BOBBI BROWN

BOBBI BROWN – NEW EYEWEAR LAUNCH

Challenge:

• Fill an open niche in the Safilo Brand Portfolio not directly competitive with existing eyewear or fashion brands
• Provide a breakthrough experience at point-of-sale for the optical/sun retailers

Solution:

• Identify a globally successful cosmetics brand that embodies a unique connection between the Make-up artist and the consumer – Bobbi Brown
• Harness the strength of the Bobbi Brown cosmetics brand to develop a distinctive eyewear collection that is positioned, marketed and presented in a totally new and unique manner

Results:

• Most successful sell-in of any newly launched line exceeding plan by 25%
• Changed the sell-in dynamic requiring minimums to properly display product line in distinctive interactive POS display
• Award winning launch honored by 2 key trade publications: Sunglass Launch of the Year by Vision Monday and 20/20 Reader’s Choice
• Launched with 360* program reaching fashion/beauty editors rarely supportive of eyewear category along with unique social media contest which contributed to driving strong retailer sell-throughs