Services involved: <\/strong><\/h3>\n\n\n\nBrand Strategy \u2022 Development Strategy \u2022 Strategy Implementation \u2022 Premiumisation \u2022 Sales Argumentation<\/strong><\/p>\n\n\n\nThe challenge:<\/h3>\n\n\n\n
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).<\/p>\n\n\n\n
Areas of work: <\/h3>\n\n\n\n
\u2022 Customer research: understanding the differences in perception and profile between the two markets, in collaboration with the Consumer Marketing Intelligence team. <\/p>\n\n\n\n
\u2022 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. <\/p>\n\n\n\n
\u2022 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. ` <\/p>\n\n\n\n
\u2022 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).\u00a0<\/p>\n\n\n\n
\u2022 Wide and clear distribution of the brand roadmap to the teams.<\/p>\n\n\n\n
The performances: <\/h3>\n\n\n\n
The brand became #7 in the Netherlands while retaining its #5 position in Belgium. <\/p>","protected":false},"excerpt":{"rendered":"
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).<\/p>","protected":false},"author":3,"featured_media":1180,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[57,53,58,55,52],"tags":[],"class_list":["post-1242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-argumentation-commerciale-business-cases-cas-pratiques-ayin","category-cas-pratiques-implementation-de-strategie","category-cas-pratiques-montee-en-gamme","category-strategie-de-developpement-business-cases","category-cas-pratiques-strategie-de-marque-ayin"],"yoast_head":"\n
Armani Beauty aux Pays-Bas<\/title>\n<meta name=\"description\" content=\"Cas pratique qui explique le travail de marque d'Armani Beauty aux Pays-Bas qui a permis de reconqu\u00e9rir le march\u00e9 n\u00e9erlandais.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ayin-strategy.com\/en\/armani-beauty-et-la-conquete-des-pays-bas\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Armani Beauty aux Pays-Bas\" \/>\n<meta property=\"og:description\" content=\"Cas pratique qui explique le travail de marque d'Armani Beauty aux Pays-Bas qui a permis de reconqu\u00e9rir le march\u00e9 n\u00e9erlandais.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ayin-strategy.com\/en\/armani-beauty-et-la-conquete-des-pays-bas\/\" \/>\n<meta property=\"og:site_name\" content=\"Ayin\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-11T20:52:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-11T21:14:14+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/03\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"576\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sophie Naca\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sophie Naca\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/\"},\"author\":{\"name\":\"Sophie Naca\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#\\\/schema\\\/person\\\/3407797904924286c9af6ac1f72d99c3\"},\"headline\":\"Armani Beauty et la conqu\u00eate des Pays-Bas.\",\"datePublished\":\"2024-06-11T20:52:48+00:00\",\"dateModified\":\"2024-06-11T21:14:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/\"},\"wordCount\":262,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ayin-strategy.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg\",\"articleSection\":[\"Argumentation Commerciale\",\"Impl\u00e9mentation de Strat\u00e9gie\",\"Mont\u00e9e en Gamme\",\"Strat\u00e9gie de D\u00e9veloppement\",\"Strat\u00e9gie de Marque\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/\",\"url\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/\",\"name\":\"Armani Beauty aux Pays-Bas\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ayin-strategy.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg\",\"datePublished\":\"2024-06-11T20:52:48+00:00\",\"dateModified\":\"2024-06-11T21:14:14+00:00\",\"description\":\"Cas pratique qui explique le travail de marque d'Armani Beauty aux Pays-Bas qui a permis de reconqu\u00e9rir le march\u00e9 n\u00e9erlandais.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#primaryimage\",\"url\":\"https:\\\/\\\/ayin-strategy.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg\",\"contentUrl\":\"https:\\\/\\\/ayin-strategy.com\\\/wp-content\\\/uploads\\\/2024\\\/03\\\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg\",\"width\":1024,\"height\":576,\"caption\":\"Cas pratique strat\u00e9gie de marque et de D\u00e9veloppement Armani AYIN\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/armani-beauty-et-la-conquete-des-pays-bas\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/ayin-strategy.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Armani Beauty et la conqu\u00eate des Pays-Bas.\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#website\",\"url\":\"https:\\\/\\\/ayin-strategy.com\\\/\",\"name\":\"Ayin\",\"description\":\"Envision Your Business\",\"publisher\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ayin-strategy.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#organization\",\"name\":\"Ayin\",\"url\":\"https:\\\/\\\/ayin-strategy.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/ayin-strategy.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/logo-ayin.svg\",\"contentUrl\":\"https:\\\/\\\/ayin-strategy.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/logo-ayin.svg\",\"width\":500,\"height\":250,\"caption\":\"Ayin\"},\"image\":{\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.instagram.com\\\/ayin_strategy\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/sophie-naca\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ayin-strategy.com\\\/#\\\/schema\\\/person\\\/3407797904924286c9af6ac1f72d99c3\",\"name\":\"Sophie Naca\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6bf1d84bebfe425e755a0098a081b985a1efdd5388454062a9c1b77fb7b550a8?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6bf1d84bebfe425e755a0098a081b985a1efdd5388454062a9c1b77fb7b550a8?