Durant ces périodes festives, la compétitivité et l’ingéniosité de chaque marque est mise à rude épreuve. Noël est la fête pouvant être le moment où une majorité du chiffre d’affaires annuel est effectué, le secteur de la cosmétique n’y échappe pas. Nous allons revenir sur l’entreprise de cosmétique Sephora et suivre le lancement d’une de ses nouvelles gammes : Wild Wishes.
La création de Wild Wishes
Wild Wishes est arrivé sur le site de Sephora au début du mois de septembre 2020 mais ils n’ont intégré les rayons qu’à partir du mois de novembre. Wild Wishes suit la trace qu’a déjà emprunté Sephora en touchant les millenials ainsi que la génération Z. Le nom Wild Wishes peut faire référence aux vœux et cadeaux de noël et la possibilité de compléter les désirs les plus fous. Ce sont des petits prix proposés avec une moyenne de 15 €. Mais, ils peuvent monter jusqu’à 45 € pour le calendrier de l’Avent. Tout le monde peut donc acceder à ces petits plaisirs. L’intérêt de cette gamme est de jouer sur l’approche de Noël et donc des cadeaux ou vœux que l’on peut formuler. Les consommateurs sont majoritairement des femmes, mais avec le temps des fêtes, elles ne seront pas les seules acheteuses et pourront jouer le rôle de prescripteurs. Effectivement, des cibles à ne pas négliger sont le compagnon, la famille qui vont chercher dans les magasins ce cadeau.
Un packaging de Noël réussi
A contrario des autres produits Sephora, le packaging fait rappeler aux animaux de la jungle, mais d’une forme caline/mignonne à contrario des marques sportives. Ces animaux permettent de renforcer le côté naturel et proche de l’environnement qu’a Sephora et donc être en concordance avec les valeurs de leur cible. Ces animaux permettent aussi de les différencier plus facilement des autres gammes classiques de Sephora. Le thème de la jungle veut aussi renforcer l’idée de la femme forte qui est une autre valeur clé de la cible. L’usage de paillettes est fait pour faire penser aux fêtes et donc à Noël ainsi cela plantera inconsciemment une idée de cadeau de Noël. Pour les couleurs choisis, le vert va faire un rappel de la jungle, le rose pétard permet de comprendre que le produit est pour femme et le doré va rappeler les couleurs des fêtes.
Mise en avant de la gamme dans les magasins sous les sapins de Noël
Avec l’approche de Noël, les magasins Sephora se sont métamorphosés. Les guirlandes, boules de Noël ont fait leur apparition dans les boutiques accompagnés de la gamme saisonnière Wild Wishes. Cette gamme a été mise en avant sous les sapins ou à moitié déballés dans des cadeaux pour que l’idée d’offrir des coffrets ou des accessoires de cette collection s’imprègne dans le cerveau des passants et des consommateurs. La gamme Wild Wishes était facilement visible en tête de gondole sous une forme rappelant Noël un sapin ou une boule de Noël.
Une communication sur les réseaux sociaux
Pour faire connaître et aimer cette gamme, Sephora a créé une campagne publicitaire internationale. Pour cela la marque a employé différents moyens de communication :
- Des communiqués de presse ont été envoyés à de nombreux journalistes pour qu’ils puissent présenter la nouvelle gamme dans des magazines et des blogs
- L’achat d’espaces publicitaires dans les magazines lus par leur cible majoritairement cosmétique.
- Le réseau display de Google : ce réseau correspond aux sites partenaires de Google qui permettent l’affichage de bannières et d’images pour la publicité
- Le SEA : les publicités sponsorisées sur Google qui sont pour Sephora positionnées sur les mots fêtes, Noël, cosmétiques.
- Publicité ciblée sur Facebook et Instagram pour toucher directement les millenials et la génération Z
- En plus de cela, Sephora communique sur ses comptes Facebook, Instagram, Linkedin et Twitter sur cette nouvelle gamme. Elle a aussi mis en avant certains produits chaque semaine. Actuellement la communication se réalise sur le calendrier de l’Après.
Les influenceurs
Une stratégie de communication digitale se doit de faire du marketing d’influence si le budget le permet. Sephora n’ayant pas de problème de budget pour mener à bien cette campagne a lancé une campagne de marketing d’influence internationale. L’avantage des influenceurs ici c’est qu’il permettent une segmentation simple des cibles et de transmettre un message moins institutionnel, provenant d’une source proche ainsi de confiance pour la cible. Les influenceurs ont le choix de leur contenu : post, vidéos, stories mais doivent parler du produit pour faire croître en notoriété la gamme Wild Wishes. Sephora vise des influenceurs de type Beauté. Sephora touche la communauté de ces influenceurs qui se révèle être leur cœur de cible.
Alexandra Nolet
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