Les Merveilleuses Ladurée: Women with decent dreams for face, no eating!
Most of people in western world believe that Laduree is a graceful and enamored Macarons brand. However, if you research on social media platform about Ladurée in Asia countries especially in China and Japan, plenty of amazing and well-designed blush bump in front of your face. The brand, Les Merveilleuses Ladurée, is the cosmetic brand line of Ladurée, mainly targets Asia area and own the major stores of Les Merveilleuses Ladurée in Asia around 7 and only 1 in Paris, where the brand comes from.
The brand name, Merveilleuses (French) refers to a “marvelous,” eccentric and elegant woman who value something that enchants them not reasonably but intrinsically. As the brand claire: “ Les Merveilleuses Ladurée proposes ‘unexpected’ beauty beyond the ordinary concept of cosmetics to women who pursue new forms of beauty.” What Les Merveilleuses Ladurée values the most is the whole expression of the face and believe that the most important part for expression is the cheek area. In 18th century France, cheek colors that determine the whole expression of the face were the only representational art noble women were allowed to use on their faces to make them look more attractive. For this value, the best and remarkable product of Les Merveilleuses Ladurée is blush. As a makeup-holic girl, when I see these amazing blushes I was like “oh my god I must have them!”.
The unique and amazing package and cosmetics collection with smells of rose as well as its price make Les Merveilleuses Ladurée “luxury” and “decent” in public voices. It tends to be joint in the “Superior appearance and quality” cosmetic category with other brands like Jill&Stuart, AnnaSu, Paul&Joe, and Sheseido MAQUILLAGE. Marketers also manage the social media platform to build a comprehensive brand image for audience to think about infinite means to express yourself combining universal, a full of vitality and elegance with your present self that symbolize the times.
Facebook, Twitter and Instagram are main socila media they use and all began from 2011. However, Facebook and Twitter are not in a really good situation with a little followers, non-sense content, few audience engagement. Instagram seems like the best social media they currently have.
They got 64.1k followers and over 200k post with relavant hashtag. There was a lm_laduree Instragram photo contest started from 2016. June 1st to July 21st which was the summer photo collection with hashtag #imladuree_vacances to invovle more social audience and promote the summer collections.
When I search the brand in cosmeti social media in China and Japn, the most used word are “impressive” “beautiful” “decent” and “elegant”. The brand value proposition seems to be quite accurate becuase of the product and the promoters. Comparing with other brands in the “Superior appearance and quality” cosmetic category , LM_Laduree behaves better in quality reviews and design.
When consider as high-end cosmetics, the social engagement of laduree is not good comparing with other high-end brands like YSL, Chanel, Nars. Firstly, social media platforms lack of purposeful management except Instagram. The forms of social presentations are relatively boring — no videos, no sights, no campaigns only pictures with products. Secondly, the cosmetic line LM_Laduree doesn’t perform well in terms of contributing the whole brand image shaping especially in western countries. Thirdly, however, they built a good social cognitive imge in East Asia like Japan and China by social promoters and product itself. Products with brand values and social meaning speak themselves which they are better than other brands. That could be applied into other countries.
Helping this cool brand cosmetic collection line grow in countries where people think Laduree is just a cool Macaron brand is what our team try to do in the project with the considering of high potential in this case. Yes, for sure this brand and products are really good for the world, with the decent brand value for women and high quality products for their cheecks and faces!