The integration of Mugler and the launch of Angel Nova.

Services involved:

Brand Strategy • Strategy Implementation 

The challenge:

Following its purchase from the Clarins group, the Mugler brand needed to be integrated into the couture fragrances brands portfolio L'Oréal Luxe. The Mugler brand is significant in the Benelux (10th largest perfume brand in Belgium, 9th largest in the Netherlands). The stakes for success are high, especially as a new strategic fragrance will be launched shortly after the integration. 

Areas of work:

• Etude du Business model dans les deux marchés en collaboration avec les services Consumer Marketing Intelligence, Marketing et Commerce: mise en avant des points stratégiques pour conserver l’attractivité de la marque pour ses clients fidèles et des leviers à activer pour plus potentialiser la marque sur le marché Benelux.

• 3-year business plan: co-construction with the finance, marketing and sales teams, incorporating the strategic points of the Mugler business model and the resources available to the brand.

• Brainstorming workshop on Angel Nova's launch strategy: co-design, on the basis of available resources, of a launch plan adapted to the brand's business model and its specific features.

• Communication and training plan for the teams involved in the integration.

• Collaboration process and key roles: clear definition to facilitate day-to-day integration (delivery of assets, feedback from retailers, logistical follow-up, etc.) internally and with the international team.

• Argumentaire commercial et présentation: co-écriture d’un discours rassurant envers les clients et les intervenants externes.

The performances:

• Despite the change of group, the brand has maintained its positions in both markets.
• The launch of Angel Nova, so close to integration, was a great success and strengthened the franchise's performance.