCESS

L I F E S T Y L E & B R A N D I M A G E R E P R E S E N T A T I O N

GENERAL GROOMING / STYLING GUIDELINES

110

GROOMING & STYLING

CHRISTIAN DIOR COUTURE ATTIRE

FOR PROTEAM / FRAG. AMB / SK

PROS

To be locally budgeted

CHRISTIAN DIOR COUTURE ATTIRE FOR

MODEL

To be dealt with CDC team for loan

+


CHRISTIAN DIOR COUTURE ATTIRE

FOR INFLUENCER

To be dealt with CDC team for loan

+

STYLING AND GROOMING MUST BE VALIDATED BY CENTRAL DIGITAL TEAM FOR EACH PEOPLE

111

SPECIFIC GROOMING & STYLING

USE DIOR MAKEUP ONLY.SOPHISTICATED NUDE LOOK.

WOMEN HAIR HAS TO LOOK NEAT,BLOW-DRIED, NATURALLY COLORED,NO FLASH COLORS, NO VISIBLE ROOTS.

MEDIUM / LONG HAIR SHOULD BE TIEDBACK WITH CARE (EITHER LOOSELY ORTIGHTLY.

MAKEUPHAIRSTYLE

NAILS SHOULD BE MANICURED AND NOT TOO LONG.USE NUDE SHADES ONLY OF DIOR VERNIS.

HANDS & NAILS

WEAR THE SELECTED ACCESSORIES PROVIDED BY DIOR AT GIVEN TIMES. NO PERSONAL JEWELS(except wedding ring)

JEWELLERY

SYSTEMATICALLY SELECT ONE FINISH FOR ALLACCESSORIES : SILVER OR GOLD

IF WATCH, DIOR SHOULD BE THE ONLY OPTION

MEN SHOULD ALWAYS BE CLEAN-SHAVEN.TRENDY BEARD IS ALLOWED TO ALIGNWITH THE CURRENT FASHION TRENDSBUT MUST BE NEATLY TRIMMED.

MEDIUM / LONG HAIR SHOULD BE TIEDBACK WITH CARE

FORMAT / DURATION

113

• Better if pre-recorded (to control the content)If not possible share test/rehearsal video w/ Central

• NO SELF-APPLICATION – demo must be done on a model

LIVE EVENT FORMAT & DURATION

FORMAT DURATION

1 hour maximum

HOW TO PREPARE?

115

PREPARE YOUR SPEECH RELATED TO THE CHOSEN SERVICE &/OR THEME> more details on next slide

• PREPARE A SEAT & A TABLE• PREPARE THE NEEDED PRODUCTS AND YOUR

HYGIENE KIT NEARBY THE TABLE > MAKE SURE TO HAVE CLEAN PACKAGING FOR CLOSE-UPS

• VIEW : UPPER BODY• KEEP HANDS AVAILABLE TO SHOW PRODUCTS OR

GESTURES

HOW TO PREPARE?

SET-UP SPEECH

• MANDATORY REHEARSAL WITH PRODUCTION AGENCY

TECHICAL

116

SPEECH RECOMMENDATIONS

118


BACKGROUNDLOCATION

DIOR, CHIC AND SIMPLE- White or black background with DIOR logo- Vertical background – smartphone only- Flower bouquet with white flowers for beauty

consultations, and color bouquet for fragrance consultation

- White / black furniture

LOCAL DIOR HOUSE (MAKEUP STUDIO / NEUTRAL ROOM)

OR SPECIFIC LOCATION ACCORDING TO THE EVENT



119


GLOBAL FRANCHISE

EQUIPMENT

121

TOOLS

MATERIAL LIST

• A white table• 2 seats (1 for host, 1 for model)• Plain and light colour background• Production agency > mandatory for this type of eventTo be discussed with retailers to make sure means/equipment are professional and qualitative enough to guarantee perfect execution

REQUIRED EQUIPMENT

122

TOOLS

Clip Microphone





Smartphone

- Super handy

- Emergency saver

EQUIPMENT FOR SOUND

OR OR


• Traffic

• Air-conditioner

• Echo


• Footsteps




REQUIRED EQUIPMENT

123

TOOLS

EQUIPMENT FOR LIGHT

A ring light

OR

A led panel


REQUIRED EQUIPMENT

124


Camera

Ring Light



Subject

Ring Light

Camera

Subject

Ring Light

• Around 45o

to the right




Camera



125


Subject

White Reflector

Key Light

Camera

Key Light



White Reflector

• At around 45o



126


SubjectBack light

Key lightFill light

Camera

Green Screen

Key light


to the right


Fill light


Back light



127






Fill light



- Creates depth



Subject

Back light

Key light

Fill lightCamera



APPENDIX

COMMUNICATION

129

COMMUNICATION – E-RETAIL OVERVIEW

ON-SITE

OFF-SITE

BANNERS:

BRAND SPACE:

PRODUCT PAGES:

OWNED SOCIAL MEDIA:

CRM:

PAID SOCIAL MEDIA:

LAUNCH PAGE:

ONE TO MANY

ALL CREATIVES MUST BE SHARED WITH CENTRAL E-RETAIL TEAM, THIS INCLUDES: ✓ PRE LIVE VISIBILITY

✓ D-DAY VISIBILITY

✓ POST LIVE VISIBILITY

130

COMMUNICATION

COMMUNICATION TO BE DEFINED LOCALLY AND SHARED WITH CENTRAL E-RETAIL TEAMALL CREATIVES (INCL. TEASING VISIBILITY) MUST BE VALIDATED BY CENTRAL E-RETAIL TEAM

BASED ON RETAILER’S GUIDELINES

GENEROSITY OFFER & COMMUNICATION

132

GENEROSITY PLAN AND COMMUNICATION

GENEROSITY PLAN & COMMUNICATION MUST BE VALIDATED BY CENTRAL E-RETAIL TEAMGENEROSITY OFFER TO BE:

• QUALITATIVE AND ALIGNED WITH BRAND STANDARDS • COMMUNICATED AS SECONDARY MESSAGE

online events e-retail guidelines

Documents