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/6bf1d84bebfe425e755a0098a081b985a1efdd5388454062a9c1b77fb7b550a8?s=96&d=mm&r=g\",\"caption\":\"Sophie Naca\"},\"sameAs\":[\"https:\\\/\\\/ayin-strategy.com\\\/\"],\"url\":\"https:\\\/\\\/ayin-strategy.com\\\/en\\\/author\\\/sophie\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Armani Beauty aux Pays-Bas","description":"Cas pratique qui explique le travail de marque d'Armani Beauty aux Pays-Bas qui a permis de reconqu\u00e9rir le march\u00e9 n\u00e9erlandais.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ayin-strategy.com\/en\/armani-beauty-et-la-conquete-des-pays-bas\/","og_locale":"en_GB","og_type":"article","og_title":"Armani Beauty aux Pays-Bas","og_description":"Cas pratique qui explique le travail de marque d'Armani Beauty aux Pays-Bas qui a permis de reconqu\u00e9rir le march\u00e9 n\u00e9erlandais.","og_url":"https:\/\/ayin-strategy.com\/en\/armani-beauty-et-la-conquete-des-pays-bas\/","og_site_name":"Ayin","article_published_time":"2024-06-11T20:52:48+00:00","article_modified_time":"2024-06-11T21:14:14+00:00","og_image":[{"width":1024,"height":576,"url":"http:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/03\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg","type":"image\/jpeg"}],"author":"Sophie Naca","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Sophie Naca","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#article","isPartOf":{"@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/"},"author":{"name":"Sophie Naca","@id":"https:\/\/ayin-strategy.com\/#\/schema\/person\/3407797904924286c9af6ac1f72d99c3"},"headline":"Armani Beauty et la conqu\u00eate des Pays-Bas.","datePublished":"2024-06-11T20:52:48+00:00","dateModified":"2024-06-11T21:14:14+00:00","mainEntityOfPage":{"@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/"},"wordCount":262,"commentCount":0,"publisher":{"@id":"https:\/\/ayin-strategy.com\/#organization"},"image":{"@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#primaryimage"},"thumbnailUrl":"https:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/03\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg","articleSection":["Argumentation Commerciale","Impl\u00e9mentation de Strat\u00e9gie","Mont\u00e9e en Gamme","Strat\u00e9gie de D\u00e9veloppement","Strat\u00e9gie de Marque"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/","url":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/","name":"Armani Beauty aux Pays-Bas","isPartOf":{"@id":"https:\/\/ayin-strategy.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#primaryimage"},"image":{"@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#primaryimage"},"thumbnailUrl":"https:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/03\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg","datePublished":"2024-06-11T20:52:48+00:00","dateModified":"2024-06-11T21:14:14+00:00","description":"Cas pratique qui explique le travail de marque d'Armani Beauty aux Pays-Bas qui a permis de reconqu\u00e9rir le march\u00e9 n\u00e9erlandais.","breadcrumb":{"@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#primaryimage","url":"https:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/03\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg","contentUrl":"https:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/03\/LPD-Giorgio-Armani-Si-Intense_1920x1080px_241-1024x576-1.jpg","width":1024,"height":576,"caption":"Cas pratique strat\u00e9gie de marque et de D\u00e9veloppement Armani AYIN"},{"@type":"BreadcrumbList","@id":"https:\/\/ayin-strategy.com\/armani-beauty-et-la-conquete-des-pays-bas\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/ayin-strategy.com\/"},{"@type":"ListItem","position":2,"name":"Armani Beauty et la conqu\u00eate des Pays-Bas."}]},{"@type":"WebSite","@id":"https:\/\/ayin-strategy.com\/#website","url":"https:\/\/ayin-strategy.com\/","name":"Ayin","description":"Envision Your Business","publisher":{"@id":"https:\/\/ayin-strategy.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ayin-strategy.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/ayin-strategy.com\/#organization","name":"Ayin","url":"https:\/\/ayin-strategy.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/ayin-strategy.com\/#\/schema\/logo\/image\/","url":"https:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/01\/logo-ayin.svg","contentUrl":"https:\/\/ayin-strategy.com\/wp-content\/uploads\/2024\/01\/logo-ayin.svg","width":500,"height":250,"caption":"Ayin"},"image":{"@id":"https:\/\/ayin-strategy.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.instagram.com\/ayin_strategy\/","https:\/\/www.linkedin.com\/in\/sophie-naca\/"]},{"@type":"Person","@id":"https:\/\/ayin-strategy.com\/#\/schema\/person\/3407797904924286c9af6ac1f72d99c3","name":"Sophie Naca","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/6bf1d84bebfe425e755a0098a081b985a1efdd5388454062a9c1b77fb7b550a8?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/6bf1d84bebfe425e755a0098a081b985a1efdd5388454062a9c1b77fb7b550a8?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6bf1d84bebfe425e755a0098a081b985a1efdd5388454062a9c1b77fb7b550a8?s=96&d=mm&r=g","caption":"Sophie Naca"},"sameAs":["https:\/\/ayin-strategy.com\/"],"url":"https:\/\/ayin-strategy.com\/en\/author\/sophie\/"}]}},"_links":{"self":[{"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/posts\/1242","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/comments?post=1242"}],"version-history":[{"count":5,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/posts\/1242\/revisions"}],"predecessor-version":[{"id":1252,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/posts\/1242\/revisions\/1252"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/media\/1180"}],"wp:attachment":[{"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/media?parent=1242"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/categories?post=1242"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ayin-strategy.com\/en\/wp-json\/wp\/v2\/tags?post=1242"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}