Flora Coluccia

Head of Communication, Advocacy & Influencer Marketing, Lancôme

Flora Coluccia’s career spans over 20 years in Communications, Marketing and Public Relations for Luxury brands both in fashion and cosmetics and skin care. She’s been working for L’Oreal Group for over 13 years, where she’s currently the Head of Communication and Influencer Marketing for French luxury perfumes and cosmetics house Lancôme. Prior to this, she worked for LVMH Group as a Head of Communication and PR for the entire luxury portfolio in Italy. She has also worked as International PR Manager at Versace, Sergio Rossi and Romeo Gigli. Flora holds a Degree in Foreign Languages and Literature from the International University of Languages and Media IULM (Milan, Italy), and a MA in Communication and Marketing at Accademia Di Comunicazione in Milan. She’s specialised in developing Communication & Social Media Strategy to support the launch of products and their brand awareness. She considers herself a team leader with a very creative profile.

12:00 - 12:30

Wednesday 17 February Full Agenda

From planning to conversion: behind the scenes at Lancôme's influencer marketing success

  • What are the main differences between new and heritage brands when adding Influencer Marketing to the marketing mix? Learn how vital brand values and objectives are for Lancôme in order to choose its marketing channels and the most appropriate brand ambassadors.
  • Understand the importance of fixing your target and objectives before creating and implementing your influencer marketing strategies hence increasing awareness, engagement or conversion.
  • How has Covid-19 impacted the brand’s Influencer Marketing strategies? Discover how Lancôme transformed the objective of its influencer marketing strategy to support its e-commerce channels.