PRINT CAMPAIGN, BRANDING
LaPrairie represents the ultimate in luxury skin care, cosmetics and fragrance. Despite a leadership position in the high-end skin care category, in recent years the company saw a wealth of new players entering the category and identified this as a challenge to brand growth and their ability to maintain loyal consumers.
LaPrairie approached KraftWorks for a campaign that would help them assert their dominance and aid in expanding their consumer base. First, we launched a target segmentation study to help better define and understand LaPraire’s current target and growth targets. Through this research we identified key insights for both targets that led us to position LaPrairie as a truly unique marriage of sophistication, elegance and art in its formulation.
A stark, high-end look and feel portrayed products as aspirational even to its affluent consumer base and advertorial efforts provided the brand with a means of communicating a cohesive story as the new campaign launched across POS, print, and all marketing collateral.
LaPrairie saw a double-digit increase in sales yearly for the first two years, with advertised products increasing 100% - 150% during the campaign. Post-testing revealed high levels of brand awareness (aided and unaided) that surpassed desired metrics.