Crossover marketing is a strategy that involves partnerships between businesses that have not traditionally worked together, but can benefit from each other’s customer base. These collaborations can result in unique and engaging products and campaigns.
speak at Beauty 4.0 PodcastVeteran marketer Dave McCaughan highlighted the opening of a bookstore by a Chinese fragrance brand as an example of effective crossover marketing.
“I was so fascinated when Document opened a bookstore last year. By embedding stories into books, they combine perfume and books and make them come alive. This is a real example of how China is innovating. It’s kind of an unusual partnership that started.” said the founder of marketing consulting firm Bibliosexual.
Previously, Dave spent 28 years at global advertising agency McCann, developing brand stories for companies such as Coca-Cola, Mastercard and L’Oréal in Asia.
As beauty becomes more connected to lifestyle and wellness, Dave said it makes sense for beauty brands to seek partners outside of the beauty realm.
“Crossover marketing has been around for years, but what we’re starting to see more and more of is really innovative crossovers, especially in the broader beauty space.”
He believes this will ultimately lead to brands choosing to work with influencers who work across categories and reach a wider audience.
What is brand value?
In this episode, Dave also talks about the value of brands and how companies have disrupted our understanding of them in recent years.
“Today’s discussions about brand value are conflated with larger human issues. We often think about the relationship between brands and ESG. That’s important, but the values a brand conveys are important in how they influence people. Sometimes it’s as simple as understanding it.” Dave said.
He highlighted L’Oréal’s famous tagline.Because you deserve it.’This is the best example of defining brand value.
It has become an iconic phrase associated with the brand’s marketing campaigns, symbolizing empowerment, self-worth, and the belief that everyone has the right to feel confident and beautiful.
“If you think about great brands in any category, they ultimately remain great over time because they understand what people think is important. ” Dave said.
To hear more of Dave’s insights on the future of beauty marketing, check out the podcast above.
