L’OCCITANE EN PROVENCE
Events Proposal
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project Alana Mustill Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (16th May 2014)
L’OCCITANE EN PROVENCE
CONTENTS 1.0 Introduction 5 2.0 Aim and Objectives 6 2.1 Aim 6 2.2 Objectives 6 3.0 Events Overview 7 3.1 Event Message 7 3.2 Event Outcome 7 4.0 Media Event 8 4.1 Location 8 4.2 Date & Time 8 4.3 Invitations 8 4.4 Entertainment 9 4.4.1 Speech 9 4.4.2 Music 9 4.4.3 Skin Consulations 9 4.5 Refreshments 10 4.6 Gifts and Promotion 10 4.7 Staff 11 4.8 Guestlist 11 4.8.1 Guestlist Times 12 4.9 Event Schedule 13 5.0 Public Events 14 5.1 Date, Location & Time 14 5.2 Invitations 14 5.3 Entertainment 15 5.4 Refreshments 15 5.5 Gifts & Promotions 15 5.6 Staff 15 6.0 Budget 16 7.0 Conclusion 17 8.0 Appendices 18 Appendix A. Media Invitation 18 Appendix B. Media Guestlist 20 Appendix C. Public Invitation 24 9.0 Figures 26 10.0 References 27
L’OCCITANE EN PROVENCE
1.0 INTRODUCTION This document provides the details of the media launch event for the opening of the L’Occitane concession store within Selfridges, located on Oxford Road, London. The document also contains the plans for the remaining public in-store launch events located in Selfridge’s stores. The launch events will take place to achieve the objectives of the campaign.
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1.0 AIMS AND OBJECTIVES 2.1 Aim The aim of the launch events is to create awareness amongst consumers of the new concessions opening within Selfridges. 2.2 Objectives 1. To host a successful, informative media event which will outcome in positive press coverage and raise awareness of the opening concessions. 2. To establish amongst the publications L’Occitane’s position on the UKs beauty market. 3. To host events which entice the L’Occitane brand values and customer service. 4. To promote L’Occitane as a skin care brand by offering free skin consultations demonstrating the products which will generate product reviews in the following weeks to the event. 5. To grow the L’Occitane VIP creation.
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3.0 EVENT OVERVIEW 3.1 Event Message The events will portray the message that L’Occitane is a growing French, Natural, Luxury skin care brand, providing excellent, knowledgeable customer service and is aiming to become one of the biggest cosmetic brands in the UK. 3.2 Expected Outcome An event hosted to the media will outcome in press coverage including reviews of the events and products during the following weeks of the media event. This coverage will raise awareness of L’Occitane as a luxury skin care brand and promote the launches of the concession stores due to open in the following year. The events to the public will generate more consumers for the brand as the events will convert all attendees into VIPs, which then provides discounts and gifts to the consumers persuading them to make more purchases with L’Occitane in the future. The public events will also generate reviews of the events which take place in stores via blogging and social media creating more promotion for L’Occitane.
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4.0 MEDIA EVENT 4.1 Location The media event will take place in the capital city as this is where all the publication head offices are, enabling them to attend the event. The London Selfridges store will host the media event the day before the launch to the public as this allows time for the publications to share their experience with the brand online and through social media accounts creating more interest in the upcoming launches.
4.2 Date & Time The date for the media event is Wednesday 19th November. The event will take place from 11am until 9pm, however guest’s will be invited to the event at scheduled times due to the small size of the venue, in order for guest to fully enjoy the L’Occitane experience. 4.3 Invitations An A5 invitation will be sent to the guestlist 2 weeks before the media event. Refer to the Appendix A for the invite design.
Figure 1. Selfridges, Oxford Road. London. Figure 2. Concession Store Design.
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4.0 MEDIA EVENT 4.4 Entertainment 4.4.1 Speech The Event will consist of a skin care professional talking through some of the skin care products including the award winning Divine range. The skin care professional will also be on hand to answer any queries. 4.4.2 Music A harpist will be on hand to provide peaceful music for the event. L’Occitane believe in sensoriality and want to positively stimulate as many senses as possible during the L’Occitane experience.
4.4.3 Skin Consultations Skin consultations will be available to help discover attendees L’Occitane skin routines. Each consultation will provide skin care advice and an application of products to the face or hand.
Figure 3. Harpist.
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4.0 MEDIA EVENT 4.5 Refreshments Refreshments will be available at the event. Each attendee is entitled to 3 flutes of French Champagne decorated with a strawberry, and an alternative fruit tea will be available. Nibbles of French Macaroons and Canape’s will be served throughout the course of the event.
4.6 Gifts and Promotion At the media event, a goody bag will be provided which includes a travel size 3 step skin routine in the chosen skin care range of the attendee’s choice. Giving away products will mean the attendees can try the products for a longer period of time, and will result in reviews on the creams being published in their magazine. All event atendees will become L’Occitane VIPs which includes exclusive gifts and discounts for the customer. This will increase the VIP growth for the company.
