FRANCE. Clarins Group and designer Thierry Mugler have invited women of the world to connect and communicate through the website www.womanity.com. The site is described as an interactive platform designed to spark creative exchange among women. It will also be used to develop future Mugler/Clarins Group beauty products.
Mugler is said to have imagined and launched this interactive platform to be an “expressive space built on the natural bonds existing between all women”. He chose the name “Womanity” with an eye toward the innovative ideas it could articulate.
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The womanity.com site is described as an interactive platform designed to spark creative exchange among women |
“At the heart of it is what one woman learns from another. Womanity is that bond: giving, complicit, a tacit affinity,” Mugler explained.
Womanity.com is an interactive platform designed to spark creative exchange among women. It offers women the opportunity to share what being a woman means to them today. The site is open to everyone and embodies a new kind of interactive space: a creative commons dedicated to generating new ideas, where members can share knowledge, trade experiences, express their creativity, and – above all – have fun.
Members are invited to reveal their own definition of Womanity. The aim is to awaken curiosity by dynamic, changing content (video, photography, articles and posts) that is in turn inspiring, entertaining, profound, light-hearted, and even provocative – just like its creator.
The site is designed to evolve over time, and all of its functions will be available in June. Its content will change constantly with contributions from both members and invited guests, including influential members of the literary and artistic communities, journalists and leaders of the film and fashion world.
The site’s three major sections will invite women to enjoy the following creative journeys:
– Womanity is”¦ This section focuses on the question, “What does Womanity mean to you?” It is described as a way of giving users free rein and total liberty of creative expression. A Jury presided over by Mugler will reward the finest contributions (photos, articles, images, etc) with a trip for two toward the discovery of another as yet not specified Womanity.
– Womanity Inspiration: This section gives visitors the opportunity to share their points of view on contemporary ideas and issues. Themes and ideas might include:
-An article on “The timeless qualities of Alice in Wonderland,” following the opening of Tim Burton’s film in March 2010
-A portrait of Wangari Maathai, the first African woman to work for the environment, whose efforts were rewarded with the Nobel Peace Prize in 2004.
-Other interesting topics such as “Women who travel alone”, and “Is it always a good idea to follow feminine intuition?”
– Womanity Story: And then she”¦ An invitation to complete a story, starting in June 2010.
In addition to these creative contributions, Mugler invites visitors to give free rein to their imaginations, and to generate an array of projects, concepts and products that might contribute to the world of Womanity.
The designer explains: “Womanity.com is a place to take ideas further – who knows how far? Women will tell us.”
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Womanity.com continues the Thierry Mugler brand’s tradition of innovative experimentation with new media |
Womanity.com continues a tradition of innovative experimentation with new media that has become synonymous with the Thierry Mugler brand. The Blogalaxy, a groundbreaking initiative launched in 2007, offered its members the opportunity to share their ideas and thoughts about the world of Thierry Mugler by creating their own personal blogs.
Its designer also created the Island of Dr. Muglerstein on Second Life, an inspired project built around Mugler’s art of metamorphosis in an extravagantly fantastical setting.
In addition, the brand has been using e-commerce since September 2007, a time when most luxury brands were still reluctant to try these new technologies.
“Developing through this kind of interactive, collaborative space has long been a part of our brand DNA,” noted Joël Palix, president of Clarins Fragrance Group and the Thierry Mugler brand.
“Already with the launch of the Angel Circle in 1992,” Palix recalled, “Thierry Mugler was building an intimate, privileged relationship with its audience. Devotees of the designer and his perfumes could connect through the Circle – a community that now numbers close to a million.”
Palix continued: “If we as a luxury brand are to keep moving this legacy forward, enhancing our relationship with our customers is crucial. We do that by continuing to recount our identity, by telling these stories. A brand must seek to break away from the elementary notion of broadcasting a message. Through UGC (User Generated Content), we place customers at the core of our thinking about the brand, sparking interaction through constant exchange. Naturally, this is an approach we have developed over many years.”
The brand intends to reach two million contributors by the end of 2010, and be fully interactive with existing social networks and online communities. This is a formidable goal, particularly given that seven different versions of womanity.com will be launched worldwide, in six languages: English, French, Spanish, German, Italian, and Portuguese.
Palix concluded: “While Womanity is currently a “content brand,” we hope that women will make it into a brand in the deepest sense of the word. Our goal is to move toward the innovative notion of an “amplified brand,” meaning that products created by the Womanity community become a reality, an inevitable next step for the creative platform – a highly original yet fully logical extension of the extraordinary range of possibility offered by womanity.com.”
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