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Luxury and Cosmetics

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by

Marius FALL

on 22 November 2013

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Transcript of Luxury and Cosmetics

Luxury and Cosmetics
The brand: Hayari Perfume
S.T.P
Segmentation
Part 2: The means of communication strategy
Internet
Part 3: The NEW Perfume
- Approach
- Idea
- Product
- Packaging
- Communication strategy
HAYARI PERFUME
Albert Tiphaine-Billet Estelle-Bouchiouane Alexis- Brisse Claire-Fall Marius
sous la direction de ROMAIN LAZZARINI
Introduction: HAYARI
Hayari is specialized in "Haute couture" since 2010, and perfumes since 2011.
The Values
Tradition
Quality
Respect of the environment
Sensuality, feminity
Exception, exclusivity (symbolic value)
Romanticism
Luxury
International dimensions
4P strategy
SWOT
Targeting
Positionning
Magazines
Stealth marketing
Work with young product designer (have a short-film where the designer could explain his motivation to work with the brand and the different part of influences he was driven by.

Design
Hiring young talented designers and creative and make them grow in Hayari; the goal here is to make a kind of “Hayari Lab” which could be a great advertisement for the brand.

Mentoring
ART & CINEMA
Hayari could make some appearance in independent movies. But the project have to respect the values of romance, mystery and tradition.

They had the intuition that BRIC countries would have a good purchasing power in the domain of High Luxury.

Covers & colaboration
Big improvement to do
Exclusive content and push notification system
Website & app
Cinema
- Some appearance in independent movies :
we can imagine a scene where the main character go to buy a perfume (or just see it in a showroom) for his beloved girlfriend.
- The movie has to respect the values of romance, mystery and tradition.

Alternative marketing campaign
Based on the ideas of purity, cocooning and relaxation :
- Container
- Zen Music, Light Therapy
- Perfume
Offer a quarter of break and leave a good impression.

Cost: About 7500€ per stand/ a month
Opportunities in China
Oblative value: Matter of culture
In China, a perfume is one of the favourite gift.

Opportunities:
Give another protection (mould) for the women who will carrry it in their purse
Make limited edition with gold flakes.
New packaging for the release in China
New visuals
He creates tailor-made dresses

Three perfumes are available: Only for her,
Goldy and Broderie. This year, Hayari creates a man perfume
Product
Price
Place
Promotion
Partnership

2 I Strategy
- Innovation
- Sensorial Identity
Benchmarking analysis
- Elie Saab
- Vera Wang
- Concentrated strategy
- Few segments
- Specialized and established
- Main target
- Second target
Provide high class luxury's dresses and perfumes
Communication strategy
Full transcript