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2
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
3
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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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
• PRE-QUESTIONNAIRE
• SAMPLING KIT
• WHAT TO DO, WHAT TO SAY
• SKINCARE CONSULTATION
• PRE-QUESTIONNAIRE
• SAMPLING KIT
• WHAT TO DO, WHAT TO SAY
• PREP RECOMMENDATIONS
• PEOPLE CASTING
• STYLING / GROOMING
• LOCATION / MERCHANDISING
• EQUIPMENT
• COMMUNICATION
8
10
18
26
34
36
38
41
44
52
6
7
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
9
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
11
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
FRAGRANCE ONE-TO-ONE CONSULTATION
12
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€
FRAGRANCE ONE-TO-ONE CONSULTATION
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
+
13
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
FRAGRANCE ONE-TO-ONE CONSULTATION
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
+
14
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.”
FRAGRANCE ONE-TO-ONE CONSULTATION
15
WHAT TO DO & WHAT TO SAY
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 …”
FRAGRANCE ONE-TO-ONE CONSULTATION
16
WHAT TO DO & WHAT TO SAY
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? ”
FRAGRANCE ONE-TO-ONE CONSULTATION
17
WHAT TO DO & WHAT TO SAY
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!”
FRAGRANCE ONE-TO-ONE CONSULTATION
19
❑ 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
MAKE-UP ONE-TO-ONE CONSULTATION
20
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
MAKE-UP ONE-TO-ONE CONSULTATION
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
21
WHAT TO DO & WHAT TO SAY
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
MAKE-UP ONE-TO-ONE CONSULTATION
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?”
22
WHAT TO DO & WHAT TO SAY
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.
MAKE-UP ONE-TO-ONE CONSULTATION
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?”
23
WHAT TO DO & WHAT TO SAY
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)
MAKE-UP ONE-TO-ONE CONSULTATION
24
WHAT TO DO & WHAT TO SAY
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.”
MAKE-UP ONE-TO-ONE CONSULTATION
25
WHAT TO DO & WHAT TO SAY
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!”
MAKE-UP ONE-TO-ONE CONSULTATION
27
PRE-QUESTIONNAIRE
SKINCARE ONE-TO-ONE CONSULTATION
❑ 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
28
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
SKINCARE ONE-TO-ONE CONSULTATION
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+
29
WHAT TO DO & WHAT TO SAY
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
SKINCARE ONE-TO-ONE CONSULTATION
INTRO
30
XXX
WHAT TO DO & WHAT TO SAY
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?”
SKINCARE ONE-TO-ONE CONSULTATION
INVESTIGATION
31
WHAT TO DO & WHAT TO SAY
20’WHAT DO I DO? WHAT DO I SAY?
““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)
SKINCARE ONE-TO-ONE CONSULTATION
PRODUCTS RECOMMANDATION
32
WHAT TO DO & WHAT TO SAY
20’WHAT DO I DO? WHAT DO I SAY?
“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
SKINCARE ONE-TO-ONE CONSULTATION
FOR PRODUCT KNOWLEDGE, PLEASEREFER TO THE TRAINING TOOLS
(MODULE, MEMOS, KKC & DROPSHEETS)
PRODUCTS RECOMMANDATION
33
WHAT TO DO & WHAT TO SAY
20’WHAT DO I DO? WHAT DO I SAY?
“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. ”
SKINCARE ONE-TO-ONE CONSULTATION
CONCLUSION
CONCLUSION
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
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:
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
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
DEDICATED LOCATION & MERCHANDISING
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
• Approx. 1 m away from subject
Reference picture of Close up
Instruction of setup
Camera
Reference picture of Close up
Instruction of setup
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
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
TABLE OF CONTENT• CLIENT JOURNEY
• MASTERCLASS ANIMATION PLAN
• PEOPLE CASTING
• MASTERCLASS FORMAT / DURATION
• MASTERCLASS FLOW / STRUCTURE
• PREP RECOMMENDATIONS
• STYLING / GROOMING
• LOCATION / MERCHANDISING
• 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
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
NOT MANDATORY BUT RECOMMENDED
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
NOT MANDATORY BUT RECOMMENDED
MASS COMMUNICATION
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
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
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
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
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
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 GUDELINESSee next slide
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
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
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
- 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
79
TOOLS
EQUIPMENT FOR LIGHT
A ring light
OR
A led panel
More details next slides
REQUIRED EQUIPMENT
80
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
• Approx. 1 m away from subject
Reference picture of Close up
Instruction of setup
Camera
Reference picture of Close up
Instruction of setup
81
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
82
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
83
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
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
DIOR HOST PICTURES USED MUST BE VALIDATED AND USAGE RIGHTS APPROVED FOR AN E-RETAIL USE
SCREEN 1 SCREEN 2
88
COMMUNICATION VIA ON-SITE BANNERS
DIOR HOST PICTURES USED MUST BE VALIDATED AND USAGE RIGHTS APPROVED FOR AN E-RETAIL USE
OPTION 1 OPTION 2
89
COMMUNICATION VIA NEWSLETTER
DIOR HOST PICTURES USED MUST BE VALIDATED AND USAGE RIGHTS APPROVED FOR AN E-RETAIL USE
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
• LOCATION / MERCHANDISING
• EQUIPMENT
• COMMUNICATION
• GENEROSITY OFFER & COMMUNICATION
97
109
112
114
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
NOT MANDATORY BUT RECOMMENDED
NOT MANDATORY BUT RECOMMENDED
MASS COMMUNICATION
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
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
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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
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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
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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
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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
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
+
GROOMING GUDELINESSee next slide
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
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
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
118
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
LOCAL DIOR HOUSE (MAKEUP STUDIO / NEUTRAL ROOM)
OR SPECIFIC LOCATION ACCORDING TO THE EVENT
For inspiration, see 3Ds on next slide
HIGH WIFI CONNECTION
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
- 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
123
TOOLS
EQUIPMENT FOR LIGHT
A ring light
OR
A led panel
More details next slides
REQUIRED EQUIPMENT
124
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
• Approx. 1 m away from subject
Reference picture of Close up
Instruction of setup
Camera
Reference picture of Close up
Instruction of setup
125
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
126
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
127
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
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