Lauren MacAskill is a Marketing Executive at Penhaligons, she has been with the company for 3 years.
Laura Hogan is Penhaligon’s Trade Marketing Executive and has been with the brand for 7 months.
Monday 17th September
Laura: My morning begins by catching up with emails in our head office in Spitalfields.
We are currently launching our latest fragrance Peoneve into international markets which means that there are lots of last minute marketing requests. I work closely with our international partners to ensure that they have all the marketing support that they need. This can include events, adverts, press releases and visual merchandising support.
I love that no two days are ever the same here, today I’ve found out that Singapore need a last minute invitation to be created for an event they are hosting. Our team in Japan need support for press activity and our partners in Korea need a brand advert to be created. It’s important that I always work with the international teams to deliver the right degree of localisation, ultimately everything goes back to understanding our customer’s needs wherever they live.
Tuesday 18th September
Laura: Today we are scenting Meadham Kirchoff S/S13 show for London Fashion Week. This is the seventh season that Penhaligon’s has worked with Meadham Kirchhoff. This collection will be scented by Cornubia which is a glamorous oriental rich with musk, woods and swathes of cherry-sweet vanilla and hypnotic heliotrope. It is the perfect companion to Meadham Kirchhoff’s lavish collection.
I get to the show early to ensure that the show space smells amazing. I get the goodie bags ready for the lucky front-rowers and start taking notes for the Penhaligon’s blog.
Wednesday 19th September
Lauren: I follow up with journalists following the Meadham Kirchoff show yesterday, we’ve had some great coverage!
This afternoon I’m off to a photo shoot with our Design Agency for our new Movember campaign. This year we’re launching a Moustache Wax exclusively for the men’s health charity and the campaign we’re creating around it will be used for our windows, online and in store signage. This is the third year that I have worked with Movember and I absolutely love supporting such a fantastic cause. Keep your eyes peeled – it’s amazing!
Laura: Lauren and I look after the brand’s social media sites and I really enjoy interacting with Penhaligon’s fans. Today I let fans know about an exclusive promotion that we are running with a Parisian department store.
Thursday 20th September
Lauren: Today I am undertaking my monthly competitor research. I visit all of our key competitor stores within London to research their new product launches as well as window schemes, merchandising and marketing activity. I’ve always been passionate about the beauty industry and I am a fragrance addict. I compile my findings into a monthly report which gets sent to the whole business, to ensure we keep abreast of all new fragrance launches.
Friday 21st September
Lauren: Each week I compile all of the UK and International press coverage Penhaligon’s has received into a weekly report. This week we have featured in publications such as GQ Style, Grazia, the Evening Standard and The Guardian. It is important to keep on top of this to summarise our press coverage by media types and circulation numbers on a monthly basis.
After a busy morning I meet with the lovely blogger Dunja of http://www.dunjaghag.com/ on our Peoneve terrace at Harvey Nichols to introduce and explain more about the brand before she reviews some of our products.
After a long week it’s definitely time for one of our Penhaligon’s cocktails…