Presented to you by Lexus
Lexus will win the race because: Lexus will do it right from the start. Lexus will have the finest dealer network in the industry. Lexus will treat each customer as we would a guest in our home. If you think you can’t, you won’t... If you think you can, you will! We can, we will.
THE NAME The first Lexus Fragrance will be called Shinshi. Majority of brands use the French word “homme� for their fragrances. Being a Japanese brand, the word Shinshi is chosen. Shinshi means gentleman in Japanese. They are chivalrous, courteous, and honorable. This also reflects the Lexus users themselves.
绅士
THE BOTTLE The Shinshi spray bottle is inspired by the front grille on Lexus cars. It is a feature on the Lexus cars that really differentiates it from their competitors. It will be around 3 inches by 4 inches. The bottle will be made out of clear crystal glass. The choice of the shape of the bottle is so that Lexus owners or anyone who is familiar with a Lexus car will immediately recognize the shape.
Rendered by Bin Zhu
THE SCENT Bergamont Vetiver Vanilla Cashmere Musk T Evernyl
THE ASSORTMENT Lexus Shinshi Eau De Toilette Spray One size 2.5oz 75ml $150USD
THE DISTRIBUTION PLAN Tier 1: 180 Lexus dealerships nationwide INTERSECT by Lexus Neiman Marcus Dallas Flagship MR PORTER Tier 2: All Neiman Marcus stores Neiman Marcus online
THE MARKETING PLAN Pre launch October 2017 Feature Lexus car in Neiman Marcus’ The Book with statement about the fragrance launch. Preview on social media accounts and Beyond by Lexus. Sneak peek on MR PORTER a month before initial launch. Launch November 2017 Private launch party with Lexus and Neiman Marcus VIPs and media. Pop up store with Mr Porter. Post-launch May 2018 Father’s day launch at Neiman Marcus’ new New York flagship store. Release of Lexus Shinshi Father’s Day film. Refill service ($100USD) will also be available at all Lexus dealerships.
Nicole Ng | Pan Wang