BLANCRÈME: What New Line Should Be Used to Expand in the Clean Beauty Market?

Blancrème is an independent French cosmetics brand, "an indie", with sales of about ¤1.5 million. It is positioned in the clean beauty market segment, characterized by natural, healthy products. Launched in 2009, the brand is now sold in more than 1,000 boutiques in 15 different countries, but its values are still based on the three pillars of its initial commitment: healthy products, environmentally friendly packaging, and a social commitment to reindustrialization, which is materialized by French production at the Blancrème factory in Normandy.
In 2022, faced with a proliferation of new brands in the clean beauty sector, Blancrème
decided to clarify its positioning. The brand wants to capitalize on its areas of differentiation by emphasizing its roots in Normandy.
This has resulted in a new brand platform, which now needs to be applied operationally to the product portfolio.

- to raise learners' awareness of the challenges facing brands in the cosmetics sector, focusing on two main areas
- to implement a strategic vision, proposing a pedagogical link between analysis and an action plan
- learner's task: to propose a new body line for the next marketing plan, which will enable the brand to roll out its new positioning and brand platform

marketing, product manager, brand management, product plan, product innovation, cosmetics, clean beauty

Business schools, universities, executive education

Manufacture of perfumes and toilet preparations

- PPT debriefing to be projected to students
- brand book
- Excel spreadsheet of brand sales data

Année de la problématique : 2022

Livraison : Livraison par lien de téléchargement

Nombre de pages : 23 avec 12 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 24 - Industrie chimique, pharmaceutique, parapharmaceutique