Yves Saint Laurent Beauty is an international icon for make-up, fragrances and skin care in the luxury segment.
In order to become even more successful in the German market, the brand must continue to develop. Positioning and brand identity must take into account the distinctiveness of the German understanding of luxury. Communication should link existing and new target groups.
We sharpen the profile of the brand and adapt its global positioning for the German market.
In a Power of One collaboration with iBeauty we lay the foundation for the further development of the brand communication. Our work includes the brand model with purpose, positioning statement and tonality, as well as the brand story and target group personas.
Only a blink of an eye to the goal: collaborative and compact in its process and strategically sound for a future-proof result.
Initially, focus groups were used to gain a deep understanding of the target groups. Together with the client’s team, basic routes for sharpening the positioning were worked out in a co-working session and then finalised.
A unique positioning for the most expressive luxury brand in Germany. The new guidance equally helps to reach existing and new target groups.
On this basis, all future communication activities can be optimally orchestrated. The first country-specific adaptation of the global positioning of Yves Saint Laurent Beauty is the springboard for reinvigorated success in Germany.