How Groupe Clarins can launch myBlend as a luxury skincare brand in Portugal: the role of digital communication

Abstract

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.