I received a book Boundless Beauty - Hubert d'Ornano (2014) as a gift. One of the wishes, to receive this book, was that I should write a short brand description of the brand in my own words - how do I see Sisley Paris as a marketing person? The book tells the story of d'Ornanos who are pioneers of the cosmetics industry. Guillaume d'Ornano was one of the founders of Lancome, and Sisley Paris was founded by his son Hubert d'Ornano in 1976. From a luxury brand perspective, Sisley is a new brand but it has its philosophical roots in the 16th century.
In order to understand Sisley's brand philosophy. We must understand d'Ornanos family background. d'Ornano family comes from the 16th century Corsica, which is an island in the Mediterranean Sea, which belongs to France. Family members have served French statesmen, including Emperor Napoleon Bonaparte and President Valéry Marie René Georges Giscard d'Estaing.
d'Ornanos were knighted in the 16h century, which makes them an aristocratic family. The family has also aristocratic roots in Poland, which makes them an international family. They have seen the horrors of communism and Nazism before, during and after WWII. All of these events have shaped the way how they see the world. These events have reflected the brand because Sisley is a family business.
Sisley is a luxury brand from a theoretical point of view, and it has applied quite strict rules of luxury marketing - it does not advertise and use celebrities as endorsers. It lies in public relations and by being quite mysterious. Therefore, Sisley's brand image is quite interesting. It is quite hard to analyze Sisley's brand philosophy without knowing the family history but when you know the family story, everything becomes crystal clear. Sisley is a master in storytelling because every single detail in products has their own stories.
Sisley's brand image is about thin slices of everything: family history, modern product development, nature, pureness, and internationalism. It is quite typical to categorize luxury brands by their values, to liberalism or conservatism. Sisley's values could be described as progressive conservatism, which means that it has slices of liberalism as well. Sisley is very subtle but when you analyze it even further, you will discover slices of almost everything - very interesting indeed. Subtlety means that Sisley can reach to conservative and liberal consumer groups by being moderate. This makes Sisley an interesting brand to follow.
Published in Luxury Sales Academy.