Garnier'S Skin Marketing

In 2008, China lost Huiyuan.

Let many people sigh with regret, although the TV is bustling with excitement, I want to invite a beautiful woman to make a new advertisement, but I will still have some regrets if I wait.

It was like 5 years ago.

5 years ago, that is, in December 10, 2003, it was winter in the north. It was the cold season for the old oak trees.

At that time, L'OREAL China took the brand of "small nurse" with whom it negotiated for 4 years at a secret price.

It includes all the management teams, all sales outlets, and a production base in Yichang, Hubei Province, including the "small nurse" brand and the founder Li Zhida.

Afterwards, chairman Li Zhiqi said that he should focus his energies on philanthropy.

At that time, Mr. Guepaolo, President of L'OREAL China, said with a laugh, "now L'OREAL group is using action to implement the promise made to the small nurse brand at the beginning of the acquisition."

Now, 96% of the nurses have been pferred to L'OREAL.

Gaolo did not hide the fact that L'OREAL group wanted to develop small nurses into China's largest skin care brand.

According to AC Nissen's survey, the current small nurse is China's third largest skin care brand.

Now think about it, Paul should be familiar with Chinese history. This crafty smile and a bright path of development, and the plan of brand elimination and brand pition are estimated to have been established.

"Small nurses will basically continue the past price strategy, and the price will not change much."

According to Paul Paolo, the advertising budget of small nurses has accounted for the top three of L'OREAL group's advertising in China.

The new small nurse product has been distributed in all the Carrefour supermarkets in the country.

But now we can't see the advertisement of a small nurse on TV. I don't know how the so-called top three items are put into practice, but instead of Liu Yifei's Garnier advertisement.

In fact, we should have thought of it, but perhaps we should not be nagging like Xiang Linsao.

The number of young nurses was 90%. That's the accumulation of time. What time can give us is not something else that can be replaced.

In 1992, the company has spent all efforts to promote the brand of "small nurse", known as one of the three major local skin care brands. In 2003, its sales volume was about 40 million euros, and its market share was nearly 4.4%. In addition, 28 thousand sales outlets were established in China, and the market share of skin care products in China exceeded 5%.

At the same time, "small nurse" also has more than 1000 employees and 2000 beauty consultants.

According to the optimism in the market at the beginning, after the acquisition of "small nurse", L'OREAL may push its ranking in China's skin care market from 11 to second.

Now we can see that sales outlets, employees, and market share have been fully accepted. But now, it is "only Lea Garnier, not a small nurse". The brand has become almost the skin. Now, the leather has been abandoned, and the borrower of that year has been quite elegant.

Let's take a look at what brand pition is: the most classic case is Lexmark (Lexmark) printer, which worked for IBM in the past, but it was not a person who was willing to be an OEM. In its product promotion, LEXMARK was printed on the product with the famous IBM at that time, and constantly adjusted the size and location between the two identities. Finally, it took a while to slowly expand the LEXMARK and shrink IBM, until people thought that LEXMARK was the first quality printer they saw.

And Garnier did the same thing, first announced the establishment of Garnier laboratory, so that the logo debut, at this time, people's subconscious has already recognized the "Garnier" this person, just like the "little painted".

Zhang Ziyi gradually entered the field of vision. In 2006, mass cosmetics, L'OREAL denounced heavy gold to hire Mr. Liu Yifei as its spokesperson, Garnier replaced young nurses in one fell swoop. By 2008, Garnier had completely replaced young nurses.

In this process, the operation of the brand is rather complicated. We should grasp the size of the two brands' voice so that consumers can receive Garnier from the binding body of the familiar little nurse (Garnier) gradually, and then gradually enlarge the Garnier and reduce the small nurses. After the small nurses are really very small, they will disappear themselves.

In this way, L'OREAL has completed its strategic layout in the mass cosmetics market. At this time, L'OREAL also has high expectations and support for the brand of small nurses.

But he also admitted that the small nurses are in a period of adjustment, and next year there will be new products for small nurses.

Everyone knows how beautiful this fairy tale is, though the song reads: fairy tales are all deceptive.

As for consumers, the brands that have been forgotten gradually are not easy to find. They can not be found without finding them. This is a very simple truth. It is also a textbook in the brand strategy. Now it can be predicted that Huiyuan's brand should not disappear, because Coke has always used the sub brand strategy, but it's hard to say what it will be like in the future.