The Challenge

Marionnaud is one of Europe’s largest retailer of exclusive beauty and luxury brands, but repeating that success in Asia is a different ball-game. We were commissioned by A.S. Watsons to make a study of Asian women and their attitudes towards beauty, to help recommend a new approach to beauty retailing in Asia.

The Insight

DIA developed a multi-market research study that covered Singapore, the Philippines and China that sought to identify the main drivers of perceptions towards female beauty, the relationship between Asian women and beauty brands and what they were looking for in a beauty retail environment. This revealed a clear focus on holistic beauty amongst Asian women.

A new brand positioning for Marionnaud in Asia was created around the concept of ‘beauty inspirations’. The idea encompasses both inner and outer beauty needs and was expressed through a new brand identity and in-store experience that made its debut in a new 10,000 sqft prototype store at the Mall of Asia in Manila.

‘Retailtainment’ was a key aspect of the experience concept and this was brought to life through features such as the cosmetic and fragrance bar, a beauty theatre for demonstrations and a juice bar to chill out, amongst others.

The Impact

Marionnaud launched to great success in The Philippines and led the way towards a much more experiential way of beauty retailing. It has since exited Asia due to a change of ownership, but the refreshed brand identity and ethos continue to steer the brand’s success in Europe.