Geographic Expansion Initiative for Charlotte Tilbury

Yufei Wang & Yuxian Wang LXFM 745 Prof. Carin Wightman

Company Analysis

Current Status and Growth Plan Current Distribution Brand Identity Analysis Competitors Situational Analysis

Table of Contents

Georgraphic Expansion Ideal expansion Destinations PESTEL Analysis Chinese Beauty Market Chinese Consumers

Store Plan

Store Location Product Assortment Store Design

Communication & promotional plan Multi-media Marketing Plan Launching Acitivities and Schedual Promotion Bugets

Financial Plan Executive Summary

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Company Analysis

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Current Status and Growth Plan Current ownership structure:

In 2013, Charlotte Tilbury launched her own skincare and beauty brand, Charlotte Tilbury Beauty in London.

This became the retailer‘s biggest-ever beauty launch for turnover. The brand is now stocked in department stores such as Harvey Nichols, Harrods, Fenwick‘s, as well as Bergdof Goodman, Sephora, and Nordstrom in the US. One of the fastest growing beauty brands, has quickly become one of the UK’s biggest luxury beauty brands.

Future growth projections: •

•

Charlotte Tilbury’s beauty brand is gearing up for international expansion in the Asian and farther field.

Uses e-commerce and social media to identify lucrative new markets

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Current Distribution Number of doors: Charlotte Tilbury cosmetics products are carried in more than 70 doors globally; the fragrance can be found in more than 100 global doors.

Distribution Channels •

Flagship stores

•

Online

•

Sephora

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Brand Identity Analysis The differences from flagship stores and peripheral stores: The brand opened its flagship store in 2015 and is located in London‘s famous Covent Garden. There are also counters in the United Kingdom, the United States, the Netherlands, and Canada.

Charlotte Tilbury’s in Sephora

Covent Garden’s Charlotte Tilbury flagship store was the first of its kind and remains the Beauty Boudoir that get her limited edition products first and you go to place for the Tilbury touch Magical wonderlands of Tilbury treats, trinkets and treasures Discover the secrets to red carpet skincare and makeup

CHARLOTTE’S LONDON STORE Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Brand Identity Analysis

Top 10 Selling Products

Products Products cover the skincare, makeup and fragrance categories. Charlotte Tilbury has a very distinctive brand image and a product range that combines performance with comfort.Â

Magic Cream

Wonderglow Face Primer

Filmstar Bronze and GLow

Matte Revolution Lip Cheat Lip Liner in Matte Revolution Lipstick in Walk Pillow Talk Lipstick in Pillow Talk of Shame

Full Fat Lashes Mascara

Air Brush Flawless Finish Powder

Magic Foundation

Instant Magic Facial Dry Sheet Mask

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Competitors

Bobbie Brown, Shu uemura and NARS are all brands founded by makup artists, same as Charlotte Tilbury. All of them have stores in China. Comparing Charlotte Tilbury with these competitors helps to see the strengths and weaknesses of the brand and create strategies to compete.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

• • • •

• • • •

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Founded in 1983 by Shu Uemura Headquarter: San Francisco Estimated Annual Revenue: $45.4M Acquired by L’oreal in 2002, first Asian brand Expanded to China in 2004 More than 200 stores 28 provinces out of 31 (mainland) 1M followers on weibo Best Selling Products: Cleansing oils, brow products, lightbulb fluid foundation, and eyelash curler (which was designed to fit Asian eye shapes better) Brand Image: Professional. Simple packaging

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

• • •

• • •

•

• •

Founded in 1990, by Bobbi Brown Headquarter: New York Estimated Annual Revenue: $47.6M In 2005, opened first store in mainland China 80 stores in mainland China 330k followers on Weibo Best selling products: Foundations, cleansing oil, Lipsticks, and eyebrow pencil Black and gold Brand Image: Sophisticated and women empowerment

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

• • • •

• • •

Founded in 1996, by Francois Nars Subsidiary of Shiseido Headquarter: New York Estimated Annual Revenue: $19M

•

•

Bestselling products are audacious lipsticks, blush, concealer, eyeshadow duo, and setting powder.

