Armani Beauty and the conquest of the Netherlands.

Services involved:

Brand Strategy • Development Strategy • Strategy Implementation • Premiumisation • Sales Argumentation

The challenge:

Armani Beauty, a cosmetics brand born in Italy and licensed to couture wanted to develop in the Benelux, mainly in the Netherlands market where the brand was not performing up to the standard of the Belgian one (#5 in Belgium and #11 in the Netherlands).

Areas of work:

• Customer research: understanding the differences in perception and profile between the two markets, in collaboration with the Consumer Marketing Intelligence team. 

• Media strategy: complete overhaul of plans, in collaboration with the agency and the marketing teams, to maintain pressure in Belgium and ensure a move towards more premiumness in the Netherlands. 

• Acceleration in e-retail: collaborative strategic workshops with the digital and retail teams and joint revision of e-merchandising, the product catalogue and e-retail animations, the team, media plans, collaborations with influencers and digital investments. ` 

• Premiumisation and feminisation: work on the image and elegance of the brand: new promotional policy and communication, higher quality merchandising, increased support in department stores, acceleration of services, awareness of make-up (feminisation relay, launch of a 2nd women's franchise). 

• Wide and clear distribution of the brand roadmap to the teams.

The performances:

The brand became #7 in the Netherlands while retaining its #5 position in Belgium.