|(GMBA - Luxury Brand Management)
ESSEC GMBA Luxury Brand Management program had another exciting visit in London to the offices of Puig, a leading fragrance group, and meeting with the team from Charlotte Tilbury, a high-end beauty brand owned by Puig and the prestigious British fragrance house, Penhaligon’s. The visit provided us with an insightful look into the user journey and marketing touchpoints for Puig's fragrances, as well as an overview of the brand story, identity, and marketing strategies for Charlotte Tilbury.
During our visit to Puig's offices, we were impressed by the company's commitment to creativity and innovation, as well as their emphasis on understanding the user journey for their fragrances. The team gave us a detailed presentation on the different marketing touchpoints they use to engage with customers, from social media and influencer partnerships to in-store experiences and product sampling. We learned about the importance of scent and storytelling in creating memorable fragrance experiences, and how Puig works to craft a consistent brand image across all touchpoints.
Later in the day, we met with the team from Charlotte Tilbury, who shared their brand story, identity, and marketing strategies with us. We were struck by the team's enthusiasm and passion for the brand, and their commitment to creating a strong emotional connection with customers.
They showed us how they leverage social media and influencer partnerships to create buzz and drive sales, as well as the importance of their physical store experiences and pop-up events in creating a sense of luxury and exclusivity.
Throughout the visit, we also learned about the company structures for both Puig Charlotte Tilbury and Penhaligon’s, and how they operate as part of a larger ecosystem of brands and businesses.
Overall, our visit to Puig was a fascinating and educational experience, providing us with valuable insights into the world of luxury fragrance and beauty. We left with a deeper understanding of the importance of storytelling, user journey, and marketing touchpoints in creating successful luxury brands, as well as the potential for collaboration and innovation across different brands and industries.