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Case Study
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Developing a VIP strategy through clienteling at a leading luxury cosmetics brand

The ambition: placing humans at the core of the brand experience.

←   CLIENT & MARKETING STRATEGY

Challenge

1 —

A leading luxury cosmetics brand in Asia

2 —

With a very VIP-centric business model

3 —

Facing the ultra-luxury key challenge : how to engage already ultra-courted VIPs to create a real brand preference?

The Key Questions

1 —

How can the cosmetics industry legitimately implement clienteling?

2 —

How do you get your whole brand on board with this new paradigm?

3 —

How far should we go in establishing a 1to1 relationship with customers?

4 —

How can omnicanality be integrated into a clienteling strategy?

Approach

1 —

Defining the ambition: what clienteling should mean for the brand?

2 —

Identifying target populations, key moments for clienteling actions, levers to activate and touchpoints to consider.

3 —

Defining the associated journeys

4 —

Creating assets and tools to facilitate day-to-day management

5 —

Drawing up concrete guidelines for operational implementation

Results

1 —

A clienteling strategy deployed in the brand's key markets

2 —

Brand recognition within the Group: the first Group brand to implement such initiatives

3 —

Very good first results

At the heart of the subject

Clienteling represents a real paradigm shift for luxury brands. Its implementation requires a carefully planned approach, worked out with the whole teams and well executed, taking into account the operational realities, the capacity to train the teams, the integration of the right tools to facilitate its execution and the ability to capture and process the right data.

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