Parfums Cacharel

de LOreal 1997-2007
Decoding and Revitalizing a
Classic Brand
Prachi Mohan
Rishabh Sood
Srishti Jain
Devang Nahar
Diksha Mahajan

14P033
14P039
14P050
14P075
14P077

Brand Identity Prism

Cacharel Brand Umbrella

Cacharels positioning has historically been of a fine

brand at par with the luxury brands in the market
but at a more affordable price point
Cacharel had a historical identity of being young
and rebellious
Cacharels focus has been on connection with inner
feelings
Cacharel had the initial attributes of innocence and
tenderness
Cacharels identity has evolved closely with its sub
brands, but the original identity has kept on being
lost with the introduction of new sub brands

Identity Evolution
Coherence is among the most
important criteria for brand evolution.
The evolution of Cacharel drawing from
associations with its sub brands
compromised heavily on its original
identity

Anais Anais
Characteristics
Appealing to the young customer
Within easy reach of the customer (affordable)
Brand
Innovative and novel
Modern but classic and retaining an element of
mystery
Addressing the interior world of womens feelings
Innocence

Loulou
Brand messages
Growing up of Anais Anais
Tenderness with seduction
More focus on seductiveness
Energetic and jazzy
Shift towards adulthood and maturity
Dynamic and sensual

Eden
Market scenario
Young people found appeal in ads celebrating gender and
cultural agnosticism
Period of revolution, revamping of societal norms, shift in
youth culture
Brand characteristics
Name lacked poetry
Suggestions of temptation and lust
Further capitalization on seductiveness
Connotations of Eroticism
Communication
Media investment reduced, ill conceived campaigns
Took away the relevance to the original brand identity and
the original target audience

Root source of Maturity

Crisis
Branding Issues
Initiated on creativity &complete coherence with
umbrella brand but launched some products
which strayed away from Cacharels original
identity
both brands were coherent with Cacharels brand
identity & had their distinctive features but they
were representatives of Cacharel
Eden showed seduction - its adverts showed a
couple and their involvement in mating, it
ignored young women and her feelings
over spending on promotion & cutting media
spending direct impact on brand identity

Understanding Brand
Identity
Cacharel is representative of young women and their
inner feelings with slight innocence and seduction
power
Keeping in mind the brand identity, interesting
media campaigns can be initiated to revitalize the
brand amongst the target audience
It can help the brand identify an individuals
acceptance of social influences which lead to a
feeling of belonging to a group
A relationship of Cacharel, its physique, personality
and reflection can be communicated in a better way
It will help create an effective media strategy or
design a new product for the market

Bringing it closer to Market

Need to bring brand closer to Market because:
Increasing Competition
Evolving customers & their needs
Brand Proliferation
To Increase Mind share and Market share
If the brand identity is not updated it will keep on facing the
decline in sales because new consumers are not getting
attracted to Cacharel
Focus on meeting the desires of todays consumers and update
the brands original identity but keeping in the mind brands
core identity which is innocence and seduction
Modification in brand identity is needed in order to meet the
desires of todays consumers and to increase the sales
Even customers who were used to be value-conscious are now
willing to buy premium brands that are highly differentiated but
only if brand provides differentiated values

Thank You