The Positioning Biologique Recherche’s mission is to present the brand as an educational, long-term investment in skin health to young, affluent skincare audience seeking transformative experiences.
The Strategy Embracing a robust community strategy is key, and Biologique Recherche stands to gain by introducing L’École Biologique Recherche (@lecoleBR), an extended social platform that would serve as an arm for posting and reposting user-generated content (UGC), video-format, photographic, and editorial, ranging from product discussion, education, aestheticfication, and lifestyle integration, synthesizing online sentiments and driving bottom-up social listening and problem solving.
The Strategy Instead of pursuing a high-cost collaboration with a restaurant group (like the Louis Vuitton x Le Coucou café or the Sant Ambroeus coffee bar within Maison Alaïa in Paris), Biologique Recherche partners with Iris Law to create a unique, high-touch opportunity for on-the-go social content that is integrated to her existing media presence. Law’s well-documented passion for culture and food—expressed through her Japanese travel vlogs and snack hauls—offers a rich avenue for content that connects with an eclectic and engaged audience. By incorporating food-inspired elements into Biologique Recherche’s marketing strategy, the brand taps into the growing trend of merging fashion, beauty, and culinary indulgence, fostering a multi-sensory experience.
Source: Mzizi, Y. (2024) Pretty enough to eat: Behind beauty’s food obsession, The Business of Fashion. https://www.businessoffashion.com/articles/beauty/behind-beautys-food-obsession/
Source: https://asia.nikkei.com/Business/Travel-Leisure/Foreign-tourists-to-Japan-hit-record-37m-in-2024-up-47-on-weak-yen
The Strategy By introducing Biologique Recherche's potent treatments to onsen resorts during peak tourism seasons on a time-limited basis, the brand can engage a global clientele seeking rejuvenating yet effective spa experiences. A partnership with Iris Law presents a strategic opportunity to expand the brand’s presence in Japan—embedding the brand into consumers' travel experiences not only enhances brand exclusivity but also fosters deeper connections, cultivating a loyal and devoted following.
Moreover, Japan's targeted marketing efforts, such as the "Cool Japan" campaign, have successfully attracted younger demographics by blending traditional culture with modern appeal, establishing Japan as a global culture powerhouse. This synergy between Biologique Recherche's luxury wellness offerings and Japan's cultural allure creates a compelling narrative that resonates with contemporary travelers. Engaging in such culturally immersive experiences positions the brand to capitalize on the burgeoning tourism sector, reinforcing its commitment to holistic well-being and luxury.