Based on extensive research into the luxury beauty sector, we look at factors, which can have a detrimental impact on point-of-sale materials and make recommendations to ensure your brand identity and ethos remains protected. We look at the importance of good communication between global teams, how to choose the right production model and how embracing sustainability could benefit your business.

1. Preventing the erosion of your
luxury beauty brand’s identity

2. Contents
1. Getting communication right between your global teams
2. Choose the right production model for point-of-sale materials
3. Embracing sustainability is good for business

3. Get communication right
between your global teams

4. The essence of luxury is about
things being choice or costly.
It’s about high quality and
attention to detail. It’s about
style and rarity and about
focusing on excellence
and not price.

5. An exceptional point-of-sale
experience is critical.
Get it wrong, you damage your
brand image and will lose sales.

6. Source: The luxury and cosmetics financial factbook 2014 edition, Ernst & Young

7. Growth is desirable -
but brings challenges:
 Retaining market share
 Increased distribution chain complexity
 Increased number of retail outlets

8. Brand distortion often arises
from communication failure
between central and local
marketing teams.

9. Nicolas Meauze
POS c at egory leader, Pernod Ric ard
…countries using items that did not
even stick to the core brand colours,
let alone the right design, lettering
and so on.
“

10. Bad communication leads to
 POS not meeting brand guidelines
 Local teams ‘doing their own thing’
 No visibility over POS actions
 No understanding of local markets
 Loss of sales

11. Good communication
is key if you want your
brand to cope with external
and internal pressures

12. Ways to enhance communication
 Brand workshops and training
 Regular face-to-face meetings
 Cloud-based solutions to support
development & implementation of POS

13. A cloud based
solution can support
the development and
implementation of
POS and improve
communication

14. Are your communication channels as good as you think ?
Download the white paper to learn more
Are your communication channels as good as you think ?
Download the white paper to learn more

15. Choose the right production
model for point-of-sale materials

16. To maintain brand consistency
globally, luxury beauty brands
need tight control over all their
point-of-sale materials.

17. Luxury beauty brands are
especially vulnerable because the
production of POS materials can
be hugely complex.

18. Multiple markets,
multiple POS formats
and multiple teams all
contribute to POS
complexity

19. Seasonal promotions add to the
challenge of maintaining brand
consistency and experience
through the retail environment.

20. Angela Anrendts
CEO, Burberry, 2006 -2014
I don’t want to be sold to when I
walk into the store...Build an
amazing brand experience and then
it will just naturally happen.
“

21. Both central and local
production models offer
significant commercial
advantages.

22. Central production offers
 Brand control
 Production quality assured
 Spend visibility

23. Local production offers
 Quick response to commercial
opportunities
 Know the local market

24. How can a brand ensure they
benefit from both models?
 Training
 Processes to evaluate suppliers
 Regional warehouses
 Interactive cloud-based platform

25. A cloud based solution
provides suppliers, local
and central teams access
to real time information

26. Are you using the right production model?
Download the white paper to learn more
Are you using the right production model?
Download the white paper to learn more

27. Embracing sustainability is good
for business

28. Consumers worldwide are
becoming more concerned
about environmental issues.
Luxury products appear
wasteful and simply flaunt
wealth and privilege.

29. But many of the attributes of luxury
align comfortably with… sustainability

30. Progress so far
 Louis Vuitton has reduced plastic
consumption by 20 tons per year
 The LVMH initiative, CEDRE has
achieved a recycling rate of 88%
 L'Oréal plans to reduce its
environmental footprint by 60%

31. WWF-UK Deeper Luxury Report
…consumers use luxury products as a
symbol of their success [but] many
successful people now want the brands
they use to reflect their concerns and
aspirations for a better world
“

32. Becoming more sustainable
 Forecast POS accurately
 Ensure good communication
 Use innovative products
 Adopt regional warehouses

33. Getting the balance right
between global and regional
warehouses is important

34. A cloud based solution
allows accurate forecasting
of all POS across teams
and suppliers

35. Is your brand as sustainable as you think?
Download the white paper to learn more
Is your brand as sustainable as you think?
Download the white paper to learn more

36. If you wish to find out more about ProProcure, please get in touch
Keeley Hamblin-Smith +44 (0) 870 123 5149
keeley.hamlin-smith@proprocure.co.uk
www.proprocure.com
If you wish to find out more about ProProcure, please get in touch
Keeley Hamblin-Smith +44 (0) 870 123 5149
keeley.hamlin-smith@proprocure.co.uk
www.proprocure.com
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