Store Presentation

Vietnam
 N°1 IN SELECTIVE WORLDWIDE
TOTAL MARKET
(EUROPE, USA, TRAVEL RETAIL, JAPAN, LATIN AMERICA)

Y2004
11 Lancôme
Lancôme L’Oréal
L’Oréal 9.0%
2 Clinique Lauder 8.3%
3 Estée Lauder Lauder 8.0%
4 Chanel Chanel 6.6%
5 Dior LVMH 5.7%
6 Clarins Clarins 3.5%
7 Shiseido Shiseido 3.1%
 Lancôme gives to women of all ages
In every countries the power to enhance
their beauty with innovative products,
expert beauty advisers,
and real services in stores
Sales Ambition

Launch month : USD 100K

Monthly Average : USD 70K

 MARKETING PLAN

Mar - Apr July Aug - Sep

SKINCARE

BEX Mela NO Cx UV DNA Primordiale Optimum

Mar Jun Sep - Oct

MAKE-UP

Le Rouge Absolu L’Extreme Maquicake UV

Mar Nov- Dec

FRAGRANCE

Miracle Christmas
 Press Release
Time-line

Dec Jan Feb Mar Apr

Press file
Prepare by
Singapore
on Brand & Press Release
Products
Send out press file
on Lancome Brand Press Release
ƒ Branding Send out press file
ƒ History on Products
ƒ Philosophy ƒ Blanc Expert
ƒ Le Rouge Absolu Launch Event
ƒ Values
ƒ Miracle
Post Launch
Send out press
file on the launch
event
 LAUNCH EVENT

Maison de LANCÔME
Impactful Brand Statement event Æ to surprise
customers, journalists, beauty industry in
Vietnam.

Allow customers to come contact with Lancome

to experience the full expertise.
 LAUNCH EVENT

Allow customers to contact with Lancome to experience the full expertise

 LAUNCH EVENT

Support from Singapore Team

Lancome Singapore will send manpower to support during the
launch week.
ƒ Trainer
ƒ 2 Make-Up Artists
ƒ 1 Skincare Expert
ƒ 2 senior BAs

After launch, we will regularly send the team to help animate the
activities in Vietnam. Also, we will have regular visit by training
team to coach the BAs in Vietnam.
 Recruitment

Time line of beauty advisors : End January 2006

Profile of Lancome Beauty Advisor

ƒ Self confidence
ƒ Good skin condition
ƒ Discrete and neat make-up
ƒ Sensitive & aware with high listening skills
ƒ Good communication skills

Training Program
ƒ Basic knowledge (3 days)
ƒ Essential knowledge (10 days)
ƒ Professional techniques (2 days)
 Training

Training programs will be provide by Singapore Training team

ƒ Training team will visit Vietnam once every quarter to ensure a high &
consistency standard in term of basic product knowledge, Lancome
service attitude, and selling method.

ƒ Will provide make-up artists to facilitate the launch event and when
necessary i.e. make-up launch | podium.
 Uniform

Elegance with modern and luxury look. Each uniform

communicate Lancome expertise.

Beauty Advisor Beauty Advisor Skincare Expert Make-Up Expert

Short fitted jaket Long jacket with
with skirt trousers
 MERCHANDISING

Bring New merchandising concept to Vietnam: Massuad Look

Jean-Marie Massuad (world well-know designer)

Designer for new merchandising concept of Lacome

LANCÔME MASSUAD VALUES

ƒ ACCESSIBLE LUXURY
ƒ MATERNAL FEMININITY
ƒ CULTURAL HERITAGE
ƒ NATURAL ELEGANCE
ƒ INDUCED EXPERTISE
ƒ INNOVATION &GOBAL
BEAUTY
 MERCHANDISING

Lancome will bring a unique shopping

experience to Parksons
with SHOP-IN-SHOP concept
 MERCHANDISING

Perfect Zoning for unique shopping experience

Discovery Skincare Make-Up Fragrance

Area Consult table Studio Wall
ƒ Freedom to ƒ Expertise ƒ Excitement ƒ Luxury
to play & touch ƒ Beauty ƒ Playful ƒ Feminine
products Diagnosis
 Gucci
stman

MOVING BEAUTY AHEAD

TO VIETNAM

Ross