RETAIL LOOK (under retouch)
mattitude collection VENUE : SKYBRIDGE – EXHIBITION AREA GRAND INDONESIA
DATE
: 23 – 29 JULY 2018
THW
RETAIL LOOK (under retouch)
AGENDA :
1
1. 2. 3. 4. 5. 6. 7. 8.
THEME, CONCEPT OBJECTIVE & PRODUCT FOCUS LAY OUT COMMUNICATION ACTIVITIES DIGITAL EVENT TRADE MARKETING OFFERING/GIFTING RESULT
RETAIL LOOK 1. THEME & (under CONCEPT : SHU UEMURA X YAZBUKEY MATTITUDE COLLECTION retouch) MATTITUDE BIG IDEA 4 shade ranges to play 4 different attitudes sexy red
quirky pink
lovely nude
OBJECTIVE: 1. RECRUIT NEW CUSTOMERS & RETAIN REGULAR CUSTOMERS 2. BOOST AWARENESS OF THE SHU AS BRAND 3. CREATE EXCITEMENT FOR CUSTOMERS TOWARD SHU’S LIPSTICK COLLECTION WITH COMPLETE CUSTOMER JOURNEY
PRODUCT FOCUS: YAZBUKEY LIPS
edgy berry
RETAIL LOOK 2. LAY OUT (under retouch)
RETAIL 3. COMMUNICATION
LOOK TRAFFIC(under PULLER retouch)
EMAIL BLAST
CUST.DATABASE
WHATSAPP BLAST
Target Cust From SHU:
Sticker giveaway for passerby
All Make Up Purchaser (2016-2018)
Target Cust From Grand Indo:
Leaflet
G-Card Members Female, 25-35 yo, avg spending Rp 2 mio
Target Cust From Central: Travel set giveaway only for G-Card Members (Grand Indo) & The 1 Card Members (Central CRM) -> target 20 persons per day
The One Card Members Female, 25-35 yo, avg spending Rp 2 mio
RETAIL LOOK 4. ACTIVITIES (under UNIQUE TOOLS
retouch)
MAKE UP SERVICE
MENU LOOK
BA TOOLS
Yazbukey Make up Look
t
Try 4 looks of Yazbukey lips On 4 Make Up Stations
Selfie Generator
Leaflet/Brochure Gatcha gatcha gimmick for passerby
RETAIL LOOK 5. DIGITAL : DIGITAL TIMELINE PRE
(under retouch)
LAUNCH
POST
local key influencers SEPHORA: 26th June – 2 July influencers post
UGC I: 1st – 15th July influencers
UGC II: 16th – 20th July invitation
UGC III: 23rd – 29th July selfie
on Instagram story to promote exclusive program GWP Yazbukey at sephora.co.id & Sephora offline.
post on Instagram feed with yazbukey belt bag and choose 4 different moods to match color of your lips and accessories to be match. Ask their followers to post their favorite color match with accessories showing that is their attitude & tag the selected influencers.
event at Grand Indonesia post by selected influencers. ask their followers to regram the post and influencer will select 20-30 of their followers to get invitation to come to the podium.
generator and what’s your mattitude post at podium GI
Notes sponsored ads INSTAGRAM ADS: 21st – 30th June, to promote pre-order at sephora online with website link
INSTAGRAM ADS: 1st – 31st July, to promote yazbukey launch at counters & boutiques
INSTAGRAM ADS: 16th – 20th July, teaser Yazbukey pop up store at GI
KPI REACH: 1.5M | LIKES 60K | BUZZ 3K | ENGAGEMENT RATE 6%
INSTAGRAM ADS: 23rd – 29th July, promo program Yazbukey pop up store at GI
RETAIL LOOK DIGITAL : DIGITAL ACTIVITIES (under retouch)
KOL TEASER – SEPHORA EXCLUSIVE
INSTAGRAM UGC COMPETITION
INSTAGRAM UGC FEED POST • Influencer use yazbukey belt bag and choose 4 different moods to match color of lips and accessories. • Ask followers to post their favorite color and match it with accessories showing that is their attitude & tag the selected influencers.
INSTAGRAM STORY to promote exclusive program GWP Yazbukey at sephora.co.id & Sephora offline.
