MUSTELA

Creation of the global retail concept and guidelines

Assist the rebranding of the iconic French dermo-cosmetic brand by translating its commitments into retail.

Think in terms of deployment and internationalisation, taking into account the constraints of different markets and distribution networks: from pharmacies to baby stores.

SECTORBeauty
PROFESSIONAL SECTORSDEFINE, DESIGN

How do you translate the new brand platform into a retail concept that can be rolled out at an international level?

Our approach

A genuinely creative collaborative process between our Define division and the Mustela teams: brainstorming workshops aimed at imagining the ideal brand experience for ‘parennials’.

Our Design division turned the ideas into a signature concept that is extraordinarily versatile.

Pop-up, corner, baby store, pharmacy shelves, perfumeries, department stores... we developed the concept for each type of location and market (Europe, Asia, Africa, North, Central and South America) and then standardised it in the international retail guidelines.

The result

A rich and structuring approach and a collaboration that will be continued with new global and market projects: fresh eco-designed furnishings in line with the brand’s innovations, or event venues such as the Maison des Parents, etc.