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Choosing to treat its supporters to a live concert on Instagram, Chanel set the bar high with a performance by breakthrough Belgian female vocalist Angèle. The show she fronted, ‘Stay Home with Chanel & Angèle’, had the potential to reach many of the brand’s 39.5 million followers.
Some beauty companies are understandably focusing on pampering and wellness with expert guidance. ‘Clarins & Moi’ offers French consumers 15-minute coaching sessions by phone on five different beauty themes, while LVMH brands Make Up For Ever, Fresh and Dior are taking to social media with tips and guidance on everything from mascara to yoga.
Italian fashion house Ferragamo is telling stories, or one in particular, that of founder Salvatore Ferragamo. An interactive narrative on Facebook and Instagram enables fans to learn about the brand in a format that’s part documentary, part quiz and split into five episodes under the name “Trivia”.
Fellow luxury brand Bottega Veneta proposes a “theatre of joyous distraction” to take people’s minds off the lockdown. Bottega Residency is a weekly space where guest collaborators celebrate their favourite forms of creativity. Live music, cooking demonstrations, films and streamed plays are among the offerings available on multiple channels including YouTube and the brand’s own website.