Brand Image: Artistic, daring

Expanded to mainland China in 2017 5 stores in China 100k followers on weibo

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Charlotte Tilbury $44.00

Price Comparison

Bobbi Brown $46.00

NARS

Shu uemura

$47.00

$57.00

Because foundations from these three brands have the same product size, the price comparison is done based on the price of foundaitons.

Charlotte Tilbury, Bobbi Brown and NARS have similar prices, whereas Shu Uemura has a higher price.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Situational Analysis

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

S

trengths:

Clear brand image • Glamorous • Glow • Differentiate itself from its competitors

Extremely great qualities

S W0 T Great Relationship with celebrities, media, models, etc.

• Chinese Actress Carina Liu • Charlotte Tilbury Created a makeup look for Liu’s cover page photoshoot of the Sept. issue 2017 • Later, Liu was invited to be in her Youtube Video, where she recreated the look.

• She even created a lip color named after Liu.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

SW0T Limited product range

Charlotte Tilbury is a small and young brand. Founded in 2013. It hasn’t developed a large profile of products.

Nars has foundations in different finishes and formulation.

Charlotte Tilbury only has two. One of them, Magic foundation only has 20 Shades. Another foundation, Light Wonder Foundation only has 10 shades, where as Nars Sheer Glow Foundation has 40 Shades.

Limited Experience in Asia: Instead of opening stand alone stores, launch the collection in department store, like what she did in Hong Kong. Charlotte Tilbury launched her collection in Hong Kong at Lane Crawford, which is a department store in Hong Kong and Mainland China, specializes in luxury products. Require less investment and department store can help attract more traffic.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

•

Lack of domestic luxury beauty brands in China

•

Growing demand for beauty products

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

S W0 T

Economy slow down •

•

Major Year-on-year drop in the consumer confidence index, down to 99.4 in the last quarter of 2018, compared to 105.1 in the same period in 2017.

Only 9% growth in Chinese beauty industry, although it is still higher than the growth in global beauty industry, which is 5%. It is still unclear how the economy slow down will affect the Chinese beauty industry, and Chinese luxury market as a whole.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Geographic Expansion

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

CHINA

Sounth Korea

Ideal Expansion Destinations •

•

Japan

•

Charlotte Tilbury has not yet entered the Asian market, so there is a lot of room for development Women from these three countries have similar aesthetics Asian beauty has become mainstream, Japan and South Korea have far-reaching influence in the global beauty and skin care market

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Why China ?

• Japan and Korea already have many excellent local brands. However, there are still big gaps in Chinese local makeup brands • China has a large population, a large market, and people have higher acceptance of foreign brands • China has more development potential than Japan and South Korea

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

PESTEL Analysis

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

e

conomics

• China is the 2nd largest economy in the world by nominal GDP • It is the world’s largest economy on a purchasing power basis

P

olitical

• China is one of the most powerful countries in the world • It is a permanent member of the Security Council of the United Nations • It is also the 4th largest country in the world by land area • The third largest FDI (foreign direct investment) destination in the world

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

T

echnological

• China has set a vision to be a global leader in science and technology.

S

• 3t3 nru phototoxicity test: It should be used as a good alternative method for assessing the phototoxic potential of the chemicals and cosmetics in China, replace the animal testing

ocial

• China is the most populous country in the world with a total population of approximately 1.4 billion, this is a massive market for consumer products • Many people in China long for status symbols such as luxury cars, latest smart phones and designer clothing to demonstrate their success. No doubt that increased consumer spending and status symbols are great opportunities for both domestic and foreign companies Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

• Phosphorus in cosmetics has caused serious pollution to the environment and water, and combined with some harmful chemical components, it has caused serious obstacles to the development of environmental protection work in China

E

• Reduce the phosphorus content in cosmetics • Avoid negative effects of harmful substances on the environment

nvironmental

Government Policies in China:

Cosmetics are daily use industrial chemical for: Cleaning, Deodorizing, Beauty and Makeup • More than 1200 chemical in cosmetics are banned • Animal testing is legally required •

L

Employee Legislation:

Standard working hour in China: 8 hrs/day egal 40 hrs/week •

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Beauty Market in CHINA

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

THE COSMETICS MARKET IN CHINA: A GOLDEN MINE • The largest market in the world • The most Dynamic • And Consumers are ready to spend more for higher quality

Higher Prices = Better Quality

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

• Chinese Female consumers spend more and more on cosmetics and Personal Care products and are increasing their consumption. China’s beauty market is on the way to become the world’s largest in terms of sales and market shares by the end of 2018.

• Most Chinese prefer to buy makeup from physical store, which prove that open physical store in China is necessary

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Direct competition in China

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Indirect competition in China

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Chinese Consumers Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Demographic information for the proposed extension’s target • Gender: Female • Age:18-40 • Income: 45,000 - 100,000+ • Education: HIGH SCHOOL DIPLOMA, BA, BFA, MA, MFA, DOCTORAL DEGREE.

Lifestyle & psychographic information • Geography：affluent consumers in more wealthy cities( e.g. Beijing, Shanghai)

• Work and leisure activities：Professional women, women who are either urban, white-collar workers, spouses of whitecollar workers, experiencers, achievers, thinkers, seek variety and excitement, Like new, offbeat things, Enjoy social actives • Interests：These females have a youthfulness, intelligence, confidence, and a love for fashion! Like to spend money on fashion, entertainments and socializing, want a glamorous look and live for themselves.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Store Plan

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Shang hai Financial Capital of China First Tier City: China’s most sophisticated markets.

Densely populated with large middle-class representations and income level well above the national average.

High demand for foreign goods and services.

Typically the most suitable testing ground for foreign companies with limited experience in China

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Shanghai

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Shanghai is the most populous city in China

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It has the largest urbanization rate and urban population.

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Ethnics: 98% are Han Chinese.

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Religion: 87% are not religious.

•

Shanghai is home to one of the largest foreigner populations in China. Approximately one in every four foreigners in China live in Shanghai.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Jiu Guang Department Store •

Opened in 2004.

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Specializes in luxury and imported goods in all sectors.

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• •

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It has10 floors, including the basement where the foodcourt is located. Retail area is about 90,000 square meters.

Shop-in-shop concept.

Known for hospitality of the sales assistant and customers service.

Services: tailoring, umberella and baby strollers renting service, jewelry repair and cleaning, gift wraping service, delivery service, etc.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

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Located on Nanjing Road, where major department stores, plazas, and malls are located.

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Luxury shopping detination.

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Restaurants and recreation.

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Luxury hotels.

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Next to Jing’an temple, which is a popular attraction in Shanghai, also a functioning buddhist temple.

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2 subway lines, and 7 bus lines.

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It has an underground parking lot that can accommodate 200 cars.

Location &Transportation Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Direct Competitors Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Indirect Competitors

Socie Facial

Benson Salon

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Summary on location

The huge number of similar brands and retailers around the area and the dynamic business environment will create a pulling effect on Charlotte Tilbury’s store inside the Jiu Guang Department Store.

According to to the graph on the right, the trading area is within a circle of 9km semidiameter, attracting a large amount of the residents, travelers and people who are working here.

The traffic in this business zone is substantial.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Product Selection Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

In:

• All color products:

Lipsticks, eyeshadows, eyeliners & blushes

• Both foundations • All highlighers and contours and powders • All eyebrow products and mascaras

Less

• Tools, like brushes, pencil sharpeners, and eyelash curlers, because these products can be produced and sold for a very low price in China. Customers prefer Asian brands for eyelash curlers.

