Pr take over proposition sofralux 2

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  • Power Launches Built to Last and Halo the Base Hatch As Our Store—Shelf Evident POG) Build Trial & Retrial Across Portfolio Price Right and Use Tiering to Win the Value Equation (Could combine this and above point – Build Trial and Retrial With Right Assortment and Pricing Across Portfolio) 360 Brand Buidling   Agility …. Fast Reapply what’s working everywhere
  • Appendix PR dossier Quality PR Impressions on top brands ESS, BJS, GIV< GUER
  • Appendix PR dossier Quality PR Impressions on top brands ESS, BJS, GIV< GUER
  • Dołączyc hiperlink VJS< ESS< GIV< pdf
  • Rozbić na 4 slajdy/per event ew. movie
  • Rozbić na 4 slajdy/per event ew. movie
  • Rozbić na 4 slajdy/per event ew. movie
  • Rozbić na 4 slajdy/per event ew. movie
  • KWC – woda micelarna - przykłady
  • KWC – woda micelarna - przykłady
  • Coop Diparlux przykłady
  • Coop Diparlux przykłady

Transcript

  • 1. Supported by… Spokesperson for the press / Max Factor ambassador in Poland Participation in beauty shoots for magazines Professional tips published in Polish Parrallel duties for the sake of each brand press or official Facebook fanpage Support in BTL/ATL driving sales Promotion of novelties (press kits, one-to-one presentations, actions (Podium, equity driven actions,newsletters) VIP evenings in KA, Digital contest…)Digital media management (social network, beauty portals, Trainer for BC, Fans, Bloggersbloggers) …Online press service updatesOrganisation of press eventsPress promotion of official Guerlain make-up artist for Poland
  • 2. Vast network of contactsData base containing more than 100 beauty editorsacross printed and digital mediaProfessional & intimate relationship with top beauty editors GIVENCHY Play Sport press launch @ Paris– Dominika Baranowska (Diparlux), Justin Timberlake (Givenchy testimonial), Marta Cieplak (Viva!) GUERLAIN La Petite Robe Noire press launch @ Paris – Dominika Baranowska (Diparlux), Ewa Sarnowicz (Twój Styl)
  • 3. Efficient Online Press ServiceWebsite containing press kits & photosPermanent access for journalists to all press dossiers, advertorials,packshots, moodboards for every brands in our portfolio.Atributed with power search, archive, instant newsletter tool . Scale: More than 300 active users! The majority of which top journalists in Poland Useful tool in daily contact with journalists
  • 4. Givenchy and Guerlain eye shadows in InStyleImpressive results:• Media coverage 526 PR clips from January 2012 to September 2012• Key media highlights – 15 PR full pages! Volume Glamour Max Definition in Uroda• Continuous growth in terms of PR area and PR value across polish press!
  • 5. • 137.645.000 impressions from January 2012 to August 2012!• Impressive print media results• Methodology (Circulation (number of sold copies) *2,3)
  • 6. • 4,8 MM PLN of equivalent press coverage from January 2012 to August 2012!• Methodology (share of the clippings per page x value of the page per magazine)
  • 7. Bourjois Essence Guerlain PR report PR report PR report (Click to open full (Click to open full(Click to open full presentation) presentation) presentation)
  • 8. Poppy field @ the Royal CastleSquare in Warsaw for launch of KENZOFlower: 44 press pre-viewspreceeding the event & 43 post-event publications; even Poland’s firstdemocratic prime minister TadeuszMazowiecki had been photographed forthe leading daily newspaper „GazetaWyborcza” holding a KENZO poppyflower!
  • 9. Introduction of ESSENCE brand in Poland through inviting journalists to the ESSENCE „avatar”Cosma’s apartement (specially decorated flat with intimate, cozy atmosfere) / arrival of key27 journalists from leading teen & women’s magazines: Bravo, Dziewczyna, Fun Club,ELLE, InStyle, Joy, Twój Styl… ESSENCE strongly & visibly marked its arrival in the Polish press!
  • 10. BOURJOIS spring novelties presentation at vintage style showroom Forget-Me-Not: arrival of 60journalists, make up corner with make up artist - possibility to test new products, a lot ofjournalists took the opportunity…
  • 11. •Launch of KENZO Flower TAG at the Centre of Contemporary Art (graffiti painting & photo exhibition): 26journalists arrived, beauty product event with an artistic edge, wild interest in the link to graffiti(„TAG”) 29 publications after
  • 12. Systematic pre-testing on Bourjois and Essence novelties through beauty portals: ibeauty.pl, bangla.pl, wizaz.pl In store promotion, after winning a prestigeous award - Kosmetyk Wszech Czasów (Beauty Product of All Times) – granted by Wizaz.pl, Bourjois Micellar Cleansing Water is being sold with an eye-catching sticker!Example of a promo-banner on ibeauty home page. Thebanner is linked to the article about Bourjois mascara and testpartecipation rules.
  • 13. Test results instantlycommunicated on Bourjoisfacebook profile.The best examples ofclaims generated byibeauty.pl users:85% consumers afterBourjois lip glossapplication have foundtheir lips plumped andnicely enhanced.88% claims that Bourjois lipgloss is very resistant.96% appreciated the new,easier to use aplicator.
