Merci Handy: le développement international d’une start-up sur le marché des cosmétiques

Research output: Chapter in Book/Conference proceeding with ISSN or ISBNConference contribution with ISSN or ISBN

Abstract

Have you ever seen a unicorn with a rainbow mane crying with laughter?! In February 2017, Louis and Roland (25), freshly graduated from a French business school, contemplated their first advertising campaign of their start-up, Merci Handy, in the Paris Metro. This animal was chosen for a good reason: besides its mythical side, the unicorn is also the symbol of start-ups that are less than ten years old, but valued at one billion dollars. With this humorous and offbeat discourse that breaks the codes in the cosmetics sector; Merci Handy has expressed its ambitions. It must be said that this young start-up has experienced rapid development, going from €300,000 in revenue in 2014 to €900,000 at the end of 2015 and closing 2016 with a turnover of €3m. Their concept was to re-enchant the most basic beauty and personal care products by offering them a lifestyle makeover, with a touch of humour and lots of love! Proud of their success on the French market, these two daring "millennipreneurs" wished to continue their expansion into Europe and were aiming to become even more international, particularly in Asia and in the United States. Their challenge was to become THE world's leading brand of everyday cosmetics. Merci Handy case study illustrates the steps of the international development of a start-up and questions the benefits and opportunities for start-ups today to address a global target from their inception.
Original languageEnglish
Title of host publication2017 Proceedings of the North American Case Research Association
Place of PublicationChicagoo
PublisherNACRA
Pages0-0
Number of pages1
Publication statusPublished - 1 Jan 2017
Event2017 Proceedings of the North American Case Research Association - Sheraton Chicago O'Hare, Chicago, Illinois, 19–21 October, 2017
Duration: 1 Jan 2017 → …

Conference

Conference2017 Proceedings of the North American Case Research Association
Period1/01/17 → …

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  • Cite this

    Boulocher-Passet, V., & Ruaud, S. (2017). Merci Handy: le développement international d’une start-up sur le marché des cosmétiques. In 2017 Proceedings of the North American Case Research Association (pp. 0-0). NACRA.