Clé de Peau
360 strategy plan proposal to Clé de Peau Beauté, a Shiseido Brand
Brief
Clé de Peau Beauté, a Japanese luxury skincare and makeup brand, must attain aggressive double-digit growth year-over-year for the foreseeable future in the U.S market.
The brief was to develop a strategy plan to reach and acquire qualified leads based on CPB’s existing segmentation and unlock potential new target audiences.
My Role
Part of The Luxury Education Foundation’s Master Class in partnership with Columbia Business School and Parsons School of Design, worked alongside Shiseido executives to whom we presented innovative strategies for a plan to grow the beauty label’s “Clé de Peau’s” presence in the U.S.
Collaborated with a team of Parsons designers and Columbia MBA students on developing an extensive brand study based on primary research such as interviews, store observations, website observations, competitor analysis.
Further developed Personas and Journey Maps based on gathered insights and presented those findings in addition to our recommendations.
Process
The first part of the process consisted of a brand study. We reviewed the following for Clé de Peau:
Company & Product Overview
Distribution channels
Digital presence
Store presence
Digital connection with clients
Brand connection with clients
Sales & Promotion
Events, Partnerships & Influencers
We then conducted different assessments for:
Mystery shopping, assessment of their distribution channels
Website & Digital assessment
Events & Partnerships assessment
Outcome
Taking inspiration from Shiseido’s S/Park innovation center in Japan, designed alongside my team experiences that would cater to two types of audiences - skincare obsesses who take their cues from dermatologists and aestheticians and makeup junkies who are interested in experimenting.
Awareness-focused strategies that 1) leverage respect for information elites in beauty-client journeys, 2) champion and extend the boundaries of bonding social capital in the digital world, 3) return identity control in an ecosystem of wholesale through pop-up experiences that coincide with seasonal shifts to heighten brand discovery at times when women need it most.