Page 52 - IAADFS World Summit 2025 Special Issue_Neat

INSIDER

John Bull dressed its flagship store in Nassau, The Bahamas, completely in Fenty Beauty
visuals for the highly anticipated launch event.

without the collaboration of the Kendo the store properly, to be ready to sell, direction was centralized under Kendo
team and our retailers, to whom we extend to be ready to greet influencers and VIP Inc.’s team to maintain brand cohesion
our heartfelt thanks.” customers,” said Granda. across all markets.
Gabriela Mier y Teran, the sales Before even planning for the launch, “Weekly coordination calls were
manager who came on board, explains the team had to define their creative essential to monitor progress and ensure
that the Caribbean Fenty launch was message. What is the story behind this all visual elements met Fenty’s exacting
meticulously planned so that all the stores brand that the Caribbean has been waiting standards. This collaborative approach,
across the region would go live on October for so eagerly? How will they translate that combining local execution with centralized
24. global message individually to each island? creative oversight, proved crucial to
“This was a massive undertaking, Even materials had to be considered, since successfully launching the brand across
considering we launched nine stores across not everything is available on every island. multiple Caribbean markets,” she said.
seven islands on the same day. The Essence
team was fully present and actively Incorporating local elements while Multiple stakeholder expectations
engaged at each location, supporting our meeting brand expectations Maintaining consistency of furniture,
retail partners, managing media inquiries, “We were juggling between making materials and creative was only some of the
interacting with clients, and driving retail sure that we honor the local economies and challenges faced in Fenty Beaty’s multi-
sales,” she said. support the local vendors for this historic country initiative.
“The launch exceeded our launch, but at the same time also honoring “The primary challenge in
expectations, it was truly spectacular! the brand image,” noted Marie-Claire coordinating this multi-territory launch
Clients lined up before store openings, Lochet, Digital and Retail Experience was balancing multiple stakeholder
excited to finally have access to a brand Director at Essence Corp. requirements while meeting our global
that genuinely understands their needs, “Executing the furniture and visual launch deadline,” said Lochet. “To do so
especially when it comes to complexion elements across multiple Caribbean islands we had to manage the creative expectations
shades designed with a Caribbean required careful planning and coordination. of the Fenty brand while working
perspective, considering the region’s humid We began with a comprehensive audit of within local production capabilities and
climate and diverse skin tones.” trade marketing spaces across all launch limitations. We also had to coordinate with
locations to assess possibilities and retailers across different territories, each
“Divide and conquer” approach requirements. While adhering to Fenty’s with unique requirements and infrastructure
Brand Director Carolina Granda brand guidelines and working within considerations, while ensuring
explains that the team took a “divide and our budget parameters, we developed a synchronized execution of our 360-degree
conquer” approach in order to pull off the strategic approach that balanced quality, marketing plan across all markets to meet
simultaneous launches. efficiency, and local engagement. the global launch date.
“Everybody on the team was assigned “Our vendor strategy was intentionally “As the leading distributor in the
to an island to assist each retailer prepare hybrid. We prioritized partnering with local Caribbean, we leveraged our deep regional
for the launch, helping with merchandising, vendors in each territory, both to optimize expertise to guide the brand through the
prepping the BAs, making sure that costs and support regional economies. distinct cultural nuances of each market.
everything was seamless. We helped with However, for specialized materials or While maintaining the cohesive Caribbean
media coverage and social media. We took creative briefing unavailable locally, identity as a whole, we were committed
videos and interviewed customers. We we consolidated procurement through a to ensuring the launch respected and
were selling on the floor. Each of us took single supplier to ensure consistency and represented the unique characteristics of
on the task to be there, to be ready to talk efficiency,” she explained. each territory.”
about the brand, to be ready to merchandise Lochet points out that the creative Success required extensive cross-
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