The return of the Helena Rubinstein brand to strategic airports in the Middle East.

Services involved:

Development Strategy • Strategy Implementation • Internationalisation • Sales Argumentation

The challenge:

Helena Rubinstein, a premium skincare brand, returns to strong growth in Asia. Travel Retail Europe and Middle East, which benefits from a strong presence among the Asian passengers, wants to take advantage of this momentum to improve the brand's performance, after a few difficult years.

Areas of work:

• Diagnosis of distribution with the marketing, finance and sales teams in order to determine which shops have potential and which are non-strategic, based on the number of visitors from the Chinese passengers, the presence of competitors, the quality of merchandising and financial performance.

• Commercial strategy (meeting with the brand's CEO): co-decision to open pop up boutiques in order to demonstrate the brand's power to retailers and avoid immediately incurring major capex costs.

• 3-year business plan (marketing, finance and sales teams): co-construction of the financial projection for distribution and the inherent resources (merchandising, events, sampling, Travel Retail Exclusives...).

• Adaption of the brand to make it more captivating for the target Chinese audience (with the marketing, finance, training and sales teams): catalogue, merchandising, pricing policy, communication with Chinese online travel agencies, training of beauty consultants.

• Seduction presentation to the largest retailers in the Middle East: co-writing of an impactful and convincing sales presentation (marketing and sales teams).

• Implementation of pop up boutiques and wide communication of results internally and externally to demonstrate the brand's potential.

The performances:

• Dubai targets exceeded by 30%.
• Dubai strategic platform sales quadrupled in 1 year.
• Ouverture permanente de Dubaï CD, Hamad et les Maldives.