Definition of the best refill offer to build for the group new luxury perfumes
Brief
In the context of the launch of new fragrances for brands of the group, Kering Beauty wished to explore opportunities to imagine refill offers while maintaining luxury standards within the perfume category.
#Sustainableluxury
#RefillStrategy
#Consumerinsights
Methodology
- Exploration to understand:
- How refill is embodied in the fragrance market
- Market maturity around refill and competitors positioning and retailer insights.
- Legal context
- Consumer insights on luxury fragrance and sustainability
- Identification of the psychological and operational barrier to manage as well as the opportunities.
- Definition of the possible opportunity territory for KB to launch refill offer.
Deliverables
- Refill referential and typologies
- Challenges and golden rules of refill
- Consumers expectation and painpoints to solve
- Synthesis of all exploration insights with a GO/NO GO
- All possible Opportunities Territories (with reason why, target, asset and market sizing)
