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How Groupe Clarins can launch myBlend as a luxury skincare brand in Portugal: the role of digital communication
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This work project examines the launch strategy of myBlend, a high-end, high-tech skincare
brand from Groupe Clarins, in Portugal, with the objective of establishing market presence,
communicating trust and quality as well as increasing brand awareness. Recommendations for
myBlend focus on distribution and communication strategies. First, a selective retail approach
ensures myBlend's presence in premium locations that align with its luxury positioning and
attract its target audience, while delivering an exceptional customer service. Second, strategic
partnerships with high-end spas, aesthetic clinics and boutique fitness studios aim to strengthen
the brand's credibility, extend its reach to high-end consumers and create a multisensory
experience. Third, experiential and traditional marketing strategies focus on creating
immersive, high-impact events for influencers, industry professionals and customers,
complemented by traditional channels to increase visibility. Finally, digital communications use
creative content, localised influencer collaborations and the brand's association with Groupe
Clarins to build trust and awareness. Together, these integrated strategies provide a robust
framework to support myBlend's successful entry and long-term growth in the Portuguese
luxury skincare market.
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Brand launch Market entry Luxury skincare Distribution Communication Selective retail Strategic partnerships Experiential marketing Traditional marketing Digital communication