Parfums Cacharel de L’Oréal: Decoding and Revitalizing a Classic Brand

Parfums Cacharel’s AnaisAnais and Loulou were once the number one and number two best-selling fragrances in Europe, but profits had slipped and the firm’s new director argued that the organization had lost sight of its brand identity. How could it carry out an effective self-assessment? Cacharel chose brand decoding over market research. Professor Pierre Chandon, Professor Klaus Wertenbroch and Nicholas Rowell ask you to determine … [ Read more ]