Client Name

L'Oreal Pakistan

Faculty Advisor

Dr. Yasir Mansoor Kundi, Assistant Professor, Department of Management

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The entire project is to research consumer behavior and to find out ways to enhance the Makeup experience for them, in specific to exploring loyalty programs, and to explore Shop in Shop model or kiosk placements. Throughout the project, we researched through in-depth interviews, surveys and IBA's Neuro Lab to gain insight to consumer behavior and mindset.

Aligned SDGs

GOAL 5: Gender Equality

Aligned SDGs Justification

The project aims at enhancing the makeup category which is a female centric industry. As such it makes efforts to understand the female consumer in the Pakistani context and tries to enhance their participation in the retail sector. Our project also talks about how Maybelline can partner with female influencers and entrepreneurs to drive growth and empower women, in a male dominated society like Pakistan, this is a step towards gender equality (SDG 5).

NDA

Yes

Abstract

This report tends to explore ways at how Loreal Pakistan can grow its makeup brand Maybelline by enhancing its kiosk experiences, in terms of placements, Shop-in-Shop Model and loyalty programs.

The major aim of the research was to explore newer ways to create consumer value.

The study found innovative insights, whereby incorporating Artificial Reality try-ons, rotating kiosks at events can help generate engagement and attraction, translating into sales growth. The study highlights better training of BAs as they are vital to customer purchasing journey. And furthermore, the report explores a tiered loyalty program offering points, kickbacks and special perks for Prestige Members which would build the long-term brand-to-customer relationship and loyalty.

The breakthrough of this report is the recommendation of a rotating Kiosk model of Maybelline which will rotate around and setup temporarily at major fashion and bazaar events at Karachi such as Mashion Bazaar, Locate and Bridal Expos. This is meant to enhance brand visibility and engagements while negating the burden of a fixed cost. It will also mean that the kiosks would receive a high volume of shoppers as these events center around festivals and celebrations. Thereby the setup costs would be sustainable and more profit generating as it does not come with the burdensome operating expenses of a regular kiosk.

Lastly, the report also explores the recommendation of collaborating with local influencers vs expensive ad campaigns. To succeed in such a competitive female-centric consumer market, it is vital to conduct constant research, generate insights from consumer communications and ensure the brand-to-consumer trust and relationship is held as a priority.

Lastly, the report gives emphasis on ensuring that ethical grounds are maintained while creating value for brand as this is the hallmark of ethical and fair research. Throughout the course of the project, all various studies conducted were done so with consent of the candidates while preserving anonymity and ensuring that consumer data is kept private. At every stage, the implication of sharing their experiences was made clear to candidates as well as how their shared data would be used.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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