Brand

Personality
Parfums Cacharel de L’Oréal 1997-2007:
Decoding and Revitalizing a Classic Brand

22P209 Gargi Sahu

22P261 Avinash Sharma
22P275 Meenal
22P288 Pratyush Dash
22P300 Prachi Shukla
22P308 Vaishnavi Jalal
22P309 Vani Garg
Table of Contents
What is Brand Personality?
Drivers of Brand Personality
Measuring Brand Personality
Market Industry & Background
Company Background
Success Drivers
Challenges - Internal & External
Recommendations
 Brand Personality
What is Brand Why Brand
Personality Personality

Similar to human personality, brand personality is both
unique and long-lasting, evolving gradually
It pertains to the culmination of a consumer's interactions
with the brand, essentially a weighted average of their
past impressions
Essentially, personality traits define what the brand stands
for & is committed to, much like the core values it upholds
Enhances comprehension: Facilitates a deeper grasp of
consumer views and sentiments regarding brands
Distinguishing Identity: Assists in setting apart brands
when they share similar product features. For example,
Mercedes vs. BMW
Directs communication strategies and fosters enduring
brand value

Drivers of Brand Personality

Product related Non product related
characteristics characteristics

Product category 1. User imagery 6. Country of origin

Packaging 2. Sponsorships 7. Company Image
Price 3. Symbol 8. CEO
Product Attributes 4. Age 9. Celebrity Endorsements
5. Ad-Style
 How to measure/build Brand Personality?
The self expression model
The relationship basis model
This process can be
Functional benefit representation model carried out through
two techniques:
Direct elicitation
technique
The effective management of the 4Ps of marketing -
Indirect elicitation
Product, Price, Place, and Promotion, in addition to
technique
packaging, is crucial for crafting brand personality

Advertisement serves as a potent tool for establishing brand

personality by incorporating elements such as user imagery,
endorsements, execution-related aspects, & maintaining consistency

Creating brand personality from the ground up involves a 4-step process that focuses on
meeting consumer desires rather than merely conveying a pre-defined identity. This
approach entails defining the target audience, understanding their needs, preferences, &
desires, constructing a consumer personality profile, & then shaping the product personality
to align with that profile
 Market and Industry Background Categories Companies

In 1996, the perfume industry was marked by intense competition

Global and Multi Sector P&G, Uniliver, L’Oréal
and a significant degree of consolidation. Companies typically fell
into one of two categories: they either managed a collection of 5-6
brands within the top 30, or they specialized in just 1-2 brands Gillette, Colgate-
Global Specialists
Moreover, they had the option to operate in either the luxury or Palmolive, J&J
mass-market segments
Luxury brands, in particular, were grappling with the challenge of Schwarzkopf (Europe),
Regional Specialists
losing their exclusivity because of the availability of more affordable Revlon (USA)
alternatives, which led to a reduction in their perceived exclusivity

Perfume as a product
Types of Perfume Brands

A product used sparingly, typically reserved for special occasions

Prestige (Luxury) Chanel, Dior, Gucci,
Individuals linked perfumes to achieving personal growth and self- Segment Cacharel
discovery
Given its aspirational nature, celebrities played a significant role in
shaping brand perception and turning it into a symbol of status Mass-market Segment Vanderbilt, Revlon
A means of enhancing and expressing femininity with confidence
 Company Background
Cacharel initially started as a clothing brand, known for offering
affordable and easily accessible clothing options. Later, in 1962,
it expanded into the perfume industry

The L'Oreal group recognized the potential in the perfume

market and encouraged women to purchase and wear
perfume for the sake of personal enjoyment and pleasure

In 1975, the L'Oreal group acquired Cacharel's fragrance brand

The company's goal was to create products that could be

positioned alongside luxury brands but remain reasonably
priced, with distribution through conventional channels

Their objective was to attract a new generation of women who

sought to express their unique identity, as opposed to the bold
and ostentatious fragrances favored by the upper class
 Success of Anaïs Anaïs and Loulou
The inaugural perfume, Anaïs Anaïs, was introduced in 1978 with a
specific focus on the younger generation
It was initially priced 30% lower than traditional brands and was
distributed through mid-range outlets such as small department
stores
The company quickly attracted young customers to specialty stores
with the help of Anaïs Anaïs, and within two years, it became the
leading perfume in Europe
Advertising played a crucial role in promoting the product

