How Chloe’s LazMall debut influenced Coty’s Hugo BOSS launch



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.



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