468 Retail and Channel Management Blog

Friday, March 11, 2016

Clé de Peau Beauté


Clé de Peau Beauté is French for "the key to skin", although the brand might sound French, it is actually a Japanese subsidiary brand under the parent company Shishido. Clé de Peau Beauté is a luxury cosmetic brand that focuses their researching on finding the key to unlocking a new world of beauty for women everywhere. This blog post analyze will focus on Clé de Peau Beauté's success at synergizes their marketing mix to create a successful brand. Specifically at the use of the marketing 4Ps, Product, Place, Promotion and Price. 

Product - performance and packaging design

Clé de Peau Beauté has a very simple concept for all of their products - to demonstrate luxury. They achieve so by using only the best  ingredients from all over the world and combine it with the latest technology to provide the customer the best performing cosmetic products. the packaging design in line with their goal to demonstrate luxury as the packaging resembles diamond a something that is associated with luxury. Their latest skincare product, la creme is a good example combining precious ingredients, exclusive technology and diamond packaging to portrait quality and luxury.

Place - Location and Store Design

Clé de Peau Beauté mainly uses two channel to distribute their products, first is through exclusive retailers such as Nordstrom and other retail stores that carry high-end brands. The second is through their own retail concept stores, usually located at central business district. For example, the Hong Kong Clé de Peau Beauté concept store is strategically placed at HK's International Financial Center (IFC) Mall next to other designer and luxury brands such as La Prairie, Cartier, and Jimmy Choo. By placing themselves among other luxury brands and locate at premium locations suggests that they are in the same category. In addition, the store uses concept design which is similar to Apple store as they too invite customer in to experience the product. Inside the store, there are multiple stations designed for customers to test their products in a comfortable setting. Apart from the testing stations, the store is designed with highlights shining on multiple reflective surfaces to mimic the illusion of being surrounded by diamonds. 

Promotion and price 

Since Clé de Peau Beauté's target market is very specific, they concentrate their sell force at the Asian market where they receive most of their revenues from. However, they promote different category of cosmetic products in different regions, In Asia they focus on skincare and in North America they focus on makeup.Their promotion strategy is simple, contract celebrities who are young and are more associated with natural beauty to endorse their brand. In addition, Clé de Peau Beauté also promotes personal experience hence the use of concept stores and skin consultation session in store. As for their price, Clé de Peau Beauté promotes high price which serves as a halo effect on their products and makes the customer feel that high price represents high quality. Their cosmetic products are normally ranged from $100 to $250 (USD) and their skincare products range from $150 to $1,000 (USD)

Overall, Clé de Peau Beauté did a very good job of using the marketing 4Ps to their advantage at delivering an image of luxury. Furthermore, they successfully combine different aspects of the brand, from packaging to distribution channel to store layout design they all promote and work together to promote the brand's exclusiveness. 





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