Yuxian Wang
Final Project
LXFM 774 Savannah College of Art and Design Savannah, Georgia November 11, 2019
Entrepreneurial Opportunity • Brand Identity • Objectives and Strategies • Target Customers
Strategic Product Concept
Contents
• • • • •
Campaign Headline Assortment Plan Primary Packaging Secondary Packaging Ingredients
Integrated Marketing Plan • • • •
Digital strategy Retail strategy Consumer Journey Influencer strategy
Entrepreneurial Opportunity
https://www.youtube.com/watch?v=zqNWwiFZB2w
Brand Identity • Deep sea • High-end skincare • High quality • Luxury lifestyle • Combination of seaweed and high technology
Objectives • Capture white space opportunity in growing luxury fragrance market • Translate luxury skincare to personal olfactory experience • Leverage skincare benefits (glow and moisturizer) to invent new category of high-performance fragrance
Strategies •
Introduce 100 ml personal fragrance at premium price point that will increase business by 20 %
•
Incorporate hydrating technology to provide performance benefits to fragrance
Target Consumers
Demographics
Age: 25-60 Gender: Female Race: Asian, North American, European, Middle Eastern Education: Unlimited Income: 50,000 -100,000 +
• • • • •
Psychographic • • •
Social class: Upper class females Lifestyle: lady of quality who living the high life, pursue new, luxury and quality things; enjoy social actives and vocation Interests and opinions: Have a youthfulness, intelligence, confidence, and a love for fashion, beauty and luxury life. Want a glamorous look and live for themselves
Buying behavior
They are shopaholic and loyal customers of luxury brands. They have numerous fragrance and are constantly looking for something new
Purpose
A desire to portray a specific social class, communicate a desired self image and provide self-concept reinforcement
Strategic Product Concept
Campaign Headline The ultimate mystery is one's own self
Assortment Plan Mystère
vaporisateur natural spray Size: 100 ML e Price: $ 198 Color: Green
3.4 FL. OZ. U.S.
PrimaryPackaging
Overall Concept Description for Mystère Package • The unique modern design shapes the bottle of Lamer's iconic perfume • The translucent and sparkling glass bottle design enhances the mystery • The glossy and exquisite texture increases the luxury glamour
Secondary Packaging
Ingredients Miracle Broth
Top notes citrus
fresh floral
heavy floral
Middle notes marin
woody
leather
musky
fougere
modern chypre
Base notes
Integrated Marketing Plan
Digital strategy
Billboard and TV Commercial
Retail strategy
Consumer Journey Day in the life
https://www.youtube.com/watch?v=SJrOrRJv9x8&feature=youtu.be
Influencer strategy Call on actors, singers, explorers, and scientists who have a deep love for the ocean to lead consumers to explore the mysteries
Citations • Admin. (2017, 07). LA MER海蓝之谜背后故事, from https://www.chinapp.com/gushi/86522 • Bugbee, S. (2017, August 23). 10 Conspiracy Theories About the World's Most Infamous Skin Cream. Retrieved from https://www.thecut.com/2017/08/10-conspiracy-theories-about-la-mer-and-is-it-worth-it.html • Lawrenson, A. (2018, March 26). I Travelled 3459 Miles, and Now I Understand the Obsession With Crème de la Mer. Retrieved from https://www.byrdie.com/creme-de-la-mer • Long, A. (2019, 08). The Truth About Crème De La Mer, from https://www.elle.com/beauty/makeup-skincare/a37936/la-mer-the-dream-cream/ • Lieber, C. (2018, October 10). La Mer makes a legendary $325 face cream. It's now being sued for alleged false advertising. Retrieved from https://www.vox.com/the-goods/2018/10/10/17957586/la-mer-creme-de-la-merchinese-lawsuit • Laurenshaoul. (2014, 10). Estee Lauder’s Audience, from https://thecosmeticenthusiast.wordpress.com/2014/10/29/estee-lauders-audience/
Thank You