La Prairie

Refocus the marketing strategy from mass affluent to VHNW and embed this throughout La Prairie’s global marketing and retailer community.

Challenge

Who is the real target audience for La Prairie, and what are their habits in skincare and digital behaviour that we can use for product, campaign and collaboration strategy?

Solution

Refocused marketing strategy from mass affluent to VHNW. Provided actionable insights and inspiration for products, campaigns and partners. Wrote the VIP playbook. Trained marketers and retailers on the new approach.

“We were quite amazed at the precision and depth of insights, and the quality of Niki’s creative innovative thinking.”

— William Haentjens, Global Brand Development Director

We explained size, tendencies, trends and predictions of the VHNW universe. We then built VHNW audiences in multiple target regions, analysed the similarities and differences by region and age, compared to mass affluent cohorts.

We recommended product and campaign ideas that would appeal to the VHNW audience, including a full user journey visualisation for each concept.

We analysed over 200 VHNW video interviews to provide an overview of their skincare rituals, preferred brands, influencers, tools and techniques.

We produced the content for the VIP strategy playbook, then collaborated with the designer to achieve the finished product

We researched the beauty retailers most engaged with worldwide by VHNW audiences and created strategic stockist and retail merchandising recommendations

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