NARS Pop-Up Shop Launch

Project by: Julia Bayless, AJ Merjan, Anna Wolfe, and Jade Wild. Our goal for this assignment was to create a retail event to bring more awareness to NARS as well attract a Gen Z audience. We incorporated Covid protocols since the launch was planned for summer of 2020 by utilizing touch-free technology and enforce social distancing. We analyzed the retail trends that were taking place during the beginning of the pandemic, and came up with a strategy to promote the event on social media as well as including influencers in the launch.

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Mission Statement

“François Nars’ fascination with color, purity and texture led to the 1994 creation of the iconic NARS brand as a true celebration of individuality. His 12 original lipsticks—and their immediate success at launch—continue to inspire creativity, self-expression and limitless artistry. NARS embraces the audacious at every turn, bringing a high-fashion, high-style and forward-thinking approach to beauty.”

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Headquartered

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NYC

Financials

Profits:

Net Sales

2019= 42.96 MIL
2018= 58.60 MIL
2017= 58.33 MIL

Net Earnings Attributable to Shisedo

4.8%

GM%

42.27%

(Photo by NARS)

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Product Assortment

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Cheeks

Lips

Eyes

Complexion

(Assortment plan based on popular items in each category)

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New Target Customer

Isabella Johnson
Experiencer & Striver

24 junior graphic designer (SJ, CA.)
$52,000 yearly
Degree from Parsons
AAS in Communication Design
Enjoys the natural makeup-look
Has heard of great reviews of NARS from friends
Experiences with friends hold importance
Concerts, music festivals, pop-up events, art shows
Interested in technology in every day experiences

Wynwood, Miami

Wynwood is a neighborhood in Miami, FL known for street art and contains over 70 galleries and museums. The most famous area is the "Wynwood Walls" which is a park filled with walls decorated by local artists. In the surrounding area are bars, boutiques, and other neighborhood shops. We chose this location because it is the most walkable area in my Miami. A shopping trend that was happening during the pandemic was that people are shopping locally due to restrictive travels. This location is easily accessible to local residential areas and a great place to discover new things.