PATOU: Beauty Extension

Working with PATOU, a French luxury womenswear brand, we highlighted two key areas of improvement through advertising: awareness and associations to the brand. Even though PATOU is a highly stylish brand that would be easily adapted by today’s generation of luxury style, we noticed their awareness was lacking in key consumer segments. To increase their awareness to the newest generation of luxury consumers, we chose to create a brand extension into beauty to create an entry-level price position for the brand within a luxury segment popular within 20-35 year old women.

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Our brand extension, PATOU Pigment, revolved around the big idea of a beauty line that encompasses every version of you to push personality, passion, and poise within every woman. The beauty line consists of an eyeshadow palette, blush, and lipstick, all of which envelope the identity of PATOU’s femininity to its core. We chose to advertise this campaign through a video and several marketing mixes that expose the brand to our target audience, while also continuing the brand’s exposure to pre-existing loyal customers. Overall, our campaign pushes the feminine identity of PATOU through an extension focused on increasing brand awareness and associations to a segment perfect for broadening PATOU’s customer base into the newest generation of luxury shoppers. By adding a beauty line, we are deepening PATOU’s identity as well as exposing them to more customers, which will in turn create more relevancy and more revenue for the brand.