Tuesday, March 29, 2011

[ doing business ] to see the brand success Lancome


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    brand success is not a product, such as Lancome (LANCOME ) in general, the fragrant bouquet of roses complex condensed into a brand.
    2004 year-end, global Lancome (LANCOME) launched a new brand image and new advertising a new design seeks to give the brand a more charming, more bold, more modern feel. For Lancome (LANCOME) Some people say that all are derived from the word create, From the operation of the brand management point of view, you can look at this from the appreciation of the French brand created by the magic charm of the brand in today's debate chatter localization and internationalization of the era, Lancome (LANCOME) interpretation of the brand Road form the essence of fellowship.
    one from Lancome Rose Complex
    Lancome (LANCOME) The Logo is a rose, waited on tender, Fei flap shy, gentle thousands.
    Lancome (LANCOME) was born in France. Lu Waka River Lancosme founder ArmandPetitjean Armand gives the castle. Mr. Petitjean inspiration: roses planted around the castle, full of romantic mood, and I think that every woman is like Armand roses, tender and beautiful like the breeze, but the has its own characteristics and attitude, so named after the castle of his perfume business (and with a typical French macron ^ instead of the castle in the name of the
    by the source, smaller leaves as early as 1964, the standardization of the long stemmed roses appeared in Lancome ads and logo on all packaging. Leaves removed in 1974, designs become more refined. 60's 1990 Rose is still used Lancome products in the packaging and advertising, and because of the different product categories to show different color roses, white skin care products, cosmetics, red or purple to yellow for the sun care products, This makes the status of this rose has been further strengthened. Since 2000, Rose became an integral part of Lancome VI, and with the change of different promotional activities, widely found in advertising, POP, packaging,mac makeup, decoration and other aspects.
    as Lancome (LANCOME) one of the main product of the perfume, especially from Conquete (5 Lancome perfume in two), the Rose has been a raw material for its perfume, and perfume bottle, bottle cap shape deliberately chose the rose design. Rose as the symbol of Lancome launched a number of world-famous perfume. Lancome cosmetics in the rose is always in the subject. The most famous lipstick - Rose served as a greater overlap with the spirit of the carrier of Lancome. In the latest version of the ad, he took Rose to have appeared in the most prominent position, but the brand's commitment to this product, but it is a bit more gentle light and playful. Lancome current career, has been extended to skin care, cosmetics and perfumes in three areas, in over 140 countries, with roses as a symbol of this brand has developed into a world-renowned make-up brands, and allow the world to share her elegant and noble women Rose temperament.
    Second, the Lancome brand strategy positioning
    1964 年 Lancôme (LANCOME) classified as L'Oreal (LOREAL)'s, became the first luxury brand into the L'Oreal Group and a move towards international development. In 1983, Lancome (LANCOME) into one of America's largest department store - Macy's, with its professional and friendly of the face, then won the Lancome increase sales by 25%. In early 1993, Lancome (LANCOME) formally entered China.
    is a cosmetic to meet social needs, esteem needs, self-fulfillment and other emotional benefits for the primary purpose products, but demonstrate different brand identity, taste,blackhawks jerseys, lifestyle, aesthetic taste between a brand the biggest difference. L'Oreal Group has a total of more than 500 brands, how to effectively deal with these brand hierarchy. All brand positioning in the different market segments, not only from the L'Oreal product, price and packaging to distinguish between the various product brands, but also the use of channels, promotions and services to distinguish between the different positioning of the brand.
    for Lancome (LANCOME) of noble blood, tailor-made for her L'Oreal brand identity. Mr. accordance Gaibao Luo (L'Oreal China president) of the pyramid theory, the framework of L'Oreal brands in China include the high-end, midrange and low end of three parts: Lancome and Helena Rubinstein, Biotherm, belong to the same The second echelon high-end brands, consumers younger age than Helena, also has considerable spending power, with wisdom, lively, outstanding a lot of good quality.
    Lancome (LANCOME) in 22 cities in China, has 45 counters in upscale department stores, they sell not only products, but also provide professional beauty consulting services to meet the goal of spending more spirit levels of demand. Currently Lancome (LANCOME) high-end cosmetics market share in China first.
    Third, the cause of the United States and the United States marketing
    1, the product line constantly enrich and innovation
    LANCOME one month after the company officially registered at the same time a grand introduction of five perfume, cologne, and 2 powder, lipstick and other products, unique innovative style LANCOME Lancome thirties at that time began to rage. At a later time, the company has launched Lancome Make (Treson), poetic love (Poeme), Miracle (Miracle) perfume, gravity (Attraction) perfume, and has made brilliant achievements in one hand, they inherited Lancome Rose connotation, on the other hand to meet the requirements of the different preferences of consumers, making the world LANCOME Lancome become a classic fragrance.

