资料内容文本参考fy18cleansers launch package sephora

1、LAUNCH PACKAGEMICELLAR CLEANSERSOCD: 30TH AUG., 2018MARKETING CALENDAR FY19 Innovation FY19 Jul-AugSort SepBasic Oct-Nov Dec-Feb Mar-JunSkin Therapy365Sun Care FamilyMicellar water + water to foam+ micellar jelly OCD: Sep18Essence Eye CreamSun SensitivePink Toner lotionOCD:SummerLimitedOCD: Jan19Feb

2、19collectionEditionBOTFOCD: May OCD: MarMICELLAR CLEANSERSOBJECTIVES & STRATEGYOBJECTIVES-Animate a key (29% sales share) categoryRecruit young consumersLeverage our brand credibility as the Environmental Beauty Expert to resonate local consumer-pollution anxiety.STRATEGY-Launch a specific range

3、 of innovative cleansers, highly efficient yet suitable for sensitive skin and withappealing texturesRe-promote the whole basic line with innovations-SKIN CARE MARKET OVERVIEW Q1 SELL OUTBY STEPBasic Care (cleansing + lotion) represent 17.5 % of total skin care business; enjoy a double digit growth.

4、CY2017CY2018%2018 MixEmulsion554,421623,22512%8.7%CreamSerum Eye&Lip1,083,5971,626,111852,2801,359,6942,173,046969,93426%34%14%19.0%30.4%13.6%MaskBody274,58763,530354,09268,83629%8%4.9%1.0%MenSuncare151,73212,352158,55613,9045%13%2.2%0.2%4Cleansing338,524387,873Lotion723,932865,82315%5.4%20%12.1

5、%MICELLAR CLEANSERSGENTLECOMFORTPURITYTONINGMICELLARNEEP GAPCLARINSGentle Make-up removerLANCOMEGentle CleansingBIOTHERMSoftening cleansingCLINIQUEGentle cleansingComfortcleanserComfortinglotionPurify cleanserPurifying tonerClarifying lotionWake-up boosterEnergie de vieInvigorating cleanserEnergizin

6、g cleanserMicellar waterMicellar waterSofteningmilk & tonerComfortingmilk & tonerPurifyingmaskExpress cleanser?NEWORCHID MICELLAR CLEANSERSCleanse skin from majorEnvironmentalimpuritiessuch as pollutants, make-up, sunscreen residuesMICELLAR CLEANSERSADVANCED MICELLAR STRUCTURE"Micellar&

7、quot;comesfrom"micelle",whicharemicroscopiccleansingagentsthatarecontainedintheformulas. Contrary to traditional cleansing agents, micelles have a lipophilic core that naturally attractsoil and impurities.Key Benefit of Micellar Tech:ü Efficientü GentalMICELLAR CLEANSERSSYMBOLIC

8、INGREDIENT: WHITE ORCHIDOur orchid extract comes from the Phalaenopsis Lobbi, which is anorchid with beautiful, large, perfumed and white flower.Native from India, Bhutan and Burma.Orchids symbolizebeautyity seduction.White orchids symbolizeinnocence, purity honest love.MICELLAR CLEANSERSSTAR INGRED

9、IENT: KEEP BUILDING THE CLEANSING STORY AROUND FLOWERSNEW-POLLUTION CLEANSERSCURRENT+White OrchidRoseLilyMICELLAR CLEANSERSTEXTURES : 3 HIGHLY PLEASURABLE TEXTURES明星柔和水感质地冰凉醒肤啫喱质地细腻质地MICELLAR CLEANSERS PRICINGExistingRSP (RMB)220240260310330380450New125mlNormal to combination400mlAll skin type150mlN

10、ormal to oilSource : RSPMICELLAR CLEANSERSLINEUP轻柔净透卸妆水【素颜水/还原水】轻柔净透洁面【云朵洁面】轻柔净透洁面啫喱【早安啫喱】清洁防晒残留、空气污染颗粒、油垢清洁后不紧绷适用与中性及由性肌肤（敏感肌适用）清洁卸除彩妆、防晒残留、空气污染颗粒、油垢无需水洗清洁后不紧绷适用于面部及眼周适合所有肌肤类型（敏感肌适用）RMB450/400ML清洁防晒残留、空气污染颗粒、油垢清洁后不紧绷适用与中性及混合性肌肤（敏感肌适用） 清凉啫喱质地üüüüüüüüü

11、2;ü细腻质地üüRMB260/125MLRMB330/150MLCOMPETITOR STUDY乐肤源轻柔卸妆水HYDRALIFE MICELLARWATER NORINSE CLEANSER RMB375/200ml丝芙兰柔和面部眼部卸妆水SEPHORA TRIPLE ACTIONCLEANSING WATER FACE & EYESRMB129/400ml;双效卸妆液OSMOPURE FACE AND娇兰纯净美肌亲肤卸妆水GUERLAIN BEAUTY SKIN城市污染设计胶束科技超强洁净力üüEYES CLEANSING WAT

12、ERCLEANSERS CLEANSINGRMB320/200ml； RMB480/400mlWATERRMB480/200ml（彩妆、污染物、防晒残留）RMB69/200ml科技适用区域3种质地适合不同肤质卸妆/洁面双重选择敏感肌适用调淡雅怡人üüüüü 卸妆，清洁，爽肤三合一ü 黑种草籽油-抗氧化ü 卸妆，清洁ü 金盏花-舒缓肌肤ü 敏感肌适用卸妆，清洁，爽肤三合一可卸除防水睫毛膏适合敏感肌（不添加ü 温和洁净ü 保湿ü 天然紫锥菊-抗氧化ü卖点ü&#

