LE LABO CONSUMER

PROFILE AND MARKET

RESEARCH
Marina Quasha
Overview of Le Labo

• Brief History & Background: Founded in 2006 in New York, Le Labo is known for its
unique collection of handcrafted perfumes and home fragrances. The name "Le Labo"
translates to "The Lab" in English, emphasizing the brand's experimental and artisanal
approach to fragrance making.
• Product Range & Offerings: From iconic scents like Santal 33 to their range of
candles and body products, Le Labo offers a comprehensive line tailored to scent
enthusiasts.
• Market Presence & Global Reach: With boutiques in major cities around the world,
Le Labo has established itself as a global luxury brand.
• Brand Aesthetics & Core Values: Le Labo is synonymous with minimalism, ethical
sourcing, and hand-crafted quality.
Le Labo Consumer Profile
Socio-Demographic Description
• Age Range of Consumers:
Predominantly 25-50 years old.
• Gender Distribution: Slightly more
favored by women, but with a significant
male clientele due to unisex fragrances.
• Geographical Distribution: High
concentration in urban areas, especially in
cities with Le Labo boutiques such as
New York, Los Angeles, Paris, and
London.
• Educational & Income Level: Generally
higher education levels, and middle to
upper income brackets given the luxury
pricing of the products.
Lifestyle & Values
• Consumer Interests:
Environmentally conscious,
interest in luxury goods, beauty
and personal care aficionados,
frequent travelers.
• Activities: Attend high-end events,
dine at upscale restaurants, travel
for leisure, visit boutique stores.
• Values: Sustainability, ethical
production, quality over quantity,
exclusivity.
Needs, Wants, & Pain Points
• Needs: High-quality
fragrances, long-lasting
scents, and products with
ethical sourcing.
• Wants: Unique scent
profiles, aesthetically
pleasing packaging, limited
edition fragrances.
• Pain Points: Premium price
point, limited availability in
certain regions, desire for
more varied product lines
(e.g., more body care
products).
Interview With Sophia

• Socio-demographic: Sophia is 32 years old, works as a digital marketing manager, holds an MBA, and
lives in an urban setting in San Francisco with her partner.
• Lifestyle and Values: Leads a busy yet balanced life, prioritizes health/wellness, values authenticity,
sustainability, ethical practices, and product quality.
• Needs and Wants: Desires unique, lasting fragrances. Appreciates handcrafted products and ethical
practices.
• Pain Points: The premium pricing of Le Labo products.
• Usage: Regularly uses Santal 33 and occasionally Rose 31. Purchases primarily from Le Labo
boutiques and occasionally online.
• Media Usage: Discovers products mainly through Instagram and friends' recommendations. Values
online reviews and influencer opinions. Follows Le Labo on Instagram.
 Purpose of the Research:
To gain a deeper understanding
of how consumers perceive and
use Le Labo products, and to
identify any potential areas for
improvement or growth.
Sample Size & Selection:
A focus group of 10 diverse
individuals, chosen based on
their familiarity with Le Labo.
Research Method:
• Primary methods: Interviews with
selected representatives and surveys with
a broader audience.
• Secondary methods: Market reports,
Mini
online reviews, and existing data on
brand performance.
Research
Introduction
Interview Insights

• Socio-Demographic Insights: Most interviewees were in the

age range of 28-40, with a balanced gender ratio and were
urban dwellers with a higher education degree.
• Lifestyle & Values: Interviewees often prioritize sustainable
and ethically-produced products, value exclusivity, and often
indulge in luxury products.
• Needs, Wants, Pain Points: Most seek uniqueness in
fragrances, wish for more varied product sizes, and some find it
challenging to access Le Labo products in certain regions.
• Product Usage: Santal 33 and Rose 31 were the most popular
choices, with usage peaking during special occasions.
Survey Results - Socio-
Demographic
• Age: Majority in the 25-40 age range.
• Gender: 60% female, 40% male.
• Location: Mostly urban areas, with a significant
percentage from cities with Le Labo boutiques.
• Education and Income: Majority with at least a
bachelor's degree and an income level that aligns with
luxury product consumption.
 • Percentage of Participants Using Le Labo:
80% have used Le Labo products in the past
year.
• Frequency & Occasions of Use: Most users
wear Le Labo daily (60%), while others
Survey •
reserve it for special occasions (30%).
Preferences, Likes, & Dislikes:

Results – • Likes: Unique scent profiles, long-lasting

fragrances.

Brand Usage • Dislikes: Premium price, limited

availability.
• Feedback for Brand Management: Desire
for seasonal scents, better online shopping
experience, loyalty programs.
Marketing
• Product: Artisanal fragrances crafted with care, unique
scent profiles.
• Place: Luxury boutiques in major cities, online platform,

Mix – 7Ps •
and selected department stores.
Price: Premium pricing, aligned with luxury branding.
• Promotion: Minimalist advertising campaigns, word of
mouth, collaborations with celebrities/influencers.
• Physical Appearance: Boutique aesthetics with a lab-
inspired design, minimalistic packaging.
• People: Well-trained boutique staff, dedicated customer
service.
• Process: Streamlined online purchasing, personalized in-
store fragrance creation experiences.
Key Findings:
1. Brand Affinity: A significant number of our surveyed
participants are familiar with Le Labo, and the
majority have used flagship products like Santal 33
and Rose 31.
Recommendations:
1. Diversified Product Sizes: Consider introducing varied
product sizes, allowing for a more flexible price range
and making the brand more accessible to a wider
audience.

2. Consumer Appreciation: Respondents value Le
Labo's unique scents, ethical sourcing, and
sustainability initiatives. The boutique experience and
Key Findings /
2. Enhance Online Experience: Invest in improving the
online shopping interface, making it more intuitive and
user-friendly. Consider virtual scent experiences or
augmented reality features to simulate the in-store

3.
personalized service also stand out.
Areas of Concern: The premium pricing and limited
availability in certain regions are concerns for some
3.
participants. Feedback suggests potential
enhancements for the online shopping experience.
4.
4. Future Interests: There's considerable interest in
seasonal fragrances and an expanded body care range.
A loyalty program was also frequently mentioned.
experience.
Loyalty Programs: Introduce a loyalty or rewards
Recommendations
program to incentivize repeat purchases and deepen
brand loyalty.
Seasonal Scents & Limited Editions: Explore the
introduction of seasonal or limited-edition fragrances to
keep the product line fresh and encourage periodic
purchases.