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iNDELIBLE is in constant motion to keep clients such as MAC and Victoria’s Secret at the forefront of consumers’ minds.

Things move quickly in the Digital age, but Indelible moves even faster. The New York-based agency uses a full complement of tools to keep its clients ahead of the curve in such disparate environments as print, internet and multimedia, according to CEO Ross Glick, who will be a featured speaker during HBA Global Expo.

“(Beauty companies must) create an environment where things flow and you can engage the customer to create a relationship, “explained Glick.

During its 10-plus years of existence, Indelible has grown with the industry and with technology. In the early days, that meant helping its customers create an online presence, later that included adding videos, and today, it means helping beauty companies have a major presence in the social landscape.

“We are helping beauty companies weave a fabric of dynamic content to create an experience for customers,” added Glick.

And beauty companies appreciate the help. Brands such as Estee’ Lauder, MAC, Laura Mercier and Clinique have all sought Indelible’s services.

“A successful campaign works on every single touch-point to cut through the clutter,” explained Amy Bailey, producer, noting that the right campaigns include lifestyle, fashion, music and behind-the-scenes messaging.

For example, MAC has been a leader in charitable giving via its Viva Glam program, which is so closely aligned with the art and fashion world. Meanwhile, Victoria’s Secret enables its fans to share in the glamorous fantasy with its backstage videos during Fashion Week.

At the opposite end of the spectrum is Love Life Skin Care, a start-up premier skin care company that joined forces with Indelible for a social media campaign. The inspiration for Love Life came from three doctors who saw how chemotherapy and radiation damaged their patients’ skin. The solution was Recovery Elixir 31, which makes skin brighter, softer and smoother. A portion of the proceeds from the sale of Love Life Skin Care goes to the Ovarian Cancer Research Fund.

“We tapped into the people who have sensitive skin. They enjoyed the story and knowing that proceeds go to cancer research,” recalled Glick.

What works online? Bailey said that the most successful sites create a happy marriage of text and video.

“The world we live in is a very ADD world,” she explained, referring to attention deficit disorder. “(Visitors) watch a video as long as there is other content beside it.”

Too much, apparently, is never enough. Bailey suggested that websites include segmented videos that enable the user to pick and choose what portion of the video she wants to watch.

In the future, Indelible executives expect more videos will become retailer friendly, where users can stop a clip, click and purchase exactly what is being shown online. Another type of interaction is user-generated content. Bloggers have become online stars and brands such as CoverGirl are beginning to gain traction with that kind of interaction.
With so many advances taking place in the online world, marketers must act quickly if they want to remain relevant.

“I’m passionate about this industry, it’s a great industry,” said Glick. “I’m working with some of the best brands in the world. Imparting knowledge is fun when people can apply it.”