Figure 4. French Macaroons. Figure 5. French Champagne.
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4.0 MEDIA EVENT 4.7 Staff 5 members of staff will be required to work the event, this includes the concession manager and assistant manage. This is so the ratio of staff and guests is equal, meaning the best service can be given to the guests. Staff members are required to look profession and follow the uniform code. Staff will act in a respectable, yet approachable manor to the guests. 4.8 Guestlist Invitations will be sent to the publications which advertise and promote L’Occitane. For a detailed guestlist, refer to Appendix B. Look Cosmopolitan HELLO! Company Elle Grazia Marie Claire Glamour Good Housekeeping Harpers Bazaar Red Vogue InStyle Tatler Women & Home
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4.0 MEDIA EVENT 4.8.1 Guestlist Times 11am : Red & Look Magazine Guests 1pm: Vogue & Marie Claire Guests 3pm: Cosmopolitan, Elle & Harpers Bazaar Guests 5pm: HELLO!, Company, Good Housekeeping, Tatler & Woman & Home Guests 7pm: InStyle, Glamour & Grazia Guests.
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4.0 MEDIA EVENT 4.9 Event Schedule The media event is broke down into 2 hours per publication. Each event will follow the event schedule. -Champagne given to guests upon arrival to the event. - Welcome Speech from the Concession Manager
10 Minutes
- Browse Time for guests
20 Minutes
- Profession Skincare Speech
20 Minutes
-Skin Consultations 1 Hour (10 Mins Per Consultation) - Appreciation Speech from the Concession Manager
5 Minutes
- Goody Bags Given Out
5 Minutes
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5.0 PUBLIC EVENTS 5.1 Dates Location & Time 9am - 9pm Thursday 20th November 2014 – Selfridges Oxford Road, London. 10am - 10pm Wednesday 25th February 2015 – Selfridges Trafford Centre, Manchester. 10am - 8pm Wednesday 27th May 2015 –Selfridges the Bullring, Birmingham. 10am - 8pm Thursday 20th August 2015 – Selfridges Exchange Square, Manchester. 5.2 Invitations Mailers will be sent to L’Occitane VIPS 2 weeks before the Concession store launches to inform the consumers of the events. Press releases of the in-store events will also be sent to the publications who attended the media event. The press releases are available in the Press Pack. Invitations will be sent to L’Occitane Boutiques in the area of where the new concession store will be opening allowing the boutiques to promote the events in-store. Refer to Appendix C for the invitation design.
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5.0 PUBLIC EVENTS 5.3 Entertainment During the event, complimentary skin consultations will be offered to all customers who enter the store. A harpist will be on hand to provide peaceful music for the event to enhance stimulation of the senses. 5.4 Refreshments During the event, French Champagne and fruit tea refreshments will be available, and nibbles of French Macaroons and Canape’s. 5.5 Gifts and Promotion The first 50 customers at the event launch will receive a skincare goody bag worth £30 and a discount of 20% is available to those who spend £150 or more. All event atendees will become L’Occitane VIPs which includes exclusive gifts and discounts for the customer.
5.6 Staff On the launch day, all members of staff are expected to work as shift. More staff members will be present during the sales window period of 12pm whilst 4pm. All staff are required to wear the correct uniform and present themselves in an approachable yet professional manner.
Figure 6. L’Occitane Goody Bag.
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6.0 BUDGET
6.0 Budget Media Event Budget
Refreshments £1500 Entertainment £500 Staff Hourly Pay
Public Event Budget
Refreshments £2000 Entertainment £500 Staff Hourly Pay
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7.0 CONCLUSION To conclude, The media event will help position L’Occitane as a luxury skin care brand as it will generate reviews, social media interest and promotion for the brand. The public events will raise awareness of the new concession stores amongst L’Occitane’s current consumers, as well as new customers. The public event will also create more VIPs for L’Occitane, which is an aim for the brand during the next financial year, as VIPs encourage customers to remain loyal to the brand. Both events will provide luxury, high end customer service along and entice brand values such as sensorality and respect. The events also allow consumers to experience the skin care in store and discover the values of the company.
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8.0 APPENDICES Appendix A. Media Invitation Design Front Design
L’OCCITANE EN PROVENCE
Designed by Norbert Wielgosz, Graphic Designer.
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8.0 APPENDICES
Back Design
YOUR EXCLUSIVE INVITATION Guest Name It is our pleasure to invite you to our media launch event for our first ever concession store within Selfridges, Oxford Road. Date : Wednesday 19th November Time : Scheduled Time For Guest Location : L’Occitane En Provence, Selfridges, Oxford Road Designed by Norbert Wielgosz, Graphic Designer.
