{"id":210345,"date":"2024-11-27T13:29:42","date_gmt":"2024-11-27T12:29:42","guid":{"rendered":"https:\/\/ipmark.com\/?p=210345"},"modified":"2024-11-27T14:53:20","modified_gmt":"2024-11-27T13:53:20","slug":"equivalenza-estrena-posicionamiento-de-marca","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=210345","title":{"rendered":"Equivalenza estrena posicionamiento de marca"},"content":{"rendered":"<p><b>La marca espa\u00f1ola de perfumer\u00eda Equivalenza ha lanzado nuevo rebranding y posicionamiento de marca \u2018<\/b><b><i>Live perfumery your way<\/i><\/b><b>\u2019 (\u2018<\/b><b><i>Vive la perfumer\u00eda a tu manera<\/i><\/b><b>\u2019, en espa\u00f1ol) para acercarse al nuevo consumidor, con una renovada gama de productos tras dos a\u00f1os de investigaci\u00f3n. En este viaje, la personalizaci\u00f3n es clave. Se deja atr\u00e1s el cl\u00e1sico tarro de la firma y llegan diferentes dise\u00f1os que el cliente podr\u00e1 elegir en el momento de la compra.\u00a0\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Fundada hace 11 a\u00f1os, la compa\u00f1\u00eda naci\u00f3 para democratizar el sector de la perfumer\u00eda con productos a precios m\u00e1s asequibles, pero desde hace unos a\u00f1os la marca ha percibido que faltaba conocimiento de la marca, iniciando un estudio de mercado en Espa\u00f1a, Italia y Portugal, ha explicado<\/span><b> la responsable de comunicaci\u00f3n de Equivalenza, Elena Tapiol, <\/b><span style=\"font-weight: 400;\">durante la rueda de prensa. En este an\u00e1lisis, descubrieron que hab\u00eda clientes que estaban desapareciendo. \u201cTen\u00edamos un target m\u00e1s adulto y quer\u00edamos llegar a m\u00e1s gente, especialmente a los j\u00f3venes\u00bb, ha se\u00f1alado.<\/span><\/p>\n<figure id=\"attachment_210347\" aria-describedby=\"caption-attachment-210347\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-210347\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3.jpg\" alt=\"\" width=\"800\" height=\"445\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3.jpg 800w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-300x167.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-768x427.jpg 768w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-100x56.jpg 100w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-24x13.jpg 24w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-36x20.jpg 36w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-48x27.jpg 48w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-3-600x334.jpg 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><figcaption id=\"caption-attachment-210347\" class=\"wp-caption-text\">Responsable de comunicaci\u00f3n de Equivalenza, Elena Tapiol.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">El estudio de mercado ha presentado un nuevo cliente, denominado <\/span><b>\u2018smart buyer<\/b><span style=\"font-weight: 400;\">\u2019, un \u201c<\/span><b>consumidor m\u00e1s informado que quiere todo lo bueno de la perfumer\u00eda pero sin pagar de m\u00e1s<\/b><span style=\"font-weight: 400;\">\u201d, ha contado Elena Tapiol. Este cliente tambi\u00e9n quiere que el dise\u00f1o sea bonito, ha compartido. En ese sentido, \u201chemos dado la vuelta a la manera de trabajar, con nuestro sistema refill, y es donde entra en juego la personalizaci\u00f3n y la experiencia en tienda\u201d. El consumidor ahora <\/span><b>puede elegir el frasco, el color y la forma del tap\u00f3n en tienda y en el ecommerce.<\/b><span style=\"font-weight: 400;\"> \u201cCreemos que es algo disruptivo, brindando al cliente la posibilidad de personalizar el perfume a su manera\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La renovada gama de productos cuenta con una l\u00ednea regular para mujer y hombre, una unisex m\u00e1s premium y una para el hogar, jugando con los olores c\u00edtricos, florales y amaderados.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Equivalenza, Live Perfumery your way\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/Dq_Z1HI6I3k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3><b>Nueva imagen\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">La nueva imagen de marca Equivalenza se est\u00e1 empezando a introducir en los puntos de venta, as\u00ed como en el ecommerce y distintos canales digitales. El dise\u00f1o, creado por el estudio <\/span><b>Morillas<\/b><span style=\"font-weight: 400;\">, presenta tambi\u00e9n una nueva tipograf\u00eda. En el caso del tarro, se mantiene el n\u00famero cl\u00e1sico de la firma perfumer\u00eda, pero se a\u00f1aden un nuevo nombre en ingl\u00e9s y la subfamilia olfativa a la que pertenece, para facilitar la compra y la posibilidad de utilizar el sistema refill, presente en el establecimiento.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-210346\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1.jpg\" alt=\"\" width=\"800\" height=\"445\" srcset=\"https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1.jpg 800w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-300x167.jpg 300w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-768x427.jpg 768w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-100x56.jpg 100w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-24x13.jpg 24w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-36x20.jpg 36w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-48x27.jpg 48w, https:\/\/ipmark.com\/wp-content\/uploads\/EQUIVALENZA-1-600x334.jpg 600w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">A partir de diciembre, <\/span><b>algunas tiendas de Madrid<\/b><span style=\"font-weight: 400;\"> ya contar\u00e1n con esta renovada identidad que busca empoderar al cliente y acercar el producto a todos los p\u00fablicos.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La compa\u00f1\u00eda busca empoderar al cliente con una renovada gama de productos, donde la personalizaci\u00f3n es clave. Ahora, el consumidor puede elegir frasco, color y la forma del tap\u00f3n. <\/p>\n","protected":false},"author":30,"featured_media":210351,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38],"tags":[2226,2227],"class_list":["post-210345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marcas","tag-marcas","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Equivalenza estrena posicionamiento de marca - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=210345\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Equivalenza estrena posicionamiento de marca - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"La compa\u00f1\u00eda busca empoderar al cliente con una renovada gama de productos, donde la personalizaci\u00f3n es clave. 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