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A pop up shop to encourage a new, younger demographic to discover the new Daily Energizer range.
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Clarins Energizer Pop up Shop London.
February 2011.
1983Turnover: £25,000
2010Turnover:
£250,000,000
Long term relationships - Clarins
20111983
Long term relationships - Clarins
Create a pop up shop to encourage a new, younger demographic to discover the new Daily Energizer range and become ambassadors for Clarins before the products general release later this year.
RangeTarget market is 18-30 years with emphasis on 25 plus age group. Five products: Cleansing gel, freshening toner, 3 x textures of day cream. Premium brand but with an extremely affordable price entry point.
ConceptOpen a Clarins Daily Energisers pop-up shop for 2 weeks in February. First 2 days for press only and then open to the public.
The range will be retailed in the pop-up shop for just 10 days. It won’t be available in the UK again until the 28 April in Boots and July nationwide. Incentive to visit and purchase - a limited edition must have accessory.
ObjectiveTo present this new range in a setting that feels relaxed and informal and looks fresh, cool and contemporary. A setting that will capture the imagination of the press and makes Clarins relevant and appealing to a younger consumer. Not Clarins for my mother but Clarins for me.
To create a group of new and younger Clarins brand Ambassadors in advance of the national launch.
Catering/FormatA fully staffed and operational juice bar for press and public. Catered food for press days. Browsing and chilling areas, Consultation and testing, 30 minute Energiser Facials.
Brief
surprisedelight
generosity
Design Concept
Promotion - Online
Promotion - Press
Promotion - On location, pre-event advertising.
Render to Reality
Event images
• Pop-up format gave Clarins a platform to engage younger consumers and launch new range to consumer media
• 80% of customers visiting the store were new to Clarins, which was a key aim.
• Sell-through was above Clarins expectations.
• All 160 facials booked out in just 36 hours
• The store exceeded targets for footfall with an average 10 walk-in consumers an hour
• High level of sampling resulting in subsequent sales
• Hundreds of brand ambassadors created to spread the word before all-store launch in May
• Positive impact on consumer media with 33 stories online during the time the store was open and an amazing 59 tweets
• Monthly magazine coverage will appear in May when range launches in-store
Summary
” ...wanted to thank all of your team for making it look so fantastic. According to Mediacom, the two brands that were most talked about during LFW were Burberry for airing their show live on a giant screen in Piccadilly circus and Clarins for our Pop Up Shop. So from a PR point of view, I would say we absolutely met our objectives and I'm well aware, we have you to thank for that!”
Soshana Gillis, Public Relations Manager, Clarins (UK) Ltd.
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Company NameSheridan&Co AddressHead OfficeRiversideMarket HarboroughLeicestershire LE16 7PTUK
London10A Blandford StreetLondonW1U 4AZUK
New York84 Wooster StreetSuite 703NY, 10012USA
Telephone NumbersHead Office: +44 (0)1858 468000London: +44 (0)20 7486 7499New York: +001 212 625 1666
Company Registration Number1720277
Websitewww.sheridanandco.com
Type of OrganisationPrivately owned company
Names of the Executive Directors / PartnersMichael Sheridan – CEO & FounderJulien Sheridan - Communications DirectorIngrid Tranter - Financial DirectorJohn Dupuis - President - US Office
Number and locations of offices Sheridan&Co has offices in Market Harborough, London & New York including an affiliate office in Hong Kong.Manufacturing sites are located in Market Harborough, Shanghai, Guang Chao and Hong Kong
Number of Employees80 worldwide
Company information