Project: Establishing Gleam London’s Market Presence in the UK

Company Overview:

Gleam London is a sister company to Gritti, a prestigious Italian luxury perfume brand known for its artisanal craftsmanship and rich storytelling. While Gritti represents classic luxury, Gleam seeks to bring the same quality and elegance to a younger, modern audience, focusing on themes of personal identity, discovery, and self-expression. Founded by the Gritti sisters, Gleam London aims to empower customers by allowing them to tell their own stories through its fragrances.

Business Challenge:

The goal was to create a comprehensive market entry strategy for Gleam London in the UK, positioning the brand as a premium fragrance line. The challenge was to build brand awareness and foster an emotional connection with customers while staying true to its luxury roots and the high standards established by its sister company, Gritti.

Key Contributions:

As part of the rebranding effort, I played a pivotal role in changing Gleam’s slogan to better align with its mission of personal identity and discovery. This new slogan helped to sharpen the brand’s message and resonate with a younger, more dynamic audience. Additionally, I contributed to the overall brand strategy, focusing on identity, strategic positioning, and retail strategy to help Gleam establish a foothold in the UK market.

Approach:

1. Market Research: We conducted a deep dive into the UK luxury market, analyzing consumer preferences, behaviors, and competitors in the luxury perfume industry. This helped shape our understanding of the market landscape and potential positioning opportunities for Gleam London.

2. Brand Story & Values: My key contribution was revamping the brand’s slogan and narrative, ensuring it reflected the values of Identity, Discovery, and Embrace. This helped the brand create a stronger emotional connection with customers, distinguishing itself from other luxury perfume brands.

3. Retail Strategy: Our team recommended launching Gleam in Liberty, one of London’s most prestigious department stores. Liberty’s association with exclusivity and craftsmanship made it the ideal retail partner for introducing Gleam to the UK luxury market.

4. Marketing Strategy: A multi-channel approach was designed, including partnerships with influencers, digital marketing campaigns, and out-of-home advertising through Transport for London. The goal was to raise awareness and create a distinct identity for Gleam in a crowded market, leveraging modern, fresh marketing tactics to appeal to younger consumers.

Results:

The comprehensive rebranding and market entry strategy developed for Gleam London was recognized as the best in the class. The strategy positioned Gleam for success, ensuring its luxury status while appealing to a modern audience. The new slogan and branding helped Gleam stand out, and the retail and marketing strategies provided a strong foundation for growth in the UK.

This project demonstrated a creative and strategic approach that balanced tradition with innovation, offering Gleam London a clear pathway to success in the luxury perfume market.