opportunity Lululemon Athletica will launch a line of essential oils for customers who desire a deeper, more relaxing, and beneficial practice and lifestyle. “Lululemon Essentials” will enter the market in a package of three oils for before, during and after a woman’s yoga practice. The package will also include an “Essential Bag” to hold the three bottles for an easy grab and go motion. Lululemon does not offer anything like this currently, so this would enter the market as a brand extension. The versatility of the product allows them to be able to make a future portfolio of essential oils for their base platforms Yoga, Run, Train, Swim, and To + From. The spritz bottles and diffuser would also be offered as accessories to the main packages.
sustainability Due to the current trend of sustainability, offering a recycling program is important. Any new sustainability offering would also allow Lululemon an opportunity to implement a similar program for their CSR. The customer will be able to bring the bottles (roller bottles or spritz bottles) back to the store to be exchanged for another bottle at a reduced price. The only time that the individual bottles will be sold will be the consumer’s initial purchase. The bottles will be collected and sent back to be recycled.
S O
Lululemon would likely experience an initial surge after launching the oils give the trend of health and wellbeing around the essential oils being at the forefront of consumers’ minds. Essential oils have not been offered like this by any other competitor giving Lululemon an initial market entry advantage. Lululemon should offer multiple levels of pricing for the oils in their new bottles and packaging to attract based on different grades of bottles, types and/or popularity of particular oils and the logo / labeling offered. Colleges, professional teams, towns and other labeling styles could be a distinguishing factor in pricing.
The opportunities are many for an offering like this. Lululemon has an established and loyal customer base. The packages can easily be adapted and expanded into more packages, more oils, and better possible health benefits for their customers. With ongoing essential oil trend, now is the perfect time for this product and service to hit the market. Lululemon does not have a product like this despite having many other accessories. These bottles and oils would be a natural and profitable expansion of the overall portfolio.
W T
Lululemon might be exposed to first-to-market risks. Following another to market with a similar product allows for mistakes to be made on someone else’s dollar. However, this does not always mean that being the first to do something is bad; it just means Lululemon has to make sure their plan is thorough, timely and fast; and they must be ready to efficiently and rapidly fix problems when they arise.
Lululemon is obviously going up against the threat of other essential oil companies that offer packages. However, most of these companies don’t associate the oils with workouts. This is Lululemon’s key advantage.
assortment plan Launch 1: Yoga Package 15mL: essential oils 15 mL
Before: Grounding
$16.70
essential oils 15 mL During: Calming
$16.70
essential oils 15 mL
$16.70
After: Purify
Bag Grab and Go Bag
Total:
$25.00
$75.00
Yoga Package 30mL: essential oils 30 mL Before: Grounding
$28.30
essential oils 30 mL
$28.30
During: Calming
essential oils 30 mL
After: Purify
$28.30
Bag Grab and Go Bag
Total:
$25.00
$110.00
Spritz Bottles 2oz: essential oils spritz bottle 2oz essential oils spritz bottle 30 mL essential oils spritz bottle 30 mL
Before: Grounding During: Calming After: Purify
$25.00
$25.00
$25.00
Diffuser: Incense Diffuser
$115.00
bo
ottle design process
Industrial Design Collaboration: Halle Wilson @hwilson77
bottle design
bottle design
spritz bottle design
ince
ense diffuser design
Woody:
B
32%
Ambery:
32%
Leather:
16%
Essence Cedar Wood: 20%
Aur
Gre
Fou
Fre
Lav
scent direction
D
romatic: 21%
een:
ugere:
Citrus:
43%
9%
Fruity:
36%
esh Floral: 10%
vendar:
A
30%
30%
New Fresh: 21%
distribution plan Launch Date:
June 1st 2019 1st Launch: - Only offered in the most influential stores and online. - Launch June 1st 2019 (National Yoga Day 6/21) - Only package of three B,D,A essential oils will be launched
2nd Launch: - Offered for all other stores - Launch September 1st 2019 (National Yoga Month) - Spritz bottles and diffuser will be launched
Arden Fair Sacramento ABQ Uptown Albuquerque Aspen Store Brown Thomas Dublin Biltmore Fashion Park Phoenix Brickell City Center Miami Broughton St. Savannah Cow Hollow San Francisco Cherry Creek Denver Classen Curve Oklahoma City Del Monte Center Monterey Downtown Detroit Local Forum Shops at Ceasars Las Vegas Frankfurt Store Germany Hysan Place Hong Kong Harbor East Baltimore Knox Steet Dallas King’s Road London Market St. The Woodlands Mall at Millenia Orlando Mall of the Emirates Dubai Mosman Sydney NYC Flatiron District N. Beverly Dr. Beverly Hills Pacific Place Seattle Pearl District Portland Robson St. Vancouver Santa Barbara Store Shops at West End Minneapolis Shops at Canal Place New Orleans The Quarry San Antonio Walnut Street Philadelphia Whyte Ave Edmonton 4th St. SW Calgary 6th and Lamar Austin 900 N Michigan Ave
KEY: Launch 1
1st La
- Instore front disp
- Selected initial launch stores hosts a yoga
June 1st (la - Yoga classes will be offered at 1st launch
the essen
- Videos and photography w
2nd La
- 2nd launch stores will feature the product i
- Yoga classes will start to be offe
- When buying Lululemon Essentials the cust
yoga class offere
marketing plan
aunch
play of new launch
a class for local influencers the morning of
aunch date). locations allowing for the understanding of
ntial oils.
will flood all social media.
aunch:
in a front display as did the 1st launch stores.
ered when launch reaches stores.
tomer will receive a discount off of the next
ed at the store.
Industr
User Experie
Photography: Em Film:
F
M
collaboration
rial Design: Halle Wilson @hwilson77
ence Design: Olivia Murray @oliviamurraay
mma Devereaux @emmadevereauxphotography Kendall Sweeny @kendall_sweeney
Film: Nikole Pryor @nikolepryor
Model: Lexie Teas @lexieireland