A MAJESTIC LAUNCH Bringing a new premium interior decorative product range into the market requires a strong marketing team that not only anticipates trends in interior design, but also knows how to generate excitement for fresh home designs. CUSTOMERS AND INNOVATION In 2016, Jotun launched Majestic Design, a premium interior paint collection, in South East Asia. The collection, adapted from a similar Jotun range of products first developed in the Middle East, was inspired by nature’s beauty. Majestic Design captures the essence of three inspirational natural scenes: Majestic Design Pearl, which provides a pearlescent finish echoing a calming morning mist; Majestic Design Prestige, which offers a luxurious metallic finish evoking sunset clouds; and Majestic Design Diamond, which mimics stars glittering in the night sky. EASY TO SHOWCASE INDIVIDUAL TASTE Jotun selected designs by closely tracking consumer trends in South East Asia and consulting with leading designers, architects and external and internal colour specialists. Majestic Design reflects a renewed fashion focus on natural beauty, allowing homeowners a fresh approach to personal expression, with different designs to match different tastes. Because homeowners often find it difficult to use paint with special features, the Majestic Design team worked with Jotun in Scandinavia to provide consumers with the tools to ensure that the company’s signature designs are easy to replicate and apply. Following an intensive development project, Majestic Design was first introduced in November 2016 in Malaysia. Events were organised to celebrate the launch with Jotun dealers, architects, designers and the press. These presentations were carefully choreographed to generate excitement, linking each design with a different emotion, inspired by nature. Launches in other countries in South East Asia are scheduled for 2017. LIFTING THE BRAND Majestic Design follows the successful launch of Majestic True Beauty (2014) and Majestic Perfect Beauty and Care (2015), both premium products that enjoyed success. In addition to being profitable, launching these ultra premium products helps to generate interest in other Jotun products and strengthen the company’s brand. 33
Jotun Group Report 2016
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