In 1987, Loulou was launched as a successor to Anaïs Anaïs, still

targeting young women but also capturing the free-spirited party
atmosphere of the 1980s with an added touch of sophistication.
By the end of the 1980s, these two brands had become among the
best-selling products in Europe.
Challenges- Internal and External
CK One by Calvin Klein

An American product made its debut in the European market

in 1994
It achieved global acclaim primarily through its impactful
advertising campaign
This product took a bold approach by avoiding market
segmentation based on gender, which was an unconventional
experiment
The target audience consisted of individuals aged 15 to 25, a
highly impressionable age group characterized by a tendency
toward rebellion
It successfully tapped into the evolving cultural trends among
young people, which were influenced by societal shifts and
emerging issues
The unisex market witnessed remarkable growth,
experiencing nearly a tenfold increase between 1994 and 1998,
serving as validation for this approach
Challenges- Internal and External
Eden by Cacharel

A product introduced in 1994 as a solution during an

economic slowdown, aimed at reversing fortunes.
The product's name was not particularly imaginative; it was
chosen to convey notions of desire and passion.
It followed a pricing and distribution strategy akin to
competitors but faced challenges with its advertising efforts,
which did not yield the desired results.
To boost sales, the company implemented promotional offers,
introduced supplementary products, and offered gift items as
incentives.
However, the brand's identity suffered due to reduced
spending on media promotion and ineffective advertising
campaigns.
 Competitor Analysis
CK One
Became widely recognized during the 1990s.
Generated yearly revenues of $90 million in the mid-1990s.
At its zenith, it was selling 20 bottles per minute.
Brand Personality: Excitement
Target market: 15-25 year old teenagers, a very impressionable age group
with a rebellious bent of mind
Communication: Defined by what it was not. It wasn’t heady, pretentious,
or French.
Characteristics captured: Ruggedness, Rebel, Cool, Nasty
 Recommendations
1. Decode the entry of Cacharel Brands
(a) Cacharel (b) Anaïs Anaïs (c) Loulou
For the first time, Combining fragility and Blending gentleness and
women were urged to tenderness with an allure, symbolized by the
purchase perfumes for element of allure. blue and red bottle.
themselves,
symbolizing a sense of The white bottle of the Embodies the essence of
liberation and perfume symbolically a genuine woman, with a
freedom. represents the inner distinct personality.
emotions of women.
Offering a luxury Radiates an energetic
experience at an Capturing a sense of purity and dynamic vibe
accessible price point. and naiveté. suitable for a party
atmosphere, yet
Known for its creative Offering an accessible maintains an air of
and innovative luxury product through sophistication.
approach. specialist retail channels.
Offers a luxurious
Evoking qualities of experience at an
innocence and accessible price.
tenderness
 Recommendations
2. Increase media spends on current brand
Promotions carried out in the prestige (luxury) Moving forward:
market segment at the point of sale have the
potential to weaken the brand's reputation.
Unveiling the brand's distinct
The primary focus should be on attracting personality to avoid confuion.
demand from the Annais Annais and Lou Lou
customers by increasing investment in Exploring the contrasts between
advertising and effectively conveying the American and European cultures.
brand's value, which encompasses the inner
emotions of women.
Understanding the archetype of the
It is advisable to reallocate resources away Cacharel woman - her various life
from the "Eden" brand to prevent further harm stages, inner emotions, and how she
to the well-established identity of the brand evolves within the context of today's
and to reduce confusion among the TG political and social landscape.
regarding the image of Cacharel's various
brands. Developing a comprehensive range of
products for the female demographic,
Given the intense competition and the blurring catering to their diverse life phases
of lines between luxury and mass-market and evolving personalities.
segments, it is crucial to establish a clear brand
personality.
 Recommendations
3. Consumer Research and New Product Development

Conduct consumer research to gain insights into the emotions and characteristics of
devoted Cacharel customers
Create a product tailored to resonate with this specific consumer group
Design a product that combines resilience and sophistication, catering to the mature
Cacharel woman who is embracing new responsibilities and forging her path in society

Sincerity Excitement Competence Sophistication Ruggedness

Thank You