Thierry Mugler seized the occasion of the international women’s day, on the 8 of March, to unveil its new concept of virtual community dedicated to women: womanity.com
The website is articulated around the word that names it. It is precisely the name “womanity” which is supposed to enhance the visitors’ creativity. “Members are invited to reveal their own definition of Womanity, and their curiosity is awakened by dynamic, changing content (video, photography, articles, and posts) that is in turn inspiring, entertaining, profound, lighthearted, and even provocative,” says the brand in a release.
The site’s content may still evolve and all of its functionalities will be available in June. Womanity.com currently features a mosaic of diversified contents: literary, artistic, journalistic...
In the wake of the Blogalaxy, launched in 2007, which offered its members the opportunity to share their ideas and thoughts about the world of Thierry Mugler by creating their own personal blogs, and following the creation of the Island of Dr. Muglerstein on Second Life, and the launch of an on-line boutique in September 2007, Womanity.com continues Thierry Mugler’s innovative communication initiatives throughout the web.
“A brand must seek to break away from the elementary notion of broadcasting a message. Through UGC (User Generated Content), we place customers at the core of our thinking about the brand, sparking interaction through constant exchange,” notes Joël Palix, president of Clarins Fragrance Group and the Thierry Mugler brand.
The brand intends to reach 2 million contributors by the end of 2010, and be fully interactive with existing social networks and online communities, Facebook and Twitter coming first. Womanity.com was launched worldwide, in six languages (English, French, Spanish, German, Italian, and Portuguese) and seven different versions.
To reach its goal the brand chose to partner with leading experts in their respective fields:
– Johannes Leonardo, a full-service creative advertising agency based in New York, which acknowledges consumers as an active medium, not just a destination.
– Microsoft Advertising, to pilot the site’s technical development, both for their expertise in ergonomics and their powerful capacity to generate traffic (more than 500 million MSN and Windows Live users worldwide) to a high quality audience.
– Maxus, a WPP GroupM media agency, provided strategic insight and project management for the development of womanity.com.
– Balistik*Art is a digital design agency based in Paris and specialized in luxury brands, is in charged of the strategic implementation of digital communication.
The ulterior motive of Clarins Fragrance Group and the Thierry Mugler brand is that Womanity evolve from its current status of a “content brand” towards a brand in the deepest sense of the word, through the impetus of women themselves: “meaning that products created by the Womanity community become a reality, an inevitable next step for the creative platform - a highly original yet fully logical extension of the extraordinary range of possibility offered by womanity.com.”
