Case Study: Launch of Poison Girl by Dior
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Transcript of Case Study: Launch of Poison Girl by Dior
DIOR, A KEY PLAYER IN THE BEAUTY
INDUSTRY
POISON GIRL:
FOCUSING ON MILLENIALS
KEY SUCCESS FACTORS IN THE PERFUME
SEGMENT
RECOMMENDATIONS
Key trends in the beauty industry
Expected growth 2016-21 : 3/4%
Remaining niche segments
Innovation is key
Digital and connected beauty
Source : Xerfi
1
2
3
4
36%
23%
18%
12%
11%
Skincare
Haircare
Make-up
Fragrances
Hygiene
Skincare the powerhouse of the industryGlobal market share and value by category
Source : L’Oréal
Who’s leading the Prestige PerfumeMarket? (2016)
0
1
2
3
4
5
6
7
8
9
Chanel Calvin Klein Hugo Boss Christian Dior Georgio Armani Yves Saint
Laurent% MS of leading global perfume brands
Source : Global Industry Analyst Inc.
Global market to reach $51 bn in 2022
The United
States
captures a
dominant
29,6% market
share
AME to lead
with a
projected
7,4 CAGR
Source : Global Industry Analyst Inc.
Research insights and findings
Demand for natural
fragrances
Introduction of unisex
fragrances
Rise of metrosexual
Male
Growingdemand in developing
regions
Source : Global Industry Analyst Inc.
KEY SUCCESS FACTORS IN THE FRAGRANCES
▪ Rely on strong brands
▪ Storytelling is the key
▪ Celebrity endorsments
▪ Offer a consistent product and customer experience
VALUES CRAFTS
Femininity, French
elegance, « New Look »
Haute Couture, make-up,
Men’s fashion
EXCELLENCE
Noblest materials, passion,
creativity, craftmanship
CELEBRITIES
Charlize Theron, Johnny
Depp, Monica Bellucci
SAVOIRFAIRE
Since it was founded, the House of
Parfums Christian Dior has always
demonstrated intense creativity
combined with expert savoir-faire. As
such, the area around Grasse, loved so
dearly by Christian Dior, is still today
more than ever a precious terroir for the
composition of Dior fragrances.
ICONIC PRODUCTS
An absolute classic in the world of fine
perfumery, J’adore expresses all the
sensual intensity and solar energy of a
Dior woman. Its signature floral scent
celebrates the expressiveness of Damask
Rose and Tunisian Orange Blossom,
enhanced by heady notes of Comoros
Ylang-Ylang. J'adore embodies the
couturier-perfumer’s dream of harmony.
MILLENIALSFABULOUS TARGET FOR FRAGRANCES BRANDS
TECH & SM ADDICTSGENY :
19-36 YO
LOOKING FOR INTERACTIVE EXPERIENCE
2035: LARGEST
SPENDING GEN
IN HISTORY
BRANDS
LOVERZ
#LOVLUX
ORIGINAL CONTENTDO, DARE & ENGAGE
AUTHENTIC
Top 5 brands loved by womenmillenials
Familiarity 96,9 94,6 93 91,5 88,2
Affinity 81,4 81,5 83,6 82,8 84,5
WOM 83,5 78,3 76 74,3 74,6
Composite 87,3 84,8 84,2 82,9 82,5
Source : Goldman Sachs
The most intoxicating of Dior's Orientals was born under the
sign of enchantment
Spicy, floral and fruity
Provocative fragrance
Create to allow and affirm women’s
feminity
Audacity and unique
scent
FROM POISONTO POISON GIRL…
Hypnotic Poison
(1998)
Tendre Poison
(1994)
Pure Poison
(2004)
Midnight Poison
(2007)
THE HISTORIC
RANGE
Product
Extension
Product
Extension
After the launch of Black Opium Nuit Blanche
by YSL and Poison Girl by Dior, we can clearly
figure out that perfumes manufacturers have
found their new target: the millenials young
girl looking for a bold, seducing and
gourmand fragrance accompanied by an
immersive experience
A NEW GLOBAL
EXPERIENCE
February is the month of love, but it is also an
interesting month for new perfumes launch: a great
opportunity for iconic luxury brands to reveal their
women-oriented fragrances.
Logically, Dior released its new Poison perfume with a
dedicated communication campaign: trailer, release
party, street-marketing (St-Lazare), digital
activation…
After Midnight Poison, Dior opens a new story with
Poison Girl, and has decided to target urban,
nocturne and sexy girls.
The viral film was shot in New-York with the
participation of Camille Rowe, the new Poison Girl
Egerie. We are immersed in a crazy and decadent
atmosphere strewed with numerous millenials codes:
party, alcohol, nudity… fasten your seat belt!
Create your own
Poison GIF online
Social
Media
Street Marketing
Soundtrack by french DJ Brodinsky
Realised by french film-maker So Me
#IAMPOISON
RECOMMENDATIONS
▪ Continue to activate the brand in digital and POS to create an immersive experience
▪ Develop new product-extension such as make-up building on franchise equity
▪ Be careful with the Dior brand image in developing new products