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Brief Published: 26 Apr 2021

Fashion & Beauty Brands Bank on Social Audio with Clubhouse

Guerlain's promotional image for its Clubhouse talk

Brands across numerous industries are dipping a toe into audio strategy by moving onto of-the-moment drop-in audio chat app Clubhouse – to capture new audiences and capitalise on the buzzy insider atmosphere the platform creates. We spotlight strategies from British fashion label Ted Baker and French beauty brands Nars Cosmetics and Guerlain.

Ted Baker’s Fashion & Culture Club: First to the Clubhouse party, Ted Baker’s ‘club’ (groups on Clubhouse that users can follow) is hosting six, hour-long conversations centred on how British culture intersects with fashion. Sessions will be led by London-based user Abraxas Higgins (over 370,000 followers), founder of the UK’s largest Clubhouse ‘club’ – 9am In London, created ostensibly to start the week off the right note (its tagline is ‘No Agenda, Vibes Only’). An initial talk will feature brand-sponsored guests, musician Kojey Radical and actress Greta Bellamacina (both British).

For more on how fashion brands are experimenting with new platforms, see A/W21 Shows Brand Engagement Ideas.

Nars Cosmetics & Guerlain Call Fans into the Conversation: Trading on beauty fans appreciation of insider insights, beauty brands are hosting Clubhouse chats that deliver the seductive sense of being privy to inner circle industry knowledge – bolstered by the ability to participate in live conversations.

Nars is hosting weekly chats with make-up artists and beauty influencers in The Beauty Club (over 47,000 followers, currently the app’s largest beauty club) – established by New York-based make-up artist Jaleesa Jaikaran, who has been widely praised for promoting Black voices on the platform. Topics range from skincare tips to diversity, equity and inclusion in the beauty industry.

Guerlain recently took to the platform to host a conversation between its head perfumer, Thierry Wasser and beauty director of Harper’s Bazaar US, Jessica Matlin in the make-up brand’s Olfactory Creations ‘room’ (spaces for one-off chats).

For more on the audio boom, see Audio: The New Social Platform and Nordstrom & Selfridges Borrow Broadcasting Tactics.