The client no longer accept to be a mere spectator

They were accustomed to the pages of glossy with beautiful co-leader languorous eyes. They were always organized their spaces for the sale of masterful way. And homework on scientific discourse. Today, they decide: the luxury and cosmetics brands put one foot in the street.

Starting today and until the end of the weekend, onlookers are surprised to discover in the forecourt of the defence and on the steps of the Paris Opera a virgin forest of 150 square metres equipped with 600 tropical trees and 200 plants in 4 m in height. Entering, they will be even more surprised to be offered a mojita without alcohol. And for those which the olfactory papillae are the most refined, they can feel in the air as a light perfume of exotic. Which And why A very prestigious perfume brand, Guerlain, and the launch of its new juice man! This atmosphere of South America, it is as many winks to the theme of the campaign and his signature: "for the animal sleeping in you."

Especially the surprise was born of the presence of a player in the luxury in a common world: Street. "We wanted a communication out of standards, breaking with the codes of our market to discover a different perfume differently," says Véronique Courtois, Director of marketing of Guerlain. But luxury requires, not question to distribute leaflets or to make the tape-to-l'oeil. Essentially being to remain in its framework: busy man in the area of defence and the scholar attracted the universe of the lyric. Elsewhere Paris Opera rents its markets for the first time. "The client no longer accept to be a mere spectator." For there want to share, be involved. Hence the idea of the fruit cocktail and the dissemination of the perfume. "The sample becomes incidental", explains Nathalie Koff, CEO associate agency Tokyo which has implemented the operation of the perfumer. The curious will be invited to go then to store where a small gift will be offered to them.

Leverage full

Street marketing is certainly not new. In the range of marketing tools to launch a product, a commercial transaction or event, it has become a lever full. "But it was so far rather the panacea of the marks of youth, sport or recreation, because the objective was to capture their customer where she was, i.e. in the street.". "Today, the central question that shakes most brands to find the best way to differentiate himself from his competitors," says Nathalie Koffi.

Food brands are very greedy of this type of operation, often to try their products and live comments of customers. Thus, of the controversial brand of soda Red Bull which, in the spring, had invaded the streets of the capital with Mini. The small iconoclast brand Danone, 2 cows in organic farmers left these days at the meeting of the consumer: the cow head students have travelled bike Street capital bearing the 'bio-nne floor"and distributing"naturistounes"to discounts on organic brands. "The goal is often to distribute the products maximum taste." "What is new with Guerlain, is the will to go to the meeting of the public outside its stores and its usual codes and to seek to a particular experience", continues Nathalie Koffi.

Experience Proposed also this weekend the English brand Boots Laboratories is for the less original. To emerge in the concert of the new recipes of beauty and mark his arrival on the French market, it has launched the Grand Ecrèm-age ". 50 First arrivals in the truck of demonstration parked on the square in front of the defence or place des Ternes could exchange since yesterday their products anti-aging they considered ineffective against serum 7, a product has become, it seems, the United Kingdom worship (8 million sold in nine months). For those who could not be in the time of this operation, a reservation form of a coupon system was implemented in pharmacies pending the official launch on September 15.

Mini-Cooper and a mobile showroom will continue to circulate for three days in the lights of the capital points. Their objective deliver 350 bottles of serum, issuing the word beauty, facial gymnastics courses and finally provide 30,000 products testing to all those who have missed the valuable bottle. "We want directly affect the client and make also discover brand." "We have also invited pharmacists that we distribute to meet with clients," says Marie-Hélène Duroux, Director of communication of Alliance Healthcare France. The exchange of the old inefficient tried cream being to him only a powerful lever of seduction.

Strategies of failure

All brands are seeking strategies to break. And Ikea, which will distribute this weekend its new catalogue by sellers to auction by installing kiosks in Metro stations and places of life Paris, thus appropriating the codes of the daily news. The luxury to him also a sort of "obligation of astonishment." "We must evolve with our time." In the 1950s, Guerlain is part of the first brands to be in the magazine cover. Street marketing is indispensable today to the brands of luxury provided spectacular operations. "This is not a simple commercial transaction", judge Véronique Courtois. It is poised to handle the high image of range of Guerlain with a large home service to receive Mrs and Mr whole world. Because, more than a simple operation product launch, the presence of Guerlain Street impact as its brand image. Customers to say if the street is a nice place for a meeting.