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Multi-channel beauty communication
Communication and cultural changes in the personal care business

COSTANZA MASTROVALERIO*, DAVIDE BONELLI, CLIO ZIPPEL, GIANLUCA VILLA
*Corresponding author
Connexia, Via B. Panizza 7, 20144, Milano, Italy

KEYWORDS: Beauty, connexia, digital, multi-channel, multimedia, social, influencer, trend, brand, consumer, creativity, communication.
ABSTRACT:
Twenty years of communication evolution in the personal care sector have seen us go from glossy covers to worldwide digital communication. Personal care is debated on social networks today, it has been “normalised”, has become interracial and multicultural, falling well apart from the iconic, never-changing beauty standards  of past TV commercials. Brands now seek to establish a “democratic relationship” with consumers; brand promotion becomes conscious participation.

When we think to the ‘90s, those years really looked like the height of the “glossy cover” culture, a way of interpreting personal care that was pre-set and individualistic. We tended to chase unreachable models and engaged constantly in trying to translate and apply the iconic beauty canons we were offered to our everyday life.

Through the main communication channels, which today we refer to as “traditiona ...
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