Web lulu process book

inspiration

mood

Lululemon Essentials Lululemon Necessity Ambrosia Lululemon Essence Lululemon’s Drops of Joy

Purify Cleansing => Calming Grounding Purity =>

Ayurveda: The ancient Indian science of health The Essential, Essential Oils Essence Essential Oils by Lululemon

name/logo

B D A

Grounding Calming Purify

target customer

opportunity Lululemon Athletica will launch a line of essential oils for customers who desire a deeper, more relaxing, and beneficial practice and lifestyle. “Lululemon Essentials” will enter the market in a package of three oils for before, during and after a woman’s yoga practice. The package will also include an “Essential Bag” to hold the three bottles for an easy grab and go motion. Lululemon does not offer anything like this currently, so this would enter the market as a brand extension.

The versatility of the product allows them to be able to make a future portfolio of essential oils for their base platforms Yoga, Run, Train, Swim, and To + From. The spritz bottles and diffuser would also be offered as accessories to the main packages.

sustainability Due to the current trend of sustainability, offering a recycling program is important. Any new sustainability offering would also allow Lululemon an opportunity to implement a similar program for their CSR. The customer will be able to bring the bottles (roller bottles or spritz bottles) back to the store to be exchanged for another bottle at a reduced price. The only time that the individual bottles will be sold will be the consumer’s initial purchase. The bottles will be collected and sent back to be recycled.

S O

Lululemon would likely experience an initial surge after launching the oils give the trend of health and wellbeing around the essential oils being at the forefront of consumers’ minds. Essential oils have not been offered like this by any other competitor giving Lululemon an initial market entry advantage. Lululemon should offer multiple levels of pricing for the oils in their new bottles and packaging to attract based on different grades of bottles, types and/or popularity of particular oils and the logo / labeling offered. Colleges, professional teams, towns and other labeling styles could be a distinguishing factor in pricing.

The opportunities are many for an offering like this. Lululemon has an established and loyal customer base. The packages can easily be adapted and expanded into more packages, more oils, and better possible health benefits for their customers. With ongoing essential oil trend, now is the perfect time for this product and service to hit the market. Lululemon does not have a product like this despite having many other accessories. These bottles and oils would be a natural and profitable expansion of the overall portfolio.

W T

Lululemon might be exposed to first-to-market risks. Following another to market with a similar product allows for mistakes to be made on someone else’s dollar. However, this does not always mean that being the first to do something is bad; it just means Lululemon has to make sure their plan is thorough, timely and fast; and they must be ready to efficiently and rapidly fix problems when they arise.

Lululemon is obviously going up against the threat of other essential oil companies that offer packages. However, most of these companies don’t associate the oils with workouts. This is Lululemon’s key advantage.

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assortment plan Launch 1: Yoga Package 15mL: essential oils 15 mL

Before: Grounding

$16.70

essential oils 15 mL During: Calming

$16.70

essential oils 15 mL

$16.70

After: Purify

Bag Grab and Go Bag

Total:

$25.00

$75.00

Yoga Package 30mL: essential oils 30 mL Before: Grounding

$28.30

essential oils 30 mL

$28.30

During: Calming

essential oils 30 mL

After: Purify

$28.30

Bag Grab and Go Bag

Total: essential oils spritz bottle 2oz essential oils spritz bottle 30 mL essential oils spritz bottle 30 mL

Incense Diffuser

$25.00

$110.00

Spritz Bottles 2oz: Before: Grounding During: Calming After: Purify

$25.00

$25.00 $25.00

Diffuser:

$115.00

distribution plan Launch Date:

June 1st 2019 1st Launch: - Only offered in the most influential stores and online.

- Launch June 1st 2019 (National Yoga Day 6/21)

2nd Launch: - Offered for all other stores - Launch September 1st 2019 (National Yoga Month)

4th St. SW Calgary 6th and Lamar Austin 900 N Michigan Ave Arden Fair Sacramento ABQ Uptown Albuquerque Aspen Store Brown Thomas Dublin Biltmore Fashion Park Phoenix Brickell City Center Miami Broughton St. Savannah Cow Hollow San Francisco Cherry Creek Denver Classen Curve Oklahoma City Del Monte Center Monterey Downtown Detroit Local Forum Shops at Ceasars Las Vegas Frankfurt Store Germany Hysan Place Hong Kong Harbor East Baltimore Knox Steet Dallas King’s Road London Market St. The Woodlands Mall at Millenia Orlando Mall of the Emirates Dubai Mosman Sydney NYC Flatiron District N. Beverly Dr. Beverly Hills Pacific Place Seattle Pearl District Portland Robson St. Vancouver Santa Barbara Store Shops at West End Minneapolis Shops at Canal Place New Orleans The Quarry San Antonio Walnut Street Philadelphia Whyte Ave Edmonton

KEY: Launch 1

bo

ottle design process

Industrial Design Collaboration: Halle Wilson @hwilson77

bo

ottle design process

Industrial Design Collaboration: Halle Wilson @hwilson77

bottle design

Industrial Design Collaboration: Halle Wilson @hwilson77

bottle design

Industrial Design Collaboration: Halle Wilson @hwilson77

sprit

tz bottle inspiration

sp

pritz bottle process

spritz bottle design

incense

diffuser inspiration

incen

nse diffuser process

ince

ense diffuser design

Front

tags

Back

essential bag

Bef Woody:

Ambery:

Leather:

Essence

scent direction

fore 32%

:

32%

:

16%

e Cedar Wood: 20%

Du

Au

Gre

Fou

Fre

Lav

scent direction

uring

uromatic: 21%

een:

ugere:

30% 9%

esh Floral: 10%

vendar:

30%

Aft Citrus:

Fruity:

New Fre

scent direction

ter 43%

36%

esh: 21%

Woody:

B

32%

Ambery:

32%

Leather:

16%

Essence Cedar Wood: 20%

Aur

Gre

Fou

Fre

Lav

scent direction

D

romatic: 21%

een:

ugere:

Citrus:

43%

9%

Fruity:

36%

esh Floral: 10%

vendar:

A

30%

30%

New Fresh: 21%

mar

rketing plan process

1st La

- Instore front disp

- Selected initial launch stores hosts a yoga

June 1st (la - Yoga classes will be offered at 1st launch

the essen

- Videos and photography will flood all socia

par

2nd La

- 2nd launch stores will feature the product i

- Yoga classes will start to be offe

- When buying Lululemon Essentials the cust

yoga class offer

marketing plan

aunch

play of new launch

a class for local influencers the morning of

aunch date). locations allowing for the understanding of

ntial oils.

al media including pictures from the launch

rty.

aunch:

in a front display as did the 1st launch stores.

ered when launch reaches stores.

tomer will receive a discount off of the next

red at the store.

the look:

the p

when &

Monday May 21st @ Adler Hall

white background s

photoshoot plan

props:

the girl:

& where:

collaborators:

@ 6:00 P.M.

studio shoot

film: Kendall Sweeny and Nikole Pryor photography: Emma Devereaux model: Lexie Teas