BRAND Lancôme
AGENCY Publicis Dialog
ROLE Brand Guardian & Art Director
I created and present this CRM work for a new business pitch, then developed the club over the following two years.
AWARDS Precision Marketing
The ‘Rendez-vous’ club.
THE IDEA We launched an exclusive Lancôme Club to provide members with previews of new products, seasonal beauty advice, special offers and samples. As a result, a profile of these Lancôme customers and their purchasing behaviours was created. Members were mailed quarterly, and samples were tailored to the member’s profile.
THE RESULTS The programme was extremely successful. It delivered well above the industry average response rate and increased Lancôme customer lifetime value significantly. So we looked at making the club even more exclusive with My Lancôme Plus with a personalised beauty card.
Lancôme Vital
As a result of the success of the Rendez-vous campaign, we were asked to launch the new ‘Vital’ range. Which included original photography, posters, point of sale and direct marketing.
