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“Endless Journey, Timeless Beauty.”
Evi Hsia •Debby Cheng•Karen Chiu
Dear Ms. Caballero,
Erno Laszlo has long been a mythical secret to beauty since 1927. Its client list
features glamorous celebrities through the generations, and has yet to stop
expanding. The launch in a Southeast country is a crucial step to reach this thriving
market, which contains Singapore, one of the economic leaders in Asia; and relatively
rich emerging markets, such as Malaysia. Among these markets, we strongly
SINGAPORE, YES PLEASE.
Considering the fact that Erno Laszlo targets affluent women at the age of 25-40, we
see a strong market potential in Singapore due to the following reasons:
l Compared to Malaysia, Singapore provides a larger customer base for Erno
Laszlo, which targets women of higher class. It is a highly developed and
successful free market which has a higher GDP per capita than Malaysia. Also, it
has the second freest economic freedom in the world, and the efficient regulatory
framework enables brands to enter with little impediment. The stronger
performance of luxury goods in 2013 can also help push the sales of Erno
Laszlo’s premium products.
l The skincare market in Singapore is on a promising rise. According to a
latest research from Euromonitor International, beauty and personal care grew
faster in retail terms in 2013 than in 2012. It “marks a sustained and accelerating
growth pattern for this category.” Also, since Singapore is a major and sill thriving
trading hub for international players in the beauty and personal care sector, it is
beneficial for Erno Laszlo to start from this country and look to further expansion
in Southeast Asia.
l The Singapore Cosmetic Market Forecast to 2017, conducted by RNCOS,
identifies the rising beauty concerns and high spending on cosmetic
products in Singapore. According to the British Chamber of Commerce’s report,
younger Singapore consumers are becoming increasingly image-conscious and
more knowledgeable about beauty care. Starting early to prevent aging, they are
willing to invest in products that promise supple and glowing complexion.
l Comparing the cultural dimension of Singapore and Malaysia, we found that
the main difference is their attitudes toward long-term orientation. While
Singapore scores 72, Malaysia only scores 41. In contrast to Malaysians, who
tend to expect quick success, Singaporeans support long-term investment.
This concept coincides with Erno Laszlo’s prestigious heritage as the
authority of skincare since 1927.
Singapore is definitely a hot spot for the premium cosmetics market. Erno Laszlo’s
key competitors are “those focused on the luxury end of spectrum,” including “L’Oreal,
Shiseido, Estee Lauder, and LVMH” (CosmeticsDesign-Asia.com). According to
Euromonitor, L’Oreal remained the leading player in skincare with a value share of
15% in 2013. In addition, “there is a rising competition between international and
regional brands, particularly ones from South Korea and Taiwan.” The regional
brands’ familiarity with Asians’ skin type as well as media influence can explain their
rising popularity. Although the market Erno Laszlo is going to enter is a rather
competitive market, this brand can win over consumers’ hearts by its legendary
products and exclusive brand image.
As an authority of skincare brand since 1927, Erno Laszlo doesn’t build its reputation
just in one night. After a careful analysis, our team believes the key success of Erno
Laszlo is the founder Dr. Laszlo’s belief and ambition in beauty, which truly elevates
Erno Laszlo to become a prestigious brand. Moreover, its long heritage enhances
both brand equity and ethos in the skincare industry. Therefore, the core concept of
our execution plan is Journey, with a tagline of “Endless Journey, Timeless
Beauty.” On behalf of Dr. Laszlo, we invite Singaporeans to begin a historical beauty
journey with the brand. Aiming to gradually discover the beauty secret that has lasted
nearly a century.
MARCHING TO SINGAPORE
Since Erno Laszlo plans to tap into Singapore, an informational announcement is a
necessity. We recommend that Erno Laszlo hosts a press conference to generate
both press and consumer awareness. The means of it can be listed in four:
l Boost brand exposure as well as awareness. Work with a local PR agency to
exploit its local knowledge and networking with the press. Also, using a local
celebrity to endorse the brand. For instance, Stefanie Sun who is a well-known
36-year-old Singapore singer and fashion icon in East Asia. With this approach,
we will not only set a tone and quality for the brand itself, but also expand the
media coverage in lifestyle, beauty and fashion sectors as well as in the
l Introduce product and invite first-hand experience. Since Erno Laszlo is a
brand with not only advanced products but also unique beauty ritual—Splashing
Technique— product education matters. By inviting local bloggers as well as
Instagramers to experience the high-end quality of Erno Laszlo, we can exploit
their social media influence to spread by word of mouth in a subtle and
user-oriented way. Also, the press conference should take place in a relatively
high-end hotel, such as Mandarin Oriental, a five-star hotel with eastern
atmosphere, to create the sense of a high-quality brand.
l Showcase the brand insights and future plans for Singapore. A press
conference can be a great platform to showcase the brand’s enthusiasm of
tapping into a new market as well as announcing future consumer events.
l Gather footage from the press conference for further promotions.