    women around the world to meet different requirements, LANCOME companies in the field of skin care products launched a series of stars: Renergie Anti-Wrinkle Firming Cream maintenance of double effect, Primordiale renewable youth repair fluid, Controle fresh series, Vitabolic glory nutrition emulsion, BlancCristal crystal Xue Fu series and BlancExpert whitening essence and so on.
    products for the cosmetics, Lancome (LANCOME) precision for RougeAbsolu Definicils mascara lipstick and enriched by the introduction and keeping up with fashion. Under the global trend rushing, LANCOME company also invited to present at the French fashion circles make up artist Fred Farrugia (FredFarrugia) as creative director of make-up.
    2, spokesperson of the beautiful appearance
    brand development and innovation not only in product innovation, but also to the product image?

    Lancome ( LANCOME) spokesperson from Isabelle. Luo Saini's retired, and now also has three spokesmen: Christina Aguilera - He Yali CristianaReali of fresh and beautiful, according to Leisha - Esther InesSastre and June is the elegance of colorful Li Ye - Binoche JulietteBinoche intellectual affection, their interpretation of modern women as LANCOME different style. 2004 end of the year, South Korean actress Lee Mi-yeon has been selected as
    the spokesperson and products complement each other, more realistic by the performance of products, emotional power, this high emotional value for cosmetic products is one's opponent. First-person mode of expression, women feel about their own personal experience and pleasure use of the product experience. Lancome (LANCOME) and the peerless beauty of each other, directly enhance the sensory impact, target consumers and attract more attention of star admirers.
    3, interactive experience of the marketing model
    2004 年 6 months, in Shanghai, Nanjing West Road, the new Lancome (LANCOME) concept store opened up close and luxury touch refined aesthetic space, as Lancome want to show the elegance and timeless charm. Fragrance, skin care and makeup, the store is divided into three regions, with an experienced beauty consultant, accurate skin analysis equipment that can provide customers with the best personalized service and professional advice. As early as in the last century 40's, Lancome (LANCOME) to the founder of Petit LANCOME beauty school opened, after 9 months of intensive training,mac brushes, the first LANCOME beauty consultants, as LANCOME Lancome Ambassador of the United States, efforts to to convey knowledge about the Lancome beauty. Open The spread on the network was Angela's facial features are split into the eyes, nose and mouth, the participants from the many eyes, nose and mouth to select the one with the memory of overlap. A small players through their own efforts to make life and death can be separated by a pair of lovers together again. The combination of the brand and the game makes it easy pleasure, but also a focus on the launch of Lancome skin care products section features: enabling women to restore youthful luster, but also around the game with a ; and other themes. Interactive marketing closer to the distance between consumers and brands.
    4, the pursuit of excellence in technology
    Click Lancome (LANCOME) of the Chinese Web site, that is to clearly see the following words: Lancome in France, the United States and Japan's three major established research base. There are more than 2,700 researchers engaged in research and development of new products. Such as biology, chemistry ... ... more than 30 areas of a large number of unique techniques.
    we can still find a lot about the Lancome (LANCOME) Information: LANCOME have advanced science and technology of the industrial sector delivery system, such as liposome (Lipsome) and nano-capsules molecule (Nanocapsule) the first use of Among the skin care products, to create a fluid, such as renewable youth unmatched repair and maintenance products industry. Lancome In the past 3 years were as many as 150 research projects, involving China, Japan, ROK's Lancome testing and evaluation center in Asia, and 20,000 Asian women were skin test. Lancome Asian women continue to tailor-made skin care products.
    doubt Lancome (LANCOME) have been identified in the cosmetics industry leading position.
    not difficult to understand that Lancome (LANCOME) What Makes a staggering under the several groups of data. Shanghai Pacific Department Store, Huaihai store Lancome counter sales could reach 800 million; 2003, Hangzhou, total sales to 1,700 building Lancome million; the same year, the Pacific Department Store in Chengdu, the tenth anniversary celebrations Lancome has a single-day record sold 830,000 of the national record. LANCOME 2005 is officially enter the Chinese market for the first 12 years. 11 in the past few years, Lancome (LANCOME) has risen to become China's first high-end cosmetics market, brand, mascara, eye cream and night cream and other products in the market share of stars are more than 50%,

