Using Social and Digital Media: Le Labo

Social Media Campaign Proposal

Contents

Part One: Research. 4

Introduction. 4

Client History. 4

Mission/Vision. 4

Identity Brand. 4

Reputation. 6

Situational Analysis. 7

Social Landscape. 7

Economic Landscape. 7

Relevant Publics. 8

Target Audience. 9

Social Media Monitoring. 11

Client 11

Competitor 16

Industry/Thought Leader 19

Audience. 22

Strategic Overall Business Goals/Outcomes. 24

Strategic Growth Path. 24

Market Growth Without Diluting. 24

Diversifying Products for Niche Appeal 25

Better Customer Engagement and Loyalty. 25

Foundational sustainability. 25

Part Two: Strategy. 26

SMART Social Media Objectives. 26

Objective 1: Collaborate with Three Different Masters of Fragrance on Xiaohongshu Live Video to increase followers by 30% by June 2024. 26

Objective 2: Increase Xiaohongshu Engagement through Niche Fragrance Collaborations by 20% Growth by June 2024. 26

Proposed Campaigns. 27

Objective 1: Collaborate with Three Different Masters of Fragrance on Xiaohongshu Live Video to increase followers by 30% by June 2024. 27

Objective 2: Increase Xiaohongshu Engagement through Niche Fragrance Collaborations by 20% Growth by June 2024. 28

Social Media Calendar 31

Metrics. 34

Objective 1: Collaborate with Three Different Masters of Fragrance on Xiaohongshu Live Video to increase followers by 30% by June 2024. 34

Objective 2: Increase Xiaohongshu Engagement through Niche Fragrance Collaborations by 20% Growth by June 2024. 35

References. 37

Part One: Research

Introduction

Client History

Le Labo represents originality and artistry in perfumery, where scents are storylines. Edouard Roschi and Fabrice Penot founded the company in 2006 to challenge mass-produced perfumes. Roschi and Penot, the first owners, wanted to make fragrance creation an art and a personalized experience; thus, they launched Le Labo. Le Labo's first store opened in Nolita, New York (Shop, n.d.). In 2014, Estee Lauder Companies purchased Le Labo. The president of Estee Lauder's Group, John Demsey, now oversees the company, with the help of other fragrance brands such as Tom Ford and Jo Malone. Le Labo has its headquarters in New York City, 233 Elizabeth Street. The brand has expanded to different countries with its department stores in countries like Kuwait, USA, France, China, Mexico, Saudi Arabia, UAE, Australia, Belgium, Canada, Japan, Denmark, Hong Kong, Germany, Thailand, South Korea, Singapore, Taiwan, UK, and Malaysia. The owners purposely chose a location away from shopping hubs to break with precedent. This strategic choice gave birth to a global brand known for its unusual thinking and originality. Le Labo pursues perfume excellence, unique beauty, and industry rebellion. Le Labo's perfumes chronicle the brand's rise from its Nolita roots.

Mission/Vision

Le Labo's purpose goes beyond smell creation to create emotional and nostalgic olfactory experiences. Their mission is to disrupt the fragrance industry, redefine luxury, and give customers a unique, sensual experience. Le Labo is a haven for individuals who want more than just a smell; it promotes perfume-making (Le Labo, n.d.). Every perfume, the brand believes, is a tale waiting to be told and a connection created. Le Labo creates an environment where people embrace art that resonates with their soul rather than merely wearing a fragrance.

Identity Brand

Le Labo has a logo with the letters "Le Labo" and text underneath that states "Grasse – New York." The logo is in black and Sans-serif font with clean lines, giving it a modern feel. Combining simplicity, sincerity, and craft defines Le Labo's brand. The brand's name, "The Laboratory," symbolizes its alchemical scent production goals in French. The minimalist interiors of Le Labo stores, with reclaimed wood and industrial fixtures, showcase the fragrances. Le Labo's brand is on personalization. Le Labo's unique artistry is evident in each fragrance's fresh combination and hand-labeling with the client's name and creation date (Le Labo, n.d.). Personalization elevates the product and creates a deep connection between the brand and its customers. Le Labo's packaging emphasizes sustainability, considering that it symbolizes the brand's environmental responsibility by being simple, eco-friendly, and unadorned. This careful approach helps the luxury brand's social and ecological awareness. As discussed above, figures 1, 2, and 3 illustrate Le Labo's brand identity.

