Hearst Magazines – HairAdvisor: using the power of content to blend B2C and B2B through a pioneering digital platform
Brands have long been communicators and expert storytellers. These days, however, leading brands are experimenting with disruptive, cross-channel platforms in order to build more profound customer relationships. We will share a novel approach to customer engagement and advertising that brands are successfully deploying with their strategies to co-create value in context, in use and in network. This talk will explore HairAdvisor, the first platform of its kind, a collaboration between Hearst Magazines, one of the most influential media companies, and L’Oréal Group, the world’s largest beauty and cosmetics company. HairAdvisor’s unique business model provides valuable, much-needed discovery and reservation services for salon professionals and beauty consumers alike through its innovative storytelling methodologies, native advertising and user-centred experience.