Preventing the erosion of your luxury beauty brand’s identity

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

Get communication right between your global teams

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.

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

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

Growth is desirable - but brings challenges:

Retaining market share

Increased distribution chain complexity

Increased number of retail outlets

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

N ico las Meauze P O S c a t e g o r y l e a d e r , P e r n o d R i c a r d

…countries using items that did not even stick to the core brand colours, let alone the right design, lettering and so on.

“

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

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

Ways to enhance communication Brand workshops and training

Regular face-to-face meetings

Cloud-based solutions to support

development & implementation of POS

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

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

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

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

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

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

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

Angela Anrendts C E O , B u r b e r r y , 2 0 0 6 - 2 0 1 4

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.

“

Both central and local production models offer significant commercial advantages.

Central production offers Brand control

Production quality assured

Spend visibil ity

Local production offers Quick response to commercial

opportunities

Know the local market

How can a brand ensure they benefit from both models?

Training

Processes to evaluate suppliers

Regional warehouses

Interactive cloud-based platform

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

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

Embracing sustainability is good for business

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

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

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%

WWF - U K De e p e r Lu xu ry Re p o r t

…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

“

Becoming more sustainable Forecast POS accurately

Ensure good communication

Use innovative products

Adopt regional warehouses

Getting the balance right between global and regional warehouses is important

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

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

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

We help companies simplify the way they buy and sell. Our easy-to-use online platform, Geneus, simplifies processes and enables people to work together more effectively. Geneus ensures more spend comes under management and teams are more productive by making it easier for employees to buy from approved suppliers.