    Fourth, mining Lancome brand content
    Today Lancome (LANCOME) brand's success, it is the other based on management, technology, personnel, and so many aspects of integrated force The results, based on more than just the perspective of brand marketing Lancome explore some of the secret of success. If the Lancome brand management extended to the deeper extension level, this success is the essence of the French nation from the deep cultural connotation and essence, the expansion of the rose complex. There is a saying speak it well harmony kingdom; unique atmosphere not the same passion nurtured to France's national flower - the rose as a symbol of LANCOME, the French have such a strong feeling of Lancome (LANCOME) can only be born in France. Lancome (LANCOME) and brilliance of the brand's growth is strong and romance with the French culture is closely related. Lu Waka River Lancosme castle swaying roses, like the perfume of a country, a national heavy romantic temperament, an has a sensitive sense of smell the perfume of the French genius these are the Lancome (LANCOME) indelible brand of genes . When the brand into a culture not his own copy to have the uniqueness, this is the source for the brand to be endless. Female friends who like Lancome Lancome found in the charm, so that the charm of its timeless by Lancome perfume, beauty products to give the charm of female friends, communication richness, the power generated content, brand and consumer good communication contributed to the brand with the times.
    five hesitation Lancome:
    hesitant one:
    miracle male fragrance - like a sunrise as dynamic. In the Lancome (LANCOME) website to see this fragrance for men consumer users. Own brand of the date on the Lancome (LANCOME) has been to produce products as the main female perfume. For a long time, Lancome (LANCOME) to be seen as an exclusively women's high-end cosmetics and fragrance products is the main representative of which is given to consumers in the eyes of their favorite brand of subjective orientation, although this reflects a clear consumer orientation will. Assessment and whether such sales of men's fragrances how, when Lancome (LANCOME) to their own subjective will to make such an extension of the brand after this, will not affect this induction Lancome (LANCOME) is the minds of consumers have been the exclusive form of cognitive, be it internal injury Lancome brand? Gender people will have different brand awareness, downright genius that has the beauty of masculine men in the use of the fragrance, the unconscious will always feel a bit more feminine where the gas.

    lingering II:
    recent survey shows that competition in the high-end cosmetics market, despite the Lancome get 19.6%, occupy the top spot, but then the brand The gap is not large, CD accounted for 14.8%, SK-II 14.5%. Shiseido 14.2%. Can see the Lancome (LANCOME) in China, Procter & Gamble and Shiseido is still subject to enormous pressure.
    2003 年 P & G global cosmetics income to total income has risen 28%, revenue reached 12.22 billion U.S. dollars, L'Oreal has been very close to 14 billion euros of global income and total income. The P & G to fight high-end L'Oreal Lancome (LANCOME) and other brands launched SK-II, a strong campaign in TV ads, the high-end cosmetics market share followed. The unit also brings together Shiseido Shiseido, Oupo, and the skin of the key, ZA, and other brands, was strange that trend. Interest in the smell of gunpowder to make high-end cosmetics has changed only on the past practice of fashion magazine ads, Oupo and SK-II in a TV commercial on the intensified competition, Lancome still remain in print ads can survive the number one position How long to retain?
    lingering three:
    Mr. Gai Baoluo L'Oreal China president, said in an interview: and economic differences arising are very different. From the vast territory of China, a huge market,vibram 5 fingers, so the construction of channels and other markets are very different, much more complex market environment. cognition, this direct from the French romantic roses in a wider area is in the root: will be the Lancome (LANCOME) are facing huge problems. Brands vary due to local culture lie in the brand must always face resistance.
    always advisable and see, Chuijin Until this beginning to the gold. Lancome high-end cosmetics market in the world has become a top brand. Road is long Come, be a Lancome (LANCOME) brand is an inevitable future.

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