Sponsorship presence of Xavier Laurent company at the Beauty Contests “Miss Moscow” and “Beauty of Russia” (1998, Moscow and 5 regional towns).
The Xavier Laurent line designer deodorant sprays have been marketed throughout Russia with great success, especially in the regions, due to the affordable price and trendy image. Marketing efforts have been concentrated on building brand image by communicating its strong association with beauty, fashion and style. In June 1998, Xavier Laurent launched a new perfume line targeting young people (13-21)- XL1 and XL2, based on the image of unisex scents such as CK One and Be.
Launch the new Xavier Laurent deodorant sprays, XL1 and XL2.
Build brand awareness of XL1 and XL2 in key target cities.
Provide support for current distributors throughout the regions and
attract potential new trade partners.
Associate brand with beauty, style and success by sponsoring the «Miss
Capitalize on local pride in regional cities through grass roots sponsorship of the regional tour «Beauty of Russia» competitions.
Leverage all sponsorship opportunities for product trial and face-to-face interaction.
The regional events were so successful that not only did current distributors increase their sales by up to 15% in the month following the local events, but also new trade partners approached the company to develop relationships.
Extensive PR coverage was achieved and the successful placement of XL branded materials ensured that XL was seen as an intrinsic component of all the beauty competitions.
In giving the consumer a chance to experience and interact with the
brand, the promotional activities held by Xavier Laurent had very positive
feedback both from participants and target audiences.