The case study was a part of the curriculum of Brand & Product Management course at the University of Groningen in 2015.

1. Brand & Product Management
Group 8.3
Roel Hengeveld - s1894137
Branisa Milosavljevic - s2512874
Frida N. Minhas - s2818604
Mariam Talakhadze - s2818353
Niek van de Ven - s1967312

2. PROBLEM STATEMENT
• 1 Billion Customers
• Currently still world market leader
• Competition starts to focus more on China as well
• Estée Lauder Asia Pacific market leader
• Chinese culture significantly different
• Differentiate from competitors
• Improve/create new retail experience
• Inventing/presenting new products
• 5% growth within 2 years

3. AIRPORTS ARE STRESSFUL
• 44% of surveyed women say airports are highly r fairly
stressful
• 40% says, quiet and peaceful environment would
improve the experience;
• Femail Toilet in the Airport – Highest Personal
Drama Location

4. BRAND MANTRA & CORE BRAND VALUES
• Brand Mantra: ”Refreshing Luxurious Beauty”
• Core Brand Values:
• Happiness
• Beauty
• French Elegance
• Scientific Expertise
• Ultimate, scientific research proven, refreshing
products and services of high quality and Luxury.

5. TARGET MARKET
• Chinese Female Customers
• Rising competition due to growth in emerging
markets
• Growing democratization of travellers
• Travel retail not exclusive to luxury anymore
• Main competitors of Lâncome also start to
focus on Chinese market

6. NATURE OF COMPETITION
• Category competition: Rituals, XpresSpa
• Product competition: Estee Lauder, Chanel,
Christian Dior.

7. POP’S & POD’S
• Category POPs: entrance in the
new category – Travel Spa
• Services offered
• interior and atmosphere
• Competitive POPs: very limited
competition within category
• Availability
• Skiller Personnel
• Correlational POPs:
• Time-consuming treatments –
online booking
• POD’S
• Luxurious Refreshment
• More Service Offerings
• Strong global brand
awareness and
reputation

8. NEW TRAVEL RETAIL EXPERIENCE
• Lancôme Thermes = SPA Experience
• Offer three categories of refreshing services:
Relaxation, Revitalization, Beauty
• Skilled personnel
• A refreshing experience for tired travellers
after arriving from a flight or to kill time
while waiting for a departing flight
• Perfect way for customers to be
introduced and educated about
Lancôme's products

9. LANCOME THERMES
• Lancôme Thermes
• Relaxation – Massage (hands/head/face/feet)
• Revitalization – Facials, Full treatment (from
skincare to makeup at the end)
• Beauty – Makeup consultations (customer have
the option of paying for only consultations or
consultations + products for the same price)
• If the customer likes the products used during the
services, they will be offered a discount if they buy
a whole set (for e.g. cleanser, toner, serum/face
cream)

10. LANCÔME BRAND AWARENESS AND BRAND IMAGE
• Awareness:
• Lancôme Web Presence
• Rose Beauty
• Co-branding,
• Advertisement in in-flight magazines
• Image:
• All stores – same design
• relate to core values
• exceptional service and experience

11. LANCÔME BRAND RESONANCE
• Roll-out the Loyalty Program worldwide and
extended to Thermes