Strategy We distinguish three levels in the digital experience:
1. On the behavioural level the experience
becomes usable, supports explorative actions and anticipates needs
2. On the visceral level the experience
is unambigious, pleasing and resonates with the desired brand
3. On the reflective level the experience
supports women to trust in themselves and encourages the exchange
on relevant topics.
This differentiation eases the communication with the client
and to focus on challenges one by one.
Escorting Comment Especially for unfamiliar products there
is a huge demand for information. The 'Escorting Comment' connects
recommendations from trusted friends with the product and keeps
'your friend at your side'.
Lovely Acts Cosmetics belong to a retail ecology called
'Consumption' compared to i.e. 'Maintenance' (Argus, 2001). That
means a higher object meaning and higher attachment. Fräuleinwunder
makes 'Lovely Acts' to surprise you - which are unexpected advertencies.
Customers value positive surprises.