Paola Corradetti, Olga Golab & Rapahel Orsini Rosenberg have been finalists at the Brandstorm Competition 2009 at Louvain School of Management (LSM). Objective: create the new perfume for Maybelline New York
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Brandstorm Competition 2009
1. MAYB E LLI N E
NEW YORK
THE NEW PERFUME
Olga Golab
Paola Corradetti
Raphael Orsini Rosenberg
2. MAYBELLINE IDENTITY
•Easy to find
U can do it
ACCESSIBLE
•Easy to use
yourself
Belgium
•Magic
INNOVATION •Multi-ethnic
NEW YORK
TRENDY
•Colors
URBAN
•Fashion
6. MARKET ANALYSIS
Demand for
CELEBRITY Perfumes
INDIVIDUAL scents
Opportunities Threats
Demand for
HIGH FREQUENCY of usage
Association withPerfume
Low Quality MAKE UP High BRAND AWARENESS
Weaknesses Strenghts
78% - use more than 1 perfume at the same time25% - apply perfume several times a day16% - carry their perfum with them throurough the day11% - use different perfume during the same day
78% - use more than 1 perfume at the same time25% - apply perfume several times a day16% - carry their perfum with them throurough the day11% - use different perfume during the same day