  • 14. Brands in the DIPARLUX/SOFRALUX portfolio regularlysee their products awarded in prestigeous contests,such as:Złoty Nos, organised by the glossy monthly PANI –last year’s readers’ award went to Shalimar ParfumInitial eau de parfum by GUERLAIN BestBeautyBuys, held by InStyle magazine – on of last year’s edition’s winner was the Volume Glamour Max mascara from BOURJOIS
  • 15. Example of action with Douglas:along with purchase of Healthy Mixfoundation, the client receivesa mascara or lip gloss miniature, whichshe can attach to her mobile phoneThe action was widely communicated inthe press, through full page coops withDouglas
  • 16. Cohesive strategy Rich Facebook content  weekly competition Innovation  „insider pictures” Pioneering – first cosmetic brand on  user engageing innovation  BC tips Instagram & Pinspire in Poland!  profile linked to Twitter www.facebook.com/Bourjois.Polska  Link to e- business  In store promotion Instagram Leader in visual off-the -beaten track communication! Bourjois Polska YouTubeAugmenting brand awereness is one of the first cosmetic brands through the most popular using Instagram beauty vlogs platform! Pinspire.pl Twitter Photo mood board, Instant inspirations and a good way communication to promote our products in Strongly linked an unconventional way. to Bourjois Polska Advantage: pinspire.pl allows Facebook fan geo-targeting and maximum page reach in our geographic area.
  • 17.  Regular cooperation and everyday contact with influential beauty bloggers (15 bloggers strictly collaborating with BOURJOIS & 10 with ESSENCE)=> BOURJOIS & ESSENCE have built themselves a powerful position in the beauty bloggers’ community! Opinion leading bloggers strongly involved in product testing. BOURJOIS & ESSENCE regularly participate in Warsaw YouTube Meetings organized by beauty bloggers.
  • 18. ISSEY MIYAKE L’Eau d’Issey Pour Homme Sport hasits own podium at the National Stadium in Warsaw!ISSEY MIYAKE sponsors the 34rd Warsaw Marathon!Marathon patron: Polish president Bronisław KomorowskiStart & finishline at the National Stadium in WarsawOver 8 000 participantsAs a sponsor, ISSEY MIYAKE will profit from benefits:•Presence of logo on the sponsorship line and PR materials (posters,brochures, folders)•Starter sets for participants: sample of L’Eau d’Issey Pour HommeSport eau de toilette + brochure promoting the fragrance, incooperation with Sephora•L’Eau d’Issey Pour Homme Sport animators at the National Stadium•COOP ad in a newspaper announcing the Marathon, circulation : 20000 copies
  • 19. Avanti Make-up Trendy ShowJOANNA KOWALSKA, official MUA for GUERLAINWorking for DIPARLUX since 2002,Is working regularly for TV & press as official representative of GUERLAINAlways present at every GUERLAIN launch, does the models’ make-up, presents the novelties’ assetsand instructs the audience how to use them & make the most of themHas taken part in numerous photo shoots (also abroad), mainly for the prestigeous glossy monthlymagazines.
  • 20. Margo WęgierekAcademy of Fine Arts graduale (painting, sculpture & textiledesign). Make-up artist & hair stylist. Prepares models for fashionshoots, works with actresses & singers. Travels all around theworld for her job. Works with the best magazines: ELLE, Twój Styl,PANI, VIVA!, Glamour, private friend of many Polish celebrities. Profile Famous MUA dedicated to media, only for PR activities  Brand ambassador for journalists Strong awareness / recognition „Show-girl” VIP for big events
  • 21. Kasia ZarembaWorks in major fashion shoots: beauty, people; also advertising and TV show.Has worked with Emmanuelle Seigner & Eve Mendes. Did the make-up of the2006 Miss World finalists. Private make-up artist of Polish celebrities : Kora &Kasia Figura. Make-up artist during many TV shows: 1st edition of the „TopModel”, MTV Rekreacje, You Can Dance; advertising: Head&Shoulders (TVcampaign for Poland & Russia), Plus, Heyah, Cropp, Ziaja; videoclips: MonikaBrodka, Fisz, Tomek Makowiecki. Profile Polivalent MUA dedicated to press and daily business Brand ambassador close to journalists Beauty advisor for online communities Trainer for beauty consultants VIP for in-store events Potentially available all year long
  • 22. 20 years experience and relation with polish journalistsStrong specialisation in PR cosmetics Fluid contact with journalist thanks to performing press service on line.Trade up possibility: Selective brands portfolio would allow theupgrade of current PR environment .Better integration of PR in distributor organisation would generatesynergies in all business touch points: masterplan deployment in-store coop with Key Accounts e-business staff trainingSALESReactivation of MUA strategy in Poland thanks to:Better availability (120 days instead of 30 days / year)Integration of MUA in all business touch points and not only in PR. (In-store activities, Digital, Training…)
  • 23.  Management of all scop of PR activities by dedicated Max Factor person (Press activities, Events, Pre-seeding, Awards, social nework , MUA strategy) Yearly fee + Social media outreach fee  MUA integrated in Sofralux team/payroll (120 days/year vs 30 currently)  Availability of all PR tools and contacts for the brandClick here to see our offer