I-Makeover ka-Estée Lauder ayisebenzi. Ngoku ithathela ingqalelo uMhlangano oMkhulu. U-Estée Lauder, isigebenga sobuhle, kuxelwe ukuba ukwiintetho eziguqulayo ukuze adibanise nefashoni yaseSpain kunye nendlu yamandla evumba elimnandi uPuig. Olu dityaniso lunokubakho luza njengoko u-Estée Lauder ezama ukwenza iqhinga lakhe ukuze aphinde abuyele kwimbali yokhuphiswano lwentengiso yobuhle. Isivumelwano noPuig, ongumnini weempawu ezinqwenelekayo ezifana noCharlotte Tilbury, uya kumela utshintsho lwenyikima kumhlaba weshishini.
Kutheni u-Estée Lauder efuna utshintsho olukhawulezayo Kangangeminyaka, u-Estée Lauder wayeyinkokeli engathandabuzekiyo kwizithambiso eziphambili kunye nokhathalelo lwesikhumba. Nangona kunjalo, ukusebenza kwemali kutsha nje kubonakalise imingeni ebalulekileyo. Inkampani iye yajongana noxinzelelo lokutshintsha iindlela zabathengi, imiba yokubonelela, kunye nokhuphiswano oluqatha. Isicwangciso sayo sotshintsho esipapashiweyo kakhulu, esibandakanya uhlengahlengiso kunye nohlengahlengiso lwepotfoliyo yophawu, akukabikho lunikezelo lokubuyisela abatyali-mali oluthenjiweyo. Oku kuzinza kwenze ukufuna ubuhlakani obutsha kungabi yinto nje yokukhetha, kodwa ibe yinto eyimfuneko ekukhuleni.
Imingeni ePhambili kwiQhinga langoku lika-Estée Lauder Imiqobo yenkampani inamacala amaninzi. Ukuthembela ngokugqithisileyo kwiimarike ezithile zejografi kunye nemijelo yeevenkile zesebe kubonakalise umngcipheko. Ngeli xesha, iibrendi zedijithali zemveli kunye neengqungquthela ezifana ne-L'Oréal zithathe isabelo semakethi.
Ukukhula okucothayo kwii-Core Brands: Imigca ye-Flagship ijongene ne-headwinds nangona iinzame ezintsha. Isantya soTshintsho lweDijithali: Ukuziqhelanisa ne-e-commerce kunye neendlela ezithe ngqo kubathengi kube luhambo olunzima. Ukungalingani kwePotfoliyo: Isidingo sokutshintshatshintsha ngakumbi, iibrendi eziqhutywa ngumkhwa ukuhambelana neentsika zayo zakudala.
Isindululo sikaPuig: Isicwangciso soBomi soBuchule? Ngena ePuig, iqela losapho laseSpain elinosapho oludumileyo kwivumba elimnandi kunye nepotfoliyo ekhulayo yeenkwenkwezi zokuzihombisa. Ukudityaniswa okanye ubambiswano olubalulekileyo lunokubonelela u-Estée Lauder ngokuchanekileyo into angenayo. I-Puig izisa ukukhula okuqhumayo, i-digital savvy, kunye nepotifoliyo ye-brand eshushu. Okona kubaluleke kakhulu, uPuig yinkampani yabazali bakaCharlotte Tilbury, enye yezona mveliso ziphumeleleyo zokuzihombisa eziqaliswe kule minyaka ilishumi idlulileyo. Le asethi inye iyodwa iya konyusa ngoko nangoko udidi lwe-makeup luka-Estée Lauder kwaye iqhagamshelene nabancinci, ababandakanyeka kakhulu kwisiseko sabathengi.
Yintoni uPuig ayizisa kwiThebhile yokuThetha I-Puig ayiyonto yohlobo olulodwa. Usapho lwayo oluhlukeneyo kunye nolunqwenelekayo lohlobo luyi-asethi enkulu. Ngaphaya kweCharlotte Tilbury, ipotfoliyo yayo ibandakanya ezinye iibrendi eziphambili ezinophawu oluqinileyo.
UCharlotte Tilbury: Into eyenzekileyo yehlabathi eyaziwa ngokuthengisa kwayo okuqhutywa yimpembelelo kunye neemveliso zehlelo. UPaco Rabanne kunye noJean Paul Gaultier: Izindlu zefashoni ezinophawu kunye namashishini aqholiweyo anamandla. UCarolina Herrera: Uphawu olufana nobuhle, ifashoni, ivumba elimnandi kunye nobuhle. I-Dries Van Noten: Ukufunyanwa kwamva nje, ukongeza ukuthembeka kwefashoni ephezulu kunye ne-cachet yobugcisa.
Impembelelo enokubakho kuShishino lobuhle beHlabathi Ukudityaniswa okuyimpumelelo kuya kudala i-behemoth entsha yobuhle, kubunjwe ngokutsha amandla okukhuphisana. Iqumrhu elidityanisiweyo lingaziqhayisa ngepotfoliyo engenakuthelekiswa nanto kuyo yonke i-skincare yodidi oluphezulu, izithambiso zemibala, kunye nevumba elimnandi lodumo. Oku kuya kubeka uxinzelelo olukhulu kubakhuphisana nabo ukuba badibanise okanye benze izinto ezintsha ngokungqongqo. Kubathengisi kunye nabathengi, kunokuthetha iminikelo edibeneyo kunye nentsebenziswano ye-brand-brand. Nangona kunjalo, uqwalaselo lolawulo luya kuba ngumqobo obalulekileyo, njengoko abasemagunyeni abangathembekanga baphonononga iziphumo kukhuphiswano lwentengiso kunye nokwahluka kwebrendi.
Ukudityaniswa kwemiqobo kunye nokuqwalaselwa Ngelixa ingqiqo yeqhinga icacile, isivumelwano sobu bukhulu sigcwele ubunzima. Imibuzo ephambili isala malunga nokuxatyiswa, ulawulo, kunye nokudibanisa. Njengeshishini losapho, uPuig unokulumka malunga nolawulo lwe-ceding. Ukudibanisa iinkcubeko ezimbini ezahlukeneyo zeshishini-enye yinkampani yoluntu eyimbali, enye iyinzala yosapho lwabucala-lubonisa imiceli mngeni yayo yokusebenza. Impumelelo iya kuxhomekeka ekudityanisweni okungenamthungo okuxhasa amandla emibutho yomibini ngaphandle kokuthintela umoya wokurhweba weempawu zikaPuig.
Ukuqukumbela: Ixesha elibalulekileyo kubuhle Iintetho phakathi kuka-Estée Lauder noPuig zigxininisa umzuzu obalulekileyo wokuzinzisa ishishini lobuhle. Ku-Estée Lauder, intsebenziswano yindlela enyanzelisayo yokuvuselela ipotfoliyo yayo kunye nokukhawulezisa ukukhula. Kwintengiso, inika umqondiso wokuba nabona badlali bakhulu kufuneka baziqhelanise okanye bafune umanyano olunamandla ukuze baphumelele. Iziphumo zezi ngxoxo zinokuphinda zichaze ubuhle bewongai-landscape kwiminyaka ezayo. Kumashishini acinga phambili ajonge ukuhamba ngenguqu yawo, ukuba nesicwangciso esifanelekileyo ngundoqo. Jonga ukuba iSeemless inokunceda njani ishishini lakho liziqhelanise kwaye likhule kwimarike eguqukayo.
