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Lexus fragrance Shinshi Look Book
- 3. Presented to you by Lexus
- 5. Lexus will win the race because: Lexus will do it right from the start. Lexus will have the finest dealer network in the industry. Lexus will treat each customer as we would a guest in our home. If you think you can’t, you won’t... If you think you can, you will! We can, we will.
- 8. THE NAME The first Lexus Fragrance will be called Shinshi. Majority of brands use the French word “homme” for their fragrances. Being a Japanese brand, the word Shinshi is chosen. Shinshi means gentleman in Japanese. They are chivalrous, courteous, and honorable. This also reflects the Lexus users themselves.
- 9. 绅士
- 10. THE BOTTLE The Shinshi spray bottle is inspired by the front grille on Lexus cars. It is a feature on the Lexus cars that really differentiates it from their competitors. It will be around 3 inches by 4 inches. The bottle will be made out of clear crystal glass. The choice of the shape of the bottle is so that Lexus owners or anyone who is familiar with a Lexus car will immediately recognize the shape.
- 13. Rendered by Bin Zhu
- 16. THE ASSORTMENT Lexus Shinshi Eau De Toilette Spray One size 2.5oz 75ml $150USD
- 18. THE DISTRIBUTION PLAN Tier 1: 180 Lexus dealerships nationwide INTERSECT by Lexus Neiman Marcus Dallas Flagship MR PORTER Tier 2: All Neiman Marcus stores Neiman Marcus online
- 20. THE MARKETING PLAN Pre launch October 2017 FeatureLexuscarinNeimanMarcus’TheBookwithstatementabout thefragrancelaunch.PreviewonsocialmediaaccountsandBeyond by Lexus. Sneak peek on MR PORTER a month before initial launch. Launch November 2017 Private launch party with Lexus and Neiman Marcus VIPs and media. Pop up store with Mr Porter. Post-launch May 2018 Father’s day launch at Neiman Marcus’ new New York flagship store. Release of Lexus Shinshi Father’s Day film. Refill service ($100USD) will also be available at all Lexus dealerships.
- 22. Nicole Ng | Pan Wang