Developing go-to-market strategy
to rejuvenate a legacy brand to
reach untapped audiences
Project Details
Project Details
Project Date
2018
About the Company
Founded in 1931 and currently owned by L’Oréal Group, Vichy is a legacy skincare brand sold through a network of pharmacies, e-commerce and speciality retailers appealing to a customer base of women of a certain age.
About the Launch
I worked on developing the go-to-market strategy for Vichy’s new product, Mineral 89. With this multi-use, hydrating serum, Vichy aimed to rejuvenate its brand image and extend its customer base to previously untapped segments of millennials and Gen-Z who represented an increasing share of the skincare market.
My Responsibilities
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My Responsibilities ⋆
I developed 360 activation plans tailored for both sell-in (pharmacists) and sell-out (end-customer) strategies. For sell-out, we offered cross-sell promotions with younger brands within the L’Oreal group to extend the customer base and leveraged augmented reality advertising, Instagram and Snapchat filters and Dynamic Creative Optimisation which were newer technologies in 2018.
For sell-in, as the product was suitable for various use cases, we emphasised training the pharmacists on the product qualities to create top-of-mind awareness within their mind, as well as PoS animation to create top-of-mind awareness for the end-customer.
Challenges
Reanimation carries a risk of alienating core customers. For example, the “Not Your Mother’s Tiffany” campaign of Tiffany received backlash in 2021.
Vichy’s sell-in and sell-out strategies are different from other skincare brands, as an expert/speciality brand selling primarily through a network of pharmacists, and not through Sephora, SpaceNK etc.