Global Brand Management and Brand Building for LA MER

Yuxian Wang

Final Project

LXFM 774 Savannah College of Art and Design Savannah, Georgia November 11, 2019

Entrepreneurial Opportunity • Brand Identity • Objectives and Strategies • Target Customers

Strategic Product Concept

Contents

• • • • •

Campaign Headline Assortment Plan Primary Packaging Secondary Packaging Ingredients

Integrated Marketing Plan • • • •

Digital strategy Retail strategy Consumer Journey Influencer strategy

Entrepreneurial Opportunity

https://www.youtube.com/watch?v=zqNWwiFZB2w

Brand Identity • Deep sea • High-end skincare • High quality • Luxury lifestyle • Combination of seaweed and high technology

Objectives • Capture white space opportunity in growing luxury fragrance market • Translate luxury skincare to personal olfactory experience • Leverage skincare benefits (glow and moisturizer) to invent new category of high-performance fragrance

Strategies •

Introduce 100 ml personal fragrance at premium price point that will increase business by 20 %

•

Incorporate hydrating technology to provide performance benefits to fragrance

Target Consumers

Demographics

Age: 25-60 Gender: Female Race: Asian, North American, European, Middle Eastern Education: Unlimited Income: 50,000 -100,000 +

• • • • •

Psychographic • • •

Social class: Upper class females Lifestyle: lady of quality who living the high life, pursue new, luxury and quality things; enjoy social actives and vocation Interests and opinions: Have a youthfulness, intelligence, confidence, and a love for fashion, beauty and luxury life. Want a glamorous look and live for themselves

Buying behavior

They are shopaholic and loyal customers of luxury brands. They have numerous fragrance and are constantly looking for something new

Purpose

A desire to portray a specific social class, communicate a desired self image and provide self-concept reinforcement

Strategic Product Concept

Campaign Headline The ultimate mystery is one's own self

Assortment Plan Mystère

vaporisateur natural spray Size: 100 ML e Price: $ 198 Color: Green

3.4 FL. OZ. U.S.

PrimaryPackaging

Overall Concept Description for Mystère Package • The unique modern design shapes the bottle of Lamer's iconic perfume • The translucent and sparkling glass bottle design enhances the mystery • The glossy and exquisite texture increases the luxury glamour

Secondary Packaging

Ingredients Miracle Broth

Top notes citrus

fresh floral

heavy floral

Middle notes marin

woody

leather

musky

fougere

modern chypre

Base notes

Integrated Marketing Plan

Digital strategy

Billboard and TV Commercial

Retail strategy

Consumer Journey Day in the life

https://www.youtube.com/watch?v=SJrOrRJv9x8&feature=youtu.be

Influencer strategy Call on actors, singers, explorers, and scientists who have a deep love for the ocean to lead consumers to explore the mysteries

Citations • Admin. (2017, 07). LA MER海蓝之谜背后故事, from https://www.chinapp.com/gushi/86522 • Bugbee, S. (2017, August 23). 10 Conspiracy Theories About the World's Most Infamous Skin Cream. Retrieved from https://www.thecut.com/2017/08/10-conspiracy-theories-about-la-mer-and-is-it-worth-it.html • Lawrenson, A. (2018, March 26). I Travelled 3459 Miles, and Now I Understand the Obsession With Crème de la Mer. Retrieved from https://www.byrdie.com/creme-de-la-mer • Long, A. (2019, 08). The Truth About Crème De La Mer, from https://www.elle.com/beauty/makeup-skincare/a37936/la-mer-the-dream-cream/ • Lieber, C. (2018, October 10). La Mer makes a legendary $325 face cream. It's now being sued for alleged false advertising. Retrieved from https://www.vox.com/the-goods/2018/10/10/17957586/la-mer-creme-de-la-merchinese-lawsuit • Laurenshaoul. (2014, 10). Estee Lauder’s Audience, from https://thecosmeticenthusiast.wordpress.com/2014/10/29/estee-lauders-audience/

Thank You