資料內(nèi)容文本參考fy18cleansers launch package sephora

1、LAUNCH PACKAGEMICELLAR CLEANSERSOCD: 30TH AUG., 2018MARKETING CALENDAR FY19 Innovation FY19 Jul-AugSort SepBasic Oct-Nov Dec-Feb Mar-JunSkin Therapy365Sun Care FamilyMicellar water + water to foam+ micellar jelly OCD: Sep18Essence Eye CreamSun SensitivePink Toner lotionOCD:SummerLimitedOCD: Jan19Feb

2、19collectionEditionBOTFOCD: May OCD: MarMICELLAR CLEANSERSOBJECTIVES & STRATEGYOBJECTIVES-Animate a key (29% sales share) categoryRecruit young consumersLeverage our brand credibility as the Environmental Beauty Expert to resonate local consumer-pollution anxiety.STRATEGY-Launch a specific range

3、 of innovative cleansers, highly efficient yet suitable for sensitive skin and withappealing texturesRe-promote the whole basic line with innovations-SKIN CARE MARKET OVERVIEW Q1 SELL OUTBY STEPBasic Care (cleansing + lotion) represent 17.5 % of total skin care business; enjoy a double digit growth.

4、CY2017CY2018%2018 MixEmulsion554,421623,22512%8.7%CreamSerum Eye&Lip1,083,5971,626,111852,2801,359,6942,173,046969,93426%34%14%19.0%30.4%13.6%MaskBody274,58763,530354,09268,83629%8%4.9%1.0%MenSuncare151,73212,352158,55613,9045%13%2.2%0.2%4Cleansing338,524387,873Lotion723,932865,82315%5.4%20%12.1

5、%MICELLAR CLEANSERSGENTLECOMFORTPURITYTONINGMICELLARNEEP GAPCLARINSGentle Make-up removerLANCOMEGentle CleansingBIOTHERMSoftening cleansingCLINIQUEGentle cleansingComfortcleanserComfortinglotionPurify cleanserPurifying tonerClarifying lotionWake-up boosterEnergie de vieInvigorating cleanserEnergizin

6、g cleanserMicellar waterMicellar waterSofteningmilk & tonerComfortingmilk & tonerPurifyingmaskExpress cleanser?NEWORCHID MICELLAR CLEANSERSCleanse skin from majorEnvironmentalimpuritiessuch as pollutants, make-up, sunscreen residuesMICELLAR CLEANSERSADVANCED MICELLAR STRUCTURE"Micellar&

7、quot;comesfrom"micelle",whicharemicroscopiccleansingagentsthatarecontainedintheformulas. Contrary to traditional cleansing agents, micelles have a lipophilic core that naturally attractsoil and impurities.Key Benefit of Micellar Tech:ü Efficientü GentalMICELLAR CLEANSERSSYMBOLIC

8、INGREDIENT: WHITE ORCHIDOur orchid extract comes from the Phalaenopsis Lobbi, which is anorchid with beautiful, large, perfumed and white flower.Native from India, Bhutan and Burma.Orchids symbolizebeautyity seduction.White orchids symbolizeinnocence, purity honest love.MICELLAR CLEANSERSSTAR INGRED

9、IENT: KEEP BUILDING THE CLEANSING STORY AROUND FLOWERSNEW-POLLUTION CLEANSERSCURRENT+White OrchidRoseLilyMICELLAR CLEANSERSTEXTURES : 3 HIGHLY PLEASURABLE TEXTURES明星柔和水感質(zhì)地冰涼醒膚啫喱質(zhì)地細(xì)膩質(zhì)地MICELLAR CLEANSERS PRICINGExistingRSP (RMB)220240260310330380450New125mlNormal to combination400mlAll skin type150mlN

10、ormal to oilSource : RSPMICELLAR CLEANSERSLINEUP輕柔凈透卸妝水【素顏水/還原水】輕柔凈透潔面【云朵潔面】輕柔凈透潔面啫喱【早安啫喱】清潔防曬殘留、空氣污染顆粒、油垢清潔后不緊繃適用與中性及由性肌膚（敏感肌適用）清潔卸除彩妝、防曬殘留、空氣污染顆粒、油垢無需水洗清潔后不緊繃適用于面部及眼周適合所有肌膚類型（敏感肌適用）RMB450/400ML清潔防曬殘留、空氣污染顆粒、油垢清潔后不緊繃適用與中性及混合性肌膚（敏感肌適用） 清涼啫喱質(zhì)地üüüüüüüüü

11、2;ü細(xì)膩質(zhì)地üüRMB260/125MLRMB330/150MLCOMPETITOR STUDY樂膚源輕柔卸妝水HYDRALIFE MICELLARWATER NORINSE CLEANSER RMB375/200ml絲芙蘭柔和面部眼部卸妝水SEPHORA TRIPLE ACTIONCLEANSING WATER FACE & EYESRMB129/400ml;雙效卸妝液OSMOPURE FACE AND嬌蘭純凈美肌親膚卸妝水GUERLAIN BEAUTY SKIN城市污染設(shè)計(jì)膠束科技超強(qiáng)潔凈力üüEYES CLEANSING WAT