INSTAGRAM IS THE NEW FAME
The social ecosystem is steadily growing. Hence, we must be more strategic than
ever when engaging with consumers across social networks and devices, especially
in choosing the right medium. With this in mind, we choose Instagram as the main
platform to conduct our social media events to improve social engagement.
According to a social media interaction report released by Forrest Research, the top
brands’ Instagram posts generated a per-follower engagement rate by 4.21%, which
is 58 times more engagements per follower than Facebook. Compared to Facebook,
Instagram contains appealing photo-oriented content, which makes it clearer and
easier for users, and avoids the distraction from advertisements. However, we still
cannot neglect the dominant status of Facebook in Singapore. Therefore, we position
Facebook as an information release platform that plays a complementary role for
Instagram, especially on text-content and long video release.
LET THE JOURNEY BEGIN
l Localization, get closer to customers. We apply the map of Singapore to a
game. The map is not only the necessity of a journey but the way to localize Erno
Laszlo into this country. By using the map, which includes the landscape and
tourist sites, we increase the opportunities for Erno Laszlo to get access to
l Classic stories, novel technology. We also combine the stories of Erno
Laszlo and classic celebrities’ quotes about the brand into the game. These
classic stories are the important properties of Erno Laszlo and will be one of the
advantages that compete with other competitors. For a customer who doesn’t
understand Erno Laszlo, the stories of the brand will be the best way to get
familiar with it. Furthermore, we don’t just tell the classic stories, we want the
participants to feel them. To achieve this concept, the “cinemagraph,” a
photograph in which a minor or repeated movement occurs, is a perfect tool for
them to feel the stories. For example, in a cinemagraph, you can actually see Dr.
Laszlo writing the formula for his upcoming products. The quality of the
cinemagraph is like a short movie, but the budget is way lower.
See the examples of “ Cinemagraph” in http://cinemagraphs.com
l Rules of the game:
Ø Step 1: Combining the map and cinemagraph, this game will be like a
puzzle. We post one cinemagraph on Instagram a day, and the
background of each cinemagraph will be a part of the map. There will be
21 pieces in total as the illustration below, which represents the
Ø Step 2: During the journey, the participants need to click each
cinemagraph, which will connect to the event site. Each participant needs
to register for membership, then the website will collect each piece of the
map automatically for the participant. By the sign-in process, we can
collect the consumer data for future marketing analysis and event
promotions. (See the illustration below.)
At the end of the game, participants need to collect ten pieces of the
cinemagraph, and the first fifty participants completing the puzzle will receive the
supreme one-day Erno Laszlo skincare therapy from our prestigious NYC
institute crew. Moreover, for the other eleven pieces on our Instagram, it will
include a code for participants in exchange for a free sample from the retail
stores. (See the illustration below.)
Date Title Content
6/5 Press Conference Ø Invite local celebrities to endorse Erno Laszlo.
Ø Product education: Invite local bloggers as well as
Instagramers to experience the high-end quality of Erno
Ø Promote upcoming events of Erno Laszlo.
Endorsement Part 1
The bloggers and Instagramers who were invited to the
press conference post product information and the whole
process of the press conference on their blogs or
Facebook PPC (Pay
Per Click) Part1
6/6-6/13 Ø Position of advertising: Timeline
Ø Content: This advertising which includes the
information and short clip of this event. It will be
connected to the game site.
Facebook PPC Part2
The event on
Ø Participants: Click each cinemagraph everyday and
connect to the event site to collect ten pieces of the
Ø Winners: The first fifty participants completing the
puzzle win the game.
Sampling Events By clicking the other eleven cinemagraphs, Participants
can receive the codes, in exchange for a free sample
from the retail stores.
Invite local bloggers and Instagramers to be the
participants, who play the game and write about the
information of the game on their blogs.
6/27 Press Release Ø Announce the winners of the game.
Ø Announce the effects of the game.
Ø Inform the audience of upcoming events.
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Elliott, Nate. "Instagram Is The King Of Social Engagement." Nate Elliott's Blog.
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Latest Reports Company India." Reports. RNCOS Business Consultancy Service, 1
Aug. 2013. Web. 14 Apr. 2015.
Pitman, Simon. "Singapore, a Small but Booming Market for Cosmetics."
CosmeticsDesign-Asia.com. CosmeticsDesign-Asia.com, 3 Sept. 2013. Web. 14 Apr.
Sie, Liou-Shih. "五分鐘就上手， Facebook 廣告實戰教學！." ReBuzz, 19 Apr. 2013.
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The Heritage Foundation. Web. 14 Apr. 2015.
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