Pop-upAesop’s Store In Dover Street Parfums Market Alexandra Cheng
Product - Perfume Nostalgia
Promo
Marketing
Dover Street Parfums Market Paris Aesop’s Pop-up Store in DSPM Target PromoMarketPlanI- Qualifier
Dover Street Market
About
Plan II - DSPM Exclusive Trio Box
Aesop
Table Of Contents
About
New
Plan I - Social Media Marketing Plan II - Press Release Marketing Plan III - Launch Event at DSPM Launch Event Budget Planogram I Planogram II Floor Plan Sales CitationPlan
About
Established in Melbourne in 1987, Aesop has become one of the most respected beauty brands in the world.
From London to Singapore, New York to Kyoto, Aesop’s approach to retail design and architecture is unique and respectful of community, culture and history.
About Aesop
Known for the quality of its products, as well as a love and support for the arts as an avenue through which to inspire, learn and communicate, Aesop has developed strong relationships with local architects and designers in the creation of its stores.
Perfume Nostalgia Travel Size Main Ingredient: Banksia integrifolia Banksia only grows in South Australia, and its smell is like baking bread or corn. New Product - Perfume Nostalgia ● travel size of perfume Nostalgia 0.3 fl oz, $30 ● full size of perfume Nostalgia 1.7 fl oz, $95
Dover Street Market was first located in London, before expanding to locations in Tokyo, Beijing in collaboration with I.T., Singapore and New York.
With installation-like spaces and special pop-ups, DSM houses all of CDG’s lines as well as a variety of other labels such as Vetements, Raf Simons, Junya Watanabe and Balanciaga and many more.
Each season, designers and artists are invited to produce and create visuals for the store, which results in a completely new look twice a year.
Dover Street Market is a multi-level retail space and concept store developed by Rei Kawakubo, and her husband, COMME des GARÇONS president Adrian Joffe.
With poured concrete, bare ceilings and eclectic fittings, DSM introduced a famously industrial, anti-luxury aesthetic to the fashion retail sphere.
About Dover Street Market
About Dover Street Parfums Market Paris
Located two minutes from Musee Picasso, this outpost of DSM will be dedicated to beauty with a selection of perfumes, cosmetics and make-up brands from around the world. From avant-garde independent young explosion of scents, sounds and Skincare,textures.
body and hair care products are also part of the proposal, with a majority of sustainable and organic brands aimed for all the human spectrum. Special guests include GUCCI, BYREDO, THOM BROWNE who just launch his very first perfume range, and special events by MAC cosmetics (the CDG Tatoo Kit).
Aesop’s Pop-up Space in Dover Street Parfums Market Paris
The open space fits in the architectural style of DSM, and is fully involved with modern, chic, fashionable vibe. This is what Aesop’s customers never seen before, and Aesop also consistently emphasize their professionality at quality, packaging, and efficiency of products.
Target Market
DEMOGRAPHICS - Millennials / Gen Z - Educated beyond high school - Mid- high income (+$60,000 per year) - Lives in an urban area PSYCHOGRAPHICS - Interested in art/culture - Socially liberal - Loves to try new things BEHAVIORAL - Activist mindset - Fashion Conscious - Frequent travelers
Promo Plan I - Qualifier ● travel size of perfume Nostalgia 0.3 fl oz, $30 ● full size of perfume Nostalgia 1.7 fl oz, $95 Buy $80 or more Aesop products in DSPM store, to get a free travel size of intense perfume Nostalgia. Buy $150 or more Aesop products in DSPM store, to get a free package of both full size and travel size of Perfume Nostalgia ( 1.7 fl oz, $95) N O S T A L G I A N O S T A L G I A N O S T A L G I A
Promo Plan II - DSPM Exclusive Trio Box
The DSM Exclusive Trio Set comes in iconic and exclusive DSM packaging from outside to Theinside.TrioSet provides a head-to-toe care with rose ValuePricearoma.$70$90 ● A Rose By Any Other Name Body Cleanser, 200 ml $30 ● Resurrection Aromatique Hand Balm, 75 ml $35 ● Immediate Moisture Facial Hydrosol, 60 ml $25
Dover Street Market
Instagram Hashtag Event with DSPM’s Odour
Plan I
Media
Collaborated
TagHoliday.#AesopNostalgia and #OdourHoliday to win travel size of perfume Nostalgia (0.3 fl oz, $30) with DSPM art poster. (amount limited)
Marketing - Social
Marketing Plan II - Press Release
Magazine
Allure Press Release launch the new Aesop a campaign The
perfume within
Wild Call By Organic Perfumes
To
page titled:
Press Release
FOR IMMEDIATE RELEASE MEDIA CONTACT DecemberAesopcustomercare@aesop.comPerfumeNostalgiaLaunch08,2019(Melbourne,Australia)—
Aesop is proud to announce the new perfume Nostalgia. The launch will started during Christmas holiday 2019, including two different size of Nostalgia. The perfume will be available in the pop-up store in Dover Street Parfums Market Paris on December 10th, 2019, then on the official Aesop website and other retailers on December 13th, 2019. Nostalgia is the first ever perfume that Aesop created with plants and flowers particular to Australia, and Banksia Integrifolia is the main ingredient. Aesop hoped to connect closely with its home country Australia through this perfume, and spread the “nostalgia” with worldwide customers during this Pleaseholiday.contact customercare@aesop.com to join the list for early access and subscribers only offers.
Launch Event at DSFM Pop-up Store
Plan III
Marketing - Launch Event
Launch Event Budget
Promo Planogram I 0.3fl Perfumeoz Nostalgia 1.7fl Perfumeoz Nostalgia
Promo Planogram II 0.4fl oz EyeHydrator2.1flCreamoz 3.4fl BodyozCleanser 0.5fl oz Lip Balm
Floor Plan Cashier New Launch Travel Kit BodyCareHairCareCareSkin DSM ExclusiveTESTBAR Open Space
Sales Plan OH Max Min OO Unit Cost Total Cost MSR Facial Cleanser 20 40 20 0 25 0 33 Facial Hydrator 15 50 20 35 40 1400 60 Facial Toner 28 40 20 0 20 0 35 Treatment Oil 15 35 20 20 40 800 57 Eye Cream 15 30 20 15 87 1305 95 Body Balm 10 25 15 15 20 300 37 Hand Balm 8 30 10 22 15 330 30 Body Cleanser 15 30 15 0 20 0 27 Hair Cleanser 10 25 15 15 27 405 35 Nostalgia 0.3oz 20 45 25 25 30 750 40 Nostalgia 1.7oz 20 50 25 30 95 2850 115
Citation
https://www.designboom.com/tag/aesop/https://www.wallpaper.com/gallery/lifestyle/a-visual-history-of-aesops-best-designer-storeshttps://www.doitinparis.com/en/dover-street-parfums-market-paris-24826https://hypebeast.com/2019/10/dover-street-parfums-market-paris-france-beauty-storehttps://oldblockwriter.blogspot.com/2012/01/wake-up-and-smell-banksias.htmlhttps://www.banksialandscape.com/https://www.doverstreetparfumsmarket.com/listhttps://www.harpersbazaar.com.au/fashion/most-20-influential-instagram-bloggers-9196https://plantlust.com/plants/12302/banksia-integrifolia/