INSTAGRAM UGC INVITATION TO POP UP • Influencer post their lip using Yazbukey and ask followers to regram to get invitation to come to Grand Indonesia
KOL PODIUM
@thelipstickmafiaaa 99,5k followers
@vinnagracia 288k followers
@cindercella 433k followers
@querramellca 61,3k followers
YAZBUKEY POP UP AT GRAND INDONESIA • Thursday – Hellua Puspoyo • Friday – Vinna Gracia • Saturday - Querramellca • Sunday - Cindercella SELFIE GENERATOR PHOTO CONTEST
RETAIL LOOK 6. EVENT TRADE MARKETING : MAKE UP CLASS (under retouch)
Date
Day
Venue
Time Plan
Activity
23-Jul 24-Jul
Monday Tuesday
25-Jul
Wednesday
26-Jul 26-Jul 27-Jul 27-Jul
Thursday Thursday Friday Friday
Pop Up Store Pop Up Store Pop Up Store Pop Up Store Pop Up Store Workshop Room Workshop Room Pop Up Store Workshop Room Workshop Room Pop Up Store Premier Lounge Premier Lounge Pop Up Store
5-6 pm 5-6 pm 4-5 pm 5-6 pm 5-6 pm 3-5 pm 5-7pm 5-6 pm 11-1pm 2-4 pm 1-2 pm 10.30-12.30pm 2-4 pm 1-2pm
What's Your Mattitude w/ KOL/Influencer What's Your Mattitude w/ KOL/Influencer Lip Swatches w/ FDN babes What's Your Mattitude w/ KOL/Influencer What's Your Mattitude w/ The Lipstick Mafia Make Up Class Make Up Class What's Your Mattitude w/ Vinna Gracia Make Up Class Make Up Class What's Your Mattitude w/ Querramellca Make Up Class Make Up Class What's Your Mattitude w/ Cindercella
28-Jul
Saturday
29-Jul
Sunday
Notes
Theme
MUA
Sexy Red Quirky Pink Lovely Nude Lovely Nude Edgy Berry Sexy Red Quirky Pink Lovely Nude Edgy Berry Edgy Berry
Jihan Putri, Veronica Ong, Alpha Make Up, Erlina Chang Heny harun, Endi Feng, rene Tjandra, Tahnee Female Daily Angelica Marthin, Ludovica Jessica, Dest Aditya, Eva Rinjanji Hellua, Putricaya, Tara Ruhama, Catherine Sumitri Slam Wiyono Tanmell Aveline Agnes, Jean Milka, Minyo, Querramelca Debby Jo Desy MUA Astari Budi, Alma Mestika, Lidia Fang, Nicole Fay Murid Vanny Adelina Lala Barbie Clara CR, Stevie Wong, Maria Istella, Shindy Ursula
Notes: Demo Make Up will be on Pop Up Stores ( Venue of Podium at Skybridge) Every participant of Make Up Class will get Goody Bags Highlight Yellow-> tbc
Target Participants/ Audiences 40 persons 40 persons 20 persons 40 persons 40 persons 15 persons 10 persons 40 persons 10 persons 10 persons 40 persons 20 persons 10 persons 40 persons
RETAIL LOOK 7. OFFERING (under /GIFTINGretouch) YAZBUKEY GIFT
QUALIFIER
8. RESULT
ACTUAL SALES IDR 605,630 MIO (97% ACHIEVEMENT)
Yazbukey Unit Sold Total Lips Unit Sold (exclude Yaz) Total Trx Total Unit Sold AVT AUT New Cust
: 171 pcs : 90 pcs : 294 cust : 1.128 pcs : 2,059 (vs target: 1,750) : 3,84 pcs (vs target: 2,9 pcs) : 97 cust (97 % achievement)
RESULT PODIUM shu Yazbukey 23-29 July 2018
12
RESULT PODIUM shu Yazbukey 23-29 July 2018
13
RESULT PODIUM shu Yazbukey 23-29 July 2018 Make Up Class during Podium to boost Podium Sales: Slam Wiyono: Sales: IDR 28,165 mio Total Cust: 15 cust Total Unit Sold : 26 pcs Selvy Koe: Sales: IDR 7,130 mio Total Cust: 9 cust Total Unit Sold : 3 pcs Debby Jo: Sales: IDR 12,125 mio Total Cust: 8 cust Total Unit Sold: 5 pcs
Tanmell: Sales: IDR 4,755 mio Total Cust: 6 cust Total Unit Sold: 3 pcs 14
Thank you