Bluemercury Rebrand & Brand Extension
Katie Miller | LXFM 740 | Professor Oscar Betancur | Project 3: Visual Retail Space
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CONTENTS
Market Over view Brand Over view Brand Mission Statement Current Positioning Competitive Analysis Perceptual Map Target Consumer Store Analysis Product Analysis Location App Prototype Store Prototype Marketing Strategy Inspiration Moodboard
Project Overview
This project serves the purpose of expanding brand knowledge and differentiation to increase long-term brand equity for Bluemercury. To create brand awareness and creating an entirely new atmosphere. The strategies behind this objective include brand repositioning and brand extension. By creating a new aesthetic and reposition the brand to increase brand awareness to unfamiliar markets.
Brand Overview Background 1999: Founded by Marla and Barry Beck as online shopping website for luxury cosmetics Luxury brands were not sure whether they wanted to sell their products online without consumers trying them first. 2015: Joined Macy’s Inc. Private Brands: M-61 Powerful Skincare & Lune+Aster Cosmetics Store Placement: Bluemercury stores are strategically embedded in neighborhoods where clients live and work. Employees: Bluemercury’s in-store beauty experts are selected based on their passion for prestige beauty products and ability to share beauty secrets, helping to build and retain client relationships.
Mission To continue to be the friendly neighborhoodstore where you can get exper t , honest beaut y advice. The Bluemercur y approach always star ts with the customer and providing a better and more engaging shopping experience.
Brand Extension & Rebrand Bluemercury Hotel Spa & Boutique
Located in the heart of South Beach, Miami, The Edition Hotel opened it’s doors under under Marriott International in 2017. Previously known as the Seville Hotel, in 1955, it has since been restored to appeal to the new generation of travlers. Inspired by the tropical elegance and glam that defines Miami. Each detail was accounted for including: indoor palm trees, white pristine marble floors, chic candle lanterns, venetian plaster walls, and the focal point of the lobby - a gold plated bar. The Edition is home to sophisticated events, aware of cultural disciplines in each of their locations, and collaborates with exciting partners throughout the year. While this is a destination for most, some people are lucky enough to live at the residences. The benefit of collaborating with Bluemercury aligns with the ideal target customer of the Edition Hotel.
Strengths - Offers clients 360 degrees of luxurious living - Employees are product knowledge experts - Free trial luxury products - Fastest growing luxury beauty products and spa retail experience Weaknesses - Poor use of social media & weak online presence - Does not effectively market to male customers - Limited demographic reach - Low awareness towards millenials Opportunities - Reinvent brand to new demographics, millenials, & men - Strengthen brand awareness - Revamp and add useful social platforms - Develop interactive strategies for consumer engagement Threats - High priced products for price conscious millenial - Online competitors pricing
SWOT Analysis
Exclusivity
Compared to its’ competitors, Bluemercury sells luxury, high-quality products, offers in-store beauty advice and expertise, and also promotes free beauty samples of any product to ensure trust and confidence within the brand. In comparison, Ulta Beauty is perceived as a more inclusive brand, with basic beauty experience. Ulta offers a wide-range of products from low-end to high-end.
Luxury Beauty Experience
In terms of measuring exclusivity vs. inclusivity as well as a basic beauty experience vs luxury beauty experience among its’ competitors, Bluemercury is positioned as an exclusive brand that provides luxury experiences.
Basic Beauty Experience
Perceptual Map
Inclusivity
Miranda Brock Age 55 Career Luxury Interior Designer Salary $110,000 Lives New York Hobbies Wine tastings in Napa, avid Nook user, hosting dinner parties, trying the newest restaurants, tennis. Considered to be a regular at The Edition Hotel, either for work or a staycation with her husband.
Kinsley Newman Age 35 Career Marketing Manager Salary $75,000 Lives Los Angeles Hobbies Hosting wine nights, reading beauty reviews, trying the newest restaurants, pilates, make-up tutorials, often visits a museum or gallery. Whether she is on vacation, bachelorette weekend, or in town for Art Basel, she stays at the Edition Hotel.
Allie Sachs Age 20 Career College Student; Model Salary $95,000 Lives London Hobbies Tennis, shopping, traveling Travels often for modeling gigs, loves to try the newest and trendiest makeup, vegan, loves to try out new workout classes, attends music festivals regularly.
Marketing Strategy Rebrand
Rebranding the aesthetic look of all Bluemercur y boutiques with the purpose to appeal to an inclusive customer age range.
Brand E x tension
In collaboration with The Edition Hotel in Miami, Bluemercur y boutique and spa can be found within this luxur y hotel.
Rebranding Bluemercur y ’s skincare line, M-61. Designing packaging that appears less clinical, and more minimal and welcoming.
Miami, FL - The Edition Hotel
App Prototype
Spa
Floor Plans
Lounge + Boutique
Entrance
Lounge Area
Lounge
Lounge Entrance
Boutique
Boutique
Boutique Entrance
Spa
Marketing Tactic
Mood Board
Design Elements
Resources https://www.retailtouchpoints.com/features/retail-success-stories/how-the-three-p-s-work-for-bluemercury https://www.invus.com/case-studies/bluemercury/ https://www.macysinc.com/brands/bluemercury