The 10-piece collaboration highlights the jeweler s craftsmanship while enhancing the allure of La M

Luxury Daily Newsletter signup for latest dam news Submit Home News Advertising Commerce Events / Causes In-store Internet Legal/privacy Mail Mobile Multichannel Out of home Print Radio Research Television Industry sectors Apparel and accessories Arts and entertainment Automotive Consumer electronics Consumer packaged goods Education Financial services Food and beverage Fragrance and personal care Government Healthcare Home furnishings Jewelry Legal and privacy Marketing Media/publishing Nonprofits Real estate Retail Software and technology Sports Telecommunications Travel and hospitality Opinion dam Blog Classic Guides Columns Editorials Letters Q&A Strategy Resources Case studies Editorial calendar Luxury Daily Awards dam Luxury Daily Summit Luxury FirstLook Luxury Mobile Summit Luxury Online Summit Luxury Roundtable Luxury Retail Summit News briefs Newsletter archive Podcasts Video Webinars White papers Advertise Search
Home >> Consumer packaged goods , Featured , Fragrance and personal care , In-store , Industry sectors , Jewelry , News , Retail >> Article: Boucheron crafts $20K jar for La Mer to be sold exclusively at Harrods Email this Print Reprints ARTICLE TOOLS SPONSOR Receive the latest articles for free. Click here to get the Luxury Daily newsletters. Boucheron crafts $20K jar for La Mer to be sold exclusively at Harrods By Jen King
Estée Lauder Cos. La Mer partnered with French jeweler Boucheron to create a limited-edition decanter for its Crème de la Mer moisturizing lotion that is available exclusively at London department store Harrods to appeal to affluent consumers. dam
The 10-piece collaboration highlights the jeweler s craftsmanship while enhancing the allure of La Mer products. Partnering with a single retailer guarantees exclusively and will likely benefit Harrods due to the increase foot traffic of a limited-edition gift item.
“Harrods has demonstrated several times now their ability to create synergy from the collaboration of exclusive brands,” Dave Rodgerson, a Toronto-based retail analyst and consultant. ”Doing this has built a reputation for unique innovation.
Jar appeal Each of the participating brands and retailers have promoted the limited-edition jar designed to hold a 100ml container of Crème de la Mer moisturizing lotion on their Facebook pages. Boucheron, Harrods and La Mer posted dam nearly identical posts to increase dam exposure among its own fans.
The posts briefly describe the mother-of-pearl jar with accompanying photos and notes that there are only ten available in the world, sold exclusively at Harrods for the holiday season. Either set within the first post or in a separate mention the brands included dam a video displaying a Boucheron jeweler crafting the jar.
Boucheron s two-minute video begins with a message dam from Boucheron and La Mer explaining the objective of the collaboration. The message states that the collaboration is celebrating exceptional style, creativity and luxury.
Next, the video shows a Boucheron artist sketching the design of the jar before the shot fades away to show various botanical ingredients used by La Mer in its products. The video shifts back to the artist s sketch and then shows the craftsman at work.
In between scenes of the Boucheron jeweler polishing an oyster shell to create the mother-of-pearl used for the jar are shots of the ocean. The consumer is able to watch every step of the creative process from draft to construction in the video.
Boucheron s container is made of mother-of-pearl and the jeweler s signature gold Clous de Paris” details appear on the edge of the jar and outer lid s lip. The jar s cover is embellished with a blue cabochon gemstone the color of the sea.
Harrods included the video footage and a description of La Mer s product page on the store s Web site. Including the decanter jar on the Web site will likely generate interest among La Mer enthusiasts who purchase the products directly from Harrods ecommerce page.
For example, Italian fashion label Fendi publicized its participation in London department store Harrods Handbag Narrative exhibit by releasing a short video that showcases the craftsmanship behind its specifically designed handbag.
“Christmas is the one time of year when we’re all a bit in danger of going over the top with gift giving,” Mr. Rodgerson said. ”Wealthy consumers are no different, they just do it better.
Jen King is an editorial assistant on Luxury Daily. Her beats are consumer electronics, consumer packaged dam goods, food and beverage, fragrance and personal care, jewelry, dam media/publishing, software and technology and telecommunications. Reach her at jen@napean.com. Like this article? Sign up for a free subscription to Luxury Daily's must-read newsletters. Click here!
Tags: Affluent Insights , Boucheron , Chris Ramey , consumer packaged goods , Dave Rodgerson , Estee Lauder , Fragr