• But keep canvas makeup bags. Gifting. It also helps to spread brand awareness

Out:

• One of the three concealers. Because it looks and functions similar to YSL’s all-over brightening pen that is very popular in China.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

New Products

• •

• •

New, limited edition Set: Shanghai Nights Based on the existing shade of Matte Revolution under the same name.

Luster Finish The Set also includes a blush, that has gold shimmers

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Store Design Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Floor Plan

Color Products Base Products

Promotional Stand

Key goals: Use the limited space to show customers the true image of Charlotte Tibury.

Give customers a pleasant shopping experience, which includes providing enough space for customers to move around, try out products, and also enough mirrors.

Media Station

Makeup Bar

10 Iconic Looks Skincare

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Space Decors Research on Charlotte Tilbury’s existing stores to maitain a consistant brand image, and beauty space in Jiu Guang Department Store in order to see what can be done.

10 Iconic Looks

Beige Marble

Rose Gold

Store Sign Burgundy Wood Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Back Front

Charlotte Tilbury Magic Mirror.

AR technology that is used in many of the CT Stors.

It trigers the curiosity of people walking by. Once there are people playing with this technology, other people will also stop to see what it is.

Add the Pillow Talk look in addition to the existing 10 looks.

Ad Campaigns.

Victoria’s Secret has been grown its popularity in China over the past few years, especially after its 2017 fashion show in Shanghai.

Showing this BTS video helps Charlotte Tilbury to build brand awareness and credibility.

Campaigns should show the aesthetics of the brand and features Chinese celebrities that can represent the brand.

Side

Media Station

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Communicaton & Promotion

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Multi-Media Marketing 1.0 Traditional Media

TV Commercials

Magazines Single page ad on 3 of the top selling fashion magazines and 2 of the local magazines.

Interviews of Charlotte Tilbury.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Multi-Media Marketing 2.0 Outdoor & Transportation

Billboard on the Outside of Department store

Bus stops around the Area

Subway tunnels • 23M*2M LED screens on both sides.

• Not directly connected to the department store, but very close.

• Daily traffic of 260,000, most are white collars whose companies are in this area.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Multi-Media Marketing 3.0 Social Media Wechat: Curated brand experience Create a subscripton account.

Build a Mini program implementing Augmented Reality.

Send the link to a friend and ask for their opinion.

Weibo and “Little Red Book“ is our digital communiation tool.

Weibo has more than 3 billion users.

Male: 60% Female: 40% Age from: 20-39

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Multi-Media Marketing 3.0 Social Media

Little Red Book - New & Emerging platform Has a much narrower and more specific user group.

Product based.

The app started with everyday people sharing life and reviewing products.

Tik Tok is an app for short videos.

Each video is up to 15 sec.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Multi-Media Marketing 3.0 Social Media

Commercials will also be distributed to China’s most used video websites. They will be displayed before the videos play.

These websites have data of their users, from age, georgraphic location, to content preference. It is easy for Charlotte Tilbury to target at people who are more likely to be attract by the commercial. Therefore, provides a much cost-effective way to promote.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Pre-Launch

• • • •

•

TV commercials on local channel Magazine Ads, and interview of Charlotte Tilbury Start putting the ads in subway tunnels.

One weekend preview booth. On Saturday, Charlotte Tilbury will be at the booth doing makeup on Shu Qi, it will also be live streamed on TV. Put previews of the new store and new collections on social media. Keeping the consumers engage in the process.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Private Launch Party

•

•

•

•

Invitation only private party.

Shu Qi, Liu Jialing and other celebrities and models will be invited, so are beauty bloggers and KOL. Location: The Portman Ritz-Carlton, Shanghai Since the retail location is very small, having the launch party in a luxury hotel helps the brand to keep a upscale image. It also provide more securities for the guests, and a more controlled media exposure.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Post-Launch

•

•

•

Giving out samples at the gates of the department.

Sign up online, repost or comment on social media to win a chance to get free makeover at the store.

Collaboration with solon, and spa. One day activity.