Figure 1 Figure 2 Figure 3

The laboratory Personalization Engraving

Reputation

Le Labo has a reputation beyond perfumeries, implying that it excels in other areas such as holiday shipping, shopping and handling, same-day delivery, and phone orders. Quality, exclusivity, and passion for handmade craftsmanship underpin its reputation. Le Labo's limited fragrance manufacturing enhances its uniqueness. This purposeful scarcity boosts smell appeal and establishes Le Labo as an artist-focused brand. Le Labo's customer reviews reflect a brand that has transcended commerce. Customers buy more than perfume—they buy a feeling, a memory, and a piece of Le Labo. Through quality products, a distinctive approach, and authentic storytelling, the brand carefully curates its reputation. Le Labo's reputation draws individuals who want more than a scent—a personal connection with fragrance in the ever-changing world of luxury and perfumery. Le Labo is known as a brand, a curator of stories, a defender of memories, and an olfactory artist. Le Labo has an average rating of 4.6/5 on ThingTesting and 4.8/5 on Cult Beauty (Thingtesting, n.d.; Cult Beauty Europe, 2022). Sarah O rates gives Le Labo a five star and says: "Santal 33 is the only thing I will wear. Also really nice that they offer small bottles to try different scents out. Super pricey, but the smell is unbeatable!" (Thingtesting, n.d.). Also, DangerMouse rates Le Labo five and notes: "I'm a Le Labo addict, and this is one of my favs, it's subtle and lasts all day, beautiful warm woody scent, I'll never tire of it.' (Cult Beauty Europe, 2022).

Situational Analysis

Social Landscape

After the COVID-19 pandemic, consumers spend less on luxury things like perfumes. Economic uncertainty and changes in consumer behavior make it difficult for Le Labo to maintain or grow its market share (Das et al., 2021). Le Labo must satisfy the growing social demand for sustainable and cruelty-free products to reflect changing consumer values. Le Labo must demonstrate its commitment to responsible practices as social media activism and awareness campaigns about environmental sustainability and ethical sourcing grow. Negative social sentiment or concerns about the brand's production processes or ingredient sourcing can quickly spread online, damaging its reputation and customer trust. As the beauty and fragrance industry begins having conversations about including and diversifying itself, Leb Labo needs to ensure its marketing efforts and products are inclusive and diverse to appeal to consumers from different demographics worldwide. In a positive light, morally aware consumers enable Le Labo to demonstrate ethical and eco-friendly undertakings. Conforming to such notions will assist Le Labo in enhancing its brand identity while also targeting a more socially conscious target group and cutting down on cost concerns.

Economic Landscape

Le Labo underwent different economic issues in the wake of the COVID-19 wave. Consumers have now switched priorities to purchasing necessities and no longer opt for luxuries as the recession has occurred. This economy may, however, make it hard for Le Labo to move their luxury and expensive perfumes. Any change in currency rates or geopolitical conflict may affect raw materials used by Le Labo and production costs, resulting in increased operational costs for the company. These may include uncertain economic times and destabilizing supply of scents' production elements such as raw materials. Such means that Le Labo's products should be accessible but economically viable as well. Despite the current economic environment in this day and age, Le Labo can go ahead and build its niche. Today, consumers desire any nose-pleasing pleasure matching their ideologies and fables (Pecoraro et al., 2020). The firm may achieve the element of exclusivity with limited edition releases and partnerships by consumers looking for unique and valuable experiences.

Relevant Publics

In the complicated commercial environment of Le Labo, linked publics perceive wider communities beyond the conventional bounds. Such relates to many actors whose intentions, beliefs, behavior, and ethics affect the scent. Regarding smell, Le Labo is one of the olfactory experience providers that associate with the public in pursuit of unity.

Organizations

Le Labo collaborates with various organizations in its business practices. Such perfume dealers and department stores as Hradds, Sephora, and Nordstrom contribute immensely to promoting Le Labo's products. By working with the abovementioned retailers, Le Labo can reach a broad market and increase sales. Le Labo works closely with the Fragrance Foundation to effectively achieve market exposure and network. The firm advocates for sustainability and ethics and thus collaborates with PETA (People for the Ethical Treatment of Animals). It adheres to PETA's guidelines, with responsible and moral producers endorsing the brand.

Suppliers and Artisans