Cannes Lions

COSMETIC COLLECTION

LUMEN DESIGN, Curitiba / BOTICARIO / 2010

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Overview

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Credits

Overview

Description

The goal was to launch a product line by Summer, when sales figures for that market segment fall. We create a creative line for the company’s portfolio. The Fun Line concept proposes to imprint an idea of joy and care-freeness to the products. The idea is to launch different collections of the same line throughout the year, and the first one was the ice cream, suitable for the season of the launch (Summer), a universally embraced theme with a gourmand appeal through which we were able to explore different textures, fragrances, colours, and packaging: a sensorial experience of buying.

Execution

The gourmand line was defined based on foreign market trends. The concept was presented to the network of franchisees to gather their views and suggestions from those who are in direct contact with customers. Packaging and products were developed simultaneously and tested via quality polls with potential consumers. A partnership was entered with Nestlé ice-cream, which boosted and extended the scope of the launch. Nestlé ice-cream carts handed out Boticário flyers and some Boticário franchisees handed out free popsicles to their customers, dispensed from especial Nestlé kiosks inside the stores.

Outcome

Sales exceeded the forecast for almost every item (339,000 items). The company did not reap a higher turnover due to the lead time of packaging for some products (it was a limited edition). Some franchisees gave their feedback: the line was perceived as highly attractive and was well-accepted; it was unanimous that the shop window was eye-catching and people of all ages were curious and visited the stores; the time of launch was assertive; pricing was competitive; packaging was highly valued; many people said they would like to buy the whole Line.

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