Team 6 // Brand Management and Product Development // MSc Marketing Management

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.

DIOR FRAGRANCES: PORTFOLIO

WOMEN’S FRAGRANCES MEN’S FRAGRANCES EXCEPTIONAL RANGE

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

Calvin Klein Diesel

Adidas

Coca-Cola w/ Google

FOCUSDior x Millenials

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

HOW TO RECRUIT

YOUNGER CUSTOMERS

?

2016

FILM

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

WOMEN’S FRAGRANCES MAPPING

MatureYoung

Modern brand

image

Classical brand

image

POISON GIRL

3 PILLARS

A NEW FRAGRANCE A NEW SPOKEPERSON THE TRIBE

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

Print

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

THANK YOU FOR YOUR ATTENTION!