12、ERCLEANSERS CLEANSINGRMB320/200ml； RMB480/400mlWATERRMB480/200ml（彩妝、污染物、防曬殘留）RMB69/200ml科技適用區(qū)域3種質(zhì)地適合不同膚質(zhì)卸妝/潔面雙重選擇敏感肌適用調(diào)淡雅怡人üüüüü 卸妝，清潔，爽膚三合一ü 黑種草籽油-抗氧化ü 卸妝，清潔ü 金盞花-舒緩肌膚ü 敏感肌適用卸妝，清潔，爽膚三合一可卸除防水睫毛膏適合敏感肌（不添加ü 溫和潔凈ü 保濕ü 天然紫錐菊-抗氧化ü賣點(diǎn)ü&#

13、252;色素、香精、）13面部+眼部膠束科技LINK SALES STRATEGYDrive link-sell /hallo to treatment steps Priority 1: Pink Toner Toning Step Priority 2: ST Moisturizers / Day Shields -pollutionMicellarCleansers RMB260-390Pink TonerRMB380ST DayShields/MoisturizersRMB390-50014Link Sales PanelRSP (RMB)Cleanser + Pink Toner64

14、0+Cleanser + Pink Toner + Day1,030+ Shield/MoisturizersCONCEPT AND SLOGANBig Concept真素顏，新“凈”界1.- 蘭嘉絲汀 “素顏水” 全新上市15MICELLAR CLEANSERSOTHER FORMATBOTGSAMPLE - TUBESAMPLE - SACHETMICELLARDELICATE WATER3mlMICELLARDELICATE WATER30mlMICELLARDELICATE WATER100mlMICELLARREFRESHING JELLY15mlMICELLAR CLEANSERS

15、CAMPAIGN VISUALMARKETING PLANEC CoopANIMATIONPROMOTIONTRAININGMICELLAR CLEANSERSSocial MediaPR KOLINSTOREVISIBILITYBROCHURESAMPLINGMERCHANDISING OFFERING BOOK - Strictly- for internal use only18ANIMATIONAnimation bookingGE A +OV1Key productsMICELLAR REFRESHING JELLY蘭嘉絲汀輕柔凈透潔面啫喱MICELLAR DELICATE WATE

16、R蘭嘉絲汀輕柔凈透卸妝水MICELLARDETOXIFYING WATER-TO-FOAM蘭嘉絲汀輕柔凈透潔面COMFORT PERFECT TONER蘭嘉絲汀爽膚水CORPORATE PRESENTATION19PROMOTIONAnimation offerIn store EventInvest 1,000k RMB to implement 80+ in store events in Live NaturallyBuy any Lancaster products above388RMB. 8000pcs.canimation. Expect tiver 3,200k sell ou

17、t from these events.In store event offer:Tier 1 . Buy any micellar product, can get one ST gel cream 15ml.Tier 2. Buy any Lancaster products above RMB640, get one ST travel set, including 4 samples.Tier 3. Buy any Lancaster products above RMB1030,MICELLARREFRESHING JELLY15mlflower(4 bunches of Flowe

18、r Plus）get one monthCORPORATE PRESENTATION20INSTORE VISIBILITYPOG decorated by key elements to stand outAdding key benefits in POSBROCHUREQTY: 20,000pcs for LIVE NATUALLY ANIMATIONTBC to add using tipsCORPORATE PRESENTATION22LAUNCH ROADMAPPhaseObjectiveCommunicationTouch pointsOctSustain i-WoM(10.10

19、-10.20) Social content to link with next animation focus: ST (- pollution)AugPre-launch/Seeding(8.1-8.30) TTT Training Sephora EC Coop- Pre launch- Sampling- Tmall & JD UGC content PR Gifting SeedingSepAwareness building(8.30-10.10) Sephora Wall bay Animation In-store promotions Social Campaign

20、Sephora KOL UGCMOBIKE COOPERATIONMobike 摩拜單車Top online bike-renting platform, which have largefan base and highTheme: Pure Riding Mechanismership of each posts1.Leverage Mobike and Lancaster WeChat tolaunch the activityUsers who has reached 20 kilometers riding distance can apply for the Lancaster M

21、icellar cleanser sample kitMention sampling application of Lancaster WeChat to drive traffic to Lancaster WeChat2.3.p Micellar cleanser sampling to encourage trial1.2.3.Pink toner 30ml*1Micellar water 3ml*3 Micellar gel 15ml*1QTY: 500pcsCORPORATE PRESENTATION24SEPHORA KOL200PCS MICELLAR WATER TRIAL

22、AND POST IN SOCIALPR GIFTINGProduct Trial & gifting for Media & KOLs Media: 45; KOL:25Posts by Media - ReferenceTBDCORPORATE PRESENTATION26TRAININGIn-Store trainingTime: July-AugustTTT trainingTime: AugustIn-Class trainingTime: July-AugustCities to cover:Cities to cover: allSephora doors

23、2;üüüüüüüüüüüüüü廣州寧波，紹興、嘉興、天津、廊坊重慶成都蘇州、無錫上海大連、濟(jì)南長沙南京西安合肥杭州CORPORATE PRESENTATION27EC COOPCORPORATE PRESENTATION28UGC Content 100pcs sellable goods of Micellar water 100mlSampling Massive sampling - Micellar water 3ml (2000pcs) Sel

24、ected sampling with cleansing device- Micellar gel 15ml (500pcs)Pre-launch Pre-launch Dragon since 1st Aug. 2018 via dragon Banner & LPSOCIAL CONTENT ROADMAPPhaseObjectiveCommunicationTouch pointsOctSustain i-WoM(9.30-10.10) Social content to link with next animation focus: ST (- pollution)AugPre-launch/Seeding(8.1-8.30) TTT Training Sephora EC Coop- Pre launch- Sampling- Tmall & JD UGC con