Storytelling is every brand’s secret weapon. But how do you wield it with reading in decline? Cue the customized ‘audio capsules’ crafted by La Maison des Startups alumni Ekoo, now featured on the websites of Sephora France and Italy, plus Officine Universelle Buly.
Back when Emilie Broissier-Bruneau et Johann Desjardins still owned a retail platform for premium organic cosmetics, they noticed something a little surprising:
“Clients would constantly be calling us with questions about these expensive products. Information readily available to them in black and white,” begins Emilie, as Johann adds, “We eventually realized that they weren’t taking the time to read the information printed online or included in the packaging.”
At the time, the pair also had mounting frustrations with the ‘coldness’ of high-end websites (including their own). Yet another turnoff for clients, who paradoxically were ravenous for any information about the brands they were considering for purchase.
The Lille-based duo was also conscious that while sound experiences were increasingly popular – with the rise of podcasts and Gen Z communicating via voice messages on WhatsApp and other social media – the sector remained unexploited by brands and distributors.
All of which culminated with the 2022 launch of Ekoo: a platform allowing brands from any industry to actively engage with their customers, by relating the secrets of their products and services via sound capsules (ie. a widget) integrated into their website.
Johann and Emily call this widget ‘their always-on salesperson’ or ‘the expert whispering in your ear.’ Yet however you describe it there is no denying its appeal. Data shows that a 30-40s Ekoo audio capsule hooks 80% of listeners into listening to the entire thing; you are also 200% more likely to put an item in your e-shopping cart after hearing its description on Ekoo.
All of which is good news for Sephora France and Italy, three months into an online pilot using Ekoo capsules for their Sephora Collection private label products (the startup also creates in-store experiences). A collaboration proving particularly impactful during this holiday season as customers seek an emotional connection with their brands.
“We organized audio workshops where each head of product from Sephora France came in and introduced their product in their unique manner, and then worked with the people from Sephora Italy to create their customized version” explains Johann. “Our offer consists in designing the right technology for the website, in addition to helping our clients create the most impactful audio testimonials possible.”
Listen to a sample of Ekoo’s collaboration with Sephora now
With fellow LVMH Maison Officine Universelle Buly also recently jumping on the Ekoo bandwagon, this duo is clearly proud of the various collaborations they have been forging as a direct result of joining La Maison des Startups LVMH:
“We see ourselves as an obvious match for LVMH, the ultimate storyteller. The Group has so much savoir-faire that we can help bring to light.” says Johann.
Want to find out more about Ekoo and what it can do for your Maison? Or want to know more about La Maison des Startups other solutions? Please contact Louise.longuepee@lvmh.com or emma.ceccaldi.ext@lvmh.com
