Angry MOMO Presentation

Field ResearchFSH369 Merchandising Beauty ProductsLaneige in TargetApril 27,2015JungSun KimLaneigeAbout the brand that will be repositioned 01LaneigeLaneige is South Korean cosmetic brand owned by Amore Pacific. Laneige exported to the US as the third brand from Amore Pacific, after Amore Pacific & Sulhwasoo. Their target market is 20-30s. Skincare Makeup Hommehttps://youtu.be/THHlzWV2xos

PlaceWhere did I visit for research 02Mass merchandise retailer TargetCity Target in Mission street, SF 789 Mission st, SF, 94103

Race in Zip code 94103

http://www.city-data.com/zips/94103.htmlWhite10,33344.975.1%Black or African American2,70511.812.3%American Indian and Alaska Native2701.20.9%Asian5,45623.73.6%Native Hawaiian and Other Pacific Islander1070.50.1%Some other race2,81512.25.5%Two or more races1,3305.82.4%Hispanic or Latino (of any race)5,76825.112.5%

3How was it?Display, location, neighboring brands03Hallway display

Their product displayed two locations, which is hallway side and inside of beauty section.4How was it?Display, location, neighboring brands03Inside of beauty section

NeutrogenaBorgheseVichyMD complete La Roche Posay29Neighboring brands: Neutrogena / dermatological skin care brands ( Vichy, La roche posay, MD complete)It located in Specialty skincare section with 29 by Lydia Mondavi skincare & borghese Location: Specialty skincare section with 29 by Lydia Mondavi & Borghese Neighboring brands: Neutrogena / dermatological skin care brands ( Vichy, La Roche Posay, MD complete )

5Product & Price & PromotionWhat Laneige products does Target sell now?04

MakeupBB Cushion $34Corrector $20Water BankEye Gel Cream $35Sleeping Mask $23Serum $35Gel Cream $32Moisture Cream $32

Power EssentialSkin Toner $25Emulsion $28BrighteningBasic Foam Cleanser$23Serum$45Emulsion$30Cream $40

Anti-agingEmulsion $35Renew Cream $55Firming Eye Cream $47

CleansingMulti Cleanser $22

Sunscreen SPF40 $25

$5 gift card with purchase of BB Cusion or Waterbank Serum or Cream Problems06Find Problems & Reposition itOnly have BB cushion & correctorCustomer couldnt get any idea of color/texture Nothing way to know about this brandDisplayEnvironmentLighting: too darkMerchandise categorize Lack ofMakeup ProductNo samplesNo testersUnknownDisplay Development 07Hallway section displayed few items that Laneige is more focus on, but consumer cant know about it without the brand knowledge.

Hallway section has total 3 and half floor rack, 2 floors displayed with BB Cushion, which is maybe main item of Laneige.

Laneige can add few more makeup product and separate product categories 'makeup & skincare. It helps to notify the brand name and diverse product to unknown consumer.

Separate the categories!Hallway for MakeupInside section for SkincareFocus on Trend ItemMerchandise focus on trend item BB cushion08

Lancome Miracle Cushion $46.50@SAKSAmorePacificColor Control Cushion Compact Broad Spectrum SPF 50+ $60@SEPHORASulwhasooPerfecting Cushion SPF 50+ $60@Bergdorf Goodman

Dr. JartBB Bounce beauty balm $48@SEPHORA

LaneigeBB Cushion SPF 50+ $34

@Target9Testers & InformationAdd testers for BB cushion, information about skincare 099.6%Consumer need to check

Different form with other liquid or powder foundation

Which color fit to me

More Makeup Product 10Display with lip product

Display with lip product that is match with skin toneSimple but clean look, as like a speaking model

Water drop tint

Expand the makeup products

Hallway Display11Bright Light

Display Match the lip color & skin tone

Brand IdentityHave brand Logo & photo of brand editorial

TestersBB Cushion & Lip tint testerAll color of lip tint & BB cushion

StocksProduct stocks right under the right color

Thank You!Laneige in Target