Cacharel Perfumes

Parfums Cacharel

Company History

• Founded as a clothing brand in 1962

• In 1975 L’Oreal group acquired the fragrance brand of Cacharel as got separated as Parfums Cacherel

• Initial Plan: To design, package and sell products which could sit along side luxury brands but which were accessibly priced and distributed through traditional channels

Anais Anais

• Anais Anais : First perfume launched in 1978- fresh floral frangrance- tender and sexy

• Focus on packaging – Opaque bottle with an original and eye catching design

• Distinctive Advertising:  First companies to use television to launch perfume brand

• Pricing and distribution: 30% below the classic brands, Initially distributed through to mid range outlets and moved to department stores and specialist stores

• Became the leading perfume in Europe

Loulou

• Launched in 1987

• Combined tenderness with seduction

• Jazzy and energetic but still retained certain sophisticated charm

• Packaging focused on mixed innocence and sensuality

• Pricing: Priced higher than Anais Anais but 20-25 % lower than the luxury brands

• Focus on advertising

• By the end of 1980s became the market leader

Eden and CK one Challenge

• In 1994 CK One was the first Clavin Klein product

• Featured uninhibited models oblivious to the world and engaged in many activities from huddling to gyrating

• Global sales grew by 1000% in 1994-1998 period

• Eden: Launched in 1998, launched as “forbidden fragrance” – Connotations of eroticism

• Pricing: Highers prices compared to previous products

• Advertising : Focus on couples involved in mating rituals

Decline : 1994-97

• Slow decline in sales

• Company responded to this through the promotional route

• Gift products to generate interest like bath towels and other support items

• These activities pushed the costs too high and to cover this media spending was reduced

• Brand Identity started to loose

Case Problem

• Brand identity of Cacheral is not established and marketing mix has not been effectively carried out to communicate the same

• Other issues:

• Fundamental problem : Branding Mistake

• Other Problems: Timing of the product launch, lack of funds for promotion, focus on the competition rather than the customer

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