Page 35 - TMI Special 10-11 2020 FlipBookv2

INSIDER

Alvarez further enhances these live have taken place for UltraFemme with an Coming in November, Essence Corp
to the consumer virtual events by inviting influencer in Cancun talking about Rituals, will begin conducting two Master Classes
special guests and popular influencers to and for Eximben (Vicencio Perfumerias) in Mexico and Panama local markets on
join her. speaking about Rituals with a Chilean Zoom, designed for the end users.
“These guests make everything more influencer. Essence has created these specific
fun,” says Alvarez. “The influencer gets A special guest is more likely to be programs to stay in contact with its
products and she shares her experience from the brand, as was the case for two customers and clients on all levels.
with the brand, telling me what she Montblanc Instagram Live sessions Alvarez “Now more than ever this is our main
especially liked, and why. I give the held with Attenza and DFA in Panama. Her focus. To be connected with our Beauty
technical details, but my influencer guest guest was Pierre Yves Bianche, LATAM Advisors, with our clients, and even with
communicates her experience. She talks to Supervisor for brand owner Interparfums. our client’s end users.
me like we are having a conversation.” “My guest represented the house that “We have taken the challenge very
In one recent session held for makes the fragrance. We both spoke to the seriously to go farther in communication
BardeBelleza in Mexico (local market), audience.” using social media. Just because we
Alvarez spoke with popular TV These sessions are a service that cannot travel does not mean we will
anchorwoman and influencer Daniela Essence is providing for its clients, despite forget about being connected. It is very
Baeza about the world of Versace not being able to travel, says Alvarez. They important for this to be fun and dynamic
fragrances, discussing the fragrances and are in addition to more traditional trainings and absolutely engaging. It is a program
replying in real time to comments and for the sales forces that cover all the brands, we will be continuing,” notes Alvarez.
questions from listeners. Other sessions which are also taking place on Zoom. Lois Pasternak

Using influencers and special guests help
keep the sessions fun and interesting and the
interactive platforms encourage engagement
-- and impressive results.

35 October/November 2020