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 collaborations with culinary experiences (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 a diverse and engaged audience. By incorporating food-inspired elements into Biologique Recherche’s marketing strategy, easily coalescing skincare products into daily vlogs featuring the making and tasting of eclectic, delicate food items, audience can associate the brand with an aspirational, clean, and authentic lifestyle, 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.