Lumene
I decided to export in France a finish brand of cosmetic, it name is Lumene. I discovered this brand during my stay in Turku and I really appreciate it: the univers of the brand, the product, the marketing and the values of the brand. So I thought that it can be interesting to export this brand in france because french consumers can be seduce by this idea.
I will let you follow my global powerpoint presentation in which you can find all the information :
PART 1 : Presentation of the Brand
HISTORY OF THE BRAND
Founded in the 1970’s and became fast a market leader in Finland
Named after the Lummenne lake in Central Finland and also derived from ’lumen’ the Latin for light.
Lumene’s inspiration springs from the nature and Arctic plants
Light places a special role in Lumene’s products
"Inspired by nature and Northern women"
"We take our inspiration from the Nordic approach to wellbeing and beauty: a region where a unique blend of resilience, mindfulness and harmony with nature is deeply rooted in everyday life.
Despite the harsh climates of the northern longitudes, Nordic women are fresh-faced, radiant and
healthy-looking."
target
huge target :
woman
20-60 years old
eager to have natural products
VEGAN
conscious
curious
PART 2 : Why import it in France ?
Why it's works ?
my analysis : a strong marketing strategy
inspired, tested, and supported by northern women. : They used this competitive advantage, they used the imagination of customer
the brand reflects the image of a simple country, close to nature A country as pure as the products they sell
The impression that they make up natural miracle recipes : t's a handcrafted brand, they test each ingredient and get the best out of them.
100% transparent communication as their product : A simple communication that reinforces the values of the brand
WHY IMPORT IT IN FRANCE ?
-
growth of the natural and responsible edible market
-
Vegan boom
-
Public Awareness Behavioural Change
-
People will trust this brand because it reflects the Finnish culture: simple, pure =we play on this imagination in the minds of consumers.
-
a 100% controlled marketing strategy that makes you want to buy
difficulties ...
the natural cosmetics market in france has a lot of competition
lumene is a big brand that makes it difficult to export.
Next 4 step
1: analyze well where to import lumene in france
2: Analyse the market of cosmetic in france to select best sellingpoint
3:Search how the brand is currently sell in finland
4: reflect with cooperative of how to contact lumene
PART 3 : Where import it in France ?
Analysis of how is currently sell in finland, what are the selling point
Analysis of where we can import it in france, what are the selling point
Research on the trend of Vegan cosmetic, resarch of article about vegan market in france