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Packaging & design

Direct beauty marketing gets its second wind

Partially abandoned for several years to the benefit of digital media, direct marketing by post seems to be making a strong comeback: according to the D’Haussy printing company specialized in mailing production, it has become a more efficient, more targeted tool convenient to develop personalization even further. Already a partner of several cosmetics players, D’Haussy is getting positioned on this high added-value sending offering.

Established in the north of France, the birthplace of mail-order firms, D’Haussy has been an expert in the whole mailing production chain for companies for several decades, from printing to dispatching, database management, personalization, finishing, and shipping. The company employs almost 160 people and has two production sites in the cities of Lille and Strasbourg.

We have always needed paper, it is a basic material. But today, paper can be relevantly used as a complement to the Internet,” states Yann Normand, Marketing Director.

D’Haussy is positioned as a partner of brands’ multi-channel strategies. For example, the company develops a direct marketing campaign offering for personalized, targeted, connected sampling by post. “Today, technologies allow for optimum personalization. As a result, we can act as the physical intermediary of brands’ digital actions,” explains Aldjia Guirous, Development Director. “For example, based on the data collected on the Internet, we can carry out personalized sampling campaigns.

Flat-sized samples of skincare products or perfumes are sent to specifically named individuals according to a targeting strategy based on the criteria suggested on the sheets provided by customers. The mail bears a purchase code to get a discount or a QR Code, and it also makes the return rate mechanism more powerful than with classic blind distribution.

Beyond the objective to directly reach consumers, we do aim to set up and enrich qualified databases,” Yann Normand asserts.

D’Haussy will exhibit at the next edition of the Pack & Gift show, which will be held in Paris, Porte de Versailles, next June 21-22. The company announces it will showcase “innovative solutions to help cosmetics brands offer their customers a unique, enriched experience.

Kristel Milet, Vincent Gallon

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