Chanel Beauté, conveying luxury through digital
Leveraging digital to support the creation of a new distribution branch: brick-and-mortar luxury stores.
Chanel Beauté is one of the 3 arms of the luxury brand, dealing with perfumes and make-up. Carrying an immense history of luxury and refinement, Chanel Beauté decided to launch their own brick-and-mortar shops to attract a new kind of clientele: younger, more connected. When they came to my team and I, they had one solid question: how can we use digital assets to attract new customers in our stores?
- Chanel Beauté
- Luxury Goods
- Strategy
- $150,000
- Increased traffic and increased spend
We needed to propose experiences that matched the incredible brand promise Chanel spent years building.
Context
Their current sales channels had failed at conveying Chanel’s brand values. The shopping experience was sub-par at Chanel’s partners, very far from the promise the brand makes on every ad one is exposed to. This is why Chanel wanted full control over the experience they promised, and we designed the tools and services to deliver on it.
My Role
As engagement lead, I shaped the project: approach, team needed, duration and expected outcomes. I also drove the design direction, making sure the team kept both the business and design objectives in mind. I specifically adjusted the process as we went, making sure we answered in the best possible ways to the discoveries we were making along the journey. Agility applied.
Project
A short, strategic engagement, this project had two objectives: set the digital strategy for the brick-and-mortar stores and align all internal stakeholders behind it. We started with a short, intense discovery, followed by concept creations. I decided to run the first iteration “in camera”, as I have found co-creation workshops lacking quality in results. The client was then involved in all following, weekly iterations, until we landed on a consistent target journey, that beyond agreement, generated a lot of excitement within Chanel Beauté.
Results
We wove 14 digital concepts into a consistent experience, cresting a touch of magic and mystery in a journey that could not be less than exceptional. We fully prototyped one of the concept with the help of a technology lab and got to deploy it worldwide.
