The launch of the Hugo BOSS Fragrances official LazMall flagship retailer marks Coty’s transfer to increase its digital footprint in SEA as a part of its three-year technique.
Earlier this 12 months, Coty unveiled its first official digital flagship retailer for Chloé Fragrances with the SEA e-commerce platform.
“The launch of the Chloé Fragrances Official LazMall Flagship Retailer has been an ideal success, exceeding our expectations by way of gross sales efficiency, but additionally perception gathering,” stated Kristina Strunz, managing director, Coty SEA.
“One very attention-grabbing perception gleaned is that we’re attracting a excessive share of male prospects, who’re shopping for Chloé as a present and utilising our gift-wrapping service,” she elaborated.
It additionally found that many customers who got here to the Chloé flagship have been largely new to the model and acquired discovery units to attempt the fragrances earlier than shopping for a full-size bottle.
So, for the BOSS launch, Coty developed and pre-launched a ‘Strive & Purchase’ package, which consists of 4 vials of its totally different scents. The corporate additionally utilised the livestream channel to put it on the market.
“With this set customers might attempt the scents whereas watching the livestream to study extra concerning the substances and the perfume composition. The package was offered out in two days and our livestreams had the best conversion to buy fee ever for Coty in SEA,” stated Strunz.
Strunz beforehand informed CosmeticsDesign-Asia that Coty noticed e-commerce as a “strategic progress pillar” for its enterprise in SEA.
“We nonetheless have loads of perfume manufacturers in our portfolio that would not have an optimum e-commerce expression at the moment. As well as, as a part of our three-year technique we imagine we’ve loads of room to develop geographically and attain much more customers throughout SEA,” stated Strunz.
Maintaining with the evolution
The multinational perfume powerhouse is increasing in SEA at a really attention-grabbing time for the perfume class. With the heightened curiosity in fragrances, customers are extra prepared to discover the class – and make these discoveries on-line.
On the identical time, urge for food for area of interest fragrances is rising and Coty has responded with its personal improvements comparable to Chloé Atelier des Fleurs’ area of interest scents in addition to BOSS The Assortment.
The latter is ready to make its technique to extra retailers quickly as the corporate has noticed sturdy demand from customers.
“It’s nice to see that buyers have a rising urge for food for area of interest fragrances. We don’t really feel the stress. The truth is, it permits us to be extra modern to push the boundaries of the class and attain new customers who usually are not conventional perfume patrons,” stated Strunz.
One other pattern that Coty is driving on is the re-emerging pattern of the unisex perfume – a class the corporate helped to make mainstream with the enduring CK One in 1994.
Strunz revealed that it has seen a few of its traditional masculine fragrances, like Burberry Hero, develop into fashionable with girls.
“Though Burberry Hero is a traditional masculine perfume, we see a excessive traction of ladies loving this scent within the area. For our area of interest perfume traces, we see that an increasing number of women and men selected fragrances solely by the scent and fewer by the model and product expression conveyed.”