PROFILE

Penhaligon’s is a British perfume house founded in the late 1860’s by William Henry  Penhaligon, a barber from London who became Court Barber and Perfumer to the  Queen, the brand also holds two Royal Warrants for quality and excellence. The  brand is wholly owned by fashion and fragrance conglomerate Puig International SA.

SCOPE

Find low-risk solution to enter China market while creating brand awareness, growing local  fan base, engaging consumers with brand, and creating opportunities for sales.

SOLUTION

Proposed  phased strategic approach:

• Y1: Build awareness and engage consumers using cross-border + dai gou / influencer strategy.

• Y2: Create digital database to understand buying and engagement habits to target consumers  with the right content via social media + e-commerce platforms and grow demand.

• Y3: When demand reaches critical mass, convert to official local channels for market entry launch  into China.