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Jean Paul Gaultier Digimind

  • 30 nov. 2021
  • 2 min de lecture

In today's digital world, data is undoubtedly one of the most direct ways to measure brand popularity. Through Digimind, we will analyze Jean Paul Gaultier's achievements in brand building in the past year with the following indicators.



At the end of May, Jean Paul Gaultier Studio reopened its ready-to-wear line after seven years of closure, has invited five fashion designers to take part in this renaissance of ready-to-wear. The decision was hotly debated in fashion circles. Therefore, the topic of Jean Paul Gaultier has been on the rise since June and July this year.Nearly 176K authors created topics for the brand, covering nearly 99M listeners, and the Jean Paul Gaultier brand was mentioned nearly 296K times.



In terms of age and gender, women pay more attention to Jean Paul Gaultier than men, but it is interesting to note that 81% of men are young (26-40), while women are more likely to be aged from 41-55 years old.

According to Jean Paul Gaultier's perfume series, the notes of men's perfumes are generally more neutral and lively, and more suitable for young people, while women's perfumes are more suitable for mature and charming women over the age of 26.



According to the analysis of world map distribution and influencers, Jean Paul Gaultier is obviously highly popular in the United States. A few months ago, the famous American female singer Cardi B appeared in Paris wearing Jean Paul Gaultier's design, Which caused hot discussion. Singer Iggy Azalea, who also wore the brand's latest ready-to-wear collection, came fourth on the list.

The United States has always been a multicultural country with high acceptance of THE LGBTQ community, so local consumers can better get the value and concept of the brand. At the same time, the star effect caused by such stars as Madonna and Cardi B is also a major reason that affects consumers' brand recognition



From hushtags, key concepts and setiment, consumers are positive about the brand.

The new ready-to-wear collection uses the ocean as a concept, which indirectly speaks to the concept of environment protection and sustainable development. Meanwhile, perfumes and celebrities who have worked with brands are also topics of interest.



Interestingly, due to the special perfume bottle design of Jean Paul Gaultier perfume, the brand will wear a special Christmas sweater for the perfume bottle in the Christmas campaign, which will undoubtedly successfully attract the topic and attract consumers.


by Johnny Qi

30/11/2021

Online survey Analysis for JO MALONE

  • 30 nov. 2021
  • 2 min de lecture

We did a simple google survey online which displays the majority group of JO MALONE is female (takes 71.9%), while the male just take up one third of the whole group.

We have to say, compared to the male, female’s market acts a main character in perfume market. However, it also means that male have much more potential profit on perfume.so why not set an innovation series perfume and aroma which only for the guys.

Develop the habit of using perfume for a man is also a big business.

Nowadays, perfume is increasingly entering in our daily life and JO MALONE is one of famous brands, it can easily be seen different places like on the advertisements and tv shows. Using the celebrity mode on JO MALONE is significant. Meanwhile, people would like to purchase perfume in the physical shop because of smelling here is specifically. Online platform is also the second important window to get the charming perfume which they want.

According to the survey online, it shows variety of reasons why they want to choose JO MALONE. The brand has a biggest strength is the diversity in the fragrances which largely take up over the half averagely. And nice packaging also appeals a lot of consumers which ranks the second. The celebrity endorsements, suitable price and niche perfume have the same position to enlarge more group as a loyal customer (all of them take up 33% approximately).

Most of the well-known brand products exist in the highly competitive market. There is everything from new and old competing products, many of which are almost indistinguishable. Therefore, JO MALONE should adopt many strategies to establish and maintain brand loyalty. The survey found that more than 50% of people are willing to recommend this brand to their friends. A small number of customers are still not the main audience.

In the future, JO MALONE needs to improve products that match the quality and value, talk with customers regularly, make good use of social media, do positioning and update data, and increase loyalty is inevitable.

Talk about the perfume products itself, aroma like wild bluebell, English pear and freesia own a lot of consumers. JO MALONE has developed new things, and the smell of sea salt and English pear blows to those who are indifferent to perfume. They may know for the first time: “Oh, perfume can still be like this. Girls can be neutral, but boys don’t have to be in business.”

We also get a simple data that what else brand would you like to choose not only JO MALONE. Chanel, Hermès, and Dior have undoubtedly become the hot list, occupying most of the proportion. Compared with these big-name perfumes, the niche JO MALONE needs to survive and cultivate a group of regular customers.

by Yi Shan

30/11/2021





The role of art in Diptyque’s brand identity

  • 30 nov. 2021
  • 2 min de lecture

This year marks the 60th anniversary of Diptyque, and the brand celebrates it by travelling the world. An anniversary that takes the form of an immobile and cultural voyage that lasts the entire year and marked by a number of noteworthy events.


Diptyque started the year with installing an ephemeral giant hopscotch at the Palais-Royal, a fun and interactive way to highlight the sense of “freedom” that characterizes the House, and also celebrating the brand’s graphical expression.


Important launches were made, in Diptyque’s perfume collection, starting with “Orpheon” in May. This fragrance is an olfactive homage to the place where the three famous founders, Christiane Montadre-Gautrot, Yves Coueslant et Desmond Knox-Leet, tied their friendship knots. Just like a painter would do, Perfumer Olivier Pescheux has used numerous nuances to recall the wood of coffee tables, bookcases, parquet, and armchairs, the liquorish dimension of cocktails, and wisps of tobacco.

To continue in the theme of travel, Diptyque launched a private collection in September named “The Grand Tour”. It includes a new perfume, “Kyoto” which makes us travel all the way to Japan, a place where the founders only dreamt of going to and which largely inspired them throughout their works of art.


Finally, Diptyque invited nine contemporary artists to participate in the making of their latest exhibition : Voyages Immobiles.


For this exhibition, and in keeping with the initial spirit of the founding trio of the Maison de Parfums, each of the artists has offered his or her own poetic vision of travel and a taste for elsewhere. With a virtual voyage from Lebanon to Japan, Italy, and Madagascar, different countries and cultures were recalled and portrayed through the renowned places of Diptyque.

One thing’s for sure, Diptyque were very creative in their branding strategy this year. Make sure to not miss out on the special 60 years anniversary master class on how to find the perfect gift, which takes place on the 2nd of December online, and offered by Diptyque experts!


Thank you for reading us, we hope you enjoyed this article.


By Clara O'Mahony and Flore Brault Custot

30/11/2021


References


Images (presentation by Flore):

Pictures by Flore Brault and Roman Mourouvin in 2021



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