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8.0 APPENDICES Appendix B. Media Guestlist Vogue Beauty & Health Director Acting Beauty & Health Director Beauty & Health Editor Junior Beauty Assistant Beauty Editor Vogue.co.uk
Nicola Moulton Fummi Fetto Jessica Hogan Lottie Winter Lisa Niven
Glamour Magazine Deputy Beauty Editor Philippa Pearne Beauty Writer Sarah Jossel Beauty Assitant Dominique Temple Red Fashion & Beauty Bookings Director Karina Dial Acting Fashion & Beauty Bookings Director Eleanor Welsh Online Fashion & Beauty Editor Marisa Bell Beauty Editor-At-Large Rosie Green Beauty Editor Kim Parker Beauty Assitant Rebecca Hull
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8.0 APPENDICES Harpers Bazaar Beauty Director Sophie Bloomfield Beauty Director-At-Large Newby Hands Assistant Beauty Editor Victoria Hall Tatler Beauty Editor Francesca White Beauty Assitant Katie Thomas Woman & Home Beauty Director Jo Glanville-Blackburn Assitant Beauty Editor Fiona McKim InStyle Beauty Director Cassie Steer Beauty Editor Malena Harbers Beauty Writer Jessica Tibbits Good Housekeeping Beauty Writer Gillian Davies Web Assistant Helen Glaberson
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8.0 APPENDICES Marie Claire Beauty Features Editor Jess Lacey Beauty Assistant Alix Rentsch Beauty Intern Jessica Scott Beauty Intern Suhayla Ibrahim Company Beauty Director Sophie Quershi Beauty Assistant Natalie Lukaitis Cosmopolitan Beauty Director Ingeborg Van Lotringen Beauty Editor Kate Turner Beauty Writer Cassie Powney Beauty Assistant Lucy Partington Elle Associate Health & Beauty Editor Amy Lawrenson Beauty Assistant Joely Walker News & Social Media Editor Leisa Barnett
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8.0 APPENDICES Look Acting Beauty Editor Samantha Freedman Beauty Editor Katie Chan Acting Beauty Writer Charlotte Jolly Freelance Beauty Assitant Victoria Jowett HELLO! Executive Fashion & Beauty Director Executive Fashion & Beauty Assistant
Charlotte Broadbent Gila Polak
Grazia Beauty Editor Lauren Murdoch-Smith Acting Beauty Editor Rose Beer Contributing Beauty Editor Poppy Lara Beauty Web Coordinator Tor Cardona
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8.0 APPENDICES Appendix C. Public Event Invitation Design Front Design
L’OCCITANE EN PROVENCE
Designed by Norbert Wielgosz, Graphic Designer.
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8.0 APPENDICES
Back Design
YOUR EXCLUSIVE INVITATION It is our pleasure to invite you to our launch event for our concession store within (Location of store). Come along to experience the heart of Provence and indulge in French Champagne and French pastry’s. Experience a L’Occitane Skin Consultation, as well as discounts and goody bags for the first 50 customers!
Date : Details Location : Details Designed by Norbert Wielgosz, Graphic Designer.
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9.0 FIGURES Figure 1: http://www.lth-hotels.com/images/london-guide/london_ shopping/selfridges-london.jpg Figure 2: Concession Store designed by Chris Ledward, Graphic Designer. Figure 3: http://ih0.redbubble.net/image.6526947.9601/ flat,550x550,075,f.jpg Figure 4: http://weheartit.com/entry/108664461/via/elena_ matache_33?utm_campaign=share&utm_medium=image_share&utm_ source=tumblr Figure 5: http://weheartit.com/entry/88224780/via/viennesewaltz?utm_ campaign=share&utm_medium=image_share&utm_source=tumblr Invitation Designs created by Norbert Wielgosz, Graphic Designer. Front Cover Image : http://img.docstoccdn.com/thumb/ orig/125204880.png ( Edited).
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10.0 REFERENCES Cosmopolitan. (n.d.). Cosmopolitan, (June 2014) 14. Glamour. (n.d.). Glamour (June 2014) , 17. Good Housekeeping. (n.d.). Good Housekeeping (June 2014), 220. Grazia. (n.d.). Grazia, 473 (May 2014) 6. Harpers Bazaar. (n.d.). Harpers Bazaar (June 2014), 34. InStyle. (n.d.). InStyle (June 2014), 27. LOOK. (n.d.). LOOK (12th May 2014), 105. Marie Claire. (n.d.). Marie Claire (June 2014), 23. Red. (n.d.). Red (June 2014), 24. Selfridges. (n.d.). Store Details. Retrieved May 8, 2014, from http://style. selfridges.com/?llc=tn .php#sthash.0h1ySSJq.dpuf Tatler. (n.d.). Tatler, 309 (5)(May 2014), 46. Team Company. (n.d.). Company (June 2014), 10. Team Elle. (n.d.). Elle (June 2014), 38. The HELLO! Team. (n.d.). HELLO!, 1327 (May 2014), 126. Vogue. (n.d.). Vogue (June 2014), 54. Woman & Home. (n.d.). Woman & Home (June 2014), 10.
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