Provide free makeup service.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Launch Promotion Schedule Pre-launch

12/1-12/20/19

12/21/19 12/22- 12/30/19

12/30/19

12/31/19

1/1/20 1/3-1/5/2020

1/5-1/30/2020

Magazine Subway Advertising Social Media TV Show Pre Booth Launch Private Launch Party

Launch Day Post-Launch Samples Collaborating with Salons and Spa

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Promotional Budget

PRIVATE

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Financial Plan

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Allocation & merchandise

Average Units Sold per Day

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Sales Forecast 2020

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Sales Forecast 2021

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Sales Forecast 2022

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Budget Sheets

PRIVATE

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Income statement

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Executive Summary This project is a detailed proposal for Charlotte Tilbury to expand to China. Charlotte Tilbury created the brand in 2013, and it has been growing tremendously over the years. We believe it is a great idea for the brand to expand to China, because of the huge growth in the Chinese beauty market, and also the lack of domestic beauty brand which means a huge opportunity for Charlotte Brand.The brand Charlotte Tilbury has a clear brand image, glamour. It creates a unique positioning strategy for the brand and helps the brand to compete with its competitors in the Chinese market.

The new store will be located in China’s financial capital, Shanghai, where business environment is very dynamic, people have more disposable income, and the cultural environment is more open than the rest of the country. The store will be open inside the Jiuguang Department store, which is located in the heart of Nanjing South Road business zone. The store is designed to fit Charlotte Tilbury’s overall aesthetics. Technologies like augmented reality will also installed to attract customers and create better shopping experience.

We will used multiple media channels to promote this store and the brand as a whole. For the launch specifically, we will utilize social media, TV, magazines, outdoor advertisements and special events to create buzz before the launch. A few days before the launch, a private launch party will be hosted; celebrities and KOLs will be invited. After the launch, samples will be given to the customers coming to the department store. Collaborations with the salon and spa inside the department store will also help Charlotte Tilbury to build the brand awareness among luxury consumers in Shanghai.

According to our estimated budget and sales forecast, this expansion is profitable for the brand and can help Charlotte Tilbury to open more stores in China or in Asia.

Geographic Expansion for Charlotte Tilbury |Yufei Wang & Yuxian Wang| LXFM 745 Prof. Carin Wightman

Reference Country Digest. (2017, January 06). Shanghai population (2017) - DATA AND INFORMATION. Retrieved from https://countrydigest. org/shanghai-population/ CIA. (2018, February 01). The World Factbook: China. Retrieved from https://www.cia.gov/library/publications/the-world-factbook/ geos/ch.html B2B International. (n.d.). Chinese Market Entry. Retrieved from https://www.b2binternational.com/publications/china-market-entry/ Barton, D., Chen, Y., & Jin, A. (n.d.). Mapping China’s middle class. Retrieved from https://www.mckinsey.com/industries/retail/our-insights/mapping-chinas-middle-class Booker, M., & Lannes, B. (2018, May 30). China’s shoppers: Do city tier, life stage and category matter? Retrieved from https://www. bain.com/insights/do-city-tier-life-stage-and-category-matter/ China’s Cosmetics Market. (n.d.). Retrieved from http://china-trade-research.hktdc.com/business-news/article/China-Consumer-Market/China-s-Cosmetics-Market/ccm/en/1/1X000000/1X002L09.htm Hedley, M. (n.d.). Chinese Market Entry. Retrieved from https://www.b2binternational.com/publications/china-market-entry/ Morgan Stanley Research. (n.d.). China’s Booming Beauty Products Market. Retrieved from https://www.morganstanley.com/ideas/china-beauty-market-consumer-boom Marketing to China. (2018, September 08). Cosmetics in China : Top Marketing Strategies to Succeed in the Beauty Market. Retrieved from https://www.marketingtochina.com/cosmetics-china-top-marketing-strategies-beauty-market/ Smith, J. (2017, March 08). Understanding China City Tiers and where to target your export. Retrieved from https://www.businesswest. co.uk/blog/understanding-china-city-tiers-and-where-target-your-export

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