Yves Saint Laurent\'s Elle Online Perfume Launch Luxury Markets

1. Case Study: Yves Saint Laurent
ELLE Online Perfume Launch in the USA
Prepared by: Baglan Nurhan
Title: Sr. Director, Media
Company: LSF Interactive
Date: January 23, 2008
Telephone: 1 650 616 3199
Email: bnurhan@lsf-corp.com
Ref: YSL Beauty- Elle
LSF Network Inc. (of which LSF Interactive is a division) and its relevant entities makes every
effort to ensure that information contained within this document is accurate, however no
liability is accepted arising from reliance upon the information contained in these pages. The
document is confidential and prepared for the above recipient/s only.
Confidential / Not for general distribution

2. 1) Introduction:
This study shows how LSF Interactive helped an international beauty &
cosmetics giant, YSL Beauty, combine their market research with LSF’s
online marketing tools, expertise and channels to launch YSL’s new
perfume ELLE in USA.
2) Objective:
• LSF Media Team's objective was to incorporate the launch of Elle perfume
along with the announcement of YSL Beauty Online Store.
• Help YSL differentiate Elle’s launch with its unique messaging and a new
target audience.
• Increase propensity to purchase YSL Beauty products online.
3) LSF Interactive Process:
3a) Product:
Understanding the product is understanding the target demographics and
where to reach them.
Our media strategy was formed around the product Elle, its concept and
reaching the critical online influencers. Elle Perfume represents everything
the modern woman strives to be, in an amazing mixture of complimentary
competing strong and soft scents that have been combined to make an
irresistible fragrance for even the most discerning consumers. Following the
recent fashion trend of menswear- tailored suites and tuxedos for women,
Elle is a blend of traditionally feminine quot;floralquot; combined with stronger, more
masculine quot;woody notes.quot;
Our goal was relaying the info and Elle’s message to the most influential
bloggers, have them write about Elle and entice online consumers to
purchase the product.
3b) Target Demographics:
Our target audience, “Elle Woman” is young and vibrant and as comfortable
in the gritty city streets as she is in a nightclub after a long day's work. Our
target audience celebrates the duality of youthful spirit in all aspects of life.
Elle woman is unique and sexy, Elle is a luxury scent as diverse and
mysterious as Elle Woman is.

3. 3c) Market Research:
LSF Interactive’s market research involves the systematic gathering,
recording and analyzing of data about online luxury consumers,
competitors and the market. We have used the data gathered to reach
the right audience at the right time and eventually motivate them to
make a purchase.
Analyzing various different channels, we have decided to utilize blogs to
announce the launch of Elle perfume. Often times the most effective
media outreach starts with a real user story (or several!). Today,
mainstream media is increasingly looking to blogs as a source (and
validation) for stories. Having a positive endorsement from a trusted
voice, and an immediate call to action allows the blogger to offer value
to his/her readers without appearing to be influenced by payment.
LSF’s Media Research started with evaluating the highly trafficked and
most influential fashion and beauty bloggers:
Phase 1: Discovery
LSF Media team has worked with YSL Beauty to determine which
conversation clusters will prove to be the most fruitful for ELLE. Some,
such as beauty, will be immediately obvious. But others -- such as
travel bloggers or bloggers talking about women executives or women in
work force – can surprise us with their reach and effectiveness.
Our decision making points for these bloggers were:
• Are these bloggers stand out as exciting or different?
“Brilliant. An artfully woven
• Are they relevant to the product, target audience?
tale of perfume and pleasure.
Two thumbs up.”
• Are they able to communicate the right message about Elle?
Stiletto Jungle says:
• Are they able to persuade the consumer to want to purchase the
21.Nov.2007, 09:58 am
product?
Phase 2: Research
Based on the agreed conversational clusters with YSL Beauty, LSF
“Now I want to go and buy
Interactive has selected the most influential bloggers and quantified the
(or at least sniff) that
collective reach that this group provides.
perfume. and I don’t even
The winners for the blog program were:
like perfume!”
DailyAlexandra says:
• Beauty Snob
21.Nov.2007, 11:53 am
• Make Her Up
• eBeauty
• Stiletto Jungle
• Kristopher Dukes

4. Phase 3: Outreach
We have worked with a reputable fashion network at contacting
bloggers with participation offers and engaging them in these
programs.
Before the launch of the Elle Perfume we have equipped bloggers
with samples of the product and the DVD’s of “Making of Elle
Perfume”, its story along with commercial shots.
Phase 4: Monitoring and Measurement
Once bloggers have launched their posts; LSF Interactive
implemented an ongoing interaction with the bloggers.
After the launch LSF has tracked (visits, bounce rate, pages/visit,
duration) and reported on engagement with the product and on
the output of the program.
4) Results:
Our success of Elle perfume launch was not a surprise. We reflected
the “Unique Woman” image around a super brand which is sought
after.
We have utilized the exclusivity and quality of the YSL brand through
very targeted marketing, while remaining true to the company's roots
and the spirit of Elle perfume.
We were able to maintain the fine balance between pushing the
brand with a modern approach, and not alienate the existing
“YSL’s Elle perfume - A unique way
of introducing the product”
clientele.
Regrds ,Kartik, Fashion Evangelist
kartik says:
In the world of perfume, reputations rest on the nose. In the online
16.Dec.2007, 08:34 pm
marketing, everything rests on metrics.
“Too true - it is the perfect fragrance for
day and night. I loved it from first sniff.
It's signature YSL and now I can't
decide which is my favorite anymore,
Baby Doll or Elle! Dilemma! ; )”At 4:20
PM, Mint said...

5. The success of our program was measured by the number
of visitors to Elle product page, duration of visit, pages/visit,
bounce rate and finally number of sales generated.
• Generated direct product sales -- combining blogger
evaluation with a “Complimentary Shipping” offer triggered
direct sales activity for Elle perfume
• Achieved 3 product pages per visit
• Achieved high quality traffic with a bounce rate on Elle
perfume pages of less than 20%
• By engaging bloggers in YSL Beauty program we have
achieved the goal of long term development of search
rankings by having relevant content sites link to your
product site.
About LSF Interactive:
LSF Interactive is a full-service online marketing agency
that lets medium to large companies with established (US
and International) brands, acquire new customers and
GlamBlush tries YSL’s Elle
qualified leads to grow client revenue.
perfume, and The Boy loves
GlamBlush :: Beauty Duty - Links
Unlike in-house groups or non-performance based
You’ll Love says:
28.Nov.2007, 11:09 am
traditional ad agencies, LSF Interactive serves as an
extension of the client’s sales team and shares the risk
with clients by offering a pay-for-performance model
across all Internet channels.