The PCA Companies reposted this
International Brand Management | Marketing Strategy | KAM | Sales | Expert in Luxury | Fragrances | Beauty | Retail | Creativity | Performance | Positive Impact Missions
A perfect demonstration of a strategy translation. Land. Sea. Air. The three- pointed star story of Mercedes-Benz AG is the core of the sustainability strategy. Now the company's trilogy is the base for their perfume creativity. Land 'building our passenger cars with 40% recycled materials by 2030'. Sea 'repurposing waster from land or marine debris'. Air 'all electric by 2030'. Land, See and Air, the three new scents come in recycled glass bottles with aluminum caps and their outer packaging is made of algae-derived biodegradable paper. “This collection fills a gap for rising [consumer] consciousness about sustainability and fragrance,” says Crystal Wood, CMO and COO of The PCA Group of Companies. Numbers' translation: 12'000 retail stores, 1st year sales of 25M euros, 234'000 bottles sold in three key market zones (yet another trilogy!) “Our top market is the U.S., then Korea and then Europe” tells us Magalie Chauvin, International marketing director at INCC Parfums, the licensor for Mercedes-Benz fragrances. And from a fragrance composition perspective, the scent trilogy combines in coherent harmony. The end of the demonstration. https://lnkd.in/e454iyUv https://lnkd.in/e3NGedkJ #sustainability #perfumessustainability #fragrance #fragrancestrategy IFF #anneflipo #fragrancelicensing #perfumes #retailstrategy #sustainabilitystrategy #companystrategy #consumerexpectation #scentdevelopment Magalie Chauvin INCC Parfums The PCA Group of Companies Crystal Wood
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Trade Marketing and Merchandising Director : Luxury, Beauty (fragrances, make up and skincare)
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