13、252;色素、香精、）13面部+眼部胶束科技LINK SALES STRATEGYDrive link-sell /hallo to treatment steps Priority 1: Pink Toner Toning Step Priority 2: ST Moisturizers / Day Shields -pollutionMicellarCleansers RMB260-390Pink TonerRMB380ST DayShields/MoisturizersRMB390-50014Link Sales PanelRSP (RMB)Cleanser + Pink Toner64

14、0+Cleanser + Pink Toner + Day1,030+ Shield/MoisturizersCONCEPT AND SLOGANBig Concept真素颜，新“净”界1.- 兰嘉丝汀 “素颜水” 全新上市15MICELLAR CLEANSERSOTHER FORMATBOTGSAMPLE - TUBESAMPLE - SACHETMICELLARDELICATE WATER3mlMICELLARDELICATE WATER30mlMICELLARDELICATE WATER100mlMICELLARREFRESHING JELLY15mlMICELLAR CLEANSERS

15、CAMPAIGN VISUALMARKETING PLANEC CoopANIMATIONPROMOTIONTRAININGMICELLAR CLEANSERSSocial MediaPR KOLINSTOREVISIBILITYBROCHURESAMPLINGMERCHANDISING OFFERING BOOK - Strictly- for internal use only18ANIMATIONAnimation bookingGE A +OV1Key productsMICELLAR REFRESHING JELLY兰嘉丝汀轻柔净透洁面啫喱MICELLAR DELICATE WATE

16、R兰嘉丝汀轻柔净透卸妆水MICELLARDETOXIFYING WATER-TO-FOAM兰嘉丝汀轻柔净透洁面COMFORT PERFECT TONER兰嘉丝汀爽肤水CORPORATE PRESENTATION19PROMOTIONAnimation offerIn store EventInvest 1,000k RMB to implement 80+ in store events in Live NaturallyBuy any Lancaster products above388RMB. 8000pcs.canimation. Expect tiver 3,200k sell ou

17、t from these events.In store event offer:Tier 1 . Buy any micellar product, can get one ST gel cream 15ml.Tier 2. Buy any Lancaster products above RMB640, get one ST travel set, including 4 samples.Tier 3. Buy any Lancaster products above RMB1030,MICELLARREFRESHING JELLY15mlflower(4 bunches of Flowe

18、r Plus）get one monthCORPORATE PRESENTATION20INSTORE VISIBILITYPOG decorated by key elements to stand outAdding key benefits in POSBROCHUREQTY: 20,000pcs for LIVE NATUALLY ANIMATIONTBC to add using tipsCORPORATE PRESENTATION22LAUNCH ROADMAPPhaseObjectiveCommunicationTouch pointsOctSustain i-WoM(10.10

19、-10.20) Social content to link with next animation focus: ST (- pollution)AugPre-launch/Seeding(8.1-8.30) TTT Training Sephora EC Coop- Pre launch- Sampling- Tmall & JD UGC content PR Gifting SeedingSepAwareness building(8.30-10.10) Sephora Wall bay Animation In-store promotions Social Campaign

20、Sephora KOL UGCMOBIKE COOPERATIONMobike 摩拜单车Top online bike-renting platform, which have largefan base and highTheme: Pure Riding Mechanismership of each posts1.Leverage Mobike and Lancaster WeChat tolaunch the activityUsers who has reached 20 kilometers riding distance can apply for the Lancaster M

21、icellar cleanser sample kitMention sampling application of Lancaster WeChat to drive traffic to Lancaster WeChat2.3.p Micellar cleanser sampling to encourage trial1.2.3.Pink toner 30ml*1Micellar water 3ml*3 Micellar gel 15ml*1QTY: 500pcsCORPORATE PRESENTATION24SEPHORA KOL200PCS MICELLAR WATER TRIAL

22、AND POST IN SOCIALPR GIFTINGProduct Trial & gifting for Media & KOLs Media: 45; KOL:25Posts by Media - ReferenceTBDCORPORATE PRESENTATION26TRAININGIn-Store trainingTime: July-AugustTTT trainingTime: AugustIn-Class trainingTime: July-AugustCities to cover:Cities to cover: allSephora doors

23、2;üüüüüüüüüüüüüü广州宁波，绍兴、嘉兴、天津、廊坊重庆成都苏州、无锡上海大连、济南长沙南京西安合肥杭州CORPORATE PRESENTATION27EC COOPCORPORATE PRESENTATION28UGC Content 100pcs sellable goods of Micellar water 100mlSampling Massive sampling - Micellar water 3ml (2000pcs) Sel

24、ected sampling with cleansing device- Micellar gel 15ml (500pcs)Pre-launch Pre-launch Dragon since 1st Aug. 2018 via dragon Banner & LPSOCIAL CONTENT ROADMAPPhaseObjectiveCommunicationTouch pointsOctSustain i-WoM(9.30-10.10) Social content to link with next animation focus: ST (- pollution)AugPre-launch/Seeding(8.1-8.30) TTT Training Sephora EC Coop- Pre launch- Sampling- Tmall & JD UGC con