Watsons for the young woman, of course

 
Cosmetics Bluespirit launches the Watsons product line for Marionnaud Parfumeries. 
Natural essences, such as those popularized by the Body Shop label, are increasingly becoming a trend in cosmetics. Multinationals such as Marionnaud are also promoting this development. The fast-growing international chain was acquired in 2005 by the A.S. Watson Group, the trading division of Hutchison Whampoa Ltd. based in Hong Kong. Today, Marionnaud Parfumeries has 1231 stores in 13 countries and is the market leader in Switzerland with 115 stores. (Until five years ago, these perfumeries operated under the Alrodo label). Now the cosmetics specialist has landed a major coup and is launching its own product line on the market. With Watsons, Marionnaud is launching its first skincare line specifically for the young target group. Watsons is the company's first "private label" and enables Marionnaud to establish its first contact with young, discerning customers. Blue Spirit Communications in Schlieren was commissioned by Marionnaud Parfumeries Switzerland to create its own launch campaign for this natural skincare line.
The agency, which is also known for its Sloggy posters and specializes in advertising and retail marketing, designed the POS campaign for a young and young-at-heart target group that prefers products with natural essences when it comes to skincare. At the same time, customers were able to get to know Watsons in the 115 stores and convince themselves of its effectiveness, naturalness and extensive product range. "Marionnaud is entering a new segment with the natural line and it was therefore important to the company that the launch went off without a hitch," explains Bluespirit CEO Gerry Flückiger.
For Account Manager Patricia Müller, the staging of the Watsons line clearly focuses on the product benefits and natural beauty. In Anna Meier, the daughter of Yello founder Dieter Meier, the ideal model was found who also personally stands for natural body care. The product benefits are highlighted "graphically charming" with green stars in the advertising material.
CD Peter Trüb paid particular attention to the stringent declination of the main subject for the extensive advertising material and the animating store decoration, for example with coupons on the shop windows. Customers are also brought into contact with Watsons via A-boards, promotional displays, merchandising presentations, product brochures and plastic bags. The launch was rounded off with a specially produced store information leaflet for beauty consultants with detailed product information and a recommendation for corporate communication, ensuring the necessary consistency.
The campaign will be available in all Marionnaud perfumeries in Switzerland until the end of October 2007. According to the latest information, the Watsons line is already enjoying great demand among the target group, as Marc Berg and Rossella Haas at Marionnaud Parfumeries Switzerland have announced.
Andreas Panzeri