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NOTE by Lifestyle

NOTE

Enhancing customer experiences to grow customer numbers and increase sales

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The Case

Known for housing globally recognized brands, Lifestyle Gulf, a division of Landmark Retail Group was all set to launch yet another international cosmetics brand NOTE across the UAE.

NOTE, under the umbrella of Altona Cosmetics Technology group, consists of an extensive product range that are made from essential oils and vitamins, are Paraben-free and do not undergo animal testing.

International cosmetics brand NOTE needed to penetrate the already cosmetic flooded UAE market. They had no previous media exposure in the region and were trying to connect with consumers who already had preferred cosmetic brands.

NOTE needed to increase awareness not only of their top-of-the-line products but also their fashion-conscious and runway-savvy hue offerings.

Objectives

Objectives

Matrix was responsible for effectively launching NOTE, growing its popularity and positioning it as the number one brand in the market.

Our communication strategy needed to raise awareness and build credibility about the brand.

We needed to increase media exposure through support and collaborations with influencers in the industry.

Challenges

Challenges
  • The brand had no previous media exposure in the region and were trying to connect with consumers who already had preferred cosmetic brands.

  • The UAE is a competitive market, where luxury brands are in high demand and key beauty retailers such as Sephora and Wojooh have a strong presence.

Research

The cosmetic industry in the UAE has been expanding rapidly.

Makeup, skincare and hair care are sectors that have been growing in leaps and bounds.

A recent Euromonitor report says that, last year, the UAE spent US$1.64 billion - over Dh6 billion - on beauty products - which is a growth of close to Dh1 billion over 2014.

Shoppers spent $168 million (Dh617 million) on colour cosmetics, and $165 million (Dh600 million) on skincare.

Strategy

Strategy

Our communication strategy needed to raise awareness and build credibility about the brand.

We needed to increase media exposure through support and collaborations with influencers in the industry.

  • Media Event

  • Competitions

  • Influencers

Execution

Execution

Media Event

  • We planned and executed a media event dubbed “NOTE ON THE RUNWAY” aimed at establishing a favourable identity. Their makeup artists showcased international trends at the event, and we showcased the brand’s stunning Autumn Winter Collection.

Competitions

  • We used competitions to create a buzz around the brand and ensure top-of-mind recall.

Influencers

  • We collaborated with leading beauty print media, and lifestyle bloggers to enhance brand mileage for the event. Various activities, including meet-and-greets and sampling, helped mobilize widespread support among the media and influencers.

Results

Results

Through the campaign, the agency was able to build stronger relationships with media and consumers.

Coverage

Over 100 clippings secured

Reach

Cumulative reach of over 400,000

Attendance

45 key media attended the launch event – print, tv, and digital

Sales

Increase in sales by 128%

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