La Prairie:
VHNW Brand Strategy
Marketing consulting for La Prairie: a VHNW brand strategy across 70 countries and six global zones
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Challenge
How do you refocus a global brand when volume and value pull in opposite directions?
Insight
Brands retailing at scale face a structural tension. The audience that drives revenue and the audience that defines the brand are rarely the same person. Niki’s marketing consulting work for La Prairie distinguished that the key to broader distribution was deeper relationship-building with ‘very important clients’ (VICs). The first step was to understand the VHNW female customer deeply enough to let her shape everything: product priorities, retail experience, advocacy strategy and campaign direction.
Marketing consulting deliverables: VHNW audience research and brand strategy concepts for La Prairie
VHNW
Audience & advocacy deep-dive
Usage
Researched how VHNW discover, use and repurchase
Concepts
Conceptual product and campaign recommendations
How does marketing consulting align a 70-country retail network around a single core customer?
Starting with an audience deep dive and usage research into VHNW female skincare behaviours, we built a clear psychographic picture of who the core customer is – her values, her triggers, the moments that move her to buy and to recommend to others. That research became the foundation for everything that followed, from the advocacy audit through to the VIP playbook and the retailer training embedded across eight global regions.
Brand
La Prairie
Beiersdorf AG
Industry
Skincare
Cosmetics
Skills
Market Research
Market Segmentation
Brand Management
Campaign Strategy
Retailer Training
Led by
Niki McMorrough
Location
Zürich, Switzerland
Marketing consulting deliverables: VIC playbook, executive workshops and global retailer training
VIP
VIC engagement playbook
Workshops
Strategic ideation workshops & executive presentations
Training
For global retailers and regional managers
“We were amazed at the quality and depth of creative innovative thinking”
The full results of this 8 region marketing consulting engagement are confidential.
To discuss how our head, heart, hands approach can help your brand, use the form to get in touch.
Questions worth answering
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If you’re stuck on a strategic question — audience, positioning, market entry, retention, pricing, distribution — and your in-house team needs an outside view to move it forward, consulting is usually the right shape. If that’s where you are, let’s have a conversation.
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Yes, when the playbook is precise about principles and flexible about expression. A client in Shanghai and a client in Zürich should feel equally well understood, not identically treated. If multi-market consistency is the question on your desk, let’s discuss that.
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We segment by wealth tier, region, gender and age to surface the behavioural differences that actually move buying decisions. Those distinctions then guide strategy, creative and targeting. If you’re working out where your real audience sits, let’s look at that together.