Launching Make Up For Ever
in Australia 

Overview

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In 2003 Louis Vuitton Moet Hennessy launched Make Up For Ever, the Paris based makeup powerhouse in the Australian Market.   The brand needed a launch strategy that showcased the thousands of specialised products and also equipped retail and customer-facing staff with the skills to demonstrate their value.

 

Objectives

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• Introduce the brand to high level professional working makeup artists immersed in the fields of Fashion, Film, Television News and Drama, and advertising.

• Equip sales and service representatives with in-depth product knowledge across a broad and technically complex range.

 

Approach

 

Laurel designed and delivered a national training program tailored to the full scope of the MUFE product range from fashion-forward eye pigments to professional-grade SPFX items like latex foams, bruising kits, fake blood, and facial hair prosthetics.

 

Training sessions were structured to provide:

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• Product: Deep, hands-on experience with every category of the brand’s expansive offerings, including proper usage, blending, and layering techniques.

• Technical: Industry-recognised instruction on professional makeup applications covering both beauty and special effects

• Sales: Training focused not only on application but also on how to communicate product benefits effectively to consumers with varying levels of makeup knowledge

 

The program was fast-paced, inspirational, and interactive designed to meet the high standards of working makeup artists and retail consultants alike.

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Outcomes

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• Successful Australian market launch with enthusiastic uptake from professionals and consumers

• High-performing retail teams who could demonstrate, educate, and inspire with confidence

• Brand integrity preserved across all in-store experiences due to consistent training and technical knowledge

• Expanded awareness through memorable in-store demonstrations and consumer engagement events that aligned with the bold personality of the brand

 

Conclusion

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Laurel role as training partner ensured that the launch was met with enthusiasm, professionalism, and consistent delivery across all customer-facing roles. 

Laurel also drew on her industry contacts and connections to host exclusive brand expose gatherings for Australia’s elite award-winning makeup artists and their teams so they could experience the brand in person for the first time.