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CO-WRITTEN / PARTNER | Staff Reporter, Hong Kong
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Chantecaille Beaute Hong Kong Limited bags Team of the Year-Luxury Retail at the Hong Kong Business Management Excellence Awards 2018

The up and coming beauty brand's 2018 roadshow showcased it philanthropic positioning and exceeded sales targets.

Chantecaille Beaute Hong Kong Limited sets a luxurious standard in the world of modern, botanical skincare and cosmetics. Through groundbreaking scientific advancement, meticulous formulation, and personal commitment, the company uses beauty as a tool to effect change in the world. By creating purposeful, obsession-worthy beauty products crafted from the purest ingredients, Chantecaille has raised the bar for the beauty industry. The luxury brand has also created a philanthropy platform which shines a spotlight on global environmental issues and supports conservation efforts around the globe. In a bid to share the brand's joy after 20 successful years in the market, Chantecaille held its 2018 roadshow. For this, Chantecaille bagged the Team of the Year for Luxury Retail at the Hong Kong Business Management Excellence Awards 2018.

Chantecaille’s 20 Year Anniversary Roadshow aimed to share its joy and achievements with its loyal customers, media, celebrities, and other influencers. This event has increased brand awareness and PR exposure for the firm. It also strengthened Chantecaille’s philanthropic positioning. The roadshow was also a great opportunity to recruit new customers, bring in incremental traffic, and incremental sales to the company. In order to successfully mount the event, the company had to demonstrate good team work and comprehensive strategic planning to achieve good results.

With a limited budget and no experience in similar events, Chantecaille faced several challenges in executing the event. With limited time and resources, it set a goal of reaching substantial PR coverage and incremental sales both internally and external retail partner. Needless to say, Chantecaille dreamed big and delivered. The company was able to book the roadshow at the Ocean Terminal Lobby, the number one sales counter at Lane Crawford Canton Road which guarantees higher traffic and sales. It also mounted 360-degree communications including pre-launch print advertorials, digital and social media initiatives, and leverage with the partners’ support. The roadshow was also able to convey both brand essence — Rose de Mai (i.e. Rose of May in France) and philanthropy support in the overall roadshow design and executions. Chantecaille collaborated with the Society for the Prevention of Cruelty to Animals (SPCA) by donating partial proceeds to support its advocacy that tied up with the company's philanthropic positioning.

The results were stunning with 78 Chinese and Hong Kong media titles, celebrities, and influencers attending the roadshow. The event garnered 14.4 million total impressions and over substantial PR coverage value. Traffic was also achieved with long lines and a full house at the roadshow. Lastly, the event got outstanding sales performance, which was 56% more than the target.

The inaugural Hong Kong Business Management Excellence Awards was held on November 28, 2018 at the Conrad Hong Kong. The award aims to honour the City's most outstanding business leaders, including noteworthy individuals and teams whose initiatives have brought tangible business gains for their company's operations.

The 2018 nominees were judged by a panel consisting of Andrew Ross, Managing Director of Baker Tilly Hong Kong; Charbon Lo, Director of Crowe (HK) CPA Limited; Roy Lo, Managing Partner of SHINEWING (HK) CPA Limited; and Anthony Tam, Executive Director in Tax Services of Mazars Hong Kong.

If you would like to join the 2019 awards and be lauded as one of the most outstanding management executives of Hong Kong, please email marianneavilla@charltonmediamail.com.

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