BBR9 Keynote Speaker: Fabrice Croisé of SelectNY on Beauty Advertising

“We do not think in a linear way, we think in narratives…as stories.“

Keynote Speaker, Fabrice Croisé kicked off Beauty Biz Roundtable BBR9 with a fascinating look at the thought process of advertising agencies when developing ad campaigns for beauty brands.

Croisé is the Global Business Development Director of advertising agency, SelectNY, a global Premium brand building and advertising agency specializing in the crafting of unique, compelling brand narratives and their deployment to all physical and digital touch points. Their client list includes Estee Lauder, P&G, Coty, L’Oréal, Swarovski and Amway.

For the past 20 years, Fabrice has been crisscrossing the globe in pursuit of a fast moving target: Premium and Luxury consumers. From his years as a fragrance marketer for Lancome to his recent stint developing SelectNY in Europe, he has been relentlessly trying to understand why people gravitate toward Premium product and services. A journey that led to one conclusion: it’s the story that matters.

At BBR9, Croisé shared his thoughts on branding beauty clients like Estee Lauder, P&G, Coty, and L’Oréal during his Keynote address on “Psst, Pass It On: How Brand Storytelling Is Taking Over Advertising.”

Fabrice Croisé (Global Business Development Director at SelectNY) provides more detail on his roundtable topic on “Psst, Pass It On: How Brand Storytelling Is Taking Over Advertising”

Croisé discussed the importance of branding beauty products as “a story”, a way of evoking cherished memories and experiences. “We at SelectNY think brands are very much like people. There is a birth, and a coming-of-age phase, which finally leads to steady maturity. Beauty companies need to brand their products as a story, especially when alluding to sensory memories which are important to beauty products like fragrance.”

To further illustrate his branding process, Croisé showed examples of actual inspiration boards used for creative campaigns for fragrance, haircare, and beauty brands. 

A specialist of brand building, marketing and advertising, Croisé  is based in Los Angeles

Read about other BBR9 Thought Leaders like Dan Obegi (CEO of Dermstore Beauty Group), Maria Rush (Purchasing & Brand Development at Beauty Collection), Jennifer Goldfarb (President of ipsy), Cesar Arellanes (Center for International Trade Development), Scott-Vincent Borba (Founder of Scott-Vincent Borba, Co-Founder of e.l.f cosmetics), Amy Liu (VP of Marketing for Josie Maran Cosmetics), and Eleanor Keare (President of Circle of Friends)

Click here for more details about BBR9

Click here to view photos from BBR9

About Mazur Group
Hosted by Mazur Group in Los Angeles, the Beauty Biz Roundtable (BBR) series brings together 100 Mid to Senior Level Beauty Executives in a roundtable format that fosters networking and idea sharing.  Attendees are given the opportunity to sit down in small group settings with industry peers. Past BBR attendees and Thought Leaders have come from every major beauty company here in the West Coast. For more details, visit: https://mazurgroupla.com/wp/bbr-events/