海藍(lán)之謎 La Mer

1、By the windsContents Brief introduction Target market Marketing mixBrief introduction Affiliated to the United States Estee Lauder Group(雅詩蘭黛集團(tuán)), La Mer is a series of cosmetic with the functions of deep cleansing, moisturizing, hydrating, lip protecting and waterproofing. It is featured on luxury,

2、magic, incredibility and known as the miracle of cosmetic industry.Target market High earners Female stars Ladies with a high-income career Cosmetician 化妝師Marketing mixPart 1 Product Trademarks 商標(biāo) Package design 包裝設(shè)計(jì) Based on functionsCategories 產(chǎn)品種類Based on body partsPRODUCTS-Based on functionsMois

3、turizers（潤膚乳潤膚乳）THE MOISTURIZING LOTIONSerums（精華液（精華液）GENAISSANCE DE LA MERTonics（煥膚系列）（煥膚系列）THE TONICMakeup（彩妝）（彩妝）THE FOUNDATION BRUSHCleansers（清潔系列）（清潔系列）THE CLEANSING GELSun（防曬）（防曬）THE NEW AFTER SUN ENHANCERSpecialists（密集護(hù)理）（密集護(hù)理）THE CONCENTRATEPRODUCTS-Based on body partsEyes（眼部護(hù)理）（眼部護(hù)理）THE EYE

4、 CONCENTRATEMasks（面膜）（面膜）THE LIFTING AND FIRMING MASBody（身體護(hù)理）（身體護(hù)理）THE BODY CRME Product characteristics 產(chǎn)品特點(diǎn)產(chǎn)品特點(diǎn)La Mers profound powers of transformation, potent, highly active ingredients Potent, renewing Miracle Broth(神奇活性精粹)High quality and assuranceLa Mer ingredients are rich in seaweed extrac

5、t, a variety of vitamins and minerals, and some products contain diamond powder.TypesProducts(examples) PriceMoisturizers（潤膚乳）THE MOISTURIZING LOTION(50ml) 2350Serums（精華液）GENAISSANCE DE LA MER(30ML) 5500Tonics（煥膚系列）THE TONIC(200ml) 750(100ml) 420Cleansers（清潔系列）THE CLEANSING GEL(200ml) 750Specialists

6、（密集護(hù)理）THE CONCENTRATE(50ml) 4100Sun（防曬）THE NEW AFTER SUN ENHANCER(200ml) 814Part 2 PriceTypesProducts(examples)pricesEyes（眼部護(hù)理）THE EYE CONCENTRATE(15ml)1700Masks（面膜）THE LIFTING AND FIRMING MASK(50ml)2200Makeup（彩妝）THE FOUNDATION BRUSH500/支Body（身體護(hù)理）THE BODY CRME（罐裝：300ml2350）（管狀：200mll600）Part 3 Prom

7、otion Touch:The brand is aiming to “touch” the consumer on a personal level .When visiting a La Mer boutique, consumers will be provided with beauty tips. Effect: La Mer does not advertise, rely on word of mouth, strong star effect driven, and good quality. The use of network marketing services mean

8、s: To provide free delivery, online beauty advice, exquisite packaging, convenient online payment. Counter sales: La Mer adheres to the global consistent boutique sales strategy, carefully selects and manages sales channels, only selling in the countrys top department stores opened counters. Discoun

9、t sometimes：If you buy more , it will give you gifts. Just like this, if you spend more than $300 on its products, it will give you four gifts.CHINA Around 46 in more than 20 cities Only one in Guangzhou(Friend Shopping Mall)USA Nordstrom, Selfridges, Bloomingdales, Harrods Harvey Nichols, Barneys,

10、Saks Fifth Avenue Bliss World and Duty Free StoresRetail ShopsPart 4 Place Timely transportationSince La Mer sees time as a luxury, it has formed a customized delivery plan.Consumers living in New York who have limited time can have gifts delivered to their home to cut back on the stress of running

11、around.1)Official product review： Rate our experience as A+. La Mer is a luxury brand that is suitable for individuals who have healthy skin and want to maintain this. La Mer can actually help improve the skins overall health.Product Reviews La Mer achieved an overall rating of 70% and received a B for overall effectiveness.2) Dermatology ReviewThe PH is ab