L'ORÉAL BRANDSTORM TEAM MNC - Bao Xin, Eleen, Jeremy
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
L'ORÉAL
BRANDSTORM
"AN INTEGRATED PLATFORM IN REDUCING UNCERTAINTY IN THE TEAM MNC
TRANSPERANCY PROCESS TO DRIVING END PURCHASE"
Bao Xin, Eleen, Jeremy
L'Oréal Brandstorm •
WHY Claiming Clean Beauty PROBLEM
RISE OF CLEAN BEAUTY &
More than 3 in 5 (61%) women read DEMAND FOR TRANSPARENCY
ingredient labels on beauty products prior to
purchase 71% of global consumers are willing to pay a
premium for brands that provide full
transparency.
L'Oréal's longstanding dedication to
However, ‘Inside Our Products” is not fully
transparency, and that means explaining to
capitalised
consumers the science behind the efficacy and
safety of its ingredients
GEN-Z + Millennials
WHO 20-34 Years Old
L'Oréal Paris
WHAT L'Oréal Paris Dermo-Expertise -
Ranked #10 among top brands
(Retail Value RSP - 2019)
TINA
THE TRANSPARENT TECHIE
"The reality where consumers wish to know about transparency is with your
products and what’s really in them.”
GOALS & NEEDS
Avid lover of reviewing her skincare routine constantly through
researching the ingredients of products before buying
CHALLENGES
Hesitates whenever she wishes to add new products into her
skincare routine
Age: 24
Wishes for features to absolve that perceived risk and
Gender: Female
uncertainty factor in the consumer decision process
Location: Singapore
Occupation: Management Trainee
Income: $3,000 / month
Mobile Usage:
THE PRODUCT
CLEAR DESCRIPTION
Easy to understand
scientific knowledge to
WHAT'S IN MY educate customers
PRODUCT
Product breakdown
based on its ingredients
1-MIN SKINCARE
ASSESSMENT TRANSPARENCY INDEX
- Adopting Lancôme's
tech in offering an
Colour coded to show
extensive skincare
possible health impacts for
consultation with a selfie
various skin types
- Get customised skincare
recommendations
TINA'S OFFLINE JOURNEY
1 BROWSING 2 DOWNLOAD
AT A PHYSICAL STORE THE INSIDER APP
TINA'S OFFLINE JOURNEY 3 SKIN TEST 4 RECOMMENDATIONS
FINANCIAL PROJECTIONS
KEY FINANCIAL INDICATORS
SK-II
The Body Shop
Shiseido
Lancôme
Clarins
Kiehls
Estée Lauder
Bio-essence
Nu Skin
L'Oréal Brandstorm •
1. Assuming 30% of the targeted 14,940 people are converted
L'Oréal Dermo-Expertise
2. Total revenue = $342,873
0 2.5 5 7.5 10 3. Total costs = $288,465
BRAND SHARE OF SKIN CARE (% SHARE - RETAIL
VALUE RSP - 2019) FROM EUROMONITOR
GO TO
MARKET Insider
STRATEGY
AWARENESS AND INTEREST
Top Of FOR INSIDER
Funnel
Display advertising on IG
Physical Pop-up stickers in retail store
Middle CONVERSION FOR INSIDER
&
Bottom
Re-target advertisement on IG and 3rd-party
Of
Funnel platforms
Sign-up discount (One time $3 discount)
Referral programme ($3 discount for every 1
user up to 3 users)
Sample products redeemable via the point
system
FEASIBILITY
AGE: 24
Transparency is not a new concept to existing
Millennial & Gen-Z customers
SCALABILITY
Service can be deployed within 6 months as it uses
existing "Inside Our Products" database.
Scalable to other brands within L'Oréal Group
Riding on data to discover ingredients that
AGE: 24
consumers are concerned about
L'Oréal Brandstorm •
International scalability due to it being a global
trend
EXECUTIVE SUMMARY
GOAL Reinvent the beauty shopping experience through entertainment
Insider
BIG IDEA An integrated service to connect technology from skin test to making an end
purchase
Leveraging on L'Oréal's existing “Inside Our Products” database
Promoting transparency with consumers, in-line with L'Oréal's goals and the rising
trend of transparency
STRATEGIES
1. Retargeting advertisement
1. Display advertising 2. Sign-up discount
2. Physical Pop-up stickers 3. Referral programme
4. Samples
1. Increase market share share to 3% within a year
IMPACT 2. ROI of 18.8%You can also read
