海蓝之谜中国区品牌总经理陈芷珊致网友

La Mer海蓝之谜中国区品牌总经理陈芷珊致网友并答记者问：

Q1: 您第一次与这个品牌接触是什么时候?当时对这个品牌的第一印象是什么,与您现在对品牌的理解有什么不同?

A1: 我第一次见到这个品牌是在新加坡的一家百货公司里。它吸引我的地方是柜台里放着的一个精美的鱼缸。和大多数高档护肤品牌不同，La Mer的产品很少，而且包装非常简单。然而它所有的产品价格都很高。所有这些让我对这个品牌产生了兴趣。我开始向周围的人打听这个品牌，才发现原来那些懂得享受生活和追求高品质的人都知道这个品牌，尤其是对the Crème(面霜)推崇之极。

LA MER海蓝之谜中国品牌总经理陈芷珊女士

Q2:在中国市场推广此品牌时,您印象最深刻的一次最成功推广活动是什么?为什么?最失败的一次呢?为什么?

A2: 印象最深刻的一次推广活动是The Essence尊享密集活肤精华液的上市活动，特别是2006年10月在北京举办的上市派对。The Essence尊享密集活肤精华液是世界上最贵的护肤产品（价值人民币23000元，仅能使用21天。）当时只有在国内最重要的那些意见领袖，包括明星、社会名流、商界精英及知名媒体参加了这次派对。而即使组织这样一场大型的活动，我们都不用公关公司。整个活动由La Mer海蓝之谜团队和制作公司负责运作，包括来宾名单等细节的处理都由我们自己一手包办。活动取得了显著的成功。媒体对这次活动作了大篇幅的报道，而活动本身也成为那些追求高品质的人们谈论最多的话题之一。

我们至今没有过失败的活动案例。La Mer海蓝之谜团队在投入做任何事情时都非常细致。每一次产品上市，每一个市场活动或是新店开张都是经过精心策划的，同时我们特别注重计划的落实。

Q3: 这个品牌的竞争对手是哪些品牌,与竞争对手相比,该品牌的特点是什么,针对品牌特点采取哪些独特的推广方式?

A3: 到目前为止，我们没有直接的竞争对手。市场上还没有哪一个品牌只有30件产品，没有哪一个品牌还在使用手工生产。而这正是La Mer 的独特之处，包括：产品非常稀有，不依赖广告，不做任何买赠促销，慎重地挑选每一个门店,严格控制渠道。

Q4：您对该品牌目前在中国的推广情况满意么(与竞争对手相比销售额是否领先,品牌认知度是否领先)?为什么?未来对该品牌的期望呢?您希望通过您和您团队的努力,使该品牌在中国市场达到什么样的目标?

A4: 我们在国内的八个门店中，在其中的三家都是销售第一的化妆品品牌，在余下的几家里都是排名前五的品牌。我们还需要加强在二线城市的品牌知名度。从未来发展来说，因为La Mer海蓝之谜需要一个特别长的生产过程，我们还是要坚持慎重地挑选每一家门店及限量供应。我们需要首先满足我们最忠实的用户。

人们通常不把La Mer当作是一个护肤品牌，而是把它列为高端奢侈产品。2004年9月出版的美国《时代周刊》的一篇文章里，Crème de La Mer （La Mer面霜）被列为15件必须拥有的奢侈品，它也是该名单上唯一的化妆品！

在中国，La Mer已经成为一个奢侈生活方式的标志。我们的团队也将继续努力地工作，来保持我们在市场上已经取得的地位。

Q5: 您认为对一个成功的化妆品品牌而言,哪些因素是最重要的?产品质量?服务质量?消费者的口碑?购买方便?价格适中?在这些方面,您觉得目前该品牌在哪些方面比较领先,哪些方面需要努力,您为此做了哪些努力,有哪些计划?

A5: 购买高档化妆品的消费者对质量、产品功效和服务要求非常高。跟名牌配饰不同，贵的面霜的价值是无法用眼睛直接看到的。所以，这些消费者不仅在寻找能够保养她们皮肤的产品，同时也要让她们感觉很好，体现自我价值。她们当然希望物有所值。 在高档护肤品的销售中，口碑特别重要。因为相对于广告来说，这些消费者更相信她们朋友的推荐。

La Mer一直是一个口口相传的品牌，是一个追求高品质的人们推崇的品牌。我们的首要任务就是让我们的客人感觉与众不同。我们永远在探索不同的方法使我们的消费者买得高兴，用得满意。

受访人以英文作答，现附原文回答，如与中文翻译内容有出入，以英文为准：

A1: I saw this brand for the first time in Singapore at a Department Store. What drew my attention was the fish tank at the counter. I was very intrigued by it because unlike most premium skincare brands, it has very few products and the packaging is very simple. Nevertheless, the price point for the entire range is very high. I started to ask around and found out that this brand, especially the Crème is highly coveted by those in the know.

A2: The Essence launch campaign and especially the ultimate Launch Party held in Beijing in Oct 2006. The Essence is the most expensive skincare product in the world (23,000 RMB and can only be used for 21 days). Only the most important movers and shakers in China, including celebrities, socialites, business elites, and key media, attended the event. For such a large-scale event, we did not use any PR agency. It was just the La Mer team and our production house that put the whole event, including the guest list, together. The halo effect was phenomenal. We received extensive media coverage for the event and it was definitely one of the most talked-about events for “those in the know”.

So far, we have not had any disappointing launch or event. La Mer is very careful in whatever it endeavors in. Every product launch, marketing activity, or new door opening is carefully planned.

A3: So far, we do not have any direct competitors. There is no other brand in the market that only carries about 30 SKUs, still uses hand production; therefore, scarce supply, does not rely on advertising, does not do any kind of gift promotions, and insists on a very tight distribution.

A4: Out of the 8 doors we have, we rank no. 1 in 3 of them in terms of revenues. For the rest of them, we rank within top 5. In terms of brand awareness, we still need to strengthen it in 2^nd tier cities. For future development, since La Mer has a very long production process, we will still maintain a tight distribution with limited supply. We always need to satisfy our most loyal customers first.

La Mer is not perceived as a skincare brand, it’s in the ranks of super hi-end luxury products. In an article published in Times Magazine in Sept 2004, Crème de La Mer was listed as one of the 15 must-have luxury products and it was the only cosmetics product in that list!

In China, La Mer has already become a luxury lifestyle symbol and our team is working very hard to maintain this positioning.

A5: Customers who buy premium cosmetics are very demanding on quality, product effectiveness and service. Unlike branded accessories, expensive creams are not visible. Therefore, these customers are looking for something that not only makes their skin look good, but also makes them feel good (self-worth).They definitely want their money worth in all aspects. Word-of-mouth is very important since these customers believe more in their friend’s recommendations than in advertising.

La Mer has always been a word-of-mouth, “in-the-know” brand. Making our customers feel special has always been our top priority. We are forever exploring different ways to delight our customers.