inspiration
mood
Lululemon Essentials Lululemon Necessity Ambrosia Lululemon Essence Lululemon’s Drops of Joy
Purify Cleansing => Calming Grounding Purity =>
Ayurveda: The ancient Indian science of health The Essential, Essential Oils Essence Essential Oils by Lululemon
name/logo
B D A
Grounding Calming Purify
target customer
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.
e
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I
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: essential oils spritz bottle 2oz essential oils spritz bottle 30 mL essential oils spritz bottle 30 mL
Incense Diffuser
$25.00
$110.00
Spritz Bottles 2oz: Before: Grounding During: Calming After: Purify
$25.00
$25.00 $25.00
Diffuser:
$115.00
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)
2nd Launch: - Offered for all other stores - Launch September 1st 2019 (National Yoga Month)
4th St. SW Calgary 6th and Lamar Austin 900 N Michigan Ave 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
KEY: Launch 1
bo
ottle design process
Industrial Design Collaboration: Halle Wilson @hwilson77
bo
ottle design process
Industrial Design Collaboration: Halle Wilson @hwilson77
bottle design
Industrial Design Collaboration: Halle Wilson @hwilson77
bottle design
Industrial Design Collaboration: Halle Wilson @hwilson77
sprit
tz bottle inspiration
sp
pritz bottle process
spritz bottle design
incense
diffuser inspiration
incen
nse diffuser process
ince
ense diffuser design
Front
tags
Back
essential bag
Bef Woody:
Ambery:
Leather:
Essence
scent direction
fore 32%
:
32%
:
16%
e Cedar Wood: 20%
Du
Au
Gre
Fou
Fre
Lav
scent direction
uring
uromatic: 21%
een:
ugere:
30% 9%
esh Floral: 10%
vendar:
30%
Aft Citrus:
Fruity:
New Fre
scent direction
ter 43%
36%
esh: 21%
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%
mar
rketing plan process
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 will flood all socia
par
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 offer
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.
al media including pictures from the launch
rty.
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
red at the store.
the look:
the p
when &
Monday May 21st @ Adler Hall
white background s
photoshoot plan
props:
the girl:
& where:
collaborators:
@ 6:00 P.M.
studio shoot
film: Kendall Sweeny and Nikole Pryor photography: Emma Devereaux model: Lexie Teas