Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Packaging & design

Direct beauty marketing gets its second wind

Partially abandoned for several years to the benefit of digital media, direct marketing by post seems to be making a strong comeback: according to the D’Haussy printing company specialized in mailing production, it has become a more efficient, more targeted tool convenient to develop personalization even further. Already a partner of several cosmetics players, D’Haussy is getting positioned on this high added-value sending offering.

Established in the north of France, the birthplace of mail-order firms, D’Haussy has been an expert in the whole mailing production chain for companies for several decades, from printing to dispatching, database management, personalization, finishing, and shipping. The company employs almost 160 people and has two production sites in the cities of Lille and Strasbourg.

We have always needed paper, it is a basic material. But today, paper can be relevantly used as a complement to the Internet,” states Yann Normand, Marketing Director.

D’Haussy is positioned as a partner of brands’ multi-channel strategies. For example, the company develops a direct marketing campaign offering for personalized, targeted, connected sampling by post. “Today, technologies allow for optimum personalization. As a result, we can act as the physical intermediary of brands’ digital actions,” explains Aldjia Guirous, Development Director. “For example, based on the data collected on the Internet, we can carry out personalized sampling campaigns.

Flat-sized samples of skincare products or perfumes are sent to specifically named individuals according to a targeting strategy based on the criteria suggested on the sheets provided by customers. The mail bears a purchase code to get a discount or a QR Code, and it also makes the return rate mechanism more powerful than with classic blind distribution.

Beyond the objective to directly reach consumers, we do aim to set up and enrich qualified databases,” Yann Normand asserts.

D’Haussy will exhibit at the next edition of the Pack & Gift show, which will be held in Paris, Porte de Versailles, next June 21-22. The company announces it will showcase “innovative solutions to help cosmetics brands offer their customers a unique, enriched experience.

Kristel Milet, Vincent Gallon

Portfolio

© 2017 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus
spip-vignette

MakeUp in Los Angeles unveils conference programme

The third edition of MakeUp in LosAngeles will open its doors on February 7 and 8 2018 in a new venue, the Barker Hangar, concomitant to the first edition of Luxe Pack Los Angeles. The event’s conference programme will feature thirty speakers hosting fifteen conferences and half a dozen round tables focused on the new beauty (...)

read more
job opportunities
Experts’ views
A focus on growing Asia Pacific region

Quadpack
A focus on growing Asia Pacific region

Recognising the steady growth of Asian domestic markets, Quadpack is expanding its presence in the region. The international packaging group has created a dedicated sales operation to service brands and contract fillers in the Asia Pacific region, led by Regional Director Jason Smith. Asian beauty brands now have a new source for (...)

read more
Webinars
E-shop - latest publications
MARKET REPORT : Black & Multi-Hued Beauty Trends
4000.00 € excl. tax
Handbook. Cosmetics laws & regulations in the USA
100.00 € excl. tax
Regulations on the registration of cosmetic products in China (part1)
135.00 € excl. tax
Go to top ↑

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close