Theirry Mugler experiments with crowdsourcing and user generated content through its site Womanity.com

On March 8, 2010,  Thierry Mugler launched womanity.com. The site was inspired by the idea of feminine identity and was developed as a platform for creative expression. Since its launch, the site has welcomed over 1 million visitors since and received 3,770 individuals’ member contribution that have brought further depth and richness to the site and the brand.

Womanity’s  goal is to crowd source fans in order to further develop the new brand, integrating members’ ideas and content into further product developments.

“Womanity is both a social content platform and a source of inspiration for designing new products. Sharing in what women feel and in their understanding of what femininity means is an immense opportunity and a privileged source of information for a luxury brand like Thierry Mugler. It will allow us to develop projects and products that may be inspired in part by the site’s content, using an approach through which designer’s creativity nurtures and magnifies the creativity of the site’s users: the Womanity brand will be the keystone of an authentic dialogue between our designer and his fans”, explains Joël Palix, President of Thierry Mugler.

Following the launch of Womanity.com, Thierry Mugler produced an auteur film, Is She You, for Womanity, which was released on the site. Following in the footsteps of other beauty brands using social media to market fragrances, Thierry Mugler is using the community contributions to launch a Womanity inspired fragrance. The perfume will be released in a sneak preview through Womanity.com in mid-June.

“More and more, the current internet-savvy generation is seeking ways to express itself and to participate in the development of brands it likes. Therefore, we are seeking to capitalize on the web as a force for nourishing and continuing to build our relationship with our fan base, to bolster our creativity, and to open new horizons for the Thierry Mugler brand. In the future, Womanity will evolve to become a brand that brings together media, design, and products, fusing the creativity of the Thierry Mugler brand and its designer with ideas generated by users of the site and fans of the brand”, explains Joël Palix, President of Thierry Mugler.

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