PROJECT DETAILS

Louis Vuitton is one of the worlds most prestigious fashion houses with an objective of giving people a taste of the qualities of art and living. The premise behind this project was to share the quality of excellence that Louis Vuitton strives for. With a goal of integrating the brand into the cosmetic sector by introducing a pop up shop specifically targeting the younger consumer.

Team: Sean Joseph Camilla Passiani and Chloe Gentry

NEW LAUNCH CONCEPT

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Consumer Insights

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New Product Introduction

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Pop Up Shop Experience

The Consumer Persona

Throughout the research process we determined that the Louis Vuitton customer is broken up in four different personas that share similar values when it comes to shopping and everyday life

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Lucas Rodriguez

Beauty Influencer

Experiencer and Striver

Megan Kines

Sales Associate at Michael Kors

Striver and Experiencer

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Leona DeLouis

Creative Director

Experiencer and Innovator

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Lee Wang

Accountant

Achiever and Experiencer

New Product Concept

We developed seven new products to introduce the luxury space. We plan on showcasing this new launch through a plethora of promo and in person shopping experience in Bryant Park

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Grandiose Mascara

- 0.27oz

- $50

- Slime flair wand

- Gold hardware

Rendez Vous Eyeliner

- 10mL

- $65

- Gold Hardware

- Felt tip eyeliner

L'immensitè Eyeshadow Palette

12g (0.42oz)

-$90

- Gold hardware

- Mirror and Brush included

Rosette Blush

- 0.27oz

- $80

- Slime flair wand

- Gold hardware

Rose Pulpe Lipstick

- 3oz

- $60

- Frosted glass jar component

- Rose Gold hardware

- Plastic Disk for product sanitation

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Bonvoyage Makeup Travel Kit

- $160

- Mirror and brush included

- Limited edition Mini Pallet included

- Real leather and zip enclosure

Bonvoyage Makeup Bag

- Limited Edition

- $130

-Real leather and button fasten enclosure

Full product selection has items for minimal makeup lover to full glam essentials for any occasion

Social Media & Consumer Strategy

By leveraging social media we plan on introducing three new key features for the promo and launch that will entice and invite new customers to check out the brand.

Influencer Activation

- The pop up will boast a selfie station for customers to post their shopping experience using the hashtag #LVbeauty

- Introducing smart helps stations for product search in store.

- Smart mirrors will be present for virtual makeup for shade matching

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Pop Up Shop Experience

- Introducing a new pop up shop experience that will be introduced and launched in New York City's Bryant Park

- At the shop customers will have access to the new makeup line as well popular store favorites

- The pop up also includes a champagne bar for refreshment, Lipstick engraving station for personalization

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The Promotional Plan

- Promo would be set up throughout the city in some of New York most popular locations.

Times Square
Grand Central Station
Hudson Yards
Madison Square Garden
